Kotler describes a value proposition as "the set of benefits or values it (the company) promises to deliver to consumers to satisfy their needs." (p. 9) He goes on to describe market targeting as "the process of evaluating each market segment's attractiveness and selecting one or more segments to enter." (p. 167) A company can use their value proposition in order to target a certain segment of the market for their product.
In a recent Wrangler jeans ad, the company is targeting a market segment that I would define as the "everyman." Wrangler doesn't try to pitch trendiness, instead they talk about their jeans' "comfort", "toughness", and "lasting" quality. I would identify these three qualities as the company's "value proposition." These qualities are only part of what would apply to the blue collar "everyman." The ad depicts NFL quarterback Brett Favre playing a game of touch football in his Wrangler jeans. Playing touch football around Thanksgiving is a known American past time, and by having a commercial that blue collar Americans can relate to, Wrangler is reaching out to this target market. This market doesn't place high value on trendy jeans, instead they care about the functionality and durability of the jean. In addition to these values, Wrangler also "guarantees" satisfaction.
Ian Robertson, Section E