Internet communications mix development for FMCG companies
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Transcript of Internet communications mix development for FMCG companies
Table of contents
Introduction
1. The theoretical aspects of an internet communications
1.1. An essence and types of an internet communications
1.2. The role and position of the internet communications in a company’s
marketing communication policy
2. A strategic approach to internet communication management in FMCG
companies
2.1. The specific of internet communications in FMCG companies
2.2. The marketing analysis of Visit (PC) marketing activities
2.3. The development of internet communications strategic plan
3. The development trends of internet communications promotion program
for Visit (PC)
3.1. An integrated approach to development of company’s product
promotion plan
3.2. The development of the ‘Beloff’ beer promotion plan in the Moscow
region
Conclusion
Bibliography
Introduction
Changing terms of interaction between customers and businesses imprint
different types of B2C communications. Continuing virtualization of human lives
considering as interaction with information of other people has to be reflected in
business practices. Companies, which understand importance and promise of such
behavior, have to exploit opportunities Internet has opened to them. Nowadays
Internet has ceased to be a means of communication with friends – virtual space
has become a marketplace suited for personalized transactions.
The main issue company faces is how to differentiate its offer from
competitors’ one. In commodification more attention is paid to high-level
attributes (generally emotional and symbolical ones) which are in focus of
marketing communication.
Expansion of internet-communication lets companies to interact with
consumers in the environment convenient them by creating and sustaining
positioning desired by a company and by better targeting. Emergence of new
environment influences consumer behavior to a large degree. Unlike traditional
media Internet imposes peer-communication with consumer and involvement in
communication with brand.
We can see now that internet communications are being institutionalized as a
part of marketing management what permits us to consider them as a marketing
tool not an experimental method.
Goal of this thesis is to describe a process of creation Internet
communication mix for FMCG-companies.
In appliance with the goal the following tasks are set:
To define and classify Internet communications
To define position of Internet communications in a company’s marketing
communications policy
To describe specific of Internet communications in FMCG companies
To analyze marketing in Visit, PC
To construct a strategic marketing plan of Visit’s internet communications
To develop a promotion program for one of the company’s product
(Beloff beer)
Topicality of the thesis is caused by necessity of development Internet
communication mix for Visit by way of increasing competitiveness of company’s
products so as development of a scheme introducing Internet communications into
company’s business practices. Theoretical topicality is related to necessity of
comprehensive understanding Internet communications phenomenon in
environment of changing interaction of consumers and businesses.
The object of thesis is FMCG companies.
The subject of thesis is internet communications as a part of a company’s
marketing communications policy.
Originality of the thesis is in shift of the focus on internet communications
from ‘interruption marketing’ to ‘permission marketing’ concept which is
characterized by high level of involvement into communication and description of
new means of customer communication with a subsequent integration into strategic
marketing communications scheme.
Scientific elaboration of the thesis topic. Topic of Internet communications
was covered in the works of many domestic and foreign scientists. Internet
communications issues were elaborated by P. Kotler, P. Doyle, G. Bagiev etc. We
can certainly declare that classic internet communications issues related to usage of
traditional advertising models were thoroughly covered. Consideration of Internet
communications in social media aspects is reflected in empirical works and
haven’t been yet theorized.
Thesis consists of 101 pages, 5 tables and 10 figures.
1. The theoretical aspects of an internet communications
1.1. An essence and types of an internet communications
The Internet has become an integral part of human lives and one of the
powerful tools companies can use in their marketing. Internal environmental
changes influence on companies’ marketing dramatically.
The paradigm of interaction with consumer has being changed. According to
Peter Doyle “in the 20th century marketing was primarily considered as a
distribution, then as sale support process and finally as brand management.
Nowadays we face a new stage of marketing evolution – marketing as customer
relationship management – influenced by Internet development.
The main distinctions of this new paradigm are covered in Table 1.
In the basis of personalized marketing the next principle appears to be
underlying: Leveraging of interactive communications and establishment and
development by them such kind of customer relationship that is based on
customization and high-level service.
