INMA_A01.QXD

They summarise their guidelines as follows:

First identify customer needs and define a distinctive value proposition that will meet

them, at a profit. The value proposition must then be delivered through the right product

and service and the right channels and it must be communicated consistently. The ulti-

mate aim is to build a strong, long-lasting brand that delivers value to the company

marketing it.

Likewise, Agrawal et al. (2001) suggest that the success of leading e-commerce companies

is often due to matching value propositions to segments successfully.

McDonald and Wilson (2002) suggest that to determine a value proposition marketers

should first assess changes in an industry’s structure (see Chapter 2) since channel innovations

STRATEGY FORMULATION

In 2004, British Airways launched online services which allowed customers to take control of the booking

process, so combining new services with reduced costs. BA decided to develop a specific online ad

campaign to create awareness and encourage usage of its Online Value Proposition. BA’s UK marketing

manager said about the objective:

Mini Case Study 4.3 BA asks ‘Have you clicked yet?’



Figure 4.18BA ‘Have you clicked yet?’ campaign web site