Methodology > Private sector > Segmentation and positioning

Private sector

Segmentation and positioning

A market is rarely homogenous: it is usually split into segments that are then evaluated and prioritised. In other words, to address its market effectively, a company must first identify it. This usually entails a 3-step approach: segmentation, targeting, and positioning.

The globalisation of the marketplace, an increasing need to understand the buyer, and more diversified competitive landscapes require increasingly complex research. We can provide this expertise and guarantee our customers a complete service offering at each step:

• Segmentation.
  First the market needs to be split into segments that are homogenous, significant, and can be addressed by a specific marketing action. We identify and profile segments according to the market analysis criteria.
• Targeting.
  We evaluate the relative attributes of each segment and help you to choose those that you should focus your marketing efforts on, according to your strengths and the size of your potential market.
• Positioning.
  We envisage how the offer will be presented to the target customers against the competition, in every dimension of the marketing mix. This is essential to obtain lasting competitive differentiation.