Kotler (Kotler, Kartajaya, Setiawan, 2010) defines this stage of marketing
theory and practice development as Marketing 3.0, which appears to be a particular
development of the Societal marketing concept. Internet leveraging allows
companies to achieve the goals declared by this concept. “Over the past 60 years,
marketing has moved from being product-centric (Marketing 1.0) to being
consumer-centric (Marketing 2.0). Today we see marketing as transforming once
again in response to the new dynamics in the environment. We see companies
expanding their focus from products to consumers to humankind issues. Marketing
3.0 is the stage when companies shift from consumer-centricity to human-
centricity and where profitability is balanced with corporate responsibility.”
Marketing has been heavily affected by the emergence and development of
social media (and social networks in particular) that can be considered as attractive
realm for the next reasons:
Information obtaining (including discovering services) from other
members of a social network;
Ideas verification via interaction in a social network;
Social benefit from contacts (complicity, self-identification, social
identification, social acceptance etc.);
Recreation (rest, leisure time).
Table 1. Changing technologies and evolution of marketing management
philosophies
Marketing management philosophy
Distribution Sales Brand management
Customer relationship
Products Single product Few A lot A lot, Customized
Size of the market
As big as possible
From national to global
Target audiences
Individuals
Competition set
Price, cost Advertising, Sales
Positioning, segmentation
Dialogue, customization
Key technology
Mass production
TV, media Market research
Internet
Key performance indicators
Cost of production, output
Market share, profit
Brand capital Customer lifetime value
The biggest changings are related to FMCG companies’ penetration into this
environment because they apply a wide range of Internet applications for customer
strengthening purpose.
The Internet allows companies to interact with their customers directly so as
gather data about customers behavior and preferences much more conveniently
than traditional market research. For instance, monitoring system of customer’s
behavior on daily basis now has become possible, providing company with all
information about monitored topic.
Issue of internet communications usage by Russian companies has become
vital due to growing volume of the internet audience and structural shifts in media
consumption.
Aforementioned factors force Internet communications to be an integral part
of marketing communication mix.
Internet communications appear to be a realm of a company’s marketing
activity on the Internet designed for establishing customer relationship that allows
solving a number of communication tasks outlined below.
Need for Internet communication classification caused by requirement of
clear understanding the differences between different aspects of communication
means: their applicability, relative efficacy, coverage and level of engagement.
The bases of the classification of Internet communications are listed below:
Channel of communication
1. Web site – an integrated communication channel consisted of number of
web pages that contain pieces of information. It verifies company existence in
virtual space forcing customers to trust company. Web sites are classified as
follows:
1.1. Corporate web site contains full range of information about products,
company itself, events etc. This type of web site also contains tools for content
management (search and filters, events calendar, photos, corporate blogs, forums
etc.). It can be integrated with in-house information systems (Marketing
Information System, CRM system, ERP system) and can contain private sections
for particular groups of users – staff, intermediaries etc.
1.2. Promotion web site is a web site developed for specific product’s
promotion sake. It can be subsequently devoted to a specific product or a product
category. This type of web sites is used by companies with a wide range of
products for segregating a company information from product one.
1.3. Community web site is a web site on the basis of which community is
developed; community is devoted to communication between customers and
company’s representatives. This type of a web site is a transitional form between
web site and social media model.
1.4. Online store is a web site designed for selling product via the Internet.
This type of web site is rarely used for FMCG companies because of the limited
applicability to few business models only.
2. Advertising channels
2.1. Online media advertising. Inside this type of advertising we
differentiate display ads, pop-ups and pop-unders and rich-media. There is a
duplication of traditional advertising with its interruption traits.
2.2. Contextual advertising appears to be an ad placing into web site’s
texts relevant to the ad theme. Nowadays contextual ads appear inside online-video
(i.e., Youtube.com)
2.3. Search advertising is an ad placement based on user’s search queries.
The main companies providing such type of advertising are the search engines
(Google, Yandex etc.)
2.4. Online video advertising is presented with video display ads (on
mouse activated ads) and ads embodiment into online video (pre-rolls and post-
rolls)
3. Social media marketing is a broad domain of customer engagement that
covers all tools of the marketing mix with focus on communications. Social media
marketing can be implemented via following channels:
3.1. Blog is a frequently updated web site which shows updates in reverse-
chronological order. These updates contain texts, photos, videos, links and can be
commented.
3.2. Social networks are the web sites developed for purpose of
communication among users. Users create profiles that include their bio, interests,
photos and videos, notes and even blogs; user can participate in discussions and be
a member of groups.
