Session 5: Developing A Value Prop Flashcards
1
Q
3 things to ask in developing a value prop:
A
Who is serving your future customers?
Why would they switch?
How will competitors respond?
2
Q
Datril learnings
A
Low price positioning w/our low cost structure is unsustainable
Understand how competition will respond
Price quality inferences can drive purchase when quality is not inferable
Comparative advertising works when referring brand is market leader
Benefit advertising takes more time than price advertising
Market research isn’t always right
