Markkinoinnin ja myynnin perusteet

1. Markkinoinnin ja myynnin perusteet MAR1LH001 Value Proposition Anna Hankimaa

2. An Expanded Model of the Marketing Process Understand the marketplace and customer needs and wants Design a customer-driven marketing strategy Construct a programme that delivers superior value Build profitable relationships and create customer delight Capture value from customers to create profits and customer equity Research customers and the marketplace Select customers to serve: market segmentation and targeting Product and service design: build strong brands Customer relationship management: build strong relationships with chosen customers Create satisfied, loyal customers Capture customer lifetime value Manage marketing information and customer data Pricing: create real value Decide on a value proposition: differentiation and positioning Increased share of market and share of customer Distribution: manage demand and supply chains Partner relationship management: build strong relationships with marketing partners Promotion: communicate the value proposition Harness marketing technology Ensure ethical and social responsibility Manage global markets

3. Positioning Map: Cafes Lähde: Kotler-Armstrong

4. Possible Value Propositions Lähde: Kotler-Armstrong

5. 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

6. 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.