Value Proposition Canvas, Marketing Dep. Makhzani Group 1

Value Proposition Canvas & PLCAhmed OthmanBrand Manager - Marketing Department

A Theoretical Product Lifecycle

MASS MAstering Your Selling Skills

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 bycountry

• Modify/adjust sales message/tactics by country

• Local sales force deployment/investment

• Line extension planning• Measuring initial market

success and competitiveresponse

• 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

What defines an excellent launch?

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Rapidly becoming a dominant product in across countries 1st or 2nd in market share

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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

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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

DescriptionQuantification metric

2+ countries, 2 years into launch

MASS MAstering Your Selling Skills

Value Proposition Canvas

Value Proposition Canvas, Marketing Dep. Makhzani Group 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 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 8

Positioning

Value Proposition Canvas, Marketing Dep. Makhzani Group 9

VPC

Value Proposition Canvas, Marketing Dep. Makhzani Group 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 11

VPC

Value Proposition Canvas, Marketing Dep. Makhzani Group 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 13

Workshop