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1 – 10 of over 10000
Article
Publication date: 1 November 2000

T Kippenberger

Discloses that the concept of the unique selling proposition (USP), as defined, means every advertisement has to propose a specific benefit to the consumer, that competition could…

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Abstract

Discloses that the concept of the unique selling proposition (USP), as defined, means every advertisement has to propose a specific benefit to the consumer, that competition could not or did not offer. Warns it is much more difficult nowadays than 40 years ago to maintain a product difference or benefit. Looks at differentiators — some that don’t work and some that do. Examines the four steps to differentiation stating differentiating ideas must be simple, visible and delivered again and again.

Details

The Antidote, vol. 5 no. 6
Type: Research Article
ISSN: 1363-8483

Keywords

Article
Publication date: 27 June 2023

Archana Sharma and Mahim Sagar

The study aims to identify salespeople’s challenges while selling newly launched products in the fast-moving consumer goods (FMCG) sector by examining the holistic environment in…

Abstract

Purpose

The study aims to identify salespeople’s challenges while selling newly launched products in the fast-moving consumer goods (FMCG) sector by examining the holistic environment in which they perform their selling tasks. Furthermore, it develops a hierarchical model mapping the interrelationships between identified challenges to explore their dependence and driving power through qualitative research techniques.

Design/methodology/approach

The current study is exploratory and inductive in its research design. It used focus-group discussion (FGD), semistructured interviews and thematic content analysis (TCA) to identify new-product selling challenges in the FMCG sector. The identified factors were then worked into a hierarchical model using total interpretive structural modeling (TISM) to analyze their relationship. The factors were further classified into clusters based on their driving and dependence power, with the help of the Matrice d’Impacts Croisés Multiplication Appliquée à un Classement (MICMAC) technique

Findings

The TISM and MICMAC results identified salespeople’s most critical new-product selling challenges in the FMCG sector: product innovation, product differentiation, customer perception and market turbulence. An enhanced organizational focus on these factors will ensure that salespeople get adequate input to tackle the challenges they face while selling newly launched FMCG products.

Research limitations/implications

The study was confined to identifying challenges in the FMCG sector alone but offered scope for application in other sectors.

Practical implications

This study will help organizations to identify and close gaps in the new-product selling process, thereby improving the performance of salespeople and contributing to a new product’s success. The study findings have a bearing on various stages of product development, management and life cycle. They also highlight the need for greater synergy between an organization’s sales force and other departments.

Originality/value

To the best of the authors’ knowledge, this research is unique in identifying new-product selling challenges in the FMCG sector. It also delineates the complex Web of interrelationships between them and classifies the identified factors based on their driving and dependence on power. The research results can help in organizational decision-making and sales practices, empowering salespeople in their new-product selling tasks.

Details

Qualitative Market Research: An International Journal, vol. 26 no. 5
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 1 April 1997

Stan Maklan and Simon Knox

Outlines a new approach for managing brands that brings the process into line with recent advances in the management of flatter, customer‐facing organizations. Argues that the…

6472

Abstract

Outlines a new approach for managing brands that brings the process into line with recent advances in the management of flatter, customer‐facing organizations. Argues that the traditional marketing and brand‐building approach, characterized by a narrow, product‐focussed selling proposition, no longer adds sufficient customer value. As a result, a gap has arisen between the value offered by the brand and the value expected by its customers. The factors which contribute to this value gap are discussed in the context of the changing customer and the changing organization where customer value is increasingly generated by business processes traditionally outside the remit of brand management. Introduces a management tool, the Unique Organization Proposition (UOP) to bridge this value gap by integrating the company’s core business processes into a visible set of credentials that adds customer value through the supply chain. Identifies and discusses the ways in which the UOP links with each of five core business processes. In conclusion argues that if marketers are to regain their role in the heart of the value‐adding process, they must lead in the management of the UOP and relegate their traditional brand engineering tools to an appropriate place in the overall UOP architecture.

Details

Journal of Product & Brand Management, vol. 6 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 10 April 2017

Stephen Charters, Nathalie Spielmann and Barry J. Babin

The aim of this paper is to consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and…

2275

Abstract

Purpose

The aim of this paper is to consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and consequences.

