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Andy Morse

on 16 April 2010

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Transcript of Oddfellows

Introduction Key Objectives Defining how we want to grow the business in the next 12 months.
Identifying how we can drive that growth.
Areas to cover Our category.
Our business.
Our competitors.
Our customers and potential customers.
Outputs A clear set of actionable opportunities.
A competitive value proposition for the business going forward.
Marketing map.
A vision for Regional Advantage as a brand.
Go around the outer ring, answering all of the right questions.
Stop & Think – Look for connections.
Move to the inner ring; Go around again, answering each question.
Stop & Think – Look for connections.
Move to the centre ring; Now you are ready to define your marketing strategy.
What is a value proposition? “A clear statement of the tangible product or service delivery that is relevant, valuable and beneficial to customers and can be ownable through uniqueness or category leading superiority.”
To think about Strong value propositions deliver tangible results like:
Increased revenues.
Faster time to market.
Decreased costs.
Improved operational efficiency.
Increased market share.
Decreased employee turnover.
Improved customer retention levels.
Some examples “You get fresh pizza delivered to your door in 30 minutes or less -- or its free”
“We are the leader in low prices and huge selection”
Wal Mart. “McDonald’s stands for friendliness, cleanliness, consistency and convenience”
McDonald’s. “We guarantee overnight delivery.”
Full transcript