Value Equation
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VALUE EQUATION
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Transcript of Value Equation
VALUE EQUATION
WHAT YOU SAY: “Marketing budgets are tight. We need to understand how best to invest our money and time to grow our business. What really matters to consumers and influences purchases? Can we cut costs? If so, where?”
WHAT WE OFFER:
VALUE EQUATIONThrough a consumer insight methodology and facilitated workshops, we define a brand’s unique value dimensions then identify alignments to each dimension, marketing allocations, communication elements and R&D investments
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OUR SERVICES
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• Value Equation Example
Cereal Brand X
Over Delivering
Meeting Needs
Under Delivering
New Opportunity
Family Pleasing
Balanced Health
Inevitable Deal
• Brand Building Tactics
• Cost Savings Ideas
• Loyalist Insights
• Communication Opportunities
Number of Flavor Options
Taste Perception – Families Love the Taste
Whole Grains,No Trans Fats
Good Source of Fiber
Number of sales per year
Number of Promotions
Amount of Price Reduction
Existing Consumer Perception of Brand = Fitness
= + +
*This is only an example and does not showcase a complete Value Equation
OUR SERVICES
VALUE EQUATIONVALUE EQUATION EXAMPLE
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VALUE EQUATION METHODOLOGY
Cross-functional team participation
Stakeholder interviews to define current assumptions
In-depth review of existing insight research
Ethnographies, shop-alongs and social listening
Value Equation Workshop with cross-functional team and agency partners
OUR SERVICES
VALUE EQUATION
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BENEFITS
Provides the success formula for your brand to optimize the use of resources
Identifies what matters to consumers and where to invest marketing and R&D dollars
Identifies cost savings opportunities
Deep consumer insights around customer loyalty drivers
Rapid 30-day turn-around
OUR SERVICES
VALUE EQUATION
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VALUE EQUATION SUCCESS STORIES
OUR SERVICES
To reclaim market share BrandJuice led the re-positioning of KC Masterpiece using three of our proven processes: Value Equation, Creativity Collective® and Battle Testing®. See the results at your local grocer.
Defined the value dimensions most important to consumers on the iconic Cheerios brand. Identified opportunities to increase customer loyalty and purchase occasions. One of a dozen Value Equation processes we led for General Mills..
We executed ethnographies and shop-along’s across multiple cities to understand WAL-MART brand loyalists, then headed to Bentonville to create a Value Equation for the Great Value brand and client, Sun Products Company
VALUE EQUATION
www.brandjuice.com
IDEAS PEOPLE BUY is our promise. Call to learn more about our process. We’ll send you our CEO’s book as a thank you.
Jeff Scurlock
303-454-3260
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