OVERVIEW

Grow Your Business Profitability through STP — Segmentation, Targeting, and Positioning

In the face of increasingly competitive business conditions and limited resources, managers need to know how to identify target markets that provide the fastest and greatest chance for success. In this seminar, a leading authority presents the process and tools to help you identify profitable and reachable groups of customer segments. By targeting segments you can develop a strong competitive positioning and focus resources on customers that make a difference to your business.

RECOMMENDED FOR:

• Managers with bottom-line responsibility
• Managers in charge of developing and delivering targeted products or services to business markets
• Planners and market researchers who develop and interpret studies that support marketing decisions
• Company “teams” facing a segmentation problem will especially benefit from this seminar

FORMAT:

2-day interactive workshop uses a mix of lectures, discussion, case studies, and videotape illustrations.

Participants are encouraged to bring a marketing problem or challenge to learn how segmentation can help resolve it. For example, if your R&D group has developed a new product or technology, which group of customers should be targeted first, second, etc.? In this seminar, you can put learned concepts to immediate use.

OBJECTIVES:

• Segment markets on the basis of customer needs and value
• Design better market research studies for segmentation and learn how to use the results to make better decisions
• Select target markets to achieve the best financial results
• Write a clear and focused segment-based positioning statement that defines your competitive advantage
• Better design complete product and service offerings to meet customer needs
• Align sales force and marketing communication actions for optimal market response

CONTENT:

Define Your Segmentation Opportunity

• Why segmentation works
• When to use segmentation
• Segmentation success stories

Build a Segmentation Data Base

• Define segmentation variables
• Focus on defining and measuring customer value
• Conduct market research

Identify Market Segments

• Analyze the data base
• Form segments with cluster analysis
• Describe and label the segments

Select Target Segments

• Establish criteria and a methodology to select target segments
• Consider targeting strategies
• Create your target customer profile

Decide on Positioning and Marketing Strategy

• Write a positioning statement for the target segment
• Formulate objectives and marketing strategy to reach the target segment
• Create segment-based marketing action plans

Implement Segment Action Plans to Achieve Goals

• Identify barriers to implementation of segmentation strategies
• Build organizational support for segmentation
• Tips, traps, and tricks in using STP

INSTRUCTOR:

Dr. Robert J. Thomas is a Professor of Marketing at Georgetown University.  He also served as Senior Associate Dean; Director of Executive Programs; Associate Dean for Graduate Business Programs; Interim Dean for the School of Continuing Studies; Founder and Executive Director of the Center for Professional Development and Innovation; and Co-Founder and Executive Director of the Georgetown Institute for Consumer Research.  Bob teaches Strategic Market Segmentation, Strategic Marketing Planning, and New Product Development.  He has also published over 50 publications in the areas of new product development, organizational buying behavior, business-to-business marketing, and forecasting.

Bob serves on the editorial boards and is an active member in numerous academic associations.  He has designed and taught executive education seminars in the U.S. and several countries and has consulted with over 50 organizations in a wide variety of industries and cultures, including both consumer and B2B products and services.  He is also an ISBM Distinguished Research Fellow.

HOTEL INFORMATION:

There are no hotel room blocks reserved for this event.  Participants are free to book the hotel of their choice.  Here are some hotels closest to RLA Learning & Conference Center.