We help our clients define unique value propositions, optimizing the company offer through a combination of products, commercial conditions, and service experience by customer segment.
In the process of defining value propositions, companies face three important challenges:
- Clarity and a formal method of defining the elements for an adequate market offer
- Generic offer that is inferred to certain customer segments but is not appropriate for others
- A unique offer for each customer that becomes inoperable due to its complexity and time cost
Key elements we include when defining a new value proposition:
- Understanding the value elements of the customer/channel
- Strategic customer segmentation and business intention by cluster
- Customer/channel portfolio relevance
- Market gaps to be developed/product suitability
- Price, package, opportunity analysis (MEPO) on a customer/channel level
- Establishment and change in pricing according to market dynamics
- Price management with sales force at point of sale
- Definition of an integrated trade promotion plan
- Allocation of promotions and its objective by segment
- Effective promotion measurement and adaptation of the integrated plan
- Allocation of commercial and service resources by segment
- Gross-to-net business analysis at a strategic customer/channel level
We help our clients on:
How many segments and value propositions should there be?
- Strategic Segmentation
What should be offered by segment?
- Product/Services Portfolio Design
- Service Strategy
- Pricing Strategy
- Trade Promotions Design
- Commercial Conditions
- Resource Allocation