Value PropositionGive consumers a reason to buy        Knowledge shared by
“  Why should Ichoose to buy yourproduct or service,               ”  and why now?                      Knowledge shared by
“A business or marketing statement thatsummarizes why a consumer should buya product or use a service.”
a key element in developing a great marketing strategy                                ValuePositioning                    ...
Biggestchallenge?          Knowledge shared by
Testing / Measuringa Value PropositionExpressing a Valueproposition clearlyIdentifying an effectiveValue Proposition      ...
excersiceBuild a 2 sentence proposition
Fill in the blanks                                         Sentence of                     Target              Need or    ...
A light-hearted exampleAlthough this is tounge-in-cheek, it demostrates how it can be used                                ...
Sentence  one           For    a commuter                  [Target Customer]           who    wants to eat breakfast on th...
Sentence  two           Unlike   grain bars and breakfast cereals,                    [Primary competitive Alternative]   ...
Try to be unique       You never hear anyone say: “I married her becauseshe was exactly like every    other girl I dated”
“What?  the                   Try your value proposition out on So                   colleagues, employees – and most     ...
To produce a concise, convincing value proposition is not a trivial exercise. When we do that with our clients, it’s based...
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Value proposition

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Value proposition

  1. 1. Value PropositionGive consumers a reason to buy Knowledge shared by
  2. 2. “ Why should Ichoose to buy yourproduct or service, ” and why now? Knowledge shared by
  3. 3. “A business or marketing statement thatsummarizes why a consumer should buya product or use a service.”
  4. 4. a key element in developing a great marketing strategy ValuePositioning Proposition Messaging Output (Touchpoints)The high-level promise The promise that How you (creatively) Where youryou convey customers differentiates you in the market communicate your position messages are conveyed Knowledge shared by
  5. 5. Biggestchallenge? Knowledge shared by
  6. 6. Testing / Measuringa Value PropositionExpressing a Valueproposition clearlyIdentifying an effectiveValue Proposition Knowledge shared by
  7. 7. excersiceBuild a 2 sentence proposition
  8. 8. Fill in the blanks Sentence of Target Need or Product / Service Statement Customer Opportunity Category of BenefitSentence 1 For who our that . Primary Statement Competitive of Primary Proof of Alternative Differentiator BenefitSentence 2 Unlike our product because our . Knowledge shared by
  9. 9. A light-hearted exampleAlthough this is tounge-in-cheek, it demostrates how it can be used Knowledge shared by
  10. 10. Sentence one For a commuter [Target Customer] who wants to eat breakfast on the train without mess, [Scentence of Need or Opportunity] our BrekkieBar* product is a health food, which provides a completely nutritious and delicious breakfast [Product / Service Category] that you can eat anywhere. [Statement of Benefit] *fictitious product Knowledge shared by
  11. 11. Sentence two Unlike grain bars and breakfast cereals, [Primary competitive Alternative] our product BrekkieBar* tastes like a full English breakfast, but has no fat and no calories, even the wrapper can be eaten leaving no waste [Statement of primary dirrefentiator] because our our unique combination of innovative use of genetically modified foods and bio-engineerd plastic packaging. [Proof of benefit] *fictitious product Knowledge shared by
  12. 12. Try to be unique You never hear anyone say: “I married her becauseshe was exactly like every other girl I dated”
  13. 13. “What? the Try your value proposition out on So colleagues, employees – and most importantly, existing and potential customers. If the response to your value proposition from a prospective buyer is “So What?”, you know that it’s not strong enough. Did it describe tangible ” or measurable benefits that are truly of concern to that consumer or business test person? Knowledge shared by
  14. 14. To produce a concise, convincing value proposition is not a trivial exercise. When we do that with our clients, it’s basedon analysis of their company, its products and services, their competitors, and the market they’re operating in. Would you like to know more? Or simply want a second opinion Contact us. Cris Anthony Hödar CEO and Partner email: cah@plenus.dk Mobile (+45) 28 262 851 Knowledge shared by

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