Professional Documents
Culture Documents
Targeting Positioning
Segmentation
(Decide which (To appeal the
(Identify Marketing Mix
customer to target customer)
Customers)
target)
The objective of STP is to direct the organisation for development and implementation of
appropriate marketing mix. Key benefits of STP Process are:-
Segmentation: It is division of a mass market into identifiable and distinct groups or segments,
each of which have common characteristics and needs and display similar responses to
marketing actions. To segment consumer markets, we use market information collected on
basis of certain variables, also called segmentation bases and include various profiles such as
behavioural and psychological.
Segmentation
Criteria
Targeting: After segmenting various markets, next task is to target markets considering
following criteria:-
Targeting Approaches
Undifferentiated Differentiated Focused Customised
Same product for Different product Focusing/concentrating Different
various market for different market on a specific market strategies/product
segments segments segment mix for each
individual customer
Positioning: It is the means by which goods and services can be differentiated from others and
so give consumers a reason to buy. A good positioning helps guide marketing strategy by
clarifying the brands essence, what goals it helps the consumer achieve, and how it does so in
unique way.
Positioning
Functional Expressive
The physical attributes, the functionality and The way in which brand is communicated
capability that a brand offers and how consumers perceive the brand
relative to other competing brands