The term “value proposition” or customer value proposition (CVP) refers to the value proposition that a company/brand makes to the market in terms of the consumer’s perceived benefits of the chosen product/service or the company itself.
It is, most often, summarised as a description of the characteristics, peculiarities and advantages of the product itself and the company values behind that product/service.
In its broadest definition, it is, in fact, important to remember how it is fundamental not only to persuading the potential customer to the choice of the product/service, but to the choice of the company/brand related to that product/service.
Peculiarities, advantages, of the product/service, but also sharing brand value: the definition of one’s Value Proposition touches different aspects of the customer experience, and the more well constructed it is, the more it will be able to appeal to the potential consumer, remaining imprinted and differentiating the product and brand from the competition.
Very often, it is common to confuse the Value Proposition (VP) with the Unique Selling Proposition (USP): these are actually two slightly different concepts, although they are, in both cases, two promises made to the potential consumer.
If the former, in fact touches, as we have seen, also deeper aspects related to the company/brand, the latter is more related to the characteristics of the product/service and its ability to meet the needs of the potential consumer.
