“VALUE REFRAMING” improves the perceived consumer value of your product by positioning the offer as a smart choice. What´s unique? Instead of changing the purchase price, it works via enhancing the perceived benefits to justify the price. Value Reframing starts with value barriers — the reasons why specific consumers perceive the offer as „too expensive“ and consequently do not buy it. It is a proven successful approach to drive business growth. It delivers fast impact and does not require additional investments.

Objective:

The objective of this workshop is to develop compelling value reframing ideas for your own product portfolio. The participants will learn the key concepts and mechanisms of “Value Reframing” and be inspired to develop their own ideas using case studies and creative techniques.

Target Group:

• Brand teams
• Market research

Content:

• Definition & Benefits of Value Reframing
• The „Consumer Value Equation“
• Defining the right target group
• Identifying „value barriers“
• Value Reframing approaches for ideation

Methods:

• Theory overview
• Case studies
• Group work and discussions
• Ideation / creative sessions

Duration:

• 1 day

Participants:

• 5 – 20 participants

Preparation:

• Brand positioning
• Consumer learnings & insights

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