Generally, definition of social network with respect to its internet meaning
implies web resource allows users to create communities based on their
professional activity (LinkedIn), interests (Facebook, Vkontakte), residence and
education place (Odnoklassniki, Classmates) or other relevant attribute, create their
own profile, write messages, pictures, links etc. with other users.
3.3. Microblogs provide short status updates restricted to a specific
number of symbols (140 symbols for Twitter). There updates relate to work,
leisure time, relevant piece of information, etc.
3.4. Photosharing and videosharing web sites. These web sites allow user
to upload their photos and videos and share them with friends and other users.
Users can perform searches on these web sites, rate, like (or dislike), comment
content so as share it though other social media channels (i.e. post link to video on
their Facebook profile), etc. The most popular site for video sharing is
Youtube.com; for photosharing there are several great web sites – Flikr,
Instragram, Picasa.
3.5. Social news. Social news web sites (Digg.com, Reddit.com) collect
links to news published on the Internet, which are then rated by user; so the most
interesting stories go to the homepage.
3.6. Social bookmarks can cope with remembering and remote access to
favorite web sites and interesting web pages. In addition these sites allow users to
share links with other users thereby creating their own rating of favorite web sites
with specific topics which not depends on search engine optimization activity.
There are a lot of social bookmarking web sites; we can distinguish Delicious.com,
StumbleUpon.con etc. Current trends of social bookmarking are about its
integration into main social networks (i.e., Google+).
3.7. Podcasts are the audio and video records shared online. Users can
subscribe to the specific topics and download new podcast automatically as it has
been realized. Also there are audio and video translations via web cameras.
3.8. Webinars are a type of regular workshops transferred to online. They
are based on a presentation being shown remotely on participants’ computers and a
presenter explaining specific statements. Webinars are the low-cost instrument that
is characterized by the interaction capacity (i.e. voting during webinar) and by high
level of conversion from visitors to customers. They are used in B2B
communications and in-house training.
3.9. Online-forums are the oldest form of social media appears web sites
with general or niche orientation where people are gathered to discuss specific
topics.
3.10. Geosocial (or local-based) services. This type of social media appears
to be a pretty new one. The main idea of them is that users check-in different
locations (food spot, shop, mall etc.) by their mobile devices and also post
comments and photos related to these locations. The most popular services are
Foursquare, Gowalla, Altergeo.
3.11. Group buying services are the new trend reflecting changed consumer
behavior which has the great potential. The essence of these services is that defined
number of people has to buy a virtual coupon which enables them to buy a product
or service with a specific discount. This is a social equivalent to volume discount
that allows customers to save their money and businesses to decrease their costs by
the way of economies of scale, increase of turnover and trial and repeated
purchases. The most popular services of that type are Groupon, Living Social etc.
3.12. Ratings and reviews web sites. They allow consumers to share their
opinion as well as to rate goods and services based on their perception and
consumption experiences. Generally such system is used in many online stores but
there are special web sites contain ‘collective, or tribal, knowledge’ about brands
and companies. Also so-called ‘social plug-ins’ should be mentioned which appear
to be the general social networks’ pieces of code that can be embedded into any
web site to comment and share something without leaving the web site. There are
stand-alone web services maintaining rating and reviewing practices, i.e. Yelp! and
IMHOnet.
3.13. Social games can be implemented as browser games and separated
applications. Virtual games are varied from casual ones to virtual worlds (Second
Life), but their essence is a social component that is interaction between users.
Communications with companies are realized through product placement and
active interaction with a brand (Mazda’s project on Facebook).
3.14. Content sharing is a type of social media allowing users to check-in to
a piece of content they consumer (i.e. TV show, piece of music, book etc.) and
share this fact with their friends (GetGlue).
4. Special projects contain:
4.1. Viral marketing is a spreading of message by the power of intrinsic
social recommendation via the Internet. The message is spread via different
channel exponentially.
4.2. Virtual promo games. Gamified communications are used to persuade
prospects in something. They allow explaining how to use a product, which
benefits it provides etc. by the means of game. Virtual promo games have to be
distanced from social games because of short-term effect and absence of social
component.
5. Email.
Degree of a customer’s engagement
1. An interruption model. It is characterized by traditional approach towards
communication when a consumer receives a message without expressed
willingness to receive it. Online advertising is one of the elements of this model.
