Ongoing improvement of the proposition you offer to your market place helps to sustain business success. Understanding what your customers perceive as “adding value” can help you maintain and enhance your competitive edge.

This course will assist delegates in The course will use a blend of informal lecture incorporating the latest academic theory and successful business illustrations, group discussion and practical exercises.

Those who want to understand what can add value to their organisation’s products and services and how to improve the elements of that proposition to add value.

On completion of the training, participants will be able to:

  • Outline their Unique Sales Proposition
  • Define their customers’ needs and perceptions
  • Explain the dynamics of branding
  • Add further value to their project or service

Understanding your product

  • Core / Physical / Augmented levels
  • Identifying the layers of value contained in products and services
  • Creating new products and services

Understanding your customers

  • What adds value
  • Competition
  • Perceptual mapping


  • How it works
  • Characteristics of a brand
  • Building a brand

Value Chains

  • In the organisation
  • Across the supply chain

Creative thinking

Recommended 1-day course – A maximum number of 12 delegates is recommended

This course can be delivered:

  • to meet individual company requirements
  • within company premises
  • specifically to a group or team of staff
  • one to one with a senior manage