Markkinoinnin ja myynnin perusteet

MAR1LH001Value Proposition Anna Hankimaa

An Expanded Model of the Marketing Process

Understand the marketplace and customer needs and wants

Understand the marketplace and customer needs and wants

Design a customer-driven marketing strategy

Design a customer-driven marketing strategy

Construct a programme that delivers superior value

Construct a programme that delivers superior value

Build profitable relationships and create customer delight

Build profitable relationships and create customer delight

Capture value from customers to create profits and customer equity

Capture value from customers to create profits and customer equity

Research customers and the marketplaceResearch customers and the marketplace

Select customers to serve: market segmentation and targeting

Select customers to serve: market segmentation and targeting

Manage marketing information and customer data

Manage marketing information and customer data Decide on a value

proposition: differentiation and positioning

Decide on a value proposition: differentiation and positioning

Promotion: communicate the value proposition

Promotion: communicate the value proposition

Distribution: manage demand and supply chains

Distribution: manage demand and supply chains

Pricing: create real valuePricing: create real value

Product and service design: build strong brands

Product and service design: build strong brands

Partner relationship management: build strong relationships with marketing partners

Partner relationship management: build strong relationships with marketing partners

Customer relationship management: build strong relationships with chosen customers

Customer relationship management: build strong relationships with chosen customers

Increased share of market and share of customer

Increased share of market and share of customer

Capture customer lifetime valueCapture customer lifetime value

Create satisfied, loyal customersCreate satisfied, loyal customers

Harness marketing technology Manage global markets

Ensure ethical and social responsibility

Lähde: Kotler-Amstrong 04/21/23

Positioning Map: Cafes

04/21/23 Lähde: Kotler-Armstrong

                                                                                                                              

                                                

Positioning map for coffee marketplace

Possible Value Propositions

Lähde: Kotler-Armstrong

Value Proposition

“Much more for much more” value proposition: Häagen-Dazs offers its super-premium 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.

04/21/23