3. Targeting & Positioning

Question 1

Assessing and Choosing Segments - Are they…

Answer 1

Identifiable
Substantial
Accessible
Fit
Stable
Differentiable
Actionable
Profitable

“I suck at finding segments dude A+ please”

Question 2

Our use of traditional segmentation tools, specifically psychographics, should focus on:

Answer 2

Product/service-related attitudes & beliefs
e.g. extent to which value is driven by cost/benefit or more intangible factors

Knowing enough about the segment that you can actually identify people in the real-world marketplace
> How will you target & position to them? “where” are they in the media landscape? What do they value in your product/service and why?

Focus on only those descriptors that get you closer to understanding who has a particular ‘job’; don’t get sucked in by ‘easy’ stereotypes

Sound principles of market research will help you narrow down the right questions to ask

Question 3

Define Positioning

Answer 3

“arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers”

• what are your value propositions?

Question 4

Positioning Statement

Answer 4

“To (target segment and need), our (brand) is (concept) that (point of difference)”