Design/methodology/approach

The authors conceptually analyse the role of place in marketing by contrasting terroir to three other approaches: “in the style of […]”; “made in […]” and Protected Designations of Origin. They explore the impact of terroir on a range of products, offering a series of terroir value propositions.

Findings

Versus other place links, terroir offers a more specific Resource-Advantage, operating at environmental, philosophical and commercial levels. It offers a unique form of value to both consumers (e.g. identity, authenticity, cultural rootedness) and producers (e.g. irreproducibility, potential legal protection).

Research limitations/implications

Propositions address the antecedents and consequences of the terroir designation, the impact of consumer engagement, perceived authenticity and the added value offered to other regional goods. Additionally, how terroir may form a barrier to market entry, the relationship it has with the territorial brand, whether it offers greater product longevity and how it can be used as leverage for other related place-based brands and tourism are examined.

Originality/value

This is the first paper to address terroir as a marketing concept and to situate it within other forms of place marketing. It provides a definition, outlines the ways in which terroir creates value and provides a research agenda for future engagement with the concept.

Details

European Journal of Marketing, vol. 51 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 June 2005

Bruce A. Huhmann and Nalinaksha Bhattacharyya

Finance theory proposes that consumers require information about the risk‐return trade‐off credibility information to relieve principal‐agent conflict concerns, and transaction…

4289

Abstract

Purpose

Finance theory proposes that consumers require information about the risk‐return trade‐off credibility information to relieve principal‐agent conflict concerns, and transaction cost information – for investment decisions. This paper aims to investigate whether or not such information is present in advertisements for one investment vehicle – mutual funds.

Design/methodology/approach

All advertisements in Barron's and Money over two years were content‐analysed to determine the degree to which mutual fund advertising practice adheres to theories regarding information necessary for optimal investment decisions. Use of techniques known to influence advertisement noting (i.e. advertisement size and colour) and copy readership (i.e. visual size, text length, unique selling proposition/brand‐differentiating message, celebrity endorsements, direct or indirect comparisons with competitors, and emotional appeals) was also investigated. Finally, because mutual funds are a financial service, the presence of convenience information (e.g. investment minima, access to agents or account information, and liquidity) was studied.

Findings

Mutual fund advertisements are not providing the information necessary for optimal investment decisions. Mutual funds use techniques known to increase the likelihood that their advertisements are noticed, but they also use techniques known to decrease the readership of their advertisements. Also, they rarely included convenience information.

Research limitations/implications

Mutual fund advertisements attempt the activation of the advertised brand‐quality and the long copy‐quality heuristic. However, future research must determine whether or not consumers are applying these two heuristics on seeing mutual fund advertisements.

Originality/value

Mutual fund advertising is not serving consumers. Regulators should require all mutual fund advertisements to include an easy‐to‐read table summarizing necessary investment information to assist consumer decision making.

Details

International Journal of Bank Marketing, vol. 23 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 November 1997

R. Dobbins and B.O. Pettman

A self‐help guide to achieving success in business. Directed more towards the self‐employed, it is relevant to other managers in organizations. Divided into clear sections on…

12747

Abstract

A self‐help guide to achieving success in business. Directed more towards the self‐employed, it is relevant to other managers in organizations. Divided into clear sections on creativity and dealing with change; importance of clear goal setting; developing winning business and marketing strategies; negotiating skills; leadership; financial skills; and time management.

Details

Journal of Management Development, vol. 16 no. 8
Type: Research Article
ISSN: 0262-1711

Keywords

Book part
Publication date: 22 June 2015

Kamila Borseková, Anna Vaňová and Katarína Petríková

The main aim of the chapter is to propose a conceptual approach for the creation, exploitation and building of a competitive advantage through which it would be possible to create…

Abstract

The main aim of the chapter is to propose a conceptual approach for the creation, exploitation and building of a competitive advantage through which it would be possible to create a unique place from tourism space. In the chapter we present theoretical basement for the issue of competitive advantage at the level of places, its types, factors and approaches for its creating, building and exploiting. In the chapter we specify one main hypothesis and one research question. They are verified through several scientific, statistical and mathematical methods. These methods are used for the evaluation of primary and secondary research results. In the final part of the chapter, a conceptual approach for identification and exploitation of competitive advantage aimed at building unique and competitive places was proposed.

