THE POSITIONING AND VALUE PROPOSITION

All the questions proposed, I consider that the proposal of positioning and value are those who have more weight when using a marketing strategy in the enterprise.   

Positioning is to note, in the mind of the customer, the main asset of your product, which is the main feature that will focus on the competition; According to David Ogilvy in 1971 "campaign results depend less of how write the announcement of how your product is positioned". This is why in addition to focus on a specific attribute is required to be unique and not the product of competition possess it since it is almost impossible that once a brand has occupied a position in the mind of a person, hard brand can remove this position, even if you have a superior performance ("better to be the first in the spirit of being the best is").In summary, the positioning is an association between a brand and a few attributes in the mind of the consumer. For this position succeed must be relevant (the associated attribute must be important for the consumer) and differential (different from the competition).On the other hand, the value proposition is the generalisation of the virtues and the benefits of get this product, is a business strategy that maximizes the application increase benefits, utilities that meet the needs of the customers. It is the sum of the total experience that the product promises to buy it and use it. The formal definition of the value proposition is: "a decision and a commitment to providing a combination specific experiences, including the price, to a group of consumers objective, cost-effective and superior to the competition".The experiences can be positive (tangible and intangible benefits) or negative (price and other costs incurred in the purchase). The value to the consumer is the difference between the two.