What is segmentation targeting and positioning example?
A good example of the STP process (segmentation, targeting, positioning) can be found during the Cola Wars in the 1980s between Coca-Cola and Pepsi-Cola. Consumers with a positive attitude to both Coke and Pepsi, with loyalty to both brands, but switching their purchases between these two brands from time to time.
How is segmenting targeting and positioning?
To use the model, start by segmenting your market into groups. Next, choose which of these you want to target. Last, identify how you want to position your product, based on the personality and behavior of your target market.
What is segmentation positioning strategy?
In marketing, segmenting, targeting and positioning (STP) is a broad framework that summarizes and simplifies the process of market segmentation. Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
What are the 4 targeting strategies?
There are typically 4 different types of market targeting strategy:
- Mass marketing (undifferentiated marketing)
- Segmented marketing (differentiated marketing)
- Concentrated marketing (niche marketing)
- Micromarketing.
How do you make STP?
How to create an STP marketing strategy: The full STP model
- Define the market.
- Create audience segments.
- Construct segment profiles.
- Evaluate the attractiveness of each segment.
- Select target audience/s.
- Develop a positioning strategy.
- Choose your marketing mix.
What is the STP model?
The STP model is a central concept in marketing that is absolute key to serving a market successfully. STP refers to three activities: segmentation, targeting, and positioning.
How many ways of segmenting are there?
Demographic, psychographic, behavioral and geographic segmentation are considered the four main types of market segmentation, but there are also many other strategies you can use, including numerous variations on the four main types.
What is a target segment?
Defining Target Market Segmentation Market segmentation, or audience segmentation, is the practice of dividing potential customers into meaningful subgroups based on their characteristics and preferences.
How do you perform a STP analysis?
The Full STP Process
- Step One – Define the market.
- Step Two – Create market segments.
- Step Three – Evaluate the segments for viability.
- Step Four – Construct segment profiles.
- Step Five – Evaluate the attractiveness of each segment.
- Step Six – Select target market/s.
- Step Seven – Develop positioning strategy.
