A short session by Prof Marion Debruyne on Strategic Marketing for non marketing specialists.

1. PLATO
STRATEGIC MARKETING
PROF. DR. IR. MARION DEBRUYNE
©Marion Debruyne
“MARKETING IS NOT THE ART OF FINDING CLEVER
WAYS TO DISPOSE OF WHAT YOU MAKE. MARKETING
IS THE ART OF CREATING GENUINE CUSTOMER
VALUE. IT IS THE ART OF HELPING YOUR CUSTOMERS
BECOME BETTER OFF. “
PHILIP KOTLER
© Vlerick Business School
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2. Why should a
customer buy from
you?
"I cannot give you a formula for success,
but I can give you a formula for failure, which is:
Try to please everybody.“
Mark Twain
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3. 1. WHO IS THE CUSTOMER?
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Not all customers are created equal
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4. © Vlerick Business School
Z-Safety,
specialists in shutdown
safety
Z-Safety is the Western European
specialist par excellence when it
comes to total safety during the
shutdown of petrochemical plants
or power stations.
Z-Safety rents out safety equipment,
makes available trained safety
experts and coordinates safety
© Vlerick Business School
operations from start to end.
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5. CURVES
Fitness center for women only
8000 locations in 10 years
10th largest franchise company in the world (in
units)
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CHATEAUFORM
Focus on one target of customers
• Big multinational companies
• To meet their needs in terms of meetings, seminars, events
• Excluding any other target in order to be close to the needs of
the different segments:
• Participants
• Assistants
• Decision makers
• Facilitators and consultants
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© 2011 - Jacques Horovitz
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6. 2. DO YOU FOCUS?
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ALL BENEFITS VALUE PROPOSITION
Value Proposition All benefits
Consists of: A list of all benefits customers receive
Answers the customer “Why should our firm purchase your
question: offering?”
Requires: Knowledge of own market offering
Has the potential pitfall: Benefit assertion
(Anderson et al. 2006)
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7. "Simple messages travel
faster, simpler designs reach
the market faster and the
elimination of clutter allows
faster decision making.“
Jack Welch
LESS IS MORE
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8. Result:Positional Advantage Sunparks
POINT OF POINT OF
PARITY DIFFERENCE
SATISFIER
QUALIFIER
QUALIFIERS VS SATISFIERS
QUALIFIERS :Baseline customer expectations
:Under-performance is cause for
dissatisfaction/defection
:Over-performance doesn’t lead to higher
satisfaction/loyalty
SATISFIERS :Customer value drivers above baseline expectations
:Not all players excel at all of them
:Over-performance leads to higher satisfaction/loyalty
Meet the qualifiers, outperform the differentiators!
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9. WHO ARE YOU COMPETING WITH?
SMARTPHONES
Product View Demographic View Job-To-Be-Done
View
Market Definition Market Definition Market Definition
The traveling salesperson Use small snippets of
The handheld wireless
device market time productively
Competitors Competitors
Competitors Notebook computers, Notebook computers,
tablet computers, tablet computers, mobile phones
• Iphone, HTC,Samsung mobile phones, e-readers Wall Street Journal, CNN,
Airport News, listening to
boring presentations, doing
nothing
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FAVORABLE POINTS OF DIFFERENCE
Value Proposition All benefits Favorable points of
difference
Consists of: A list of all benefits All favorable points of
customers receive difference relative to
next best alternative
Answers the “Why should our firm “Why should our firm
customer question: purchase your purchase your offering
offering?” instead of your
competitor’s?”
Requires: Knowledge of own Knowledge of own
market offering market offering and
next best alternative
Has the potential Benefit assertion Value presumption
pitfall:
(Anderson et al. 2006)
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10. RESONATING FOCUS
Value All benefits Favorable points Resonating
Proposition of difference focus
Consists of: A list of all benefits All favorable points One or two points of
customers receive of difference relative difference with the
to next best greatest customer
alternative value
Answers the “Why should our firm “Why should our firm “What is most
customer purchase your purchase your worthwile for our
question: offering?” offering instead of firm about your
your competitor’s?” offering?”
Requires: Knowledge of own Knowledge of own Knowledge of how
market offering offering and next own offering delivers
best alternative superior value
Has the Benefit assertion Value presumption Requires customer
potential value research
pitfall:
(Anderson et al. 2006)
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3. WHOSE LANGUAGE DO YOU SPEAK?
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11. SEGMENT SPCECIFIC
FEATURES
Reason to believe
BENEFITS
VALUE
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UNIQUE VALUE PROPOSITION
For (target customer)
who (statement of the need or opportunity),
the (product/service name) is a
(product/service category)
that (statement of benefit).
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12. 6. DO YOU DELIVER ANYTIME
ANYWHERE ANYPLACE?
Do you implement your value proposition?
Value Proposition
results
in
Positioning
What do customers perceive as the
advantages you offer relative to
competitors?
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13. DETECT THE DIFFERENCES…
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YOUR VALUE PROPOSITION IS A PROMISE FULFILLED AT
EVERY CUSTOMER TOUCH POINT
Awareness
Maintenanc
Informatio
e and
n search
Disposal
Customer
Sales
service
Billing Ordering
Product
delivery
experience
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14. HOW TO LEVERAGE SOCIAL MEDIA?
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15. TIME FOR SOME INTROSPECTION
What is our value proposition?
How do you implement
your value proposition?
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WORKSHOP
15 min for each to be the topic of discussion
Your role:
Present your value proposition to the group
Show how your value proposition gets
implemented
The group’s role:
To ask critical questions
To give advice on:
How to fine-tune your value proposition
How to implement your value proposition
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16. THANK YOU!
Prof. dr. ir. Marion Debruyne
Associate Professor & Partner
Vlerick Business School
Contact me:
Marion.Debruyne@vlerick.com
Follow me:
MarionDebruyne
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