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What is a value proposition? | Marketing | Free Digital Marketing Course

In this tutorial, we look at value proposition in marketing. What is it? And how do you define if a value proposition is successful?

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Defining a successful value proposition
A value proposition is the ultimate overarching offering that you give your customers that adds value to them, their lives. It could be a service, or product that they then offer to somebody else. Ultimately, it’s the combination of both the product and the experience that you give them.

The best analogy in this context is McDonald’s – the product is a cheeseburger, and the proposition is the Happy Meal. It’s the total sum of the experience, the toys, the service, the various things, and the ability to pick and choose what you want in your Happy Meal. All of these combine to form the component of the value proposition.

Ultimately you need to think about this from a consumer needs perspective. What exactly is a consumer asking of you? Are you delivering that to them in a robust way that offers the most value over and above other offerings that they can get in the marketplace? The marketplace offering is critical. Also, pay attention to how you communicate that offering and how you position it.

00:00 Defining value proposition
01:58 What job is being completed using your product?
02:53 Characteristics and components of digital value proposition

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