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Case Study Solution:
Re-Calibrating Your Value Proposition - Manufacturing Example
In Part 1 of “When to Re-calibrate Your Value Propositions” we provided a real-life example of a customer experience: a drilling engineer searching for new tubing technology for a new well to be placed in the Woodford Shale. In the story there were a number of deterrents to the sales process which ultimately contributed to a poor customer experience and a negative brand association.
In this case study solution, we'll dissect the customer experience and travel through a series of commercialization steps that will help us to ultimately create a new value proposition. We will also analyze and provide some suggestions for how any one of the three manufacturers could become differentiated by simply offering a better user experience.
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What to Expect:
- Recommendations on how to address some of the business challenges associated with mature products and markets
- A deep-dive into how market segmentation informs value proposition creation
- Acknowledgement of the differentiation issue, and suggestions for possible solutions outside of product innovation
- How to leverage persona mapping to inform marketing initiatives
- An example of how each of the above drives messaging, positioning and ultimately marketing tactical planning
- An example of the 25|25 Marketing method to creating valuable value propositions