Market Segmentation, Targeting, Differentiation and Positioning

Marc Helmold
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Marc Helmold: IU, International University of Applied Sciences

Chapter 10 in Performance Excellence in Marketing, Sales and Pricing, 2022, pp 105-116 from Springer

Abstract: Abstract The value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of a competitor. A value proposition is a concise and compelling description of the core benefit people get from doing business with you. In the case of a special brand, it’s the unique value you have to offer that people won’t get from elsewhere (Homburg et al., 2022). In the case of products or services, it’s the problem they solve or the positive impact they have on people’s lives. The value proposition must involve elements like segmentation, targeting, differentiation and positioning as shown in Fig. 10.1.

Date: 2022
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DOI: 10.1007/978-3-031-10097-0_10

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