18
The way we want customers to think and feel about our offerings (Brand) relative to competing alternatives; drives active communications
17.
A promise we make to our target customers that convinces them of the compelling and distinct value of our offering vs. the next best alternative
16
-Design our integrated marketing strategy
-Identify tactics critical for success
-What is the best way to construct, deliver and
capture customer value?
-How can we optimize our limited resources?
-How can we optimize our products and
service capabilities?
13
-Middle size chili farmers, Run by family
-Big size farmers, Major income is from chili, specially in Andong, Youngyang.
Technically more advanced
-Small size farmers, Self-consumption
-Adopter-based Segmentation (New Offerings)
10
Select, understand and focus on customer
segments we must and can win
Define customer segments that are:
> identifiable, actionable, measurable
> where we can have a differential impact.
What level of segmentation:
> agro-demographics
> behavior, needs and values?
Who are the key influencers in buying decision?
Which opportunities are worth pursuing-can we be
most competitive in?
Where will we focus our limited resources?
Alignment with business
objectives and objectives
1
