Scribd
Upload
178 views10 pages

STP Analysis

The document discusses segmentation, targeting, positioning, differentiation and common errors in positioning for marketing strategies. It provides: 1. An overview of the STP (Segmentation, Targeting, Positioning) analysis framework and bases for segmenting consumer and business markets such as geographic, demographic, psychographic and behavioral factors. 2. Criteria for effective segmentation including segments being measurable, substantial, accessible, differentiable and actionable. 3. Methods of differentiation including identifying differentiation variables, selecting a unique selling proposition, and differentiation based on product, services, personnel, channels and image. 4. The concept of positioning as creating a distinct image or position for a product, company or person in the mind

Uploaded by

Manpreet Uppal Randhawa
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
178 views10 pages

STP Analysis

The document discusses segmentation, targeting, positioning, differentiation and common errors in positioning for marketing strategies. It provides: 1. An overview of the STP (Segmentation, Targeting, Positioning) analysis framework and bases for segmenting consumer and business markets such as geographic, demographic, psychographic and behavioral factors. 2. Criteria for effective segmentation including segments being measurable, substantial, accessible, differentiable and actionable. 3. Methods of differentiation including identifying differentiation variables, selecting a unique selling proposition, and differentiation based on product, services, personnel, channels and image. 4. The concept of positioning as creating a distinct image or position for a product, company or person in the mind

Uploaded by

Manpreet Uppal Randhawa
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 10

STP Analysis

S-breaking up the total market into smaller


groups/segments

T- identifying segments for immediate attention

P-creating an image of the product within the


chosen segment
Levels of Segmentation
Criterion for effective
segmentation
 Measurable
 Substantial

 Accessible

 Differentiable

 Actionable
Basis of segmenting consumer
markets
Geographic Demographic Psychographic Behavioral
Region Age Lifestyle Occasions
City Family size Personality Benefits
Climate Family life cycle User status
Density Gender Usage rate
Income Loyalty status
Occupation Readiness stage
Education Attitude towards
product
Religion
Nationality
Social class
Basis of segmenting business
markets
Demographic Operating Purchasing Situational Personal
variables approaches factors characteristics

Industry Technology General Urgency Buyer-seller


purchase similarity
policies

Company size User / non user Purchase Pipeline clients Attitude towards
status criteria risk
Location Customer Purchasing Size of order Loyalty
capability function
Existing
purchase
relations
Targeting
Differentiation
-Creating a difference; establishing
uniqueness.

 Identifying the differentiation variables


 Selecting the USP (Unique Selling
Proposition)
Differentiation variables
Product Services Personnel Channel Image

Form Ordering ease Competence Coverage Symbols


Design Delivery Courtesy Expertise Media events
Performance Installation Credibility Performance Atmosphere
Conformance Customer Reliability
training
Durability Customer Responsiveness
consulting
Reliability Maintenance & Communication
Repair
Reparability
Style
Positioning-creating a distinct image
Positioning starts with a product. A piece of
merchandise, a service, a company, an
institution, or even a person…. But positioning
is not what you do to a product. Positioning is
what you do the mind of the prospect. That is ,
you position the product in the mind of the
prospect.
-Al Ries & Jack Trout
Common errors in positioning

 Under positioning
 Over positioning

 Confused positioning

 Doubtful positioning

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy