A Market Proposition is the clear reason for why a customer would want to buy a product or service. By defining a Market Proposition prior to creating and marketing a product/service, a business can make a more informed, safe investment in the knowledge that there is demand for a new product and that there’s a USP to appeal to consumers and win market share.
The Market Proposition is also incredibly useful for businesses when considering their marketing approach for a new products/service. It can help understand the target audience, the most attractive and engaging features to highlight, the tone of voice, etc. for marketing campaigns.