Professional Documents
Culture Documents
Framework
Typical Typical
problem solution
Abstraction Application
Specific Specific
problem solution
Company Customer
value value
OVP
Optimal value
Collaborator proposition
value
The G-STIC Framework for Action Planning
Goal
Strategy
Tactics
Implementation
Control
Identifying Target Markets: The 5-C Framework
Competitors
Competitors
Competitors
Context
Context
Context
Identifying Target Customers & Developing a Value Proposition
Company Customer
value value
OV
Value
Customers P
Collaborator
Competitors value
Context
Company Customer
value value
Value OVP
Customers
Collaborator
Competitors value
Context
Designing the Tactics
Communication Distribution
Communication Distribution
Developing an Action Plan: The Big Picture
Goal
Bench-
Focus
marks
Strategy
Target Value
market proposition
Tactics
Product Service Brand Price
Incentives Communication Distribution
Goal Implementation
Non-segmented
market
Segment A
Segment B
Segment C
Tactical Targeting: Linking Value and Profile Segments
Demographics Geography
Behavior Psychographics
Target segment C1
Target segment C2
Target segment C2
Segmentation Targeting
Offering 3
Offering 1 Action plan C3
Action plan C1
Offering 2
Action plan C2
The Three Dimensions of Customer Value
Functional
value
Customer Monetary
value value
Psychological
value
Irrelevant
attributes
Irrelevant
attributes
Strengths
Competitive Strengths
advantage
Weaknesses Weaknesses
Shared Competitive Shared
attributes parity attributes
Offering A Offering B
The Concept of Economic Value Analysis
Functional
value Monetizing
functional value
Customer Monetary
value value
Monetizing
Psychological psychological value
value
Economic Value as a Function of the Differences in Total Costs
Difference in
total cost
Cost of
Cost of ownership
ownership
Difference in
price
Price
Price
Offering X Offering Y
Attribute-Value Map
Customer
value
Companys offering
k
Competitive offering A
Competitive offering B
j l
j Competitive advantage
k Competitive parity
l Competitive disadvantage
Attribute 1
Offering A
Offering B
Offering C
Attribute 2
Offering D
Offering E
The Three Dimensions of Company Value
Monetary
value
Customer Functional
value value
Psychological
value
Creating Company Value: Profit-Growth Analysis
New to the
New category
Customers
Volume Competitors
Revenues Current customers
Price customers
Net income
COGS
Costs Marketing
Other
Strategies for Managing Sales Growth
Customers new to
the category
Managing
Sales volume Competitors adoption
customers
Managing
Current customers
usage
The SWOT Framework
Favorable Unfavorable
factors factors
Internal Company
Strengths Weaknesses
factors analysis
External Market
Opportunities Threats
factors analysis
Product-Market Growth Matrix
New Product
products Diversification
development
Conflicts in Vertical Collaboration
Manufacturer Manufacturer
Customer Customer
Company Collaborator
Customer
Steal-Share Strategy
Current users
Market-Growth Strategy
Current users
New users
Market-Growth Strategy for a Superior Offering
Current users
New users
Market-Innovation Strategy
Custome Launch
r costs Move premium
upscale offering
Do
nothin Increas
g e
Move benefits
downscale
Reduce
Launch
costs
economy
offering
Customer
benefits
The Five Forces of Competition
New entrants
3
1 Competitors 2
Suppliers Buyers
5
Company Customer
value value
Product OV
P
Service
Collaborator
value
Context
Company Customer
value value
Product OVP
Service
Collaborator
value
Context
Managing Products by Streamlining the Marketing Mix
Brand Price
Service Incentives
Product
Distribution Communication
Brand Price
Service Incentives
Product
Distribution Communication
Branding as a Value-Creation Process
Company Customer
value value
OV
Brand P
Collaborator
value
Context
Company Customer
value value
Brand OVP
Collaborator
value
Context
Managing Brands by Streamlining the Marketing Mix
Service Incentives
Product Distribution
Brand
Price Communication
Service Incentives
Product Distribution
Brand
Price Communication
Pricing as a Value-Creation Process
Company Customer
value value
OV
Price P
Collaborator
value
Context
Company Customer
value value
Price OVP
Collaborator
value
Context
Managing Price by Streamlining the Marketing Mix
Brand Incentives
Product Distribution
Price
Service Communication
Brand Incentives
Product Distribution
Price
Service Communication
Managing Incentives as a Value-Creation Process
Company Customer
value value
OV
Incentives P
Collaborator
value
Context
Company Customer
value value
OVP
Incentives
Collaborator
value
Context
Managing Incentives by Streamlining the Marketing Mix
Service Brand
Product Distribution
Incentives
Price Communication
Service Brand
Product Distribution
Incentives
Price Communication
Pull and Push Promotion Strategies
Manufacturer Manufacturer
Demand Incentives
Communications Demand
Incentives
Retailer Retailer
Communications
Incentives
Demand Demand
Communications
Customer Customer
Communications as a Value-Creation Process
Company Customer
value value
Commu- OV
P
nication
Collaborator
value
Context
Company Customer
value value
Commu- OVP
nication
Collaborator
value
Context
Managing Communications by Streamlining the Marketing Mix
Service Brand
Price Incentives
Service Brand
Price Incentives
Planning a Communication Campaign
Goal
Message
Media
Creative solution
Implementation
Control
Distribution as a Value-Creation Process
Company Customer
value value
OV
Distribution P
Collaborator
value
Context
Company Customer
value value
OVP
Distribution
Collaborator
value
Context
Managing Distribution by Streamlining the Marketing Mix
Service Brand
Product Incentives
Distribution
Price Communication
Service Brand
Product Incentives
Distribution
Price Communication
Distribution Channel Structure
Company
Wholesaler
Retailer Retailer
Hybrid channel
Managing Sales Growth
New Managing
customers adoption
Managing
Sales Growth
Current Managing
customers usage
The Adoption Funnel
Awareness
Understanding
Attractiveness
Affordability
Availability
Purchase intent
Purchase
Identifying Adoption Gaps
j k l m n o p
All target Aware of Understand Perceive the Can Have Intend to Purchased
customers the the offerings offering to be afford the access to purchase the offering
offerings benefits attractive offering the offering the offering
existence
Identifying Actionable Goals
Offering
attractiveness
Usage frequency
Consumption
Usage quantity
quantity
Replacement
frequency
Offering availability
Identifying Consumption Gaps
Total
adoptions Number of
adoptions
Time Time
Managing the Product Life Cycle
Sales
Sales
revenues
Third generation
Second generation
First generation
Time
Rogers Model of Adoption of Innovation
Number of
adoptions
Number of
adoptions
The chasm
Price Upscale
offering
Downscale
offering
Benefits
Horizontal Extensions
Price
Offering A Offering B
Benefits
Managing Product-Line Cannibalization
New New
offering offering
Single-offering
- scenario Dual-offering scenario Dual-offering scenario
with cannibalization with cannibalization
The Fighting-Brand Strategy
Price
Quality
Incumbent
brand
Low-price
competitors
Fighting brand
Time
The Sandwich Strategy
Price
Quality
Incumbent
Premium brand
brand
Low-price
competitors
Fighting brand
Time
The Good-Better-Best Strategy
Price
Quality
Incumbent Best
brand
Better
Low-price
competitors
Good
Time
The Typical S-Shaped Pattern of New Product Adoption
Cumulative
number of
adoptions
Time
The Typical Bell-Shaped Pattern of New Product Adoption
Number of
adoptions
Time
Extra Figures and Graphs
Segmentation Targeting
Costs Primary
Benefits
benefit