2. An interaction (permission) model. A consumer permits to receive
information either by subscribing to updates (news, blog posts etc.) or joining a
community to interact with other users and company’s representatives. There are
two elements of this model:
2.1. Personal interaction includes interaction with other users and company
which allows getting non-standardized answers to asked questions so as be
involved into dialogue.
2.2. Impersonal interaction appears that type of interaction with a brand or
a company which allows contacting with information without immediate
interaction with other people. It can be blog subscription, following, liking etc.
3. An involvement model appears an interaction with a brand within which a
consumer identifies themselves with the brand values. Involvement becomes
apparent through the development of user generated content (i.e. video clip, photo
collage, crowdsourcing, etc.) To a considerable degree this model can be
characterized by ‘brand evangelism’ that is about a consumer becoming the
medium of the brand values. Consumer presents the brand online by blogging,
group creation and its moderating or otherwise creating and spreading content
continually on the social media.
Media used
Nowadays the Internet appears to be a type of communication media
between consumers so as consumers and businesses. That’s why it’s to describe
different types of media used:
1. Owned media. These include that type of media that company owns and
manages – a web site, official community in the social network, blog, other official
channels. This type of media can be characterized by high level of control over the
content but relatively low level of trust to it.
2. Paid media. An advertising model is completely related to this type of
media. Their main destination is the awareness increasing. They are characterized
by wide coverage but low level of trust.
3. Earned media. These include user generated content, namely mentioning
in the social media. They are characterized by high level of trust, but weak
controllability.
It’s worth noting that use of one channel is not enough. As with IMC
(Integrated marketing communications) ‘transmedia’ approach is required. It is
characterized by a message spreading in every channel with synchronous ‘semi-
automation’ of passing set by a company. So, an advertising campaign which has
begun with a viral video can be developed in two directions: community building
around relevant topic in the social media (via choosing from above mentioned
alternatives) and traditional advertising placement (outdoor and indoor ads),
leading consumers to a culminational TV-ad synchronous with the legitimized
social media activities.
Table 2. Owned, paid and earned media.
Owned media — channels controlled by company. Examples: web site, blog, community, social network profile.
Role for the company:Development of long term relationships with customers
Benefits: — controllability; — low cost; — longevity; — flexibility; — accumulation of the audience
Problems: — absence of warranties by tool usage; — low confidence; — time consuming
Paid media — company’s leased channelsExample: display advertising, contextual advertising, sponsorship.
Role for the company:Changed from basis of communication to a catalyst feeding owned media and creating earned ones
Benefits: — controllability; — scope; — availability; — immediacy; — measurability
Problems: — high bounce rate; — low credibility; — adaptation of auditory to message format and its insensitivity
Earned media — «consumer as a medium».Examples: WOM, viral effect.
Role for the company:Is a result of well realized activities in owned and paid media
Benefits: — high credibility; — key role in most sales efforts
Problems: — absence of control; — possible negativity; — immeasurable
Transmedia approach is based on a presence of:
Nonline environment as an infrastructural and informational solution;
Mobile technologies as an technological solution;
Spreading of applications for mobile devices simplifying interaction with
content;
Cloud approach towards information storage;
Sociality of internet communications.
Only by considering Internet communication as one of the modes of the
general marketing communications strategy related to the communication goals
and consisted of lower modes (depending on the promotion specific), company
can reach the best effect from Internet promotion. By combining fore mentioned
channels company can maximize coverage of the target audience that becomes
more and more differentiated in their information consumption patterns.
1.2. The meaning and position of the internet communications in a
company’s marketing communication policy
The internet communication is one of the elements of marketing
communications mix, so the goals defined cannot exist separately from company’s
corporate goals. An integrated approach towards the internet communications is
needed because their effectiveness has nonfinancial basis (the specific
communication metrics are considered), so that impedes a linkage with metrics
traditional to effectiveness analysis. This limitation can be overcome by the clear
corporate planning system exemplified in its best by balanced scorecard in which
goals hierarchy and cause-and-effect relationships are clearly observed.
