Transitioning from CVP to BCVP for Growth PPT

This PPT slide, part of the 98-slide Organic Growth Framework (OGF) PowerPoint presentation, presents the CVP-BCVP Matrix, a strategic tool designed to transition from a Customer Value Proposition (CVP) to a Behavior Change Value Proposition (BCVP). It highlights 2 phases: the "Before" and "After" states, illustrating the evolution of marketing strategies and their impact on growth.

In the "Before" section, the text notes a vigorous campaign aimed at promoting differentiated product benefits. Despite these efforts, the outcome was stagnant growth. This suggests that merely emphasizing product features and benefits may not be sufficient to drive market success. The stagnation indicates a disconnect between the marketing approach and customer behavior, emphasizing the need for a more nuanced strategy.

The "After" section contrasts this by showcasing a new campaign focused on driving behavior change. This approach encourages stakeholders to ask for and prescribe objective tests for the condition, indicating a shift towards influencing customer actions rather than just perceptions. Supporting measures to enhance the availability of testing are mentioned as key drivers of substantial growth, which also helped in reducing overall marketing expenditures. This reflects a more efficient allocation of resources and a focus on actionable outcomes.

The matrix underscores the importance of aligning product value propositions with behavioral changes to optimize market positioning. The concluding statement emphasizes that offerings with both differentiated PVP and BCVP are best positioned for strong organic growth. This insight is crucial for executives looking to refine their marketing strategies and drive sustainable growth through behavioral insights rather than traditional product differentiation.

This slide is part of the Organic Growth Framework (OGF) PowerPoint presentation.

This presentation is created by former McKinsey, BCG, Deloitte, EY, and Capgemini consultants. It is an emerging Growth Strategy framework that focuses on changing customer behaviors, instead of product differentiation.

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Growth Strategy Strategy Development Marketing Plan Development Value Proposition Customer Value Proposition Positioning

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