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Value merchants - Pointsof discussion CH3

Chapter 3 - points of discussionInspired by Value Merchants byJ. C. Anderson, N. Kumar, J. A.Narus

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Formulate ValuePropositions

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1. Hypothesizing

• Group upOnePhone: we have the unique situation that wehave an open office and it’s easy to group upand conduct workshops with people from all dptsand that way get a pretty extensive list.

• Create list of value elements for the product• Be as elemental as possible

OnePhone: The product itself is already brokenup and sold in pretty elemental pieces to sell avery customized product. That makes it easier tothink of further elementization

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Research on CustomerPerception

• Conduct Focus groupsOnePhone: With our customers we plan to havegroup sessions and seminar, maybe categorizedby industry, where there will be the opportunityto test value perception as well.

• Spend a day in your customers lifeOnePhone: I am planning on attending amajority of meetings together with our sales stuffat customer sites in order to get a better grasp ofwhat the customers’ understanding of oursolution and its value elements are.

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Construct value wordequations

• These I found really interesting and agreat tool to communicate what weactually wanna do.

• I hope to use them for internal usageinside OnePhone to line up the wholecompany to the marketing objective.

• But also externally those could be put togreat use as a really job-focused missionstatement.

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Thank you!