MARKETING
Strategies & Tools for Consultants
Competitive Positioning: Start with a
Market Profile
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MARKETING
Strategies & Tools for Consultants
Competitive Positioning Strategy
The foundation for a
successful business.
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MARKETING
Strategies & Tools for Consultants
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MARKETING
Strategies & Tools for Consultants
First step: Create a market
profile.
Creates a picture of the market and
the typical buyer’s distinctive
characteristics.
Build brand for these buyers.
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MARKETING
Strategies & Tools for Consultants
Classical Market
Profiling Approach
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MARKETING
Strategies & Tools for Consultants
Industry Study (B2B)
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MARKETING
Strategies & Tools for Consultants
Geographical Demographics
Define the
geographical
location of
customers.
Is the product
multi-cultural?
Is positioning
local, national,
or global?
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MARKETING
Strategies & Tools for Consultants
Demographic Traits
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MARKETING
Strategies & Tools for Consultants
B2B Demographic Analysis
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MARKETING
Strategies & Tools for Consultants
End-User Demographic Analysis
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MARKETING
Strategies & Tools for Consultants
Size and Trends
For Both B2B and Consumer Markets
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MARKETING
Strategies & Tools for Consultants
Modern
Marketing
Approach
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MARKETING
Strategies & Tools for Consultants
Include the Human Elements
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MARKETING
Strategies & Tools for Consultants
Examine the Psychological Motivations
• What issues do customers face?
• What are their pains and desires?
• Who is the decision-maker?
• Are there multiple influencers?
• What is the purchasing processes?
• What is the buyer personality?
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MARKETING
Strategies & Tools for Consultants
Paint a Picture of a Buyer
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MARKETING
Strategies & Tools for Consultants
Share with your
team!
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MARKETING
Strategies & Tools for Consultants
Use Market Profile for Branding
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