Strategic marketing is built on three important concepts, segmentation, targeting and positioning. This course is based upon these three pillars which are tackled in a discussion format using examples from participants to unravel how these powerful concepts form the basis for successful brand building. The discussion on segmentation will allow participants to explore various ways of dividing up the market into attractive homogenous categories.
Good market segmentation allows the organization to design means of bridging relationships with or designing relevant offerings for this segment through targeting. Positioning, as the father of positioning Al Ries, put is "a battle for the consumer's mind" and the real test for the brand is to identify what place in the consumer's mind it ought to occupy so as to be successful. Participants will be exposed to new ways in which micro finance organizations can connect with their target audiences.