Value Proposition Customer is a person or business that buys goods

Value Proposition refers to the unique or services from another business.

set of benefits and value that a technological
product or service offers to its target Competitors are other businesses who can offer the
customers. It is simply a statement that outlines same or similar goods and Services to your
why someone should choose a specific product customers.
service or idea. Competence is the capabilities, knowledge, skills
and resources that constitute its “defining strength.”
Uniqueness is very important in value
proposition since this is one who gives a lasting Three Elements in Compelling Values
impression to the customers. To have a strong Proposition
value proposition a company must consider the
Customer Needs, These are the psychological 1. Relevancy. It is one of the elements in a
and physical motivations that make someone compelling value proposition that matches
want to purchase a product or service and stay what the customer needs.
2. Benefit. The good result your product or
loyal to that business. They can get an
service brings to the customer.
information to answer what their target
3. Energy. It is about how much effort the
customer needs through Market Research that customer must put in to achieve the desired
is crucial tool for a company to identify its results.
unique value proposition. 4. Risk. What is the primary concern when
strategizing to ensure customer confidence
As everyone is aware, brands create and security in your offer?
their own taglines in an attempt to attract
consumers, but they truly differ from value
propositions because the latter include Four Ways in Crafting Values Proposition
underlying promises. The Service Promise
solely focuses on customers, what type of 1. Identify Your Target Customers. Find out
who will benefit the most from your product
experience they will get from you and how you
by looking at things like age, interests, and
will deliver it to them. How to know if a product what they need.
have a strong value proposition?, to determine 2. Understand Your Customers' Pain Points.
whether a product or service promotion is true Identify and address the specific problems
to what it claims to be, we can investigate it by their customers encounter, thus enhancing
browsing or by finding some customer the value of their product or service.
feedback. A Customer Feedback is information 3. Highlight Your Product's Unique Benefits.
clients provide about whether they are satisfied Talk about what makes your product special
or dissatisfied with a product or service and and better than other?
about their general experience with a company 4. Communicate Your Value Proposition
Clearly and Concisely. One of the ways in
crafting values proposition to tell people why
Importance of Value Proposition
your product is the best choice is a simple
Through the value proposition, the more way.
benefits delivered to the customer, the higher
the benefits and sales the company will 10 Examples of Companies/Products
receive. It describe what an organization excels Having a Strong Value Proposition
at and what separates it from the competition
which we called Strength. To better understand 1. Coca-Cola – “ taste the feeling”; Coca-
how important is Value Proposition let’s take a cola’s value proposition is that it “gives us
look with the Venn diagram; a unique experience of happiness.” This
brand is uniquely associated with
happiness and family meetings through
positive attributes like sweet taste and
the main benefit of promoting happiness.
2. Palmolive – “gandang natural with just
a finger comb”; their slogan were “live
head first”. Wear your hair with pride.
Aside from the smoothness of hair when
you use Palmolive. This product is 2 in 1,
it has shampoo and conditioner at the
same time. It makes your hair healthy
looking shiny. Kaya talaga mo namang
masasabi na you can wear your hair with
pride.
3. Dove – Unilevers’ Dove real beauty What is Market?
campaign is by promoting diverse and Market is the exchange of goods and
inclusive beauty standards. Dove services between buyers and sellers. It can be
challenges traditional norms and thought physical or virtual and involves the interaction
us that beauty should be a source of of supply and demand. In the most direct and
confidence, not an anxiety. This was literal sense, markets are locations where
reflected in their tagline for the campaign goods are purchased and sold.
“ you are more beautiful than you think”
This powerful statement aimed to boost 6 Steps to Perform a Market Analysis
women’s self-esteem and encourage Step 1: Set the purpose of the study
them to see their true beauty. o Determine the purpose of your market
4. SOGO – “so clean so good”; the famous analysis first. It can be for internal
slogan that hotel SOGO has been needs, like improving business
upholding over the years of providing top- operations.
