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Positioning:
(BUILDING THE RIGHT RELATIONSHIPS WITH THE
RIGHT CUSTOMERS)
BY
TANIA CHAKRABORTY (14-50-117)
RITUPARNA DEVI (14-50-118)
ANGARAAG SHARMA (14-50-119)
CONTENTS
INTRODUCTION
SEGMENTATION
TARGETING
POSITIONING
CASE STUDY
CONCLUSION
INTRODUCTION
SEGMENTATION, TARGETING , POSITIONING
(STP) is a familiar strategic approach in
Modern Marketing.
It is one of the most commonly applied
marketing models in practice
It is the second most popular marketing
model , only beaten by the venerable SWOT
analysis.
What is STP ?
STP or segmentation targeting positioning is a
marketing tool with the help of which
marketers differentiate, attract, retain and
grow customer base for their respective
products.
The STP model is useful when creating
marketing communications plans since it helps
marketers to prioritize prepositions and then
develop and deliver personalized and relevant
messages to engage with different audiences.
MARKET SEGMENTATION
Grouping consumers by some criteria so that
those within a group will respond similarly to
a marketing action and those in a different
group will respond differently
Segmentation Variables
Segmentation Variables
Geographic
Geodemographic
Behavioral
Demographic
Psychographic
Geographic Segmentation
Division of the market based on the location of the target market
People living in the same area have similar needs and wants that
differ from those living in other areas
Climate
Population density
Taste
Micromarketing
Demographic Segmentation
Partitioning of the market based on factors
such as
age
gender
marital status
income
occupation
education
ethnicity
Geo-demographic
Segmentation
A hybrid segmentation scheme
Based on notion that people who live close
to one another are likely to have similar
financial means, tastes, preferences,
lifestyles and consumption habits
Psychographic
Segmentation
Partitioning of the market based on lifestyle and
personality characteristics
Marketers use it to further refine a target market
Its appeal lies in the vivid and practical profiles of
consumer segments that it can produce
Accomplished by using AIO inventories
Behavioral Segmentation
Usage rate
Benefits sought from a product
Loyalty to a brand or a store
MARKET TARGETING
M1
M2
M3
P1
P2
P3
a) Specialized
product in
specialized
market
b) The firm attempts
to serve all
customer group
M1
P1
P2
P3
M2
M3
M1
P1
P2
P3
c) Eg. A microscope
manufacture, for
instance, sells to
university ,
government and
commercial
M2
M3
M1
P1
P2
P3
M2
M3
M1
P1
P2
P3
M2
M3
PRODUCT POSITIONING
Positioning has come to mean the process
by which marketers try to create an image or
identity or value in the minds of their target
market for its product, brand, or
organization.
Involves implanting the brands unique
benefits and differentiation in the customer
mind by developing
Best quality
Best service
Lowest price
3 STEPS OF POSITIONING
PROCESS
Determine what consumers currently
think about your product (with respect
to competing products)
Decide what you want consumers to
think about your product.
Figure out how to reposition.
Positioning strategies
Competitive advantages
Points of difference or product
differentiation
Positioning results from differentiation
and competitive advantages
Developing competitive
differentiation
Product differentiation
Service differentiation
Personnel differentiation
Channel differentiation
Image differentiation
CASE STUDY 1:
STP of Maggi 2-Minute Noodles
CASE STUDY 2:
Cadbury Dairy Milk Chocolate
Market segmentation
o Geographical segmentation
Age and life cycle: the buyers who mostly prefer
dairy milk come under the age group of 4-50 years
Gender : it is for all types of persons whether male
or female
Income: price is reasonable and affordable so
person does not have to think much before buying
Generation : it is not much affected by generation
difference
o Behavioral segmentation
Decision roles: it is mostly played by children
and youngsters
Occasion : there is no specific occasion
Benefits : it is easily available and has quality
User status: regular
User rate : heavy
loyalty status : absolute
CONCLUSION
In Summary, first comes segmentation, then
targeting and then positioning. And once the
product has been established, a change in one
brings a change in the other and vice versa. A
change in targeting will bring a change in
positioning. And a change in segmentation will
bring a change in targeting. STP focuses on
commercial effectiveness, selecting the most
valuable segments for a business and then
developing a marketing mix and product
positioning strategy for each segment
THANK YOU