Value proposition canavas
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Transcript of Value proposition canavas
Value Proposition Canvas, Marketing Dep. Makhzani Group 1
Value Proposition Canvas & PLCAhmed OthmanBrand Manager - Marketing Department
A Theoretical Product Lifecycle
MASS MAstering Your Selling Skills
Different Activities Need To Be Coordinated In the Brand Product Lifecycle
• Trial design• Understand external
environment up to ten years into the future
• Understand internal capabilities
• Segmentation & Positioning • Partnering• Country roll-out sequence• Establishing franchise• Regulatory/registration• Pricing/reimbursement/health
economics• Decide/optimise
communication strategies• Develop promo materials-
global/local
• Tracking awareness, trial and usage
• Assess message delivery bycountry
• Modify/adjust sales message/tactics by country
• Local sales force deployment/investment
• Line extension planning• Measuring initial market
success and competitiveresponse
• Attitude and usage tracking• Customer/patient loyalty
strategy• Line extension strategy• Refinement• Repositioning• Patent expiry strategy• Sales force effectiveness
PRE-LAUNCH LAUNCH POST-LAUNCH
MASS MAstering Your Selling Skills
What defines an excellent launch?
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Rapidly becoming a dominant product in across countries 1st or 2nd in market share
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Creating superior return on investment for major promotional
resources
Market share greater than 1 standard deviation above the country share of
voice/share of market relationship followed by av. 90% of launches
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Maximises market penetration in the window of opportunity
Steepest and deepest launch curves (3 leading groups of 10 groups of
curve per market)
Market dominance
Promotional effectiveness
Maximising opportunity
DescriptionQuantification metric
2+ countries, 2 years into launch
MASS MAstering Your Selling Skills
Value Proposition Canvas
Value Proposition Canvas, Marketing Dep. Makhzani Group 6
What is VPC ?
A value proposition is where your company’s product offer intersects with your customer’s desires. It’s the magic fit between what you make and why people buy it. Your value proposition is the crunch point between business strategy and brand strategy.
Value Proposition Canvas, Marketing Dep. Makhzani Group 7
VPC
The value proposition canvas is a simple tool that quickly gets you to the ‘minimum viable clarity’ required to start building and testing.
Value Proposition Canvas, Marketing Dep. Makhzani Group 8
Positioning
Value Proposition Canvas, Marketing Dep. Makhzani Group 9
VPC
Value Proposition Canvas, Marketing Dep. Makhzani Group 10
VPC
A “value proposition canvas” is a chart that maps the key things that make up your product and why people buy it.
Canvas that helps you understand your customer, your offer and how the two fit together will help you clarify your value proposition.
Value Proposition Canvas, Marketing Dep. Makhzani Group 11
VPC
Value Proposition Canvas, Marketing Dep. Makhzani Group 12
pain of switching
Fears can be a strong driver of purchasing behavior and can be the hidden source of wants and needs.
Customer fears are often the secret reason that no one is buying your widget. For any product there is a secret “pain of switching“.
Even if your product is better than the competition, it might not be a big enough improvement to overcome the inertia of the status quo.
Value Proposition Canvas, Marketing Dep. Makhzani Group 13
Workshop