MARKETING COURSE: TARKETING
FINE SEGMENTATION FOR EFFECTIVE TARGETING
Customer segmentation and targeting are two key steps of the marketing process. Yet they are not always carried out with sufficient care – and the pitfalls are many. So how should it be done?
OBJECTIVES
- Clarify the right questions to ask about these two key steps in the marketing process.
- Acquire effective methods and tools.
- Optimise customer segmentation and the project’s targeting strategy.
PROFESSIONAL SKILLS
Following the course, you will be able to establish a relevant segmentation of your market’s customer base and to formulate an effective customer targeting strategy.
FINE SEGMENTATION FOR EFFECTIVE TARGETING
Customer segmentation and targeting are two key steps of the marketing process. Yet they are not always carried out with sufficient care – and the pitfalls are many. So how should it be done?
OBJECTIVES
- Clarify the right questions to ask about these two key steps in the marketing process.
- Acquire effective methods and tools.
- Optimise customer segmentation and the project’s targeting strategy.
PROFESSIONAL SKILLS
Following the course, you will be able to establish a relevant segmentation of your market’s customer base and to formulate an effective customer targeting strategy.
PROGRAMME :
- Moving from product segmentation to customer segmentation.
- The segmentation criteria to be considered: size, industry, volumes consumed, income, social background, behavioural pattern, needs, etc.
- The possible sources of information: qualitative research, quantitative surveys, shopper surveys, customer insights, U&A surveys, online research, web listening, data analysis.
Experimenting with customer segmentation issues:
- The principle of substantiality.
- The principle of measurability.
- The principle of customer relevance.
- The principle of clarity.
Moving from customer segmentation to targeting strategy
- The three main targeting options, explanations, pros and cons.
- The targeting strategy: concentrated, differentiated, undifferentiated.
- Growth strategy: products/markets/customers.
- SEGMENTING THE CUSTOMER BASE
-
- Moving from product segmentation to customer segmentation.
- The segmentation criteria to be considered: size, industry, volumes consumed, income, social background, behavioural pattern, needs, etc.
- The possible sources of information: qualitative research, quantitative surveys, shopper surveys, customer insights, U&A surveys, online research, web listening, data analysis.
- SEGMENTATION ISSUES
-
Experimenting with customer segmentation issues:
- The principle of substantiality.
- The principle of measurability.
- The principle of customer relevance.
- The principle of clarity.
- TARGETING STRATEGY
-
Moving from customer segmentation to targeting strategy
- The three main targeting options, explanations, pros and cons.
- The targeting strategy: concentrated, differentiated, undifferentiated.
- Growth strategy: products/markets/customers.
For whom?
Experienced or new entrepreneurs involved in a customer segmentation and targeting process.
Prerequisites: you should have an existing business activity or a project in its operational launch phase
Methodology & Benefits
- A combination of face-to-face and distance learning that facilitates skills development.
- This course provides you with many tools ready for immediate real-life implementation.
A mix of teaching formats: face-to-face training and progress monitoring through a distance tutorial.
Interested? Questions?