Market Segmentation, Targeting and Positioning with Eyes Wide Open
By Gary de Ocampo
Brief Summary:
Many STP processes are based either on obsolete principles that have been portrayed as “common sense” or very radical approaches that are displayed to be data-driven but seem to throw logic out of the window; too rigid or too loose; too complex or oversimplified.
In this seminar, participants will learn about the importance and the proper use of segmentation, targeting, and positioning in marketing. The seminar will cover the basic and key concepts, various perspectives, strategies, and techniques involved in designing and implementing practical and successful STP to inform and guide effective brand and marketing strategies.
KEY BENEFITS TO PARTICIPANTS
Each participant will learn:
- How to find the most appropriate ways to do market segmentation
- How to identify and target specific customer segments
- Being up-to-date from traditional to contemporary STP methods
KEY BENEFITS TO COMPANIES
The company will gain:
- A practical understanding of how to support the organization’s segmentation, targeting, and positioning activities
- Insights for data-driven decision-making in choosing market segments to target and when, and positioning the company’s brands to win in these segments;
- And avoiding wasting resources, missed opportunities, competitive advantage and brand dilution
KEY TOPICS
A. Basics of Segmentation, Targeting and Positioning
B. Various Schools of Thought
C. Discussion of cases
A. Definition of the market and competitive set
B. Different types of segmentation
C. Segmentation research approaches
D. Case studies and exercises
A. Market targeting approaches
B. Case studies and exercises
A. Understanding the consumer layer of needs
B. Positioning where there is right to play
C. Case studies and exercises
Schedule
June 25, 26, 27, 28, 2024
(9:00AM to 12:00PM)
Who Should Attend
This seminar is meant for marketing professionals, business owners, entrepreneurs, and anyone interested in learning more about practical segmentation, targeting, and positioning in marketing.
Methodology
Four (4) half-day sessions (each session runs for 3.0-3.5 hours) of synchronous learning.
Gary de Ocampo
Chief Insight Strategist
CEO and President at Kantar Philippines (February 2016 to April 2023).
Managing Director and President at TNS Philippines (Jan 2008 to Jan 2016)
President of the Marketing and Opinion Research Society of the Philippines (MORES) in 2009.
Insights Director for the Philippines, Brand Finance Consultancy APAC