Much like the artist squinting to improve his vision, you need to see the high points and main priorities only, or the important points get lost in the details. Get practical ideas and good models with dozens of examples of successful marketing plans with Sales and Marketing Pro. These examples are personal interpretations, used without permission, of the underlying value propositions. Michelin Tires: Offers safety-conscious parents greater security in tires, at a price premium.
QuickBooks: Offers user friendly, dynamic accounting software at an affordable price point for small businesses. For example, the importance of communicating a value proposition is obvious in the advertising message.
The most classic of the competitive edges are those based on proprietary technology and protected by patents. For example, for years Apple Computer used its proprietary operating system as a competitive edge, while Microsoft used its market share and market dominance to overcome Apple’s earlier advantage. The competitive edge might be different for any given company, even between one company and another in the same industry. What a stuff of un-ambiguity and preserveness of precious familiarity on the topic of unpredicted emotions.


You therefore focus on specific target markets, on your most important products or services, and on your most productive sales and marketing activities. Play toward your strengths and away from your weaknesses and take advantage of the opportunities ahead. A value proposition defines the benefit offered, the target market group, and the relative pricing.
First, understand the value proposition in all three parts: the benefit, the target customer, and the pricing.
Several manufacturers used proprietary compression to enhance video and photographic software, looking for a competitive edge. He is listed in the index of "Fire in the Valley", by Swaine and Freiberger, the history of the personal computer industry. Using all the means you have, from advertising, positioning, public relations, packaging, or whatever other tools you have available, communicate that value proposition to your target market.
With a retail location, the layout and design of the store are communicating a value proposition. If you’re offering greater reliability at a price premium, for example, make sure you deliver. In services, however, the edge can be as simple as having the phone number 1 (800) SOFTWARE, which is an actual case.


Maybe it’s your customer base, as in the case with Hewlett-Packard’s traditional relationship with engineers and technicians, or it’s image and awareness, such as with Compaq. Consider the difference between an expensive clothing boutique and a discount merchandiser. In a manufacturing business, for example, quality control and manufacturing resources might be keys to success for one strategy, and economy of scale for another.
A computer retailer wanting to communicate service and reliability might have a large service counter prominently displayed. In another example, the keys might include low cost of assembly, or assembly technology in packaging kits. Long ago, auto dealerships learned the value of putting service representatives into white coats.




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