A stakeholder perspective of the value proposition concept

1. A stakeholder perspective of the
value proposition concept;
Stakeholder Markets
Andleeb A. Joyia
Corporate MKT Executive
Nayatel (Pvt.) Ltd.

2. Stakeholder Markets

3. Recruitment Market VPs
“The war for Talent”
Create a winning VP by tailoring the job & company brand
so they appeal to carefully targeted recruits.

4. Recruitment Market VPs
“The war for Talent”
0 5 10 15 20
OGDCL
Abbot
Bank Alfalah
PTC
Mobilink GSM
Nestle
Engro
United Nations
Unilever
Telenor
Ranking

5. Recruitment Market VPs
“The war for Talent”

6. Recruitment Market VPs
“Best Place to Work”
Identifying a unique VP to communicate to the potential
employees that a firm is a best place to work

8. Recruitment Market VPs
“Market segmentation”
Adopt VPs to target different specific segments of
recruitment market.

9. Internal Market VPs
“Employee Retention”
A winning VP aims at motivating and retaining those
employees who are best equipped to help achieve the goals of
the organization.
• Example: Nayatel promotes only the most valuable
resources to manager level and binds them with Car, laptop
and study loan policies for specific tenures to retain them

10. Internal Market VPs
“Competition Assessment”
Employees assess the VP of their employer organization along
with those of other prospective employee organizations to
determine their choice of employer.

11. Internal Market VPs
“Competition Assessment”
Google Delivers Happiness!
On- Site Physicians Travel Insurance New Baby Allowance Education Funding
Free Legal Aid
On-Site Dental
On-Site Gym
Maternity Leave
Paternity Leave
Dry Cleaning
LFA
On-Site Massage
Etc.

12. Internal Market VPs
“Ethical Initiatives”
Ethical and green issues are especially important to
employees

13. Referral Market VPs
“Advocate Initiated”
In professional services, a reciprocal referral system is
common between a firm and other professional advisors

14. Referral Market VPs
“Company Initiated”
An organization’s explicit attempt to use its existing
customers, as a part of its marketing activities, to gain new
customers.

15. Referral Market VPs
“Viral or Buzz Marketing”
It occurs when an innovative VP prompts third parties to act
as a referral source

16. Influence Market VPs
Developing and communicating a VP to the most important
constituent members of the influence market includes
managing relationships with investor groups, analysts, media
and government bodies. Clear VPs addressing the influence
market are important for firm stability and growth.
• For example, Frito-Lay focuses on a wide range of
influencers who impact consumer demand for
snacks, including health
professionals, associations, dieticians and academics.

17. Influence Market VPs

18. Supplier Market VPs
Suppliers typically provide physical resources or services to a
business.

19. Alliance Market VPs
Alliance partners are also a form of supplier. However, they
typically supply competences and capabilities that are more
knowledge-based.
Hotels, restaurants, and
tourist businesses pool
resources to market their
location to prospective
travelers.

20. Thank You!