As competition rises in different markets, brands are constantly striving to remain relevant and profitable. While having a great product or service is key, a poor marketing strategy will do all those efforts immense disservice. Brands can attract their preferred clientele by adopting more effective marketing strategies like value proposition and differentiation. When effectively done, these will help brands scale up within a short time. But what is the difference between value proposition and differentiation? Scroll below to learn more. 

What is Value Proposition?

This is the value that an entity promises to its consumers if they choose to purchase its products. Every business uses a value proposition in its marketing strategy. Value propositions detail the benefits of a product in comparison to the competitor’s product, how the company operates, what it stands for and why it deserves the market. 

Value proposition, if well worded, provides immense benefits to a company. It can be used as a convincing measure as to why a consumer should purchase one product and not another. For instance, a value proposition statement can be used to convince a consumer that a product will solve their problem better than other products in the market or that it adds immense value in their lives. That being said, a successful value proposition must be persuasive not to mention that the product should provide value to consumers. Value propositions should be communicated directly to customers without leaving them guessing. 

While there is no specific format for value propositions, they should be unique and on-brand. 

Here are the 3 elements of an effective value proposition

• Target market- An effective value proposition involves the identification of the main target market and the group of consumers whom the company is likely to provide bulk services. 
• Specific value- The value proposition must show the specific value that customers get out of the product. This will explain to consumers why they should choose the company’s product and not any other products in the market. Examples of specific value include high-quality products, low price products and time-saving. 
• Customer connection- Value proposition must show how the company meets consumers’ individual needs. This ensures that the marketing strategy captures the customer’s emotions while also fostering a relationship. This is the best way to create customer loyalty. 

Examples of value proposition in renown and successful brands

• Uber- The smartest way to get around- This capitalizes on efficiency and time saving. 
• Grammarly- Great writing, simplified
• LessAccounting- Bookkeeping, Without the Hassle
• Stripe- Payments infrastructure for the internet

What is Differentiation?

This is a marketing strategy that differentiates a company’s services or products from other similar and competing items. For a differentiation strategy to be successful, it must communicate the unique qualities of the product over the competitor products. It must also highlight the differences between the product or services offerings with those of the competitors and highlights the company’s product as superior. Product differentiation strategies complement value proposition strategies. 

Successful product differentiation creates a competitive advantage for a company. It is also one of the cleverest ways that a brand can use to build and increase brand awareness. 

Elements of product differentiation

• Pricing- Brands can use pricing to differentiate themselves from other companies. To attract cost-conscious consumers, brands may increase prices. Companies will charge higher if they want to classify themselves as luxury products or to attract the high-end market. 
• Packaging- product design greatly affects sales. This is why you find brands constantly redesigning the packaging.
• Design
• Marketing

Similarities between Value proposition and Differentiation

• Both play a huge role in giving a product a competitive advantage and building brand awareness

Differences between Value proposition and Differentiation

Definition

Value proposition is the value that an entity promises to its consumers if they choose to purchase its products. On the other hand, differentiation is a marketing strategy that differentiates a company’s services or products from other similar and competing items. 

Importance

Value proposition communicates the benefits of a product or service in comparison to those offered by the competitors, how the company operates, what it stands for and why it deserves the market. On the other hand, differentiation communicates the unique qualities of the product over the competitor products and highlights the company’s product as superior.

Elements

The elements of value proposition include target market, specific value and customer connection.  On the other hand, the elements of differentiation include pricing, packaging, design and marketing. 

Value proposition vs. Differentiation: Comparison Table

Summary of Value proposition vs. Differentiation

Value proposition is the value that an entity promises to its consumers if they choose to purchase its products. It communicates the benefits of a brand’s product or service in comparison to those offered by the competitors, how the company operates, what it stands for and why it deserves the market. On the other hand, differentiation is a marketing strategy that differentiates a company’s services or products from other similar and competing items. It communicates the unique qualities of the product over the competitor products and highlights the company’s product as a superior

FAQs

What are examples of value proposition?

• Shopify- Anyone, anywhere, can start a business
• Lyft- Get a ride or become a driver
• Vimeo- Professional, quality video hosting
• Weebly- Free, but effective websites

What is value differentiation?

Value differentiation is the process by which businesses isolate, exploit and match consumer preferences to their product attributes.  

What is the difference between USP and value proposition?

Unique selling proposition (USP) communicates how unique a product is in comparison to other competitors. Value proposition, on the other hand, details the benefits of a product in comparison to the competitor’s product, how the company operates, what it stands for and why it deserves the market.

What is the difference between a value proposition and a mission statement?

Value proposition is the value that an entity promises to its consumers if they choose to purchase its products. On the other hand, a mission statement is a short statement that outlines why an entity exists and its overall goals. 

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