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  • CME 105 Brand Value Proposition Course Sample Materials Alm

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    V lue proposition is promise we make to tar et customers that convinces them to prefer us to competition. A good Value Proposition is based on insights. They help you understand the motivations behind the target customerPs preferences and behavior.

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    V lue proposition is promise we make to tar et customers that convinces them to prefer us to competition. A good Value Proposition is based on insights. They help you understand the motivations behind the target customerPs preferences and behavior.

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    Attribution Non-Commercial (BY-NC)
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    106 tayangan8 halaman

    CME 105 Brand Value Proposition Course Sample Materials Alm

    Diunggah oleh

    chris8411
    V lue proposition is promise we make to tar et customers that convinces them to prefer us to competition. A good Value Proposition is based on insights. They help you understand the motivations behind the target customerPs preferences and behavior.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 8

    Brand Value Proposition

    Training – Sample Material


    ““We
    We are
    are increasingly
    increasingly in
    in aa commodity-like
    commodity-like market”
    market”

    How many of you think that applies to your business?

    © 2010 EMM Group


    2
    Competing in the tire industry

    Security Fun & enjoyment


    Emotional
    Benefits
    Safer drive Exciting drive

    Better control Better control


    Functional
    Benefits
    Better grip Better grip

    Attributes Superior tread design, Superior tread design,


    steel radial steel radial
    For families with kids For male car enthusiasts
    © 2010 EMM Group
    3
    Consumers trade-off benefits with cost

    Promise Differentiation Price

    Support Effort Risk

    Is this for me?

    A Value proposition balances the benefits with the costs


    Source: Northwestern University © 2010 EMM Group
    4
    Value Proposition – What is it?

    A value proposition is a promise we make to target


    customers that
      convinces them to prefer us to
    competition.

    A card is a card? Must be:


    • Relevant
    • Differentiated
    • Credible

    … at the appropriate price

    © 2010 EMM Group


    5
    Key characteristics of a value proposition

    Customer’s Competitors’
    needs gap • Relevant
    • Differentiated
    • Credible

    GE’s
    strengths

    © 2010 EMM Group


    6
    A good value proposition is based on insights

    Insights help you


    understand the
    motivations behind
    the target customer’s
    preferences and
    behavior.

    They help make your value proposition:


    • Relevant
    • Unique

    © 2010 EMM Group


    7
    Provides Consistent, Dependable
    & Genuine Caring Experiences

    © 2010 EMM Group


    8

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