MARK Case StudyClocky: The Runaway Alarm Clock

Session 2

MARK Case Study

Get in groups

MARK Case Study

Agenda1) Value Propositions

◦Three key ingredients◦Ten best value propositions

2) Bubble Tea Analysis3) Effective Persuasive

communication skills

MARK Case StudyValue Proposition

What is it?It’s a clear statement of the real results a

customer gets from using your products or services.

Three ingredients from the definition above:1) “customer” – who are my target

customers?2) “product/service” – what is my

product/service?3) “real results” – can I provide something

that my competitors can not?

MARK Case Study Value Proposition

Three ingredients of an effective Value Proposition:

1) “customer” – who are my target customers? Relevant to the customer

2) “product/service” – what is my product/service? Quantifiable Value

3) “real results” – how can I provide something that my competitors can not? Uniquely Differentiation

MARK Case StudyValue Proposition in Advertisements:

Buckleys (a cough medicine company)http://buckleys.com/index.html

Statement: When it comes to being sick, there are two kinds of people in this world. Those who want comfort, and those who want to get better. We make medicine for the second kind. … It Tastes Awful. And It Works.http://www.youtube.com/watch?v=TeVQxuTwduI&feature=related

http://www.youtube.com/watch?v=OYDz3CW-0q4&feature=related

MARK Case Study

Value Proposition in Advertisements:

Buckleys (a cough medicine company)

http://buckleys.com/index.html

In your groups, can you comment on their Value proposition? Is it effective? Does it contain the key ingredients?

MARK Case Study10 Best Value Propositions (Task 3.4) Skim the article about the 10 best value

propositions

You can easily see some of them being used in the Buckleys, can’t you?

Newness Performance

Customization

Getting the job done

Design and usability

Price Reducing Cost

Reducing Risk

Accessibility and convenience

Brand and status

MARK Case Study

10 Best Value Propositions (Task 3.5)

“Best Job in theWorld”Position: Island CaretakerPlace: Great Barrier Reef,

Queensland, AustraliaJob Duties: Feed the fish / Clean

the pool / Collect the mailInterested?

MARK Case StudyApplicants are asked to submit a 1-minute video. Let’s watch some of them.-What is each person’s value proposition? (Refer to the 10 best value proposition examples)-Do they possess the three key ingredients of an effect value propositions?

- Quantifiable value- Relevance to the consumer- Ability to be uniquely differentiation

MARK Case Study10 Best Value Propositions (Task 3.5)

“Best Job in theWorld” http://www.escapeartist.com/Overseas_Jobs/Island_Caretaker/

Education/Experience Requirements: - Excellent interpersonal communication skills - Good written and verbal English skills - An adventurous attitude - Willingness to try new things - A passion for the outdoors - Good swimming skills and enthusiasm for snorkelling and/or diving - Ability to engage with others - At least one year’s relevant experience

Applicant 1 http://www.youtube.com/watch?v=HWrLv6QYIcI&feature=related

  Applicant 2

http://www.youtube.com/watch?v=Mtb5C9YYJws&feature=related

  Applicant 4 http://www.youtube.com/watch?v=g9wJp-gRO_E   Applicant 5

http://www.youtube.com/watch?v=PnosVJfDrpY&feature=related   Applicant 6 http://www.youtube.com/watch?v=M_uoYCvn46M  

Applicant 9 http://www.youtube.com/watch?v=TqRk2kzQ7l8   Applicant 10 http://www.youtube.com/watch?v=9EZhGPoyRtg

MARK Case Study Mini case: Bubble Tea (Task 4)

In your groups, discuss the following qs:

1) What are the key marketing challenges facing someone opening up a bubble tea shop in HK?

2) Is Bubble Tea a fad or has it become a trend?

3) How can one shop differentiate itself from another?

MARK Case Study Mini case: Bubble Tea (Task 4)

You’re about to open a new Bubble Tea shop. Task:1) Come up with a value proposition

1) Keep in mind the 3 key ingredients and the 10 best value proposition examples

2) Create a flyer/poster for your new shop

3) Present your ideas to the class

MARK Case Study

Homework:1) Read the MARK case (Clocky)

2) One-minute pitch (See Task 3.7) about entering a competition for

a student-exchange program.