Segmentation Strategy Masterclass

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Course Overview

Operational marketing plans are the blueprints that should lead to competitive advantage within any market opportunity. However, improving the return on marketing investment depends upon getting the marketing strategy right and the tactics integrated effectively. Even the start point of this process, the challenge of segmenting the market, is problematic. Historically marketers have segmented on the basis of available data rather than relevant identified needs and buyer behaviour; as a result much marketing activity has failed to deliver the benefits it should have.

This course addresses the challenges of ensuring integration, clear positioning and the need to collect and use relevant marker metrics in maximising and measuring the return on marketing investment. Marketing professionals will consider the challenges associated with developing segmentaion effectively and investigate practical approaches that will make a difference to their segmentation strategy and the effectiveness of marketing activity.

Audience

Marketing managers responsible for segmentation and the planning or development of marketing strategy and the development/implementation of marketing plans

This masterclass may also be useful for business managers responsible for the return on investment in markets, who need to understand how effective market level planning and better segmentation strategies can strengthen the organisation's overall competitive advantage.

Skills Gained

Benefits for your organisation:

Better market segmentation and more effectively integrated tactics will directly impact your organisation's performance. Participants will leave the programme with an action plan and the insights needed to review current marketing strategy and tactical co-ordination and be confident to take steps for improvements that will drive the effective use of marketing resources.

Benefits for you as an individual:

You will gain from a detailed understanding of the critical importance of effective segmentation. The tips and approaches offered to help with improved integration of the tactics will help you make a difference to business performance from day 1. You will alsp gain a better understanding of metrics that will help you to win future business cases for market investment.

You will learn how to:

• Go seamlessly from business strategy to operational marketing plan
• Manage the market research essential to inform your understanding of market dynamics and buyer behaviour
• Identify and validate potential segmentation bases
• Position segmentation strategy within a planning framework
• Evaluate and select priority segments
• Develop, agree and communicate a positioning that provides the basis for competitive advantage and ensures integrated marketing activity
• Manage feedback and control mechanisms to help improve your detailed understanding of future customer needs and allow you to assess the improved return on investment.

Course Outline

• The DNA of competitive advantage
• A structure for market planning and the role of marketing strategy
• Research methods for identifying customer needs
• Purpose and importance of segmentation
• The process of segmenting a market effectively
• Using different methods of segmentation for business and customer markets
• Using a multifactor matrix to evaluate segment options
• Developing positioning statements
• Process for integration of the mix -delivering a customer experience
• Briefing 3rd parties and internal colleagues
• Customer and market metrics - measuring the return on investment

To take away from the course:

• SOSTAC planning framework
• 'Who, when and why' segmentation framework
• Multifactor matrix
• A marketing planning textbook
• A segmentation textbook
• A template for briefing others
• A metrics checklist

Segmentation Strategy Masterclass / 0210