Customer Value Proposition Paper

Customer Value Proposition

We are planning to offer products to the low tech and high tech segments. Team Digby, plans to have a lower price in the low tech segment than the high tech segment. To fulfill the needs of our high tech customers, we will offer higher premium products with a smaller size. To fulfill the needs of our low tech, we will offer reliable products at a lower price than our high tech products. To satisfy the needs of these segments we will ensure our products are highly accessible and well known with high awareness. We will be managing our customer survey score throughout the simulation and striving to reach a total score of 60 by round 8 (for both low and high-tech). Our short term goal is to reach a score of 35 by the second round that each product is introduced and to assure never to let it drop below 25 throughout the simulation. Reaching these goals in our customer survey score will be the key to our success. Refer to figure 1 to see our projected customer survey scores for all of our products for each round.

Marketing Key Resources and Key Processes

In order to justify this marketing goal, we will have to set smaller goals in our promotion and prices. For the sales budget, our goal is to maintain a minimum of 55% customer accessibility throughout all 8 rounds. In setting the promotion budget, we will strive to have at least 60% customer awareness each round. For our final product, we plan to bring it to 100% awareness in round 5 to help us capture the large growth of demand and help us to gain market share towards the end of the simulation. To be able to endure these higher costs and follow our overall strategy, we will be setting our prices slightly above the industry average. To be specific, we plan to adjust our prices to remain within 15% above the industry’s average