ENGL 112 Lecture Notes - Lecture 8: Nu Skin Enterprises, Energy Drink, Value Proposition
Document Summary
Class #8 positioning of brands and value propositions. Costumers are the people who purchase the goods and services. E. g. restaurants instead of the people who actually consume the food. Consumers are the people who directly use/consume the products or services. E. g. people who go to the restaurant are consumers. Size and sector of a company: price segmentation. Unfavorable brand switcher (unlikely to buy from your company) Other brand loyalty (loyal to other companies) Know your customer"s jobs to be done . Use the business canvas to solve the costumers" pain (more in the next page) Category: the grouping of products or services in the mind of the customer. For example, monster energy can fit in the categories of energy drink, Point of parity: some attribute or delivery of the product that must be delivered to be considered part of the category. It refers to the way in which a company"s product offers similarity with its competitors within an industry.
