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em CVP supplement [Autosaved] - target market segment and...

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Gary Minkoff S egmenting, Targeting & Positioning Supplement Customer Value Proposition
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Outline/Objectives Understand the general concept of a value proposition Understand the concept of a CVP or Customer Value Proposition Learn how to create a CVP
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The Value Proposition Concept An aspect of positioning The value proposition reflects the full mix of benefits offered by a brand, product or service It’s how the offering is positioned
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Possible Value Propositions More The Same Less More More for More More for the same More for less The Same The same for less Less Less for much less Price Benefits Principles of Marketing; Kotler, Armstrong: Pearson Prentice Hall, 2004
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The CVP The CVP is a positioning statement; creates a perception of superiority about the offering’s attributes (price, quality, etc.) about which the customer cares most Includes a category or product family, a concept,
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Unformatted text preview: target market segment and point of difference The CVP (cont) • The “formula”. . To [target group and need] our [brand/product/service] is [concept] that [point-of-difference]. An example: For business travelers who are hungry while waiting at the airport gate before/between flights, Food on the Fly is an airport-based, food-delivery service that’s fast, simple and provides convenient access to any of the airport’s dining and beverage options-and the traveler never has to leave their seat! Summary • Value is crucial to any marketing transaction • You must identify your value proposition to communicate your competitive position • A CVP is a tool that organizes and summarizes and efficiently communicates your competitive position to your target market...
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