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Value Proposition , content & structure

Value Proposition , content & structure. Expro 100 Engineering The Hague November 2013 Martin Bitter Exportant. What is the value of:. A piece of Nylon rope , A musketon klem A piece of chain. Convincing by USP. Unique Selling Points

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Value Proposition , content & structure

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  1. Value Proposition, content & structure Expro 100 Engineering The Hague November 2013 Martin Bitter Exportant

  2. What is the value of: A piece of Nylon rope, A musketon klem A piece of chain

  3. Convincing by USP • Unique Selling Points • The more unique characteristics, the more chance • a strategic advantage, on basis of • Quality • Sales price • Delivery • Reliability • Combination… • The more specialised, the more USP’s • Helps focus & manage internal organisation • Helps determine export strategy

  4. Characteristics of USP • a short sentence • a clear, understandable statement • it is believable and realistic • it is composed of one benefit (or a combination of benefits) that is/are unique to your company or product

  5. User Benefits • Translate the USP’s in Value for Customer • What is Value for Customer of: • Low price • Fast delivery • World wideguaranteeand service • High quality • Whatcouldbe User Benefit of a deep well pump? A centralheating waterpump?

  6. Exercise: User Benefits on basis of: • Economical, energy-efficient pumps for 4in. inside diameter or largerwells. • Pump fromdepths of 400'. • Patented “Floating Stack"" design resistssandandreducessandlocking. • Stainless steel pump and motor housingfor long life. • Heavy-duty 1 1/4in. NPT discharge connection. • Water-filledsubmersible motor. • Precision-moldedimpellersanddiffusers. 230 Volts. • Includes built-in check valve. UL approved. 3-year limited warranty.

  7. User Benefits • Translate the USP’s in Value for Customer • What is Value for Customer of: • Low price • Fast delivery • World wideguaranteeand service • High quality • Whatshouldbe User Benefit of a deep well pump? A centralheating waterpump? • it is composed of one benefit (or a combination of benefits) that is/are uniquetoyour company or product

  8. Value proposition? Summarizes the customer segment, competitor targets andcoredifferentiationof one’sproductsfrom the offerings of the competitors

  9. Value proposition? Whyshould I buythis product or service? Whyshould I do anything at all? Is a clearandspecific statement about the tangible benefits

  10. Successful Customer Value Prop. Building blocks: • Benefits in a context How do benefits compare to next best alternative • Value elements • Points of parity, elements essentially same as nba • Points of difference, elements that make the offer inferior or superior • Points of contention, supplier and customer disagree how performance compares to nba

  11. Writing a value proposition First sentence: For (target customer) who(statement of the need or opportunity) the (product/service name) is a (product/service category) that(statement of benefit) Asserts the value of theoffering

  12. Writing a value proposition First sentence: Forglassgreenhousegrowers of bromelia’s andpalmswhoperform in house crossing andbreedingthe Verdi software system is a crossing management tool thatresults in an uniform procedure for the entirebreedingdepartmentandanincrease in capacity per breeder of min 20% Asserts the value of theoffering

  13. Writing a value proposition Second sentence: Unlike(primarycompetitivealternative) Our product (statement of primarydifferentiation) Asserts the positioning of the value

  14. Writing a value proposition Second sentence: Unlike manual breedinglogbookkeepingour Verdi management system allowsforfasterandbetteroverview of allpossiblecrossings, securesyourknowledgeassetsandallowsfor “on the floor” decision making Asserts the positioning of the value

  15. Definition of terms value: Worth in usefulness or imortanceto the possessor; utility or merit Proposition “the act of offering” or “thatwhich is offered or proposed”

  16. Value identification essence: A thoroughneeds analysis with the valueproposition targets (employees, partners, customers)

  17. Value descriptions Qualitative , quantitive Focus : functional, financial or emotional (ROI, TCO, status, lookingbetter) or “willingnesstopay” (quantitive) Youneedtounderstandthe target’slanguage, become part of the groupand on “the inside”

  18. Determining content Internal analysis A: look at value chain (internallogistics>operations>externallogistics>sales&marketing>service), how do youcreatevalue? B: Corecompetencies? Differentiationfromcompetition? C: Whatcapabilitiesenableyourvaluepromise? D: Whyshouldvalue targets accept thisparticular offer (safer, betterpay, more convenient, lower risk?)

