The value proposition is the (positioning) statement of how an organization plans to deliver superior value to customers.

'An offer defined in terms of the target customers, the benefits offered to these customers, and the price charged relative to the competition'

Knox et al. (2003)

This guide from MarketingProfs may help;

“A value proposition is a powerful emotion invoking statement that validates a customer's unmet need and instils a confidence that this unmet need will be totally satisfied (by you and your company)."

It is the expression of the key benefit offered by the company/brand to its target audience.

It is a close cousin to the positioning statement, which is how you want people to think about your brand/company.”

Construction of a value proposition requires consideration of:

• Target segments.
• Focal customer benefits.
• Resources to deliver the benefits package in a superior manner to competitors.

Rayport and Jaworski (2004)

However branding advocates believe that the value proposition is more than the sum of the product features, prices and benefits. They argue that it also encompasses the totality of the experience that the customer has when selecting, purchasing and using the product.

'The value proposition describes the total customer experience with the firm and its alliance partners over time, rather than [being limited to] that communicated at the point of sale'.

Molineux (2002)

The value proposition delivered online.

The value concept.

Your guide to creating a powerful customer proposition