VALUE PROPOSITION
Companies do not compete with products or services but specific sets of benefits and sacrifices that consumers appraise as valuable
VALUE PROPOSITIONS MUST BE:
Built on relevant elements to consumers
Positioned in a unique and differentiated way versus competitors, and centered around your competitive advantage
OUR SERVICES COVER:
THE IDEAS
- - Consumers attitude research and analysis
- - Competitive benchmarks analysis
- - Concept development and assessment
THE PRODUCTS
- - Portfolio attractiveness analysis
- - White Spaces definition
- - New products development
- - Positioning development
THE PRODUCT-MARKET FIT
- - Opportunities assesment
- - Innovation projects viability appraisal
THE IDEAS
THE PRODUCTS
THE PRODUCT-MARKET FIT
- - Consumers attitude research and analysis
- - Competitive benchmarks analysis
- - Concept development and assessment
- - Portfolio attractiveness analysis
- - White Spaces definition
- - New products development
- - Positioning development
- - Opportunities assesment
- - Innovation projects viability appraisal
SUCCESS CASE
Leading fast food brand suffer sales decline despite store expansion due to significant penetration loss among consumer base.
Following behavior research with both current and prospective consumers, two lines of work are decided:
- To reorientate the benefit associated to its value proposition, moving from “essential quality of ingredients” to “unique experience at each consumption occasion”
- To develop and launch new products, targeting elapsed consumers
RESULTS: PENETRATION INCREASED BEYOND 18% WHILE REVERSING SALES TREND