Customer Value Proposition (C.V.P)

One of the most important and yet one of the most badly carried out tasks by business to business marketers is the development of a good customer value proposition.

The term customer value proposition or CVP is one of those dreadful inventions of the last decade. In the past we had products and services with unique selling propositions or USPs but that didn’t seem to be simple enough for our developing profession.

The problem with customer value propositions is that most people can’t help themselves when they create them. They feel honour bound to list each and every feature and benefit of the offer and, as a result, they weaken the appeal to the person they are aimed at. Instead of the proposition being clear, it becomes fuzzy and listless. Too many features and benefits are too much for recipients to cope with.

What has happened to the big hairy idea — the single proposition that makes an offer different, desirable and defensible? We at B2B Comms can help you how to create an elevator pitch (a CVP by any other name) and instead of using the three Ds (distinctive, desirable and defensible) , we use the 5 Ps (pain, premise, people, proof and purpose). Arguably it is a more complicated version of the “3 D formula” but we can guide you all the way.

Brand2Brand Communications

"Your Brands, Our Passion"

b2bcomms@africamail.com

Marketing & Pricing

Marketing and Pricing

At Brand2Brand Communications, we are changing the way thousands of marketers do their jobs and drive growth for their organizations. Our marketing and pricing capabilities cover a range of issues critical to growth.

Our marketing work encompasses: customer segmentation; buying and usage process analysis; deep customer understanding; value proposition development; channel optimization; marketing mix optimization; activation programs; brand strategy and brand value creation; advertising strategy; online channel optimization and integration into multi-channel systems; customer experience design; marketing function organization design.

Our pricing work addresses: pricing strategy; value creation; pricing process design; offer development; new product pricing, value communications; sales negotiations; price setting; competitive response; pricing education and training

So far we are in the process of executing extensive capability-building programs with clients, transferring many of the capabilities listed above to our clients and—most importantly—embedding the capability into their organizations to enable future growth. Our methods include a mix of executive education, e-learning tools, work-process software, data and analytics engines, and new planning frameworks.

TECH BRANDS IN MALAWI

Lets all unite in our quest of create competitive African Brand with a Global reach....discussion for tmrw.....What is the best criterion of a "STRONG BRAND"? We will also critically analyse the current Airtel and TNM advertising campaigns.

What do you think of the much publicized Mutolo/bundles campaign by both networks?

Later on you will be able to view what I think about these campaigns.