Product / Service Value Proposition(s)

Definition of Product/Service Value Proposition in the Anatomy of Marketing (AoM), including what it is, why it matters, and when businesses need to define it.

What is it?

A Product/Service Value Proposition defines the value a specific product or service creates for a specific audience. It is more precise than the Brand Value Proposition, articulating the particular benefit this product or service delivers, the problem it solves, and why it is the better choice at the product or service level.

Also known as: Product Proposition, Offer Proposition, Product Promise

Why it matters

Where the Brand Value Proposition applies across a portfolio, the Product/Service Value Proposition applies to a specific offering for a specific audience. Without it, product marketing defaults to feature descriptions rather than customer benefit. Sales teams lack a clear articulation of what makes this product worth choosing. When it is well defined, everyone from product development to sales to customer success has a shared understanding of what the product is for and who it is for.

When it matters most

A Product/Service Value Proposition is most important when launching or repositioning a specific product or service, when a product is not converting despite awareness, or when sales teams are struggling to articulate why a customer should choose this product over a competitor's. It is also worth developing when a brand has multiple products serving different audiences, since each combination of product and audience may require a distinct proposition.

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AoM Connected Tools

Value Proposition Framework

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