[MUSIC] Hello, in this video I want to do an exercise with you. You're going to be exposed to a series of images, and I want you to think about what is the positioning, what is the value proposition that the brand is proposing to the target group. So let's go for it! Start with this one. What do you think is the value proposition of this one? Of course in this case it's endurance, right? Because we are speaking about a product, in this case, a car that is going to last for very long. Let's go for a second option. What about this one? What is the value proposition? You're correct. It has to do with effectiveness, right? In this case, the brand is insisting that the product works amazingly well and will kill whatever it has to deal with. Let's go for a third one. What's the value proposition of this one? Correct. It has to do with a product which is light, a product which is easy to drink. Something which is digestible, something that will be apt for everybody. Let's go for another example. What do you think about this one? What is the value proposition? I think it speaks by itself, right? It's quality of service. In this case, the company is emphasizing that they are providing a top-notch service, which is making a difference over other offering confined in the market. Let's go for another one. What about this? Correct, it has to do with power right? It has to do with the power that this product has and which is actually making a difference over again, other automotives you can find on the market. Let's go for the last one. What do you think is the value proposition here? Again, I think the example is very, very clear and actually speaks by itself. We are dealing with security. The security you get when you purchase and consume this product and service. I guess this is a very good exercise that emphasizes how important it is to come up with a very clearly defined value proposition. Something that stands out, something that we can communicate, something that is going to be relevant for our target group. As we explained before, it's very very important that when we define these value propositions, these attributes that are going to make the difference over competition, we make market research. We need to speak to a target group, we need to identify what's troubling them. We need to understand what can we do about them and also we need to understand based on their perceptions how to make the difference. As you can see as we've been insisting, we've defined clearly the value proposition, all the marketing mixing implementation, its roll out. Its going to be very easy job. Thank you very much. See you soon. [MUSIC]