PLATOSTRATEGIC MARKETINGPROF. DR. IR. MARION DEBRUYNE                                                 ©Marion Debruyne    ...
Why should a                                              customer buy from                                               ...
1. WHO IS THE CUSTOMER? © Vlerick Business School              Not all customers are created equal © Vlerick Business Scho...
© Vlerick Business School                                    Z-Safety,                             specialists in shutdown...
CURVES  Fitness center for women only  8000 locations in 10 years  10th largest franchise company in the world (in units) ...
2. DO YOU FOCUS?   © Vlerick Business SchoolALL BENEFITS VALUE PROPOSITION Value Proposition                            Al...
"Simple messages travel                              faster, simpler designs reach                                  the ma...
Result:Positional Advantage Sunparks                                     POINT OF                    POINT OF             ...
WHO ARE YOU COMPETING WITH? SMARTPHONESProduct View                    Demographic View            Job-To-Be-Done         ...
RESONATING FOCUSValue                                   All benefits        Favorable points           ResonatingPropositi...
SEGMENT SPCECIFIC                                                                FEATURES                                 ...
6. DO YOU DELIVER ANYTIME                ANYWHERE ANYPLACE?                            Do you implement your value proposi...
DETECT THE DIFFERENCES…  © Vlerick Business SchoolYOUR VALUE PROPOSITION IS A PROMISE FULFILLED ATEVERY CUSTOMER TOUCH POI...
HOW TO LEVERAGE SOCIAL MEDIA?   © Vlerick Business School                                28                               ...
TIME FOR SOME INTROSPECTION                              What is our value proposition?                              How d...
THANK YOU!Prof. dr. ir. Marion DebruyneAssociate Professor & PartnerVlerick Business SchoolContact me:Marion.Debruyne@vler...
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Strategic Marketing

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A short session by Prof Marion Debruyne on Strategic Marketing for non marketing specialists.

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Strategic Marketing

  1. 1. PLATOSTRATEGIC MARKETINGPROF. 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. 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. 3. 1. WHO IS THE CUSTOMER? © Vlerick Business School Not all customers are created equal © Vlerick Business School 3
  4. 4. © Vlerick Business School 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. 5. CURVES Fitness center for women only 8000 locations in 10 years 10th largest franchise company in the world (in units) © Vlerick Business School CHATEAUFORMFocus 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 ofthe different segments: • Participants • Assistants • Decision makers • Facilitators and consultants 10 © 2011 - Jacques Horovitz © Vlerick Business School 5
  6. 6. 2. DO YOU FOCUS? © Vlerick Business SchoolALL 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. 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. 8. Result:Positional Advantage Sunparks POINT OF POINT OF PARITY DIFFERENCE SATISFIER QUALIFIERQUALIFIERS VS SATISFIERSQUALIFIERS :Baseline customer expectations :Under-performance is cause for dissatisfaction/defection :Over-performance doesn’t lead to higher satisfaction/loyaltySATISFIERS :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. 9. WHO ARE YOU COMPETING WITH? SMARTPHONESProduct View Demographic View Job-To-Be-Done ViewMarket Definition Market Definition Market Definition The traveling salesperson Use small snippets ofThe handheld wirelessdevice market time productively Competitors CompetitorsCompetitors 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 SchoolFAVORABLE 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. 10. RESONATING FOCUSValue All benefits Favorable points ResonatingProposition of difference focusConsists 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 valueAnswers the “Why should our firm “Why should our firm “What is mostcustomer purchase your purchase your worthwile for ourquestion: 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 valueHas the Benefit assertion Value presumption Requires customerpotential value researchpitfall: (Anderson et al. 2006) © Vlerick Business School 3. WHOSE LANGUAGE DO YOU SPEAK? © Vlerick Business School 10
  11. 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. 12. 6. DO YOU DELIVER 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. 13. DETECT THE DIFFERENCES… © Vlerick Business SchoolYOUR VALUE PROPOSITION IS A PROMISE FULFILLED ATEVERY CUSTOMER TOUCH POINT Awareness Maintenanc Informatio e and n search Disposal Customer Sales service Billing Ordering Product delivery experience © Vlerick Business School 13
  14. 14. HOW TO LEVERAGE SOCIAL MEDIA? © Vlerick Business School 28 14
  15. 15. TIME FOR SOME INTROSPECTION What is our value proposition? How do you implement your value proposition? © Vlerick Business SchoolWORKSHOP15 min for each to be the topic of discussionYour role: Present your value proposition to the group Show how your value proposition gets implementedThe 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. 16. THANK YOU!Prof. dr. ir. Marion DebruyneAssociate Professor & PartnerVlerick Business SchoolContact me:Marion.Debruyne@vlerick.comFollow me: MarionDebruyne © Vlerick Business School 16

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