Session Overview - Segmentation, Targeting, Positioning

Welcome to this module on ‘Creating Customer Value’.

Have you ever bargained while shopping off the street? Or picked up some simple-looking clothing in a mall, checked the price and kept it back because you thought it was too expensive?
On the other hand, there may have been times when you bought an expensive perfume without batting an eye.  

Why does this happen? 

Well, everytime before you buy something, you ask yourself as a consumer, "Is what I am going to receive worth what I have to give up?"

The benefit received by the consumer is weighed against the cost of what the consumer would have to pay to acquire the benefit. And given a choice, consumers will always pick something that has higher consumer value for them. Hence, creating customer value is important for a marketeer. 

Earlier we talked about customer value and using the STP framework to do the same. 

STP stands for segmentation, targeting and positioning. Before you move to execute marketing strategies you have to ensure you have found the right position for your brand. This process starts with the STP framework. 

In this session

You will focus on the following topics: 

1. An overview of the STP framework
2. Ensure proper segmentation
3. Targeting the right segments
4. Positioning your product depending on your targeted segments

People you will hear from in this session

David Porter

VP Global Media, Unilever 

Mike Hanbery

Director of Marketing and Business Development, Webolutions

Sabia Gulati

Head of Brand Marketing & Communication - MENA region at Landmark Group