  19. Determining content Externalanalysis A: How do yourvalue targets quantify (measure) the deliveredvalue? B: How to link yourvaluepropositiontoneeds of target? C: How tocompareanddifferentiateyourvaluefromcompetitor D: How tosubstantiateyourabilitytodeliver (track record, references) E: How toincrease return/decrease risk in deliveringhigher levels of value?

  20. Types of value proposition

  21. So…. It is about CUSTOMER Value Show Customer Value in advance: be creative! Research and document Customer Value

  22. Dynamic Rubber Pvt Ltd. case: Group exercise Read Corporate Profile Dynamic Rubber Ltd. Read Fancord product overview For Fancord Poly-V belt: List 5 USP’s List 5 User Benefits Make Value Proposition

  23. CORPORATE PROFILEDynamic Rubber Industries (P) Ltd., DRIL was established in 1972 in India with an objective to manufacture and market Vee and Fan Belts under the brand name "FANCORD". Today DRIL is a specialist in Automotive Timing Belts, Poly VBelts (Multi ribbed V Belts) and Raw Edge V Belts in Cogged, Plain and Laminated constructions. DRIL is ISO 9001 2002, ISO/TS 16949 2002, ISO 14001 2004 certified company. DRIL is in the process of integrating OHSAS 18001 with ISO 14001. DRIL has several OEM customers in India and won the best performance awards and certificates from certain OEMs. DRIL's 'FANCORD' drive belts conform to International standards such as IS/BS/DIN/SAE/JASO etc besides OEM standards. DRIL exports the Timing Belts, Poly V Belts and Raw Edge Belts to various countries to mention a few: Australia, Hong Kong, U.S. U.K., Turkey, Algeria, Mauritania, Bolivia etc. DRIL is the first Indian Manufacturer to produce Profile Ground Poly V Belts. DRIL is the first Indian Manufacturer to successfully develop and introduce into the market FANCORD Synchro Drive Timing Belts for a wide range of passenger cars. DRIL is the first Indian company to introduce drive belts in high performance, non conventional environment friendly materials.

  24. FANCORD AUTOMOTIVE POLY-V BELTS PRODUCT OVERVIEW FANCORD POLY-V BELT is the solution to the drive design problem faced by todays' automobile engineers. With the ever increasing demands in vehicle engine design, the O.E. automotive engineer is expected to achieve higher efficiency, reliability, compactness and longer life of the automotive drive FANCORD POLY-V BELT with its multiple advantages offers the right choice to the automotive engineer. HIGHER DRIVE EFFICIENCY The multiple V-rib design of FANCORD POLY-V BELT provide more contact area than conventional V-belts. This in combination with the excellent flexibility of the Poly-V belt reduces transmission losses, towers heat build-up resulting in higher overall efficiency of the drive. COMPACT DRIVE LAYOUT The greater tensile and contact area of FANCORD POLY-V BELT increases the power transmission capacity enabling O.E. automotive engineers to replace multi V-belt accessory drives with a single FANCORD POLY-V BELT. Moreover the back face of the belt is also used to drive an accessory. This unique feature enables FANCORD POLY-V BELT to be used in compact serpentine drives. The higher flexibility of FANCORD POLY-V BELT permits the use of smaller lighter pulleys ensuring optimum utilisation of space and weight.  HIGH RELIABILITY AND LONG LIFE  The use of high strength polyester cord, stringent quality control methods and choice of high quality raw materials, ensure high in-service reliability and longer service life of FANCORD POLY-V BELT in the high under bonnet temperatures of modern engines Polychloropreneimpregnatedfabric High tensile polyester cord. PolychloroprenecushionFibreloadedpolychloropreneribsFANCORD POLY-V BELTS are available for all vehicles manufactured in India and a few imported vehicles

  25. Exercise Now YOUR Company!! Look at the presentation in your company brochure Draft a valuepropositiondirected at a Germanprospectiveclient

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