A scheme of integration internet communications with company’s goals and
strategies are depicted below:
Figure 1. The position of Internet communications strategy in
company’s general marketing and corporate strategy
As you can see in the scheme Internet communications appear to be a part of
marketing communications policy, which, respectively, is connected with
Corporate
Marketing
Internet
Social media
corporate and marketing goals. This integration follows the next logic: i.e. the
corporate goal is to increase net profit by 10%, so marketing goal (related to
operational and other goals) is to increase sales volume by 25%. This can be
achieved by usage of different tools such as decisions on prices, distribution and
communications. As with communications the goals can be set like these: ‘increase
awareness by 50%, increase volume of trial purchases by 35%, and get the
repeated purchase level of 15%’. These goals can be achieved by usage of different
tools of IMC mix, the Internet communications ones in particular, which contribute
to the goals achievement. I.e. the objectives of internet communications can be set
as the following: reach 1M views of viral video, increase Net Promoter Score to
60%, get CTR equals 5%, acquire 1000 blog subscribes, etc.
As we can see in the last case objectives were differentiated by different
channels of Internet communications, and we should emphasize on the social
media as the most relevant tool of interaction with consumer in the Internet
communications context.
Internet communications integration into marketing communications policy
allows overcoming ‘experimental’ approach towards them and deploying their
institutionalized usage. Also this allows coordinating company’s goals at all levels
of management which leads to more controllability.
Internet communications can solve tasks as the following:
1. Awareness generation. It is generally realized by the way of online
advertising. Online media advertising provides considerable coverage being placed
on web sites with good attendance. High level of awareness can be reached via
viral (WOM) mechanics, which provides heavy coverage in the short term through
“social contagion”. Niche awareness generation can be achieved by an orientation
on narrow search queries within contextual advertising program.
2. Consumer information support. It is realized by getting feedback and
answering to the consumers’ questions. Consumer’s attitude can be changed based
on how company responds to his or her question or other users’ questions. In
circumstances of a low differentiation between offerings (due to severe
competition) the great service and customer support appears to be a basis of a
competitive advantage.
3. Providing information. The information about the company, its offerings or
any relevant to consumer information is provided in a form convenient for them.
Receiving information by consumer in the convenient form (remember: different
types of consumers prefer different types of channels) increases their involvement
into communication with brand and, therefore, leads to sales volume growing
(mostly because of the regular customers).
4. Communication research. It is related to awareness and mentioning
research so as mentioning semantic analysis. Identification of which activity is
effective and which is not is a necessary step in the internet communications
program. The peculiarity of the Internet is about high degree of quantification.
5. Reputation management. It is about favorable image creating and its
sustaining, quick response to the emerging issues, which can lead the company to
the reputation crisis.
6. Targeted sales promotion. It is based on the orientation toward specified
target audience which is ready to communicate with company and meets the
requirements set by the company. Behavioral targeting used within online
adverting placement (including promotional one) allows covering the target
audience without wasting money.
7. Personalized communication during sale. Non-standardized conversions
with consumer (response to comments, virtual sales rep or consultant) enhance
digital experience of interaction and reduce the perceived risk of purchase.
Nowadays ‘social purchases’ aren’t widespread in Russia, however this
phenomenon has to be considered as a future trend in Internet communications
development, because purchase in the social media minimizes consumer’s
transactional cost (including cognitive one).
8. Loyalty building. During the brand activities the loyal core customers are
emerged. Internet communications are directed to maintain relationships with
them. Moreover a company, oriented to continuous social media activity in
particular and the Internet in whole not discrete promotion campaigns, induces
consumers to become the loyal ones.
One should point out that Internet communications appears to be a constitutive
part of the Internet-marketing.
Internet marketing is the company’s activities on the Internet related to all
elements of marketing mix including:
1. Creation (and modification) of an offering and product management. This
practice is called ‘crowdsourcing’ and intended to attract consumers of the product
to idea generation and alternative selection. By this practice demand for new
product can be predicted.
2. Pricing. A demand prediction and comprehensive cost analysis allow
company to better predict sales volume while simultaneously adapt prices as on
perceived product value to customer. The development of group buying services
enables price and cost reduction, online auctions enables maximization of
perceived values paid by customer.
3. Distribution. More and more products in the digital age has become digital
too. And the Internet appears to be the unique environment for their distribution.
But the Internet also directly influences on material goods distribution. EPR
systems, working as Software as a Service, have emerged. In addition geographical
distribution of preferences can be traced and then analyzed.
