Futurecurve Value Proposition Survey 2009
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© Futurecurve 2009
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The Value Proposition Survey 2009 During the course of late 2009 and early 2010, Futurecurve clients and contacts around the world were invited to participate in an online survey on the subject of Value Propositions. We wanted to find out what the general sentiments were toward value propositions and their importance in helping organisations improve their strategic positioning, grow sales and boost loyalty. Areas • • • covered: What is a value proposition? Why do organisations need value propositions, how important are they and who is responsible for creating them? What organisations have great value propositions, and why?
The 73 senior executive respondents to the survey represent the following industry sectors: • • • • • • • • • • IT/Computers/Web hosting Professional Services/Consulting Advertising/Marketing/PR Hi-Tech Manufacturing Electronics Pharmaceutical/Chemical Clean Tech/Green Tech Government Entertainment Financial Services
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© Futurecurve 2009
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Summary of findings • • • • • Over 75% of respondents agreed that having a value proposition is a key part of an organisation’s strategy however 25% still regard value propositions as messaging and USP (unique selling point) development. The majority of respondents (58%) regard a value proposition as a method of presenting the key benefits their organisation delivers to customers The most important requirement for a value proposition is to improve sales by increasing conversion rates or enabling the pursuit of the right opportunity (32% respondents) Board members and senior management, together with marketing and product/service or solution owners, are seen as responsible for creating value propositions The top 3 most mentioned ‘great’ value propositions are: Apple, Tesco and Microsoft
www.futurecurve.com
© Futurecurve 2009
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What is a value proposition? 16% 28%
Key...