BRAND POSITIONING & CUSTOMER VALUE PROPOSITION
1. Competitive Brand Positioning
Brands cannot be all things to all people. Positioning is not just about customer needs but who is already competitively positioned to satisfy those needs & how?
R+R workshop with clients how best to position relative to competitors & capture market share.
Our ‘3Cs’ positioning approach focuses on CUSTOMERS, COMPETITORS and the COMPANY itself.
CUSTOMERS
Brands cannot be all things to all people. You must have completed segmentation & selected your target segments.
COMPETITORS
Not just about customer needs but who is already positioned to satisfy those needs & how? What do these competitors stand for?
COMPANY
What are the company’s capabilities to deliver? Brand is a promise, positioning must be built from the inside out.
2. CUSTOMER VALUE PROPOSITION DEVELOPMENT
The forces of competition make it necessary to manage and enhance the product & service value proposition as industry challenges arise, demand shifts & markets evolve.
Rhyme & Reason’s CVP process maps product & service features and benefits to clearly identify what attributes or combination of factors allow the business to outperform competitors.
What problem are we working to solve for our customers?
Is there an unmet and unrealised need to address?
Our Core, Actual & Augmented product workshop adds layers of value over & above what’s tangible to define the proposition as product + service to ultimately increase customer willingness-to-pay (WTP).
CORE PRODUCT
The CORE product is NOT the tangible physical product / service or its features. You cannot touch it. The core product is the BENEFIT of the product that makes it valuable to people.
ACTUAL PRODUCT
The ACTUAL product is the tangible, physical product. You can touch it.
AUGMENTED PRODUCT
The AUGMENTED product is the non-physical added value elements for which customers may or may not pay a premium.
