Market Segmentation & Positioning Research (RA03)
Details
- Why it is critically important to segment your markets, select the most profitable targets and position your product/service appropriately in the chosen markets.
- How to design marketing research studies from start to finish to segment markets and which commercial data sources are available to help you segment your markets.
- How to select the best analytical tools for segmenting markets.
- How to implement results from segmentation studies.
- How to develop a successful step by step approach to positioning research in your organization.
- How to analyze and interpret positioning data in a competitive setting and how to create and analyze perceptual maps using multivariate analysis techniques.
- How to effectively communicate results from positioning research to decision makers.
Outline
Day 1
8:30 am – 5:00 pm
Introduction
Session 1 – Planning and Designing Segmentation Projects:
- Philosophy and role of market segmentation
- Segmentation as a marketing strategy
- Clarifying segmentation objectives
- Writing questionnaires for segmentation research
- MaxDiff scaling
Session 2 – Quantitative Techniques for Identifying Segments:
- Deriving segments from data
- K-means cluster analysis
- Centering, standardizing, and weighting
- Factor analysis
- Software alternatives
- Hierarchical cluster analysis
- Latent class analysis
Lunch
Session 3 – Selecting, Interpreting, and Communicating Segments and Segmentation Results:
- Reading output and selecting solutions
- Case study illustrations
- Interpreting “indexing”
- Segmentation “work sessions”
- Profiling and naming segments
Session 4 – Targeting and Identifying Segments:
- Criteria for prioritizing segments
- Identifying opportunities and barriers
- Predictive algorithms
- Discriminant function analysis
- CHAID/CART
- Linking to databases
Day 2
8:30 am – 5:00 pm
Session 5 – Segmentation Workshop:
- Hands-on group exercise with real data
- Reading segmentation output
- Selecting a segmentation solution
- Developing segment portraits
- Developing an assignment algorithm
Session 6 – Making Segmentation More Actionable:
- Optimizing segmentation solutions
- Reclassification techniques
- Object-based segmentation
- CHAID for deriving segments
- A priori segmentation
- Demographic and hybrid segmentation
Lunch
Session 7 – Alternative Segmentation Approaches for Special Situations:
- Geodemographic and syndicated segmentation approaches
- Prizm clusters
- Domain-specific segmentation
- Business-to-business segmentation
- Occasion-based segmentation
Session 8 – Implementing Segmentation Research:
- Taking marketing action on the basis of segmentation results
- Segmentation as the key to marketing strategy
- Segmentation applied to the 4 “P’s” of marketing
- Introduction to conjoint analysis and Hierarchical Bayesian Analysis
- Price elasticity and strategies for price segmentation
- Segmentation by place and site selection
Day 3
8:30 am – 12:30 pm
Session 9 – Brand Positioning and Perceptual Mapping:
- Brand positioning
- The brand positioning statement
- Measuring brand positioning through survey research
- Pictorial representations of brand positioning data
- Perceptual mapping techniques
- Multidimensional scaling
- Correspondence analysis
- Discriminant function maps
- Factor maps
- Mapping segments with brands
Session 10 – Qualitative Research for Brand Positioning:
- Research techniques to guide as well as measure brand positioning
- White-boarding
- Repertory grids
- Ethnographic research
- Laddering
- Projective techniques
- Personification
Schedules
| No. of Days: | 3 |
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