Tuesday, June 20, 2006

Segmentation, Targeting, Positioning (STP)

Before start think about marketing (4P), you must understand what is STP. Terms of STP include : market strategy; target markets; positioning; market segmentation and target markets; market segmentation and demographics
Segmentation
Segmentation : Identifying al segments for the product/service. Many of the resources listed in module 3 will be helpful to you when you develop segments. To be useful, segments should be:

Measurable
Accessible (can you reach them)
Profitable
Distinct from one another

The objective of segmentation is to find attractive markets. Strategies include

Break market into components
Regroup into market segments
Select which segment to target

Positioning.
Positioning is an essential component -- and skill - in good marketing. Perceptual maps are used to determine the position of a product, firm, person, service or idea. Positioning maps, or perceptual maps can be simple, yet very effective marketing tools. One definition of Positioning Theory is: the science of perceptual strategy. It is based on a theory that strategy can only be planned in the mind of the consumer, not the marketplace*.

It is important to understand the levels of competition because positioning applies at all levels of competition. For example:

Product Level (e.g., Pepsi vs. Coke)
Category Level (e.g., Cola vs. Root beer)
Corporate Level (e.g., Pepsi Inc. vs. Coca Cola Company)
Industry Level (e.g., Beverage Industry vs. Snack food Industry)

Targeting.
What is target?. This is the real goal/objective in market that marketer want to reach.

As a simple questions are :
What percent of the population uses the product at all?
What percent uses your brand?
How does that compare to competing brands?
What is the demographic profile of the product category?
Which media reach the users of this category?

58 Comments:

At 12:42 AM, Blogger gayatri said...

There r no diagrams and explaination is very less

Expand the explaination.

 
At 12:44 AM, Blogger gayatri said...

We dont get the clear idea of STP as information is not relevant.
Please give proper definations

 
At 11:32 AM, Blogger manisha said...

u tried well but not explained very well,any lay man cud able to understand,explain each element with proper definition and example.

 
At 9:17 AM, Blogger bhawani said...

I DONT GET ACTUAL IDEA. & PLZ PUT DIAGRAM

 
At 1:37 AM, Blogger murad hussain said...

the topic is not fully explaind and the example are not clearly suported.please make it more clear

 
At 4:03 AM, Blogger Dinitha said...

above informations are not sufficint to understand the topic. please include more information.

 
At 2:36 PM, Blogger Munawar said...

What is STP ??????????

 
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At 11:12 PM, Blogger Amol Bangad said...

simple & meaningful presentation here. some extra explaination & Some example nessessory.

 
At 6:02 AM, Blogger Riyajulla khan said...

It is good for understanding and contrariwise difference in all the 3 points thanks.

 
At 8:14 PM, Blogger Malick Seydi said...

THIS COULD BE MORE CLEAR. MANY INFORMATIONS ARE MISSED. COMMING ON THE TARGETING THERE SHOULD BE MORE EXPRESSIVE.

 
At 8:16 PM, Blogger Malick Seydi said...

this could be more clear. you shoulde be more expressive in the "targeting strategy". try to develop the 4 ways of targetiong.

 
At 8:16 PM, Blogger Malick Seydi said...

THIS COULD BE MORE CLEAR. MANY INFORMATIONS ARE MISSED. COMMING ON THE TARGETING THERE SHOULD BE MORE EXPRESSIVE.

 
At 5:07 AM, Blogger amit said...

It is less information.so it is not providing proper information.

 
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Nice discussion on the topic.

 
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Marketing companies should make a goal for achieve the target.Then they should analyze the aspects and tactics in those field for achieve the target.
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At 3:30 AM, Blogger Rahmouni ayoub said...

her's one more complete http://www.segmentationstudyguide.com/stp-process/what-is-the-stp-process/

 
At 3:30 AM, Blogger Rahmouni ayoub said...

Here one more complete http://www.segmentationstudyguide.com/stp-process/what-is-the-stp-process/

 
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At 11:45 PM, Blogger RAVI KUMAR said...

i coud nt undtrstand whats ur idea about STP plz understand other method

 
At 10:52 PM, Blogger Khushroo Lal said...

information is not relevant. here there is a need to provide info abt d clear concepts of STP n how different they r from each other. its misleading. plz correct it

 
At 10:54 PM, Blogger Khushroo Lal said...

information is not relevant. here there is a need to provide info abt d clear concepts of STP n how different they r from each other. its misleading. plz correct it

 
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