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1. Introduction
2. Winning customers in competitive markets
3. 5 generic product positions in customer value map
4. Competitive displacement - classic cases
5. A model for measuring overall performance
6. Consumer Reports approach as a model
7. 6 core tools for customer value analysis
8. The minivan case
9. Minivan case - 1995
10. Minivan case - 1999
11. Minivan case - value profile data
12. Value map for minivans, 2005
13. The agricultural chemicals case
14. Altair product team consensus model
15. Consensus model value map
16. Value map from market research
17. Customer vs. product team view
18. Team analysis of customer perceptions
19. Results: successful repositioning of the brand
20. Resolving competitive marketing strategy issues
21. Evolving a project-team consensus model
22. Crafting and delivering on value propositions
23. Shifting from cost-plus to value-based pricing
24. Perceived-value pricing
25. Value-based pricing - issues and objectives
26. Value pricing and selling - the caterpillar example
27. Under pricing a new product: Mazda Miata
28. The payoff potential of premium prices
29. Return-on-sales depends on value-map positioning
30. The room air cleaners case
31. Value profile includes cost-in-use data
32. Value map for air cleaners
33. Friedrich product appraisal
34. Value pricing chart
35. Head to head value comparison
36. Uses of customer value analysis data and tools
37. War room for competitive marketing strategy
38. Thank you
39. Appendices list
40. Appendix I - talk abstract
41. Appendix II - selected publications
42. Appendix III - possible next steps

Topics Covered

• A comprehensive approach to customer value analysis
• The objective is to make you aware of the data, techniques, and analysis tools for positioning and pricing your products
• Overview of the customer value analysis framework
• Case examples that illustrate how product line teams use customer value analysis to resolve competitive marketing strategy issues

Links

Series:

• Improving the Customer Experience

Categories:

• Marketing & Sales

Talk Citation

Gale, B.T. (2008, March 1). Customer value analysis for product positioning and value-based pricing; creating value for customers and profitable growth for your business [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 21, 2024, from https://doi.org/10.69645/VXMZ7186.
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Publication History

• Published on March 1, 2008