Value proposition canavas
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The document outlines the value proposition canvas and its role in coordinating various marketing activities throughout a product's lifecycle. It emphasizes the importance of understanding market dynamics, positioning, and customer needs to effectively launch and manage a brand. Additionally, it discusses how to address customer fears and the challenges of switching from competitor products.
Value proposition canavas
- 1. Value Proposition Canvas & PLC Ahmed Othman Brand Manager - Marketing Department Value Proposition Canvas, Marketing Dep. Makhzani Group 1
- 2. ATheoretical Product Lifecycle MASS MAstering Your Selling Skills
- 3. 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 by country • Modify/adjust sales message/ tactics by country • Local sales force deployment/ investment • Line extension planning • Measuring initial market success and competitive response • 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
- 4. What defines an excellent launch? Highlight and Replace Column Head Rapidly becoming a dominant product in across countries 1st or 2nd in market share Highlight and replace row head 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 Highlight and replace row head 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 Description Quantification metric 2+ countries, 2 years into launch MASS MAstering Your Selling Skills
- 5. Value PropositionCanvas Value Proposition Canvas, Marketing Dep. Makhzani Group 5
- 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 6
- 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 7
- 8. Positioning Value Proposition Canvas, Marketing Dep. Makhzani Group 8
- 9. VPC Value Proposition Canvas, Marketing Dep. Makhzani Group 9
- 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 10
- 11. VPC Value Proposition Canvas, Marketing Dep. Makhzani Group 11
- 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 12
- 13. Workshop Value Proposition Canvas, Marketing Dep. Makhzani Group 13