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Segmentation, Targeting & Positioning (STP) : Prof. Ravi Dissanayake Department of Marketing Management

The document outlines the Segmentation, Targeting, and Positioning (STP) strategy in marketing, detailing the processes of market segmentation, targeting specific market segments, and positioning products to create a distinct image in consumers' minds. It discusses various bases for segmentation including geographical, demographic, psychographic, and behavioral factors, and emphasizes the importance of selecting profitable segments for targeted marketing. Additionally, it highlights positioning strategies to differentiate brands and create a favorable perception among consumers.

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16 views25 pages

Segmentation, Targeting & Positioning (STP) : Prof. Ravi Dissanayake Department of Marketing Management

The document outlines the Segmentation, Targeting, and Positioning (STP) strategy in marketing, detailing the processes of market segmentation, targeting specific market segments, and positioning products to create a distinct image in consumers' minds. It discusses various bases for segmentation including geographical, demographic, psychographic, and behavioral factors, and emphasizes the importance of selecting profitable segments for targeted marketing. Additionally, it highlights positioning strategies to differentiate brands and create a favorable perception among consumers.

Uploaded by

sdarestaurants
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Segmentation, Targeting &

Positioning (STP)
Presented by
Prof. Ravi Dissanayake
Department of Marketing
Management
: STP Strategy……………….
Market segmentation: Identifying and
profiling distinct groups of buyers who
differ in their needs and preferences
compared to others.
Market targeting: Selecting one or more
market segments to enter.
Market positioning: Establishing and
communicating the key distinctive
benefit(s) of the company’s market offering
to each target. Creating perception or
making point of difference (POD) for your
brand in consumer’s mind.
Market Approaches
A company offers certain
product/marketing mix products to
everyone : Mass marketing
Common product is Offred to all
possible customers

A company offers different products/brands


to different target market/s to satisfy their
unique expectations at a profit : Target
Marketing
Different brands are offered to
different target customers
Example : Target Markets
( TG)
Munchee Lemon Puff : Family segment

Zesta Tea: Young married couples/ nuclear


families

Micheling Tires: high-end customers

Lanka Tiles : Mid-income/high-income families


those who need quality and elegant looked tiles
NIKE: Active ,fashionable and high performing
people
Good Segment: Are you
strategic??????
Useful market segments share certain
characteristics: MASDA
Measurable : 3.5 million ( SL School
population)
Accessible: Yes, no legal, social,
ethical or competitive issues
Substantial : Yes, large enough
because 3.5 million is a good number

Differentiable : Yes, they need


varieties, fashion, brand values in a
unique way
Bases for Segmentation in
Consumer 1.Geographical
Market (B2C) Base

Segmentation Possible segments

Variable

Nation or country Sri Lankans, Indians, Americans, and

Japanese,etc.

Density Urban, sub urban and rural

Region Asia, America, Africa, Europe, etc.

Climate Tropical, Moderate, continental, Polar, Dry

City Colombo, Kandy, Galle, Kurunegala etc.


Bases for Segmentation in
Consumer Market
2. Demographic

Segmentation Possible segments


Variable
Gender Male and Female Eg; Fashion

Age Below 15, 16 – 30, 31 to 50, 51 to 65, Above 65 etc.


Income Below 15000, 15001 to 30000, 30001 to 50000,
above 50000 etc.
Education Primary, Secondary, Graduates, Postgraduates etc.
Family size 2-3, 4-5, 6-8, above 9,etc. Nuclear and extended
families
Family life cycle Bachelor, Newly married couple, full nest
- I/II/III, Empty nest/II, Solitary survivor ( old but
widow )
Occupation Private sector, Government sector, Self-employedetc.

Religion, Buddhist, Muslims, Hindus,etc.


Social Class Lower, Middle, Upper SEC
Family Life Cycle
Bases for Segmentation in
Consumer Market
3. Psychographic: segmenting on way of thinking
Segmentation Variable Possible segments
Lifestyle Culture oriented, outdoor oriented and sport oriented etc
Perception Way you see the world and life ( Positive/conventional/dynamic)
Attitude Enthusiastic/ open-minded/receptive

Personality Compulsive, gregarious, authoritarian, ambitious

4. Behavioral
Segmentation Possible segments
Variable
Occasions/Time Fashion: Party time/ official time/ smart casual time/ sport time
Benefits ( Eg: cars) Safety/design/brand
image/entertainment/economical/durability /off-road
User status Non user, ex- user, potential user, first- time users, regular
users etc.
Usage rate Light user, medium user and heavy user
Loyalty status None, medium, strong, absolute etc.
Buyer-readiness stage Unaware, aware, informed, interested, etc.
Bases for Segmentation in
Consumer Market:
Behavioral
Segmentation Possible segments (FOOTWEAR)
Variable

Occasions Party time, beach, jogging

Benefits Fashion, durability, comfortability , brand image, price,

User status Non user, ex- user, potential user, first- time users, regular
users etc.

Usage rate Light user, medium user and heavy user

Loyalty status None, medium, strong, absolute etc.

Buyer-readiness Unaware, aware, informed, interested, etc.


stage
Developing a segmentation
Profile:
Mobile communication service
Age Gender Benefit Usage rate Lifestyle
18-25 Male Lower charge Medium Playful
/Female More Data & less Relaxed
Value-added
services
50 Ladies/ Low charges Medium Eve of life
above Gents Coverage Simple

30-40 Gents Value added High Busy


services Social
Service Executive
quality, New life
technical
features
Classroom Work:
Segmenting Tea Market
Living Family Benefit Occasi Lifesty Usage
Area Size on le
Urban Taste, Tired time Social Light
Single Quality Fun time Funny Medium
Just Easy, Early
married Flavours careers
Cand and Regular Taste Regular Routine Heavy
rural Price
Brand
trust
Market TARGETING
Selecting most profitable or attractive segment
or segments is called as market targeting. Once
the market targeting is done, company has to
execute target marketing strategy meaning
offering a suitable marketing mix(BRAND) as
per the requirements of the target market.
The main factors should be examined to
Target a Market
Market Attractiveness: Profitability

Business Strength: Strengths of the company


to operate in the segment ( finance strength,
branding, distribution, experience, technology
and so on)
Market Targeting Strategies
Examples
Undifferentiated: Essential products with
no branding
( Mass marketing )

Differentiated: TOYOTA
Vitz: Executive ladies /Young
Females/Working mothers
Hummer : