This PPT slide, part of the 98-slide Organic Growth Framework (OGF) PowerPoint presentation, outlines the detailed actions involved in the Segment-Target-Position-Promote framework of a marketing strategy process. It begins with segmentation, emphasizing the importance of understanding customer needs. Various methods of segmentation are mentioned, including social, economic, and individual factors, with a strong recommendation to prioritize customer-centric approaches. Key characteristics of effective segments are highlighted, such as measurability, accessibility, sustainability, and actionability.
Next, the targeting phase is discussed. It notes the shift from traditional advertising methods to a more digital, web-connected focus. This change necessitates a refined approach to targeting, where only a select few segments are prioritized. Behavioral targeting is particularly emphasized, leveraging online data collection and machine learning algorithms to optimize messaging to potential segments.
The positioning section focuses on how customers perceive the brand relative to competitors. It stresses the significance of a well-defined Customer Value Proposition (CVP), which must resonate with the target audience. Three types of positioning are identified: functional, symbolic, and experiential. Each type serves to establish a distinct identity for the brand in the marketplace.
Finally, the promote phase is described as a critical tactic for communicating with target segments. It aims to create awareness, generate interest, and foster brand loyalty. The slide also connects promotion to the broader marketing mix, referencing the 4 Ps: product, price, place, and promotion. This structured approach ensures that each step builds on the previous one, leading to a cohesive marketing strategy that aligns with customer expectations and market dynamics.
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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Growth Strategy Strategy Development Marketing Plan Development Value Proposition Machine Learning Customer Value Proposition Sustainability Positioning
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