Having identified our customers and segmented them, we have started to build propositions that should suit each of the segments or where segements over lap the propositions may suit more than one. It is then important to build up the messaging around that propositions.
The web allows you to easily deal with a number of different propositions, as it is realitively cheap to build 2 websites with slightly different branding to appeal to two different markets. This way you are providing clear messaging to two different groups without confusing either group.
A company that has built up the multi brand messages well, is N Brown a provider of fashion to multiple sectors. The following chart shows a breakdown of their brand propositions taken from a presentation by their CEO Alan White at the recent Drapers online fashion event.
The image lays out how the various propositions fit into the market. As a small business it is unlikely that we will be setting up quiet so many different propositions but it does provide a clear picture of how it can work.
In generating a customer proposition you need to look at a number of key aspects these are indentified as the following by Kaplan and Norton: Price, Quality, Availability, Selection, Functionality, Service, Partnership and Brand.
These are quite important as they will require an internal focus to ensure your business is set up to deliver them.
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