Who Should Attend
The Pricing Strategy course is targeted at owners and managers of small and medium sized enterprises (SMEs) as well as marketing managers and marketing staff working in SMEs
Objectives
By the end of the program, Participants will be able to:
• Explain the process of market segmentation and selecting a target market;
• Establish criteria for effective market segmentation;
• Evaluate and Select a target market;
• Identify market coverage strategies and factors to consider when selecting a market coverage strategy;
• Write an effective positioning statement
Program Profile
Market Segmentation & Selecting a Target Market
• The Process of Market Segmentation and Selecting a Target Market
• Consumer Market and Corporate
• Client Market
• Identify Segments with Unmet Demands
• Measurable and Accessible Segments
• Evaluate the Segment
• Action Plan
Identifying Core Benefits
• Maslow’s Hierarchy of Needs
• Application of Maslow’s Hierarchy of Needs to Consumers & Corporate Clients
• Requirements for the Core Benefits
Writing a Positioning Statement
• Why is there a Need to Write a Positioning Statement?
• Form of a Positioning Statement
• What Constitutes a Good Positioning Statement?
• Action Plan
CERTIFICATION REQUIRES ATTENDING AT LEAST 90% OF THE TOTAL SESSIONS.
Material:
Exercise Book (Business Edge)
Duration :
24 hours
