Course: Strategic Marketing: Segmentation, Targeting, Positioning

Welcome to week 2 on the topic of ‘Targeting’ Once the segmentation is completed, we turn to the reason why we even bothered with this exercise – and that is …

Watch and Reflect In this Ted Talk on “What physics taught me about Marketing” by Dan Cobley you will be able to notice a link between the various topics covered …

Well done for completing Week 1 of this course! We have looked in more detail at the first pillar of Strategic Marketing – Segmentation. We explored why and how companies …

Definition Once the segment has been selected, the company must decide on what will be the value proposition to the customer – in other words, how will our product be …

Psychography Psychographic segmentation – divides the buyers based on lifestyle choices and personality characteristic. People buy products that represents and enhances their self-image and portrays their lifestyle choices. Lifestyle can …

Definition of Targeting We can define targeting as a two stage process – evaluating the market segments and deciding on the targeting strategy to deploy as a result of our …

Behaviour Behavioural segmentation divides customers into segments based on their knowledge, attitudes, beliefs, values, purchase behaviour, and product usage. When customers are looking to get different benefits from a product, …

Definition Segmentation is the technique used by marketers to divide the markets into groups with common features which will denote similar interests in products and services. Without segmentation, the marketer …

Welcome to Week 1 In this course we will become more familiar with the concepts of ‘segmentation’, ‘targeting’ and ‘positioning’. Very few companies have enough resources and the desire to …

What we learned In this course we became more familiar with the concepts of segmentation, targeting and positioning. Before diving deeper into the process of each step, we looked at …

Well done for completing Week 3 of this course! We have looked in more detail at the final pillar of Strategic Marketing – Positioning. We explored what is brand and …

Podcast You can listen to the views of professional marketers in this podcast on “Strategic positioning and brand purpose” available through the “The Digital Marketing Podcast”. The speakers will walk …

How to reposition As customer tastes and preferences change, some brands will need to go through a repositioning exercise. This will involve changing the target market, or changing the product …

Spidergrams Another visualisation tool used to demonstrate the similarities and difference between companies in the same market is the ‘spidergram’ chart. Like a perceptual map, data on a number of …