What Is A Value Proposition?
October 03, 2018

A “value proposition” is a marketing statement for a business. A company uses this statement to illustrate the reasons a potential target group should purchase a product or subscribe to a service. So straightforward…but vital for your business!

The purpose of a value proposition is to persuade a customer or a group of customers that one specific product or service will add more value than other products in that niche.

Companies use this statement to target customers who will benefit most from using the company’s products, and this helps maintains an economic stability for the business.

A Value Proposition is essential for a business to engage and connect with customers in a meaningful way. The Value Proposition is central to the overall business paradigm. It acts as an anchor for all decision-making, operations, and customer engagement.

 

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IKEA’s Value Proposition

IKEA is one of the most prosperous merchants in the globe. IKEA employs more than 100,000 individuals in more than 50 countries worldwide and ranks among Forbes Top 50 World’s Most Valuable Brands.

Ikea’s growth can be largely ascribed to its forward thinking strategy and the construction of a well-organized global network from production to distribution.

Ikea’s business plan is “to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.” 

This strategy gives the company a competitive advantage and a clear vision of what it wants to achieve, guided by its strong values.  Here are a few of Ikea’s strong points that have pivoted the company into the forefront of the world market.

  • Pricing
  • Sales outlets
  • Personal visits
  • Sustainability
  • staff

Marketing is essentially delivering value to the customer in the most efficient and effective way possible so they will want to take an action.

To communicate value, you need everyone who works on your marketing campaigns to have a clear understanding of your value proposition – not just for your company as a whole, but for every action you desire a customer to take.

 

The Four Elements of a value proposition

 1. Primary Value Proposition

Your company needs a primary value proposition, which is the answer to the question: “Why should your ideal prospect buy from you rather than any of your competitors?”

2.       Prospect-Level Value Proposition

This indicates the prospects you are targeting with your marketing.

For each prospect, you should answer this question: “Why should this targeted customer buy from you rather than any of your competitors?”

3.       Product-Level Value Proposition

Now that you’ve identified your target market, you need to define the products and/or services you intend to sell them.

Each product requires its own value proposition, which you can craft by answering this question: “Why should X buy this product rather than any other product?”

4.       Process-Level Value Proposition

Once you’ve identified a target market for each product you’re trying to sell, you have to craft a value proposition for each specific product.

Benefits of a Value Preposition

Here are the benefits to consider you go through the process of discovering, articulating and realizing your Value Proposition

 

A Value Proposition:

Provides direction. Whether you are just starting your business, or you have an established company, you need to be clear about your value proposition or you may develop a product or service that fulfills your own desires but not those of your target market. A Value Proposition gives direction by first identifying a target audience and then defining a need that you intend to quench with your strategic solution.

Creates focus: 

The value proposition directs your marketing efforts toward activities that will engender the best outcome. By understanding your targeted customers and the need that you’re attempting to solve, you’re able to concentrate focus on the most relevant activities and this will enable you to clearly communicate the benefits and advantages of your solution.

The Value Proposition provides a framework for the strategy you are using to generate value for your audience as well as an explanation as to why your solution is better than that of others.

Provides a clear message. Especially as a start-up without any brand recognition, you’re going to have to crea very clear picture as to why you’re worth people’s time.

Provides a clear message:

Especially as a start-up without any brand recognition, you’re going to have to paint a very clear picture as to why you’re worth people’s time.

Increases marketing effectiveness. A Value Proposition is essential for a business to engage and connect with customers in a meaningful way. The Value Proposition is central to the overall business paradigm. It acts as an anchor for all decision-making, operations, and customer engagement.

A Value Proposition:

  • gives direction
  • Creates focus
  • Provides clarity
  • Increases effectiveness of marketing

Remember, a value proposition is essential for a business to engage and connect with customers in a meaningful way. The value proposition is central to the overall business paradigm. It acts as an anchor for all decision-making, operations, and customer engagement.

See also:

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