MARKETING

Strategies & Tools for Consultants

Competitive Positioning: Start with a

Market Profile

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 MARKETING
Strategies & Tools for Consultants

Competitive Positioning Strategy

The foundation for a

successful business.

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 MARKETING
Strategies & Tools for Consultants

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 MARKETING
Strategies & Tools for Consultants

First step: Create a market

profile.

Creates a picture of the market and

the typical buyer’s distinctive
characteristics.

Build brand for these buyers.

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 MARKETING
Strategies & Tools for Consultants

Classical Market
Profiling Approach

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 MARKETING
Strategies & Tools for Consultants

Industry Study (B2B)

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Strategies & Tools for Consultants

Geographical Demographics
Define the
geographical
location of
customers.

Is the product
multi-cultural?
Is positioning
local, national,
or global?

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Strategies & Tools for Consultants

Demographic Traits

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Strategies & Tools for Consultants

B2B Demographic Analysis

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 MARKETING
Strategies & Tools for Consultants

End-User Demographic Analysis

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 MARKETING
Strategies & Tools for Consultants

Size and Trends

For Both B2B and Consumer Markets

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 MARKETING
Strategies & Tools for Consultants

Modern
Marketing
Approach

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 MARKETING
Strategies & Tools for Consultants

Include the Human Elements

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Strategies & Tools for Consultants

Examine the Psychological Motivations

• What issues do customers face?
• What are their pains and desires?
• Who is the decision-maker?
• Are there multiple influencers?
• What is the purchasing processes?
• What is the buyer personality?

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 MARKETING
Strategies & Tools for Consultants

Paint a Picture of a Buyer

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 MARKETING
Strategies & Tools for Consultants

Share with your

team!

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 MARKETING
Strategies & Tools for Consultants

Use Market Profile for Branding

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