Introduction

In our competitive world, companies are constantly under pressure to increase market share and profitability. One of the fundamental marketing activities to be performed is to segment one’s market effectively. The next step is to be able to select market segments where one has competitive edge. Finally, one should know how to position one’s product in order to compete effectively.

Objectives

To enable participants to understand and apply the concepts of segmentation, targeting and positioning to improve one’s competitive strength in the market.

Benefit

At the end of the seminar, participants will be able to put their companies in a strong competitive position through the use of segmentation, targeting and positioning.

Course Outline!

1. Importance and benefits of market segmentation.

2. How is segmentation done – for consumer and industrial markets

3. How to target market segments

4. How to position one’s product in the most competitive position

Who Should Attend?

All marketing personnel responsible for sales and marketing activities of their companies’ products and services as well as those involved in market research, advertising and promotion, distribution channel and other marketing support activities. This course is also suitable for entrepreneurs and small business owners preparing their marketing and business plans.

Methodology

This is a very intensive workshop with extensive discussions and exercises, using participants’ products.

Duration Two Days

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