Segmentation Strategy Masterclass

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Course Overview

If marketing is not delivering the business improvement expected in your organisation the chances are that your segmentation strategy is flawed. A simple concept in theory, segmentation is at the heart of marketing activity:

• Implemented well it provides the basis for powerful competitive advantage and improved returns on marketing investment
• Executed poorly, your marketing activity - no matter how creative, adds little to the bottom line of your business

Marketing professionals will have the opportunity to consider the challenges associated with implementing segmentation effectively, investigating 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.

This Masterclass will also be useful for business managers and other senior personnel wanting to develop further return on marketing investment through effective segmentation strategies strengthening the organisations overall competitive advantage.

Skills Gained

Marketing plays a major role in value creation. Better market segmentation will directly impact your organisation's performance. Participants will leave the programme with an action plan and the insights needed to review current segmentation strategy, being confident enough to take steps for improvements and changes to drive the effective use of marketing resources. There will be the opportunity to work on the real segmentation problems and challenges faced by other participants.

The strategic insight emerging from a more detailed understanding of the practical aspects of segmentation will ensure you are able to differentiate yourself as a marketing professional. The opportunity to work on real life scenarios and tackle specific aspects of the segmentation challenge will help you build the confidence needed to develop a business case for a more enlightened approach to segmentation.

Course Outline

• Manage the market research essential to inform your understanding of market dynamics and buyer behaviour
• Identify and validate potential segmentation bases
• Evaluate customer data bases and recommend the improvements needed to gain greater customer insight and mine them to identify meaningful segments
• Position segmentation strategy within a planning framework
• Evaluate and select priority segments
• Develop a positioning that provides the basis for competitive advantage
• Agree and communicate that positioning in a way that ensures integrated marketing activity
• Manage your feedback and control mechanisms to help improve your detailed understanding of future customer needs

Segmentation Strategy Masterclass / 0210