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Strategic Marketing
This document discusses strategic marketing and value propositions. It contains several quotes and graphics on marketing principles. The graphics discuss focusing on specific customer segments, identifying qualifiers and satisfiers, and delivering value at every customer touchpoint. The document is intended for a workshop on developing and implementing value propositions. It encourages attendees to present and get feedback on their own value proposition and how they bring it to life for customers.
Strategic Marketing
- 1. PLATO STRATEGIC MARKETING PROF. DR.IR. MARION DEBRUYNE ©Marion Debruyne “MARKETING IS NOT THE ART OF FINDING CLEVER WAYS TO DISPOSE OF WHAT YOU MAKE. MARKETING IS THE ART OF CREATING GENUINE CUSTOMER VALUE. IT IS THE ART OF HELPING YOUR CUSTOMERS BECOME BETTER OFF. “ PHILIP KOTLER © Vlerick Business School 1
- 2. Why should a customer buy from you? "I cannot give you a formula for success, but I can give you a formula for failure, which is: Try to please everybody.“ Mark Twain © Vlerick Business School 2
- 3. 1. WHO ISTHE CUSTOMER? © Vlerick Business School Not all customers are created equal © Vlerick Business School 3
- 4. © Vlerick BusinessSchool Z-Safety, specialists in shutdown safety Z-Safety is the Western European specialist par excellence when it comes to total safety during the shutdown of petrochemical plants or power stations. Z-Safety rents out safety equipment, makes available trained safety experts and coordinates safety © Vlerick Business School operations from start to end. 4
- 5. CURVES Fitnesscenter for women only 8000 locations in 10 years 10th largest franchise company in the world (in units) © Vlerick Business School CHATEAUFORM Focus on one target of customers • Big multinational companies • To meet their needs in terms of meetings, seminars, events • Excluding any other target in order to be close to the needs of the different segments: • Participants • Assistants • Decision makers • Facilitators and consultants 10 © 2011 - Jacques Horovitz © Vlerick Business School 5
- 6. 2. DO YOUFOCUS? © Vlerick Business School ALL BENEFITS VALUE PROPOSITION Value Proposition All benefits Consists of: A list of all benefits customers receive Answers the customer “Why should our firm purchase your question: offering?” Requires: Knowledge of own market offering Has the potential pitfall: Benefit assertion (Anderson et al. 2006) © Vlerick Business School 6
- 7. "Simple messages travel faster, simpler designs reach the market faster and the elimination of clutter allows faster decision making.“ Jack Welch LESS IS MORE © Vlerick Business School 7
- 8. Result:Positional Advantage Sunparks POINT OF POINT OF PARITY DIFFERENCE SATISFIER QUALIFIER QUALIFIERS VS SATISFIERS QUALIFIERS :Baseline customer expectations :Under-performance is cause for dissatisfaction/defection :Over-performance doesn’t lead to higher satisfaction/loyalty SATISFIERS :Customer value drivers above baseline expectations :Not all players excel at all of them :Over-performance leads to higher satisfaction/loyalty Meet the qualifiers, outperform the differentiators! © Vlerick Business School 8
- 9. WHO ARE YOUCOMPETING WITH? SMARTPHONES Product View Demographic View Job-To-Be-Done View Market Definition Market Definition Market Definition The traveling salesperson Use small snippets of The handheld wireless device market time productively Competitors Competitors Competitors Notebook computers, Notebook computers, tablet computers, tablet computers, mobile phones • Iphone, HTC,Samsung mobile phones, e-readers Wall Street Journal, CNN, Airport News, listening to boring presentations, doing nothing © Vlerick Business School FAVORABLE POINTS OF DIFFERENCE Value Proposition All benefits Favorable points of difference Consists of: A list of all benefits All favorable points of customers receive difference relative to next best alternative Answers the “Why should our firm “Why should our firm customer question: purchase your purchase your offering offering?” instead of your competitor’s?” Requires: Knowledge of own Knowledge of own market offering market offering and next best alternative Has the potential Benefit assertion Value presumption pitfall: (Anderson et al. 2006) © Vlerick Business School 9
- 10. RESONATING FOCUS Value All benefits Favorable points Resonating Proposition of difference focus Consists of: A list of all benefits All favorable points One or two points of customers receive of difference relative difference with the to next best greatest customer alternative value Answers the “Why should our firm “Why should our firm “What is most customer purchase your purchase your worthwile for our question: offering?” offering instead of firm about your your competitor’s?” offering?” Requires: Knowledge of own Knowledge of own Knowledge of how market offering offering and next own offering delivers best alternative superior value Has the Benefit assertion Value presumption Requires customer potential value research pitfall: (Anderson et al. 2006) © Vlerick Business School 3. WHOSE LANGUAGE DO YOU SPEAK? © Vlerick Business School 10
- 11. SEGMENT SPCECIFIC FEATURES Reason to believe BENEFITS VALUE © Vlerick Business School UNIQUE VALUE PROPOSITION For (target customer) who (statement of the need or opportunity), the (product/service name) is a (product/service category) that (statement of benefit). 11
- 12. 6. DO YOUDELIVER ANYTIME ANYWHERE ANYPLACE? Do you implement your value proposition? Value Proposition results in Positioning What do customers perceive as the advantages you offer relative to competitors? © Vlerick Business School 12
- 13. DETECT THE DIFFERENCES… © Vlerick Business School YOUR VALUE PROPOSITION IS A PROMISE FULFILLED AT EVERY CUSTOMER TOUCH POINT Awareness Maintenanc Informatio e and n search Disposal Customer Sales service Billing Ordering Product delivery experience © Vlerick Business School 13
- 14. HOW TO LEVERAGESOCIAL MEDIA? © Vlerick Business School 28 14
- 15. TIME FOR SOMEINTROSPECTION What is our value proposition? How do you implement your value proposition? © Vlerick Business School WORKSHOP 15 min for each to be the topic of discussion Your role: Present your value proposition to the group Show how your value proposition gets implemented The group’s role: To ask critical questions To give advice on: How to fine-tune your value proposition How to implement your value proposition © Vlerick Business School 15
- 16. THANK YOU! Prof. dr.ir. Marion Debruyne Associate Professor & Partner Vlerick Business School Contact me: Marion.Debruyne@vlerick.com Follow me: MarionDebruyne © Vlerick Business School 16