A sample outline of a segmentation workshop follows:
Segmentation, Targeting and Positioning (STP) for Greater Profit with Marketing Engineering for Excel (ME>XL)
We all face markets with differing potential returns, finite resources and stiff competition. This puts a premium on effective market segmentation, targeting and allocation of resources across segments and positioning offerings within targeted segments...
In this seminar we will outline the core concepts and the essential templates and tools needed to:
- Identify profitable and reachable groups of customers,
- Focus precious marketing and sales resources on those that are most profitable, and
- Position offerings to optimize business results.
To enable participants to understand the concepts and benefits of value-based market segmentation, and how to better target products and services to selected customers.
To provide participants with the templates and tools to apply those concepts immediately with the Marketing Engineering for Excel toolset.
Who Should Attend
Managers in charge of developing and delivering targeted products or services to business markets, and planners and market researchers who develop, analyze market information and interpret studies that support those decisions.
Special Benefit for Teams
The seminar is especially beneficial to company teams facing an STP problem.
Participants are encouraged to bring a segmentation problem (anywhere from conceptual stage to implementation stage) for presentation and syndicate work, putting learned concepts to immediate use.
The two-day seminar meets from 8:30 a.m. to 5:00 p.m. each day. It uses a mix of lectures, discussion, case work, and videotape illustrations. All materials are provided.