INTEGRATED

COMMUNICATIONS
TODAYS AGENDA
Customer Value Proposition
Levels of products and services
Branding and differentiation
Brand positioning
Working with and briefing creative agencies
Customer Value Proposition
CVP answers the question Why should
anyone buy your product or use your service

It also answer the question Why does the
organization, business etc exist at all
Your value proposition is a statement that
summarizes why a consumer should buy your
product or use your service. This statement
should convince a potential consumer that your
particular product or service will add
more value or better solve a problem than
other similar offerings
CSV has three basic dimensions
Tangible attributes of the product or service
such as price, quality etc

The relationship the customer experiences as
a result of interaction with the company

The emotional appeal of the company or its
products and services
CSV could also be centre around:
Providing more convenience for customers at a low
cost

More customized solutions

Innovative products at the best price

Source: Michael Treacy & Fred Wiersema, The Discipline
of Market Leaders
For
Who want/need
We offer
We are better than alternatives, because
Proof points:
PRODUCTS
BRANDING AND DIFFERENTIATION
Value Proposition Worksheet


What is a brand?
Value Proposition Worksheet


A name becomes a brand when
consumers associate it with a set of
tangible and Intangible benefits that
they obtain from the product or service

Brand Management
Brand Equity
Brand Strategy
Brand Positioning
Brand Consistency
Brand Communications
Characteristics of a brand
A brand must have:

Attributes
Benefits
Values
Personality


What is differentiation?
Positioning