Details

Marketing Places and Spaces
Type: Book
ISBN: 978-1-78441-940-0

Keywords

Article
Publication date: 30 October 2018

Sabita Mahapatra, ATP Ramani and Avinash D. Kulkarni

This paper aims to provide an opportunity to study organization buying behavior, specifically buying and selling in the B2B context. The case demonstrates the need to understand…

633

Abstract

Purpose

This paper aims to provide an opportunity to study organization buying behavior, specifically buying and selling in the B2B context. The case demonstrates the need to understand the expectations of the buyer’s decision-making unit and the challenges involved in acquiring and retaining customers based on the articulated value proposition of the product. The case also provides an opportunity to explore the critical issues related to an organization’s buying process, while emphasizing on the importance of customer relationship management and the challenges involved in sales conversion.

Design/methodology/approach

The case is a filed-based study that aims to provide insight on differences between buying and selling in B2B & B2C and an understanding on customer value proposition in B2B buying context.

Findings

The case provides a comprehensive overview on the key role of decision-making units and decision-making process in B2B context.

Originality/value

This is an India-specific field-based case study on B2B selling situation. The case provides a framework on salesperson B2B selling approach, techniques and skills in view of the changing business selling environment in the age of technologically advanced digital world.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Case study
Publication date: 18 February 2022

Jitender Kumar, Animesh Singh and Ashish Gupta

Students will have the opportunity to learn about differentiation strategy, business plans, strengths, weaknesses, opportunities and threats analysis. The primary objective is to…

Abstract

Learning outcomes

Students will have the opportunity to learn about differentiation strategy, business plans, strengths, weaknesses, opportunities and threats analysis. The primary objective is to allow students to evaluate Abhishek Singh’s decisions. After working through the case and assignment questions, students will be able to: understand the competitive landscapes in the Indian insurance broking market. Differentiate between selling and marketing. Understand the importance and application of differentiation strategy in the Indian insurance broking market. Emphasize the importance of value proposition in developing a competitive advantage for insurance broking organization. Critically analyze the internal strength and weaknesses of an insurance broking company.

Case overview/synopsis

RHIBPL, one of India’s largest insurance broking companies, operating for more than 12 years and has had a strong presence in eight major cities of India. RHIBPL had been known for life insurance, non-life insurance like cars, two-wheelers, Mediclaim and health. RHIBPL’s unique selling proposition was the best fit for each product and service after understanding the customer’s need. On October 16, 2020, Abhishek Singh, CDO at RHIBPL, was preparing for an upcoming management meeting on the company’s vision “to be the largest insurance provider in the country and to reach US$ 140 million by 2025,” which was communicated by the Ajay Bansal, founder and chief executive officer of RHIBPL. Singh had to prepare an action plan to achieve the RHIBPL’s vision. He had to develop and implement a differentiation strategy to achieve the RHIBPL’s vision from the available resources. How can he create a competitive advantage for RHIBPL in the highly competitive insurance broking market?

Complexity academic level

The case delineates the challenges facing an insurance broker company to achieve its new corporate vision. This case can be discussed in undergraduate and postgraduate courses (at the introductory level) in the business management discipline to understand the importance and application of differentiation strategy and competitive advantage. This case can also be significant for insurance-related courses for postgraduates and executives working in the insurance industry. The case can be useful for the courses on services marketing, strategic management, strategic marketing management and marketing management.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 12 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 1 April 2004

Wendy L. Currie

This paper embraces the e‐business model concept as the unit of analysis for investigating the ASP market. It develops three constructs of the ASP business model: strategic…

3822

Abstract

This paper embraces the e‐business model concept as the unit of analysis for investigating the ASP market. It develops three constructs of the ASP business model: strategic positioning; product/service portfolio; and customer value proposition. Using a case study method, it discusses the findings from four ASP firms; each having attempted to develop a unique ASP business model. The findings suggest the ASP business model is fundamentally flawed as ASP firms fail to provide the customer with an attractive value proposition.

Details

Journal of Enterprise Information Management, vol. 17 no. 2
Type: Research Article
ISSN: 1741-0398

Keywords

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