Peer-pressure, marketing, advertising or even a desire to try something different based on past experiences are all forms of influence that shape our lives. The difference between direct vs indirect influence is like the campfire game — what you tell one person may not be what they tell the next… Indirect influence, on the other hand, is a bit more of a challenge as it involves a third-party and intermediary influencer of sorts that the business needs to influence in the hopes that the third-party will in turn influence their target audience.
CVIfounded in by Dr. Bradley Gale, is an action-learning and product-strategy consulting firm specializing in customer value management and pricing based on market-value benchmarks.
Delivering Value to Customers — at a Profit This two-pager illustrates how Pfizer positioned Lipitor, the fourth Statin drug to market, to become the best selling pharmaceutical brand ever. Finally, the value map display includes data on the cost per unit and profit margin for Lipitor.
Was the iPad Mini overpriced? The discipline of Competitive Value Analysis CVA helps product managers test the viability of different product launch strategies.
You can click below to download our analysis. It might give you some insight into how you can use Customer Value Analysis to help make your next product launch a marketing success.
The talk was aimed at product-line and general managers whose businesses: Are launching new products that will compete with already-in-market alternatives, Have a mission to gain market share or to stem market-share losses, Are earning below-par margins.
The webinar is now available for viewing on line. There is also a copy of the slides, annotated with speaker notes, available here.
Competitive Value Analysis is your key to more effective product management, product development, pricing, marketing, and selling. The main input into a Competitive Value Analysis is the comparative performance table. This table compares your product to the competition in terms of the factors that matter to customers.
The VST offers tools that make it easy to populate this table and give you immediate feedback on the implications of the data for your product positioning and pricing strategy. Understand the true strengths and weaknesses of your product offer, and identify opportunities that can make your product more competitive.
Look at your product head-to-head against each of your toughest competitors to think through your value-selling strategy Set your prices based on what your product is truly worth Hone your marketing message Align your management team around a plan to serve customers better.
The latest version more completely integrates comparative costs into the analysis. The Product Appraisal Table in the VST can estimate the worth of any product based on its comparative strengths in both performance and in the costs of ownership and use. For more info see: Business customers are typically rigorous in assessing the performance of products they are considering.
In the end, they will select products that give them superior value, performance for price. What is your product worth to your customer? Gale and Donald J. Swire provide a blueprint for developing a customer-eye perspective on what your product is worth.
Implementing Strategic B2B Pricing: Constructing Value Benchmarks describes in detail how to measure performance the way your customer sees it, how to assess how your product stacks up to the competition, and how to relate that performance assessment to going rates in the market.
For additional resources to stimulate awareness and understanding about appraising multiple products along the competitive landscape in your targeted markets video presentation, book, action-learning workshopssee, "Resources for Building Customer Value Management Capabilities".
Learn Customer Value Management while Honing your Product-Market Strategy In our new action-learning workshops, your teams learn customer value management CVM techniques while addressing specific product-strategy issues facing your business.
Three 2-day in-house workshops to choose from: Market-Value Pricing and Product Appraisal - Teams develop benchmarks for price based on your performance advantages and disadvantages relative to competitors and on the going rates for products in your category. Target a price that will position the product on the price-performance envelope.
Set prices to capture the full value of your competitive advantages. Topics covered include Overview of the framework for managing customer value Case example illustrating the techniques and tools of customer value mapping Case vignettes of how business teams have used customer value analysis: These talks are aimed at managers and executives in industrial and commercial enterprises who are looking to improve the profitability of their products and services.
Leading experts have been brought together under the guidance of Series Editor Mr. Harry Macdivitt, Director of Axia Value Solutions, whose 20 years of experience in the field includes general and marketing management, consultancy and training.
A special discount for this talk as well as for the others in the series is available. But Market-Value pricing can be done only if you can calculate what your product, with its unique pattern of strengths and weaknesses, is really worth to the customer. Among these approaches are attribute importance-performance analysis, economic value analysis, and conjoint analysis.Market segmentation.
Little of what is best in marketing theory and practice works without correct market segmentation. It is one of the most fundamental concepts in marketing and your choice of which approach to adopt will directly affect the impact of segmentation on your business.
Value propositions are one of the most important contributions marketers make to the growth of their businesses. These critical promises compel customers to choose your offering over the .
A value proposition is an innovation or feature that clarifies a company's core purpose and identity. In the same way profit lies at the heart of every business, so does the value proposition, communicating how its service or products .
This better way starts with the target customer, market segmentation, and only then moves to messaging and channels.
Before designing your next marketing campaign, make sure you answer the. Almost every action, choice or decision we make is the result of "influence" in some particular way.
Even our personal preferences are shaped by influence. Market segmentation is the activity of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared tranceformingnlp.com dividing or segmenting markets, researchers typically look for common characteristics such as shared needs, common interests, similar lifestyles or even.