Enterprise Marketing

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welcome!

Foundations in B2B Marketing

Module 2:

Meeting Customers’ Needs

The Portfolio &

Proposition Hierarchy

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What is a proposition

A broad term, with unclear meaning

Most often used to describe a bundle of products and/or services

Derives from the term Value Proposition which means:

A business or marketing statement that summarises why a customer should buy a

product or use a service

Customers don’t buy propositions … they buy solutions, products and services that provide

them value, which is summarised in the value proposition

What do we mean by a proposition?

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Value

Proposition

Solution Description / Bundle of Features

Elevator Pitch

Emotional features

Image and

environmental

designProcess

integrityProduct

offering

Technology

support

Access to

the service

People

behaviour

Service

positioning

objectives

The link between a solution description, value proposition, and elevator pitch

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Brand proposition

Solution area

Product/Service

Product/Service

Solution area

Product/Service

Product/Service

The context: A hierarchy of value propositions

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Smarter Planet

Smarter Cities

Smarter Buildings

Smarter Energy

Smarter Retail

Smarter Shopping

Experience

Smarter Operations

A famous example

PR, AR, Brand, Corp &

Investor Comms,

Social Media

Telling the ‘Total Comms’ story to enterprise customers

Goals: Awareness and Demand Generation

8

Build Vodafone credibility & differentiation

Position as global network visionary and IT services provider

Vodafone Enterprise

Brand awareness

Business themes for

Enterprises

Vodafone solution sets

Vodafone products & services

Show understanding of the issues & our expertise

Opinion, business-led & vertical messaging

Show how Vodafone & technology can help business

Connectivity, Converged Comms, M2M, Cloud & Hosting

Explain features & benefits of products & services

4G, IP-VPN, Red, Managed Hosting, SDM, Connected Cabinets

etc …

Aw

are

ne

ss

Ex

plo

reP

urc

ha

se

Ready Business

ATL and BTL

DG Campaigns

DG Campaigns &

Offers

Value Prop Hierarchy - Development Process

Group Brand creates this

Group Enterprise Marketing creates this

Created by Group Enterprise Marketing and

developed further in-market

Created by Group Product Marketing and

LoB Marketing and in-market

Created by Group Product Marketing and

LoB Marketing and in-market

We empower people to be confidently connected

BRAND VALUE PROPOSITION

Power To You

Business Value Prop

e.g. Total Comms,

Ready Business

Consumer

Value Prop

e.g. Power to You

Employer

Value Prop

Better

Connected

Employees

Better

Organisational

Agility

Better

Customer

Experience

Solution

Value Prop

Solution

Value Prop

Solution

Value Prop

Product/

Service

Value Prop

Product/

Service

Value Prop

Product/

Service

Value Prop

1

2

3

4

Aw

are

ne

ss

Ex

plo

reP

urc

ha

se

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Key takeaways

1. Your brand proposition sits at the top of

the proposition hierarchy – all other

propositions should flow from it.

2. People often use a messaging house

to organise and simplify their

propositions into a hierarchy.

3. A value proposition and elevator pitch

describe the bundle of features that is

your solution description in a

compelling way to your target buyer.

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Next steps

To find out more, now read

The Juniper case study on

Transforming the Services Portfolio

Next in this module, watch

Watch the video on how to create a

compelling and differentiated value

proposition