Strategic Planning lesson 3 and 4

Last session we talked and experimented the process of segmentation: the act of dividing markets in segments with similar characteristics. Usually similar needs and similar reactions to marketing activities.

During the afternoon we discussed about Decision process or Path to Purchase: what happens between the moment we realise we need or want to buy something and the moment we actually do it?

A series of steps that can help us learning about the category we are working on and the type of influencers / media touchpoints we should consider.

Download class slides here