13. L
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14. Value Management
End-user segmentation
Valued Customer
Segment specific needs / decision-
Who to serve? making process
Anticipate technical trends / market
dynamics
Source: Nirmalya Kumar,
Marketing as Strategy, 2004 Targeting key end-user segments
3 V’s
Value Network Value Proposition
How to deliver ? What to offer?
Functional/physical deliver of value proposition Benchmark current offering
Channel/distribution network design Design new value proposition
Required downstream integration Quantify value of offering
Integrated value network Value based pricing