Targeting and positioning | Assent Consulting Group

Marketing Courses

Channel, Category and Key Customer Courses

Brand targeting strategy, and positioning in FMCG (2.0)

2.0 Targeting and positioning

Learn how to define the group of consumers and what position your brand must own to capture the greatest sales opportunities.

Objective:

Learn how to define the group of consumers and what position your brand must own to capture the greatest sales opportunities.

Content:

Targeting:

Processes for consumer segmentation vs targeting tools
How to select the optimum target

Positioning:

Determine the type and extent of your brand’s competitive advantage
Position and reposition your brand
How successful line extensions work – and how to avoid failure

Brand marketing courses

Capabilities:

Targeting:

Make the distinction between target consumer vs core user
Evaluate all possible targets and identify the immediate sales opportunity for your brand(s)
Make your target real to support better briefs, stimulate agencies and successfully

Positioning:

Develop a brand positioning from scratch
Identify your competitor’s unique selling points
Recognise when repositioning is required
Know what good looks like for a professionally positioned brand
Use a process flow

Questions you will be able to answer:

Which group of users (heavy, medium, light or lapsed/non-) represent the greatest growth opportunity for my brand(s)?
What do my target consumers look like?
What can my brand own, that no other can?
How do my target consumers currently interact with my brand(s) and how do I want them to interact with my brand in the future?
Do my consumers perceive my brand offering as being differentiated versus other brands in my competitive set?

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Sample Pack: tools, templates, checklists, courses and capability overview

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