CONNECTS: Segmentation, Targeting and Positioning

​Presenter: Bob Blattberg, Carnegie Mellon University

​Please note: The speaker for this talk will be virtual

​*This seminar is recommended for anyone participating in the McGinnis Venture Competition, specifically into the Social Enterprise Track.

​This workshop will explore a critical part of a marketing strategy, segmentation, targeting and positioning (STP). Market segmentation is the process of dividing up mass markets into groups with similar needs. Targeting identifies the most attractive segments.  Positioning refers to the place that a product or services occupies in the minds of the customers and how it is distinguished from the products or services of its competitors. Topics covered will include examples of successful application of STP in the social enterprise space and the process to determine how to segment a market, what criteria should be used for determining which segments to target and showing positioning maps.