3rd Market Segmentation, Targeting and Positioning with Eyes Wide Open
by Gary De Ocampo
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 position 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 THE 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 THE COMPANY
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:
Basics of Segmentation, Targeting and Positioning
Various Schools of Thought
Discussion of cases
KEY TOPICS:
Definition of the market and competitive set
Different types of segmentation
Segmentation research approaches
Case studies and exercises
KEY TOPICS:
Market targeting approaches
Case studies and exercises
Understanding the consumer layer of needs
Positioning where there is right to play
Case studies and exercises
Take this opportunity to ask Gary De Ocampo insightful questions. Explore not just the topic but also how it connects to your industry. The more you ask, the more you learn
Schedule
June 17, 18, 19, 20 | 9:00AM - 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