Strategic Marketing

1

PLATOSTRATEGIC MARKETING

PROF. DR. IR. MARION DEBRUYNE©Marion Debruyne

© Vlerick Business School

“MARKETING IS NOT THE ART OF FINDING CLEVER WAYS TO DISPOSE OF WHAT YOU MAKE. MARKETING IS THE ART OF CREATING GENUINE CUSTOMER VALUE. IT IS THE ART OF HELPING YOUR CUSTOMERS BECOME BETTER OFF. “

PHILIP KOTLER

2

Why should a customer buy from

you?


"I cannot give you a formula for success, but I can give you a formula for failure, which is:

Try to please everybody.“Mark Twain

3


1. WHO IS THE CUSTOMER?


Not all customers are created equal

4



Z-Safety, specialists in shutdown

safetyZ-Safety is the Western European specialist par excellence when it comes to total safety during the

shutdown of petrochemical plants or power stations.

Z-Safety rents out safety equipment, makes available trained safety experts and coordinates safety operations from start to end.

5


CURVES

�Fitness center for women only

�8000 locations in 10 years

�10th largest franchise company in the world (in units)


CHATEAUFORM

Focus on one target of customers

• Big multinational companies

• To meet their needs in terms of meetings, seminars, events

• Excluding any other target in order to be close to the needs of the different segments:

• Participants

• Assistants

• Decision makers

• Facilitators and consultants

10© 2011 - Jacques Horovitz

6


2. DO YOU FOCUS?


ALL BENEFITS VALUE PROPOSITION

Value Proposition All benefits

Consists of: A list of all benefits customers receive

Answers the customer question:

“Why should our firm purchase your offering?”

Requires: Knowledge of own market offering

Has the potential pitfall: Benefit assertion

(Anderson et al. 2006)

7

"Simple messages travel faster, simpler designs reach

the market faster and the elimination of clutter allows

faster decision making.“Jack Welch


LESS IS MORE

8

POINT OF PARITY

POINT OF DIFFERENCE

SATISFIER

QUALIFIER

Result:Positional Advantage Sunparks


QUALIFIERS :Baseline customer expectations:Under-performance is cause for dissatisfaction/defection

:Over-performance doesn’t lead to higher satisfaction/loyalty

SATISFIERS :Customer value drivers above baseline expectations:Not all players excel at all of them:Over-performance leads to higher satisfaction/loyalty

Meet the qualifiers, outperform the differentiators !

QUALIFIERS VS SATISFIERS

9


WHO ARE YOU COMPETING WITH? SMARTPHONES

Product View

Market Definition

The handheld wireless device market

Competitors

• Iphone, HTC,Samsung

Demographic View

Market DefinitionThe traveling salesperson

CompetitorsNotebook computers,tablet computers, mobile phones, e-readers

Job-To-Be-Done View

Market DefinitionUse small snippets oftime productively

CompetitorsNotebook computers,

tablet computers, mobile phonesWall Street Journal, CNN,Airport News, listening toboring presentations, doingnothing


FAVORABLE POINTS OF DIFFERENCE

Value Proposition All benefits Favorable points of difference


All favorable points of difference relative to next best alternative



“Why should our firm purchase your offering instead of your competitor’s?”


Knowledge of own market offering and next best alternative

Has the potential pitfall:

Benefit assertion Value presumption


10


RESONATING FOCUS

ValueProposition

All benefits Favorable points of difference

Resonating focus


All favorable points of difference relative to next best alternative

One or two points of difference with the greatest customer value



“Why should our firm purchase your offering instead of your competitor’s?”

“What is most worthwile for ourfirm about youroffering?”


Knowledge of own offering and next best alternative

Knowledge of how own offering delivers superior value

Has the potential pitfall:

Benefit assertion Value presumption Requires customervalue research



3. WHOSE LANGUAGE DO YOU SPEAK?

11


FEATURES

BENEFITS

VALUE

SE

GM

EN

T S

PC

EC

IFIC

Rea

son

to

bel

iev

e

UNIQUE VALUE PROPOSITION

For (target customer)

who (statement of the need or opportunity),

the (product/service name) is a (product/service category)

that (statement of benefit).

12

6. DO YOU DELIVER ANYTIME ANYWHERE ANYPLACE?

Do you implement your value proposition?


Value Proposition

results

in

Positioning

What do customers perceive as the advantages you offer relative to

competitors?

13


DETECT THE DIFFERENCES…


Awareness

Information search

Sales

Ordering

deliveryProduct

experience

Billing

Customer service

Maintenance and

Disposal

YOUR VALUE PROPOSITION IS A PROMISE FULFILLED AT EVERY CUSTOMER TOUCH POINT

14


HOW TO LEVERAGE SOCIAL MEDIA?

28

15


What is our value proposition?How do you implement your value proposition?

TIME FOR SOME INTROSPECTION


WORKSHOP

� 15 min for each to be the topic of discussion

� Your role:

� Present your value proposition to the group

� Show how your value proposition gets implemented

� The group’s role:

� To ask critical questions

� To give advice on:

�How to fine-tune your value proposition

�How to implement your value proposition

16


THANK YOU!

Prof. dr. ir. Marion Debruyne

Associate Professor & Partner

Vlerick Business School

Contact me:

[email protected]

Follow me:

MarionDebruyne

Strategic Marketing

Documents