4. Market research. With the Internet evolution the market research process has
changed. Lowering access cost to consumer and voluntary information providing
via sharing (expanded trace analysis by tracking Internet behavior, i.e. search
queries, behavior on web sites, time of their visiting, etc.), so as leveraging the
Internet as a big focus group, all these premises enable better prediction power of
marketing and better satisfaction of consumers’ needs.
5. Communication.
Leveraging Internet communications for achieving company’s goals is
necessary due to increasing role of the Internet in people’s lives. Moreover, the
Internet allows achieving goals that aren’t achievable via traditional channels.
Interaction between a consumer and a company has been transforming into more
personal one, so, therein, the traditional concept on B2C-interaction can be
reformulated into B2P (Business-to-Peer), when companies treat consumers as
their peers beginning from understanding consumers’ attitudes on the voluntary
basis to the integration of the consumer into value creation process (thus
‘prosumers’ emerged – they are consumers playing an important role in the
conceptual decision making about production).
The Internet helps companies to build relationships with their consumers but for
the FMCG companies there is a low degree of purchase (and brand) involvement.
To overcome this issue Internet communications (especially in the social media)
have to be developed around catalyst themes and gamified aspects of
communication to transmit the message to the consumer. For the achieving the
same goals the learning and sales promotion can be used.
The communication aspect of social media marketing and its link to purchase
decision-making process have to be considered separately. The goal of
communications is to influence on every steps of the purchase decision-making
process. The purchase decision-making process can be reduced to 4 main steps:
awareness, decision making, purchase and post-purchase behavior.
The communication aspect of social media marketing is presented in the
following scheme (Figure 2).
As outlined at the scheme, the main role of social media consists in
influence on the purchase decision-making process which now is based on
consumption experience of other people. As usual, consumers used to trust
recommendations and reviews of their friends and other Internet users.
This peculiarity of the environment causes the importance of interaction on
post-purchase behavior of consumers because generated information on
consumption experience influences prospects not yet decides what brand to
purchase.
Social media
Post-purchase behavior
(consumption) PurchaseDecision
makingAwareness
Figure 2. The social media influence on the purchase decision-making process.
We should point out that general goals of big audience coverage in the social
media aren’t appropriate so a social media strategy has to include the different
tools of the internet communication mix, which have their own peculiarity and
consumer response.
Quantification of interaction is a key characteristic of Internet
communications (That’s why Internet marketing refers to broader Direct
Marketing). With this quantification the concept of effectiveness evaluation is
connected.
The issue concerning analysis of social media activities effectiveness is of
vital importance. There are different opinions emerged from different
understanding of the nature of social media.
So the main criterion of social media activity effectiveness is CTR (Click
through rate – clicks to link demonstration ratio). Despite many marketers use this
criterion it is too simplistic and doesn’t help with reliable evaluation of social
media activity effectiveness.
There are three main (and still conventional) directions of evaluation of
social media activity effectiveness.
1. Awareness
2. Reputation
3. ROI (Return on Investment)
The main metrics company should evaluate are as follows:
Post-purchase behavior
(consumption)
1. Mentions (good, bad, neutral) and their variations (comparisons with
competitors mentions within these three dimensions of attitude);
2. Share of interest in the social media
3. Users’ actions (sharing, commenting, replying, making video response,
writing on their own media channels about company/brand/campaign,
following and friending)
4. Set of traffic metrics (hits, duration, bounce rates, views, conversion)
5. Effectiveness metrics (ROI)
In evaluating the social media activities effectiveness, company has to
follow these steps:
1. Reference point determination. The control value (parameter) has to be
set to its further usage as base of comparison. Let’s assume it will be a
sales volume.
2. Activities recording. There must be an elaborated social media marketing
plan (who, when and where performs actions) to compare recorded social
media activities with web analytics and social media monitoring data and
determine correlation.
3. The parameter change tracking. With the sales volume example we
should track how it has change over time.
4. The additional data evaluation. Company has to analyze immaterial
benefits earned from campaign implementation.
5. Data comparison.
6. Construction of the diagrams concerning correlation between activities
and the monitored parameter alteration.
7. Determination of social media activity influence on monitored parameter.
Thus following the analysis of the essence and elements of Internet
communications results we can posit that social media marketing application in
modern company’s marketing can gain the possibility to achieve competitive
advantage. Participating in a dialogue with a customer, a company can differentiate
its offerings and help to interpret their positioning.