Segment | Target | Position
The Value Proposition modules are designed to help marketing managers link their customer insight generation and brand experience efforts to their strategic efforts.
Segmentation and Value Creation
This module presents practical tools to gather insights and rationalize customer groups, linking strategy to customers by using just two variables. Our approach to segmentation is simpler and much more pragmatic than traditional approaches to segmentation.
Targeting
Targeting is the process by which we describe the audience we want to reach through our execution and sales efforts. Within the Big Picture framework, the target audience is very specifically defined in terms of its behavioral, attitudinal and aspirational characteristics. The outcome of this module is a crisp profile of the customer or potential customer we are trying to reach through our commercial efforts including research-based revealing behaviors to enable a productive conversation between sales and marketing.
Positioning and Value Communication
The positioning work draws from all the strategic elements of the Big Picture developed so far, coalesce into a single message to be delivered to the target audience. The positioning tool used in the framework effectively links attitudes, behaviors, and the company’s customer proposition or key takeaway. This module further explains how to develop positioning statements to both marshal internal tactical resources and guide the firm’s strategic advertising and communications efforts.
