This PPT slide, part of the 98-slide Organic Growth Framework (OGF) PowerPoint presentation, outlines the specific actions involved in the Segment-Target-Position-Promote framework, which is crucial for any marketing strategy. It begins with segmentation, emphasizing the importance of understanding customer needs. Various approaches to segmentation are mentioned, including social and economic factors, alongside traditional demographic methods. The slide highlights that effective segments should be measurable and accessible, ensuring that businesses can track and reach their target audiences.
Next is the targeting phase, which naturally follows segmentation. Here, the focus shifts to prioritizing specific segments. The text notes that targeting is evolving, particularly with the rise of digital media. Traditional advertising methods are becoming less effective, necessitating a more connected approach. Behavioral targeting is also discussed, indicating a shift towards optimizing online advertising and data collection to better reach potential customers.
Positioning is the third step, which centers on how customers perceive the brand in relation to competitors. The slide stresses the significance of a well-formulated Customer Value Proposition (CVP). This proposition must resonate with customers, as it defines the value delivered. Three types of positioning are identified: functional, symbolic, and experiential, each serving a distinct purpose in shaping customer perceptions.
The final step, promotion, encompasses all marketing communications aimed at informing target segments about the product or service. The goal is to create a unique place in the minds of customers. Promotion is essential for building awareness, generating interest, and fostering brand loyalty. This slide serves as a comprehensive guide for executives looking to refine their marketing strategies through a structured approach.
This slide is part of the Organic Growth Framework (OGF) PowerPoint presentation.
This presentation is created by former McKinsey, BCG, Deloitte, EY, and Capgemini consultants. It is an emerging Growth Strategy framework that focuses on changing customer behaviors, instead of product differentiation.
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Strategy Development Growth Strategy Marketing Plan Development Value Proposition Customer Value Proposition Purpose Positioning
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