DESIGNING a CUSTOMER-DRIVEN MARKETING STRATEGY

ASSIGNMET AND PRESENTATION

In a small group, create an idea for a new business. Follow the four major steps in
designing a customer driven marketing strategy.

Step 1: Market Segmentation

 Identify bases of segmenting the market (Geographic Demographic, Psychographic

Behavioral traits)
 Develop profiles of resulting segments

Step 2: Market Targeting (Targeting Strategies)

 Develop measures of segment attractiveness (Measurable, Accessible, Substantial,

Differentiable, Actionable)
 Evaluate and Select the target segment(s) - strategy

Step 3: Differentiation

 Identify the competitive advantage.

A difference is worth establishing and promoting to the extent that it is important,
distinctive, superior, communicable, preemptive, affordable, and profitable.

Step 4: Positioning

 Develop positioning Statement

The positioning statement should follow the form: To (target segment and need) our
(brand—business in this case) is (concept) that (point of difference).