Your target market's headspace may have all the answers for your marketing plan. Segmenting and targeting requires tactics preceeded by strategic decisions. Here are some hints of our in-depth processes.

1. SegmentinG & Targeting

2. marketing
structure
plan & execution
Follow strategy
-­‐ Segmenting
-­‐ Targeting &
-­‐ Positioning
4P’s are tactical and must be preceded
by strategic decisions
Philip Kotler

3. Target Market’s Headspace
(Relevant Thoughts and Needs)
Segmenting & targeting:

4. Segmented
Target market
insights
-­‐ AMPS (SAARF)
-­‐ Neilson
-­‐ Own Market Research
-­‐ Own Knowledge
CENTRAL
THEME

5. COMPETITOR REVIEW
-­‐ Brands & Central Offering
-­‐ Brand Positioning
-­‐ Vision/Philosophy
-­‐ Values
-­‐ Differentiators/Key Messaging
-­‐ Market Communications / Media choice
spend

6. STRENGTHS: OPPORTUNITIES:
BRAND S.W.O.T
WEAKNESSES: THREATS:

7. sITUATIONAL
analysis
By Channel or Segment
-­‐ Market
-­‐ Supply Chain
-­‐ Competitor

8. Key insights by segment
Market: Market:
Market: Market:
Establish A-HA’s

9. Key target market profiles
Market:
Age 25+
Men
LSM 9-10
Middle Top Management
Universe: 142, 000 people
Market:
Age 35+
Men
LSM 8-10
Self-Employed
Universe: 858, 000 people
DIY/BIY Market:
Age 25+
Men
LSM 9-10
Home Owners
Universe: 3 316 000 people
Retailers:
Management at head offices
of building, trade, retail &
hardware chains.
Trade Counters

10. Blind spots…
identify
And do something about them!

11. Customer market/segments:
Product offering/SEGMENT: