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?

34 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 ??????????

 
At 1:11 AM, Blogger thisiswildfire said...

Email Marketing Services – Wildfire UK

What a blog I have read. Here you have great opportunity to learn in fabulous manner. Blogger has described everything in very effective manner so that you could get information what you want.

 
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.

 
At 3:33 AM, Blogger Ranbir Singh said...

Nice discussion on the topic.

 
At 12:33 AM, Blogger asbcommunications said...

Good Info on social media marketing. Your blog feature much of the same content that I have come to expect here.
integrated marketing services
Event Marketing Company

 
At 10:48 PM, Blogger Calvin Brock said...

Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I’ll be subscribing to your feed and I hope you post again soon. buy instagram video likes

 
At 3:39 AM, Blogger Parthee leads said...

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.
Email Marketing in UK

 
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/

 
At 10:24 AM, Blogger Email Marketing Company said...

Nice discussion on the topic.
Email marketing firm

 
At 9:22 AM, Blogger sabina moon said...

Helping Businesses Reach Their Highest Potential Through Target Marketing in La Puente,La Verne,Lakewood,Lancaster,Lawndale,Lomita,Long Beach
Flyer Distributions

 
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

 
At 1:58 AM, Blogger make money through online said...

Hi,
Thank you for your blog post and I’m glad to hear that you liked this post.

make money through online

 
At 6:47 AM, Blogger luky begum said...

http://marketing-automation-review.blogspot.com/2014/02/marketing-automation-requirements-for-start-ups.html?showComment=1403358231553#c4247185507515612600

 
At 8:07 PM, Blogger tahamina begum said...

Great site, I like this kind of site very much. I am searching this email advertising service. I think it is good site for Targeted email advertising service. Thanks for admin.

 
At 12:30 AM, Blogger Anis Mizi said...

“this is very interesting. thanks for that. we need more sites like this. i commend you on your great content and excellent topic choices.”
one link solution
marketing services
brand development

 
At 3:46 AM, Blogger vabna islam said...

This is post is very nice, knowledgeable and informative. Email Marketing Integration and automation tactics that lift conversions and boost ROI. You can also get information from this links………..
email sent

 
At 3:54 PM, Blogger Rajesh Data said...

Alpha data Group Company providing best digital marketing services in India. And email database provider in USA and UK.
b2b and b2c database lists in Uk, USA

 
At 3:54 PM, Blogger Rajesh Data said...

Capture Media and communications Company offering b2b and b2c list services in USA and UK. I think best seo, ppc,smo,orm, email database providers in USA,UK and India.
b2b and b2c database lists in Europe, UK, USA and India

 
At 8:23 PM, Blogger vabna islam said...


This is post is very nice, knowledgeable and informative. Email Marketing Integration and automation tactics that lift conversions and boost ROI. You can also get information from this links………..
email marketing

 
At 6:00 AM, Blogger Nicole Curtis said...

The marketing plan is a tool to help marketing executives of IT providers influence strategy and move beyond mere marketing communications. claims pages

 

Post a Comment

<< Home