notched services and amenities to its Step 2: Get the industry outlook
guests. o Gather information on the current state
5. Nike – “just do it”; one of the of the industry in which you work. You
company/product that have strong values can include an overview of the market
proposition is Nike. Nike values size, trends, projected growth and
proposition revolves around high quality market saturation.
and comfortable athlete foot wear and Step 3: Focus on target customers
apparel. o Find your target market of customers by
6. Nescafe – “babangon tayo, susulong learning their needs, interests,
tayo”; nescafe is selling its products at demographics, politics, personality and
the same prices with market average like buying patterns.
its competitors but the same time Step 4: Study the competition
presents its customer high level of o Compile a list of competitors and
satisfaction with respect to quality of determine their strengths and
coffee. weaknesses, whether they pose a risk to
7. Cobra – “may laban ka”; It’s the the business and discover what they
Philippines No.1 energy drink, aside from don’t have that the company you work
it enhances physical strength and mental for can provide.
alertness, sobrang mura kaya patok sa Step 5: Gather additional information
masa. o Relevant, unbiased, and factual data are
8. Jollibee – “bida ang saya”; Jollibee essential components of a great market
company is a Filipino owned fast food study, and the more data that is
chain that has a remarkable name in the available, the more insightful information
food business industry not just in the the company may obtain. Take into
Philippines but in other countries as well, consideration conducting an email or
and I think one of the reason is that it’s online survey to find out how satisfied
because of their compelling value clients are with the cost, the quality, the
proposition, their taglines that even convenience, and the services provided.
younger kids can instantly remember or Step 6: Analyze the findings
recognize even hearing the sound alone o It is one of the Steps in Market Analysis
of it. that includes organizing and analyzing
9. Jack n Jill – “Life’s fun”; and so are it’s the gathered data, considering industry
snacks, which range from ring shaped size, growth rate, pricing, customer
roller coaster potato-cheese rings to spending trends, sales forecasts, and
curled up Chiz Curls and crunchy chippy strategies for greater efficiency and
chips. The product concepts are perfectly competitiveness.
translated and supported by cartoons on
Jack n Jill’s fun packaging. 7 Steps in Identifying Target Market
10. Spotify – “music for everyone”; ito ay 1. Define your Business Objectives. The
isang multi platform application first step in identifying your target market
pinagsama samang musika at which states that you need to define
teknolohiya na nagging pinakamalaki at your business goals.
pinakamahusay na digital music platform 2. Conduct Market Research. It is
sa buong mundo gathering data and information about the
market, this can be done through
surveys, interviews and data analysis
3. Segment the Market. Divide the market
into distinct segments based on
 common characteristics such as age,
gender, income, lifestyle, preferences,
or geographic location.
4. Evaluate Segment Attractiveness. It
measures how attractive a market
segment to a business.
5. Select Target Market(s). It is where you
finalize or choose your target market
with consideration to the segments of
target market that aligns with the
business.
6. Develop Buyer Personas. It create
detailed profiles or personas that
represent the characteristics, needs,
preferences, behaviors, and motivations
of the target customers
7. Refine and Test. It is continuously
testing your target market selection by
gathering feedback, monitoring market
trends, and evaluating the performance
of your marketing strategies. This
iterative process ensures that your
target market remains relevant and
responsive to your offering.

Four Characteristics of Market

Segmentation
1. Measurable. It is a characteristic of
market segmentation that has a purpose
of estimating their size and purchasing
power.
2. Accessible. This characteristic of
market segmentation highlights the
importance of the availability of
distribution channels and marketing
initiatives so that companies' goods and
services should be able to reach and
benefit various segments.
3. Substantial. A characteristic of market
segmentation which implies that
targeting certain segments should only
be justified if they are big enough and
have enough purchasing power for the
enterprises to operate profitably.
4. Differentiable. Segments should be
distinguishable from one another based
on specific characteristics such as
needs, preferences, and behaviors.
Differentiation allows businesses to
tailor their marketing strategies and
offerings to meet the unique
requirements of each segment
effectively.