A customer value proposition is a unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation. the unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and both before-sale and after-sale service at a specific price. the cluster of benefits that an organization promises customers to satisfy their needs. the characteristics of a product that make it superior to competitive substitutes. a statement that, before product development begins, identifies (1) a well-defined target market; (2) specific customers' needs, wants, and preferences; and (3) what the product will be and do to satisfy consumers.