Brand Positioning Framework

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:
  1. Which group of users (heavy, medium, light or lapsed/non-) represent the greatest growth opportunity for my brand(s)?
  2. What do my target consumers look like?
  3. What can my brand own, that no other can?
  4. 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?
  5. Do my consumers perceive my brand offering as being differentiated versus other brands in my competitive set?
Sample Pack: tools, templates, checklists, courses, and capabilities overview