Hello! It’s time for the next video packed with marketing knowledge on the questus channel. Today we will show you how to offer and build communication around products, that will be an ideal fit for the needs and desires of our customers. Today, you will learn about the concept of “value proposition”, and more specifically:
➡️ What is “Value Proposition” and how to apply it to the organisation’s activities?
➡️ What does Osterwader and Pigneur’s value proposition canvas consist of?
➡️ Why “pairing” is such an important element of value proposition?
Let’s begin!
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Scenario: Michał Moneta
Editing: Karolina Kakashynskaya
Voice-off: Mariusz Sławik
Translation: Mariusz Sławik
Channel Manager: Donata Wilczewska
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References:
Osterwalder A., Pigneur Y., Bernarda G. & Smith A. (2014). Value Proposition Design: How to Create Products and Services Customers Want. John Wiley & Sons.
Barnes C., Blake H. & Pinder D. (2009). Creating & Delivering Your Value Proposition. Managing Customer Experience for Profit. Kogan Page.
Moneta M. (2020). Propozycja wartości [in:] Kozielski R. (ed.) Przyszłość marketing. Koncepcje, metody, technologies. Teoria I zastosowanie, Wydawnictwo Uniwersytetu Łódzkiego.
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00:00 Introduction
00:45 Definition of the value proposition concept
01:51 First part of VP: Customer profile
03:04 Second part of VP: Value map
04:28 How to use the Value Proposition Canvas?
05:14 Summary
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webpage: www.questus.pl
CIM programs: bit.ly/CIMprograms