Prsentation cvp 1
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Transcript of Prsentation cvp 1
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Customer Value Proposition for Business Markets based on: Anderson, James C. et al, 2006, Customer Value Propositions in Business Markets
Market Driven Organization, November 2010
Marlène KäsermannElisa LanthalerTina LutzPascal Nellen
Institute of Marketing and ManagementDepartment of Management and EntrepreneurshipUniversity of Berne
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Slide 2
1. The Main Idea
2. The Idea in Practice
3. Three Kinds of Value Propositions
4. Conclusion
Content
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Slide 3
• Customers are pressured to control costs.
• For the supplier, there are two strategies to meet this need:
The Main Idea
Through price
S: Lowers the price
C: Saves money
S: Loses profit
Through CVP
S: Crafts a compelling CVP
C: Saves money
S: Increases profit
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The Idea in Practice 1/2
• Understand the customers' businesses
Research potential customers' enterprisesand identify their unique requirements and needs
• Substantiate your value claims
Explain how your offerings outmatch those of competitorson the criteria that matters the most to the customers
→ Show monetary worth
→ Demonstrate customer value in advance (based on value histories or on-site pilots)
Slide 4
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The Idea in Practice 2/2
• Document value delivered
Create written accounts of cost savings or added value to costumers (value histories)and conduct on-site pilots at prospective costumer location to gather first-hand data on performance
• Make customer value proposition a central business skill
Improve and reward managers' ability to craft persuasive customer value propositions (Best practice examples: Do it through company guidelines or trainings)
Slide 5
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Three Kinds of Value Propositions
Seite 6
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Conclusion
Customer value propositions, properly constructed
and delivered, make a significant contribution to
business strategy and performance.
Slide 7