SegmentinG & Targeting

marketing structure plan & execution

Follow strategy

-­‐  Segmenting -­‐  Targeting & -­‐  Positioning

4P’s are tactical and must be preceded by strategic decisions

Philip Kotler

Target Market’s Headspace

(Relevant Thoughts and Needs)

Segmenting & targeting:

Segmented Target market insights

-­‐  AMPS (SAARF) -­‐  Neilson -­‐  Own Market Research -­‐  Own Knowledge

CENTRAL THEME

COMPETITOR REVIEW -­‐  Brands & Central Offering -­‐  Brand Positioning -­‐  Vision/Philosophy -­‐  Values -­‐  Differentiators/Key Messaging -­‐  Market Communications / Media choice

spend

STRENGTHS: OPPORTUNITIES:

BRAND S.W.O.T

WEAKNESSES: THREATS:

sITUATIONAL analysis

By Channel or Segment

-­‐  Market -­‐  Supply Chain -­‐  Competitor

Key insights by segment

Market: Market:

Market: Market:

Establish A-HA’s

Key target market profiles

Market: Age 25+ Men LSM 9-10 Middle Top Management Universe: 142, 000 people

Market: Age 35+ Men LSM 8-10 Self-Employed Universe: 858, 000 people

DIY/BIY Market: Age 25+ Men LSM 9-10 Home Owners Universe: 3 316 000 people

Retailers: Management at head offices of building, trade, retail & hardware chains. Trade Counters

Blind spots… identify

And do something about them!

Customer market/segments:

Product offering/SEGMENT: