Transcript No Slide Title

Markkinoinnin ja myynnin perusteet
MAR1LH001
Value Proposition
Anna Hankimaa
An Expanded Model of the
Marketing Process
Understand the
marketplace and
customer needs and
wants
Research customers
and the marketplace
Manage marketing
information and
customer data
Design a customerdriven marketing
strategy
Construct a
programme that
delivers superior value
Select customers to
serve: market
segmentation and
targeting
Product and service
design: build strong
brands
Decide on a value
proposition:
differentiation and
positioning
Pricing: create real
value
Distribution: manage
demand and supply
chains
Promotion:
communicate the value
proposition
Lähde: Kotler-Amstrong
7/16/2015
Harness marketing
technology
Manage global markets
Build profitable
relationships and create
customer delight
Customer relationship
management: build
strong relationships with
chosen customers
Partner relationship
management: build
strong relationships with
marketing partners
Ensure ethical and social
responsibility
Capture value from
customers to create
profits and customer
equity
Create satisfied, loyal
customers
Capture customer
lifetime value
Increased share of
market and share of
customer
Positioning Map: Cafes
Positioning map for coffee marketplace
7/16/2015
Lähde: Kotler-Armstrong
Possible Value Propositions
Lähde: Kotler-Armstrong
Value Proposition
“Much more for much
more” value
proposition: HäagenDazs offers its superpremium ice cream at
a price never before
charged.
Lähde: Kotler-Armstrong
Value Proposition
• The creation of the value proposition is a work of strategy.
• Organizations do not directly communicate the outputs of the
value proposition creation process to external audiences.
• Value propositions are internal documents which are used to
ensure that all the messages they communicate, inside and
outside the organization, are consistent.
7/16/2015