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How to Write a Marketing Plan in 7 days. Day 3: segmentation, targeting and positioning

We are on day 3 of this guide on rapid marketing plan.

And 'round the three important stages of strategic marketing :
the segmentation, the choice of segments to attack and positioning.

We do not care to talk about techniques, but to understand the purpose of these phases.

Segmenting the market means to find some items off a group of persons or companies from other segments.

You can make a segmentation based on different types of variables: demographic, social, lifestyle, buying behavior , etc..
But it is essential to understand that whatever the basis of segmentation , that partition must work to bring out differences in purchasing behavior or in sensitivity with respect to certain variables marketing mix, such as: the price, the 'broad range of products, packaging, certain types of promotion, advertising, retail formats.

Locate segments equivalent ultimately to the identification of categories of needs that lend themselves to be satisfied with products and different marketing mix.

After segmentation, and then must follow the choice of market coverage :

one product for the whole market, a different product for all segments, number of intersections adjacent to patchy.

The essential thing is to choose the most attractive segments of size, growth rate, reduced competition, profitability, and then combine these segments to their abilities, their strengths.

This is called targeting, targeting, prioritising .

is followed by the placement : the choice to determine how their product / marketing arises in relation to the desired of clients ( perceptual maps) than competitive offerings ( maps preference).

positioning systems are many and often refer to advanced statistical techniques, but the focus is as follows:

understand how the market is made, substantial differences do emerge, such as our check. company with its products crosses these segments in terms of attractiveness, and then choose where to place them on the shelf of mind of the consumer.

This is the essence of strategic marketing !

Everything else - the marketing mix of programs, policies and management tactics are descended from these assumptions

It is not just ...

soon!

Antonio Ferrandina , Marketing Specialist