A value proposition is where your company’s product offer intersects with your customer’s desires. It’s the magic fit between what you make and why people buy it. Your value proposition is the crunch point between business strategy and brand strategy.

1. Value Proposition
Canvas & PLC
Ahmed Othman
Brand Manager - Marketing Department
Value Proposition Canvas, Marketing Dep. Makhzani Group 1

2. ATheoretical Product Lifecycle
MASS MAstering Your Selling Skills

3. Different Activities Need To Be Coordinated In the Brand Product Lifecycle
• Trial design
• Understand external
environment up to ten years into
the future
• Understand internal
capabilities
• Segmentation & Positioning
• Partnering
• Country roll-out sequence
• Establishing franchise
• Regulatory/registration
• Pricing/reimbursement/health
economics
• Decide/optimise
communication strategies
• Develop promo materials-
global/local
• Tracking awareness, trial
and usage
• Assess message delivery by
country
• Modify/adjust sales message/
tactics by country
• Local sales force deployment/
investment
• Line extension planning
• Measuring initial market
success and competitive
response
• Attitude and usage tracking
• Customer/patient loyalty
strategy
• Line extension strategy
• Refinement
• Repositioning
• Patent expiry strategy
• Sales force effectiveness
PRE-LAUNCH LAUNCH POST-LAUNCH
MASS MAstering Your Selling Skills

4. What defines an excellent launch?
Highlight
and Replace Column Head
Rapidly becoming a dominant
product in across countries
1st or 2nd in market share
Highlight
and replace
row head
Creating superior return on
investment for major promotional
resources
Market share greater than 1 standard
deviation above the country share of
voice/share of market relationship
followed by av. 90% of launches
Highlight
and replace
row head
Maximises market penetration in the
window of opportunity
Steepest and deepest launch curves
(3 leading groups of 10 groups of
curve per market)
Market
dominance
Promotional effectiveness
Maximising opportunity
Description
Quantification metric
2+ countries, 2 years into launch
MASS MAstering Your Selling Skills

5. Value PropositionCanvas
Value Proposition Canvas, Marketing Dep. Makhzani Group 5

6. What is
VPC ?
A value proposition is where your
company’s product offer intersects
with your customer’s desires.
It’s the magic fit between what you
make and why people buy it.
Your value proposition is the crunch
point between business strategy and
brand strategy.
Value Proposition Canvas, Marketing Dep. Makhzani Group 6

7. VPC
The value proposition canvas
is a simple tool that quickly
gets you to the ‘minimum
viable clarity’ required to start
building and testing.
Value Proposition Canvas, Marketing Dep. Makhzani Group 7

8. Positioning
Value Proposition Canvas, Marketing Dep. Makhzani Group 8

9. VPC
Value Proposition Canvas, Marketing Dep. Makhzani Group 9

10. VPC
 A “value proposition canvas” is a chart that
maps the key things that make up your product
and why people buy it.
 Canvas that helps you understand your
customer, your offer and how the two fit
together will help you clarify your value
proposition.
Value Proposition Canvas, Marketing Dep. Makhzani Group 10

11. VPC
Value Proposition Canvas, Marketing Dep. Makhzani Group 11

12. pain of
switching
Fears can be a strong driver of purchasing
behavior and can be the hidden source of
wants and needs.
Customer fears are often the secret reason
that no one is buying your widget. For any
product there is a secret “pain of
switching“.
Even if your product is better than the
competition, it might not be a big enough
improvement to overcome the inertia of
the status quo.
Value Proposition Canvas, Marketing Dep. Makhzani Group 12

13. Workshop
Value Proposition Canvas, Marketing Dep. Makhzani Group 13