¡bienvenida! welkom! bem-vindo! bun venit! welcome! · PDF fileEnterprise Marketing...
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Enterprise Marketing Academy hoşgeldiniz! vítejte! καλωσόρισμα! benvenuto! ¡bienvenido! bun venit! fogadtatás! willkommen! benvinguda! bem-vindo! fáilte! welkom! ¡bienvenida! welcome!
Transcript of ¡bienvenida! welkom! bem-vindo! bun venit! welcome! · PDF fileEnterprise Marketing...
Enterprise Marketing
Academyhoşgeldiniz!
vítejte!καλωσόρισμα!
benvenuto!
¡bienvenido!
bun venit!fogadtatás!
willkommen!
benvinguda!
bem-vindo!
fáilte!
welkom!¡bienvenida!
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
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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
