BIZ301 Report: Bega Goat Cheese Value Proposition Analysis

This report, prepared for a BIZ301 assignment, focuses on developing a value proposition for an innovative product: Bega Goat Cheese (Vegemite Flavour). It begins with an introduction to Bega Cheese, an Australian dairy company, and then defines the concept of a value proposition. The report outlines the features of the new cheese product, highlighting its appeal to health-conscious consumers and its unique Vegemite flavor. It emphasizes the product's potential to gain a competitive advantage and attract a wide range of customers, including children. The value proposition includes aspects like nationwide availability, attractive packaging, various pack sizes, inaugural discounts, and affordable pricing. The report then segments customers based on their jobs, pains, and gains, and explains how the product addresses these factors. Finally, it details the application of products, pain relievers, and gain creators to convey the value proposition effectively, referencing key academic sources such as Payne & Frow (2014) and Baldassarre et al. (2017).

Running head: BIZ301
BIZ301
Name of the Student
Name of the University
Author Note

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Introduction
The main aim or focus of the discussion will be to develop a value proposition of the
innovative product of Bega Goat Cheese (Vegemite Flavour). Bega Cheese is a dairy
organization from Australia. It is based in the town of Bega, New South Wales and founded
in 1899. The company is famous for manufacturing and selling of different kind of cheese
products, art from other natural, processed, spreads, kids snacking, grocery, bio nutrients and
contract manufacturing.
Value Proposition
A value proposition, on the other hand is the promised value delivered to the
customers of an organization if they buy that particular organization. It can be presented as a
marketing or business statement. The vale proposition of the Bega Goat Cheese (Vegemite
Flavour) in the market place of Australia are described below, and if the product is
successful, it will be marketed in other regions also.
First of all, the features of the product need to be chosen. This new product of Bega
Goat Cheese is made for people of all age groups, mainly for those who want to eat cheese as
well as maintain a healthy body. It is available in vegemite flavour, which is tastier than the
previous manufactured cheese products of the same organization. Consumption of these new
product will help the people to lead a healthier life. As most of the people are looking for
healthy food, this cheese product will help the people to solve this problem and Bega is
launching this product by keeping this as their main unique selling proposition, which will
help to gain the competitive advantage over others. The children will also enjoy this
flavoured cheese.
The value proposition of Bega Goat Cheese (Vegemite Flavour) will include the
following things (Payne & Frow, 2014):

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 Availability in all over the country of Australia
 Attractive packaging to attract the attention of the customers
 Available in tetra packs apart from big packs, which will vary from 50gm to 5kg
packs
 Inaugural discounts for the regular customers of the organization, by showing their
membership or loyalty bonus cards to the departmental stores or outlets
 Good value offering and pricing, which will be affordable for all level of customers
present in the market places
The three sections of the segment of customers are:
1. Customer jobs - these include personal, functional or even emotional factors
2. Customer pains – which include obstacles to desired risks and outcomes
3. Customer gains – typically revolving around expected, required and unexpected gains
(Baldassarre et al., 2017).
The value proposition, on the other hand, request to convey all these factors while
introducing the unique solutions as well as unexpected gains. These are:
1. Products – this will convey the customer jobs section and will relate to this new
product and on offer
2. Pain relievers – this will convey the pains of the customer and include how the
product can reduce the factors like emotional negatives or undesired costs
3. Gain Creators – this will help to identify which will be the potential tangible as well
as intangible gains, mainly those that are unique (Aitken & Paton, 2016).

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References
Aitken, A., & Paton, R. (2016). Professional buyers and the value
proposition. European Management Journal, 34(3), 223-231.
Baldassarre, B., Calabretta, G., Bocken, N., & Jaskiewicz, T. (2017). Bridging
sustainable business model innovation and user-driven innovation: A process for sustainable
value proposition design. Journal of Cleaner Production, 147, 175-186.
Payne, A., & Frow, P. (2014). Deconstructing the value proposition of an innovation
exemplar. European Journal of Marketing, 48(1-2), 237-270.