VALUE PROPOSITION &

MARKETING STRATEGY

OCTOBER 21, 2021

NASR AHMAD NASR
MQM
 Value Proposition
Definition:
A value proposition is a statement that conveys what a brand
does and how it differs from competitors. It's typically
developed as part of a broader marketing strategy and no more
than a few sentences long. The initial proposition can be
bolstered with statistics and facts that prove the brand's stated
value. (Cote, 2020)

A marketing strategy refers to a business's Importance:

overall game plan for reaching prospective
Having a value proposition is important
consumers and turning them into customers
of their products or services.
because it clearly and concisely
communicates what customers can gain from
A marketing strategy contains the company’s selecting your brand over that of your
value proposition, key brand messaging,
competitors. This statement can be used in
data on target customer demographics, and
several ways, including:
other high-level elements. A thorough
marketing strategy covers "the four Ps" of- On your company's website to help
marketing—product, price, place, and
convert potential leads into customers
promotion. (BARONE, 2021)
- When pitching your company to
investors
- As an answer to the question, "So, what exactly does your company do?" (Cote,
2020)

How to create your value proposition. Warby Parker as an example.

You can use the jobs to be done framework as a starting point to craft your brand's value
proposition.
Ask yourself:
 What is my brand offering?
 What job does the customer hire my brand to do?
 What companies and products compete with my brand to do this job for the
customer?
 What sets my brand apart from those competitors?
For example, Warby Parker's founders could answer these questions as follows:
 Warby Parker offers affordable designer eyewear, including contacts.
 Customers hire Warby Parker to provide high-quality eyewear at affordable prices
and give back to the community in a convenient way.
  All other eyewear brands compete with Warby Parker.
 Warby Parker's commitment to giving back to the community and its affordable
prices set it apart from competitors.
Next, summarize your points in a clear, concise value proposition. Continuing the example
above, Warby Parker's value proposition, as published on its home page, is:
“BUYING EYEWEAR SHOULD LEAVE YOU HAPPY AND GOOD-LOOKING,
WITH MONEY IN YOUR POCKET. GLASSES, SUNGLASSES, AND
CONTACTS—WE’VE GOT YOUR EYES COVERED.”

This value proposition is reinforced throughout the company's website, along with its
stated commitment to social justice:
“WARBY PARKER WAS FOUNDED WITH A REBELLIOUS SPIRIT AND A
LOFTY OBJECTIVE: TO OFFER DESIGNER EYEWEAR AT A
REVOLUTIONARY PRICE, WHILE LEADING THE WAY FOR SOCIALLY
CONSCIOUS BUSINESSES.”
To ensure your value proposition is effective, consider running it by a few people who are
unfamiliar with your business. If confusion arises, edit your statement to address those
points.
Once you have a value proposition you're proud of, make it known. Publish it on your
website, incorporate it into your marketing materials, and memorize it for sharing during
networking events, pitch opportunities, and dinner conversations. (Cote, 2020)
Value Proposition Canvas
What is?
The Value Proposition Canvas is a tool which can help ensure that a product or service is
positioned around what the customer values and needs.
The Value Proposition Canvas was initially developed by Dr Alexander Osterwalder as a
framework to ensure that there is a fit between the product and market. It is a detailed look
at the relationship between two parts of the Osterwalder’s broader Business Model Canvas;
customer segments and value propositions.
When to Use?
The Value Proposition Canvas can be used when there is need to refine an existing product
or service offering or where a new offering is being developed from scratch.

The Value Proposition Canvas is formed around two building blocks – customer profile
and a company’s value proposition.
Customer Profile
Gains – the benefits which the customer expects and needs, what would delight customers
and the things which may increase likelihood of adopting a value proposition.
Pains – the negative experiences, emotions and risks that the customer experiences in the
process of getting the job done.
Customer jobs – the functional, social and emotional tasks customers are trying to
perform, problems they are trying to solve and needs they wish to satisfy.
A customer profile should be created for each customer segment, as each segment has
distinct gains, pains and jobs.
Value Map
Gain creators – how the product or service creates customer gains and how it offers added
value to the customer.
Pain relievers – a description of exactly how the product or service alleviates customer
pains.
Products and services – the products and services which create gain and relieve pain, and
which underpin the creation of value for the customer.

Achieving fit between the value proposition and customer profile

After listing gain creators, pain relievers and products and services, each point identified
can be ranked from nice to have to essential in terms of value to the customer. A fit is
achieved when the products and services offered as part of the value proposition address
the most significant pains and gains from the customer profile.
Identifying the value proposition on paper is only the first stage. It is then necessary to
validate what is important to customers and get their feedback on the value proposition.
These insights can then be used to go back and continually refine the proposition.
Going further
An additional step is to investigate the
extent to which a company has a
competitive advantage in those areas to
ensure that the value proposition is unique
and sufficiently differentiated.

A matrix can be used to plot each aspect of

the value proposition with respect to its
value to the customer and the competitive
advantage the company has in offering that
product or service. (B2B International,
2021) (Osterwalder, Pigneur, Bernarda, &
Smith, 2014)
Examples of Value Proposition
1- Pfizer
Living Our Purpose
Research confirms what intuition tells us: that purpose-driven
companies perform better, are more innovative, attract and
retain the best people, and know how to unleash the power of
those people. Pfizer’s purpose – Breakthroughs that change
patients' lives – fuels everything we do and reflects our
passion for building on our legacy as one of the greatest contributors of good to the world.
Each word in our purpose has meaning and reflects the value we strive to bring to patients
and society.
“Breakthroughs” - These are the innovations, scientific and commercial, that we seek to
deliver every day. All colleagues, regardless of role, level or location, strive for
breakthroughs every day.
“Change” - We want to do more than simply improve patients’ medical conditions; we
want to dramatically change their lives for the better.
“Patients’ lives” - We consider not only patients, but everyone they touch – including their
friends, families and caregivers – and everything they love to do. It’s an intentionally
holistic view.
Our purpose ensures that patients remain at the center of all we do. We live our purpose by
sourcing the best science in the world; partnering with others in the health care system to
improve access to our medicines; using digital technologies to enhance our drug discovery
and development, as well as patient outcomes; and leading the conversation to advocate
for pro-innovation/pro-patient policies.
Every decision we make and every action we take is done with the patient in mind – and
to nurture an environment where breakthroughs can thrive.
2- PEPSICO
Win sustainably in the marketplace and accelerate our top line
growth, whilst keeping our commitment to do good for the planet
and our communities.
CREATE MORE SMILES WITH EVERY SIP AND EVERY
BITE
FOR OUR CONSUMERS:
By creating joyful moments through our delicious and nourishing products and unique
brand experiences.
FOR OUR CUSTOMERS:
By being the best possible partner, driving game-changing innovation, and delivering a
level of growth unmatched in our industry.

FOR OUR ASSOCIATES AND OUR COMMUNITIES:

By creating meaningful opportunities to work, gain new skills and build successful careers,
and a diverse and inclusive workplace.

FOR OUR PLANET:

By conserving nature’s precious resources and fostering a more sustainable planet for our
children and grandchildren.

FOR OUR SHAREHOLDERS:

By delivering sustainable top-tier TSR and embracing best-in-class corporate governance.
PEPSICO website
3- Dreem
Dreem will provide consumers with bakery shop quality
desserts that can be made at home as simply and as easily as
possible, through this use of superior quality ingredients and
food technologies.
4- ELARABY
We will always remain the name that has the highest
trust from customers, and partners of success through
our products and services for a better society.
Out of our pursuit to maintain the trust of clients and
partners of success, we are always committed to:
- Provide world class quality and excellent
service for electronic appliances in domestic and foreign markets.
- Establish balanced relationships with our suppliers.
- Form a family of active, productive, and satisfied workers in a distinct work
environment.
- Maintain the set of values which was solidly established in the company.
 - Play a developmental role for society.
- Develop and maximize the value of the company.

5- Bingo
The most advantageous combination of cost, quality
and sustainability products to meet customers’
requirements. Considering the whole life cost,
focusing on the quality sufficient, and the purpose to
meet the consumer’s requirements.
Bingo Website

6- Crown Crafts

Do the Right Thing

From providing safe and quality products to effectively managing relationships, we're
committed to doing what's right for our clients and stakeholders.

We Built a Company That Embodies the Heart and Soul of Parenting

As a leading baby products manufacturer, Crown Crafts is dedicated to providing what
parents need to simplify caregiving, enjoy everyday moments, and do their very best for
their children.

The Smallest Details Matter

We are committed to doing what’s right for our partners, customers, and investors —
whether it’s ensuring safety and quality control, creating new designs and innovations, or
managing our customer relationships with retailers and brand-partners. Through our Crown
Crafts family of brands and our retail and licensed brand partners, we design and
manufacture a broad array of products including:
Crown Crafts Website

7- Brilliant Kidz
We are providing our children with the safest funniest, and
educative toys, which can maximize the benefits of play time to
the extent that enrich their skills knowledge, and abilities, in
such a price that is affordable to most of Egyptian families.
Brilliant Kidz website
 Marketing Strategy
Definition:
A marketing strategy refers to a business's overall game plan for reaching prospective
consumers and turning them into customers of their products or services.
A marketing strategy contains the company’s value proposition, key brand messaging,
data on target customer demographics, and other high-level elements. A thorough
marketing strategy covers "the four Ps" of marketing—product, price, place, and
promotion. (BARONE, 2021)

Dreem Marketing Strategy

Dreem will provide consumers with bakery shop quality
desserts that can be made at home as simply and as easily as
possible, through this use of superior quality ingredients and
food technologies.

We will expand our range of products to cover the consumer in house needs through
research into their daily habits and usages and then apply our technological edge to provide
a superior solution.
Comment:
Dreem Strategy covers value proposition, product, and target consumer, but it still needs
more details about customer demographics, product price, place, & promotion.

How to create Marketing Strategy

There are different types of marketing strategies available. You have to pick one as per
your business requirement. Before choosing the right marketing strategy for your
business, consider following points.

1. Define the target population

Defining target population is main and necessary step in choosing your marketing
strategy. It gives the proper demographics which help in selecting the most appropriate
marketing plan for your business.

2. Test your audience

Create a hypothetical process of buying to test your audience. Once you know the buying
behavior of your target audience, you can select more appropriate marketing strategy.
3. Consider marketing strategies
Once you know the demographics; their knowledge, attitudes and behaviors. You can
select more appropriate marketing strategy.

4. Evaluate those strategies

Once you have considered the marketing strategies and found the applicable ones. Asses
them, apply them and evaluate them. This process must be for testing purposes and the
most suitable and productive strategy must be applied. (Yodiz, 2021)
Types of marketing strategies
There are different types of marketing strategies available. Picking up a marketing
strategy includes analyzing the needs of your business, your target audience and
specifications of your products.
The two main types of marketing strategy are:
1. Business to business (B2B) marketing
2. Business to consumer (B2C) marketing
The most common form of marketing is business to consumer (B2C) marketing. Let’s
explore a bit more.
Following are the different types of marketing strategies available.
1. Paid advertising
This includes multiple approaches for marketing. It includes traditional approaches like
TVCs and print media advertising. Also, one of the most well-known marketing approach
is internet marketing. It includes various methods like PPC (Pay per click) and paid
advertising.
2. Cause marketing
Cause marketing links the services and products of a company to a social cause or issue.
It is also well known as cause related marketing.
3. Relationship marketing
This type of marketing is basically focused on customer building. Enhancing existing
relationships with customers and improving customer loyalty.
4. Undercover marketing
This type of marketing strategy focuses on marketing the product while customers remain
unaware of the marketing strategy. It is also known as stealth marketing.
5. Word of mouth
It totally relies on what impression you leave on people. It is traditionally the most
important type of marketing strategy. Being heard is important in business world. When
you give quality services to customers, it is likely that they’d promote you.
6. Internet marketing
It is also known as cloud marketing. It usually happens over the internet. All the
marketing items are shared on the internet and promoted on various platforms via
multiple approaches.
7. Transactional marketing
Sales is particularly the most challenging work. Even for the largest retailers, selling is
always tough especially when there are high volume targets. However with the new
marketing strategies, selling isn’t as difficult as it was. In transactional marketing the
retailers encourage customers to buy with shopping coupons, discounts and huge events.
It enhances the chances of sales and motivates the target audience to buy the promoted
products.
8. Diversity marketing
It caters diverse audience by customizing and integrating different marketing strategies. It
covers different aspects like cultural, beliefs, attitudes, views and other specific needs.
(Yodiz, 2021)
Bibliography
B2B International. (2021). What is the Value Proposition Canvas? Retrieved October 21, 2021,
from B2B International:
https://www.b2binternational.com/research/methods/faq/what-is-the-value-
proposition-canvas/

BARONE, A. (2021, August 19). Marketing Strategy. Retrieved October 21, 2021, from
Investopedia: https://www.investopedia.com/terms/m/marketing-strategy.asp

Cote, C. (2020, July 28). HOW TO CREATE AN EFFECTIVE VALUE PROPOSITION. Retrieved October
21, 2021, from Harvard Business School: https://online.hbs.edu/blog/post/creating-a-
value-proposition

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value Proposition Design: How to
Create Products and Services Customers Want. John Wiley & Sons.

Yodiz. (2021). 8 Types of Marketing Strategies and Definition. Retrieved October 22, 2021, from
Yodiz: https://www.yodiz.com/blog/8-types-of-marketing-strategies-and-definition/