How this guide raises your game :-
- Learn the 3 main types of segmentation and the pros and cons of each.
- Understand how to set up a market attractiveness model to help targeting decisions.
- Learn how to build a brand positioning statement.
Segmentation, targeting and positioning is a marketing process which starts with splitting up the market into more manageable segments.
You can’t usually go after all segments, so you evaluate the potential of each to decide where to focus your efforts. You target the most attractive segment which will deliver the best long-term sales and profits to your profit and loss.
Finally, you craft your positioning statement. This outlines who you’re going after, what benefit you’ll offer them and how you’ll prove that benefit.
But before we go over how the segmentation, targeting and positioning process works, let’s first look at where it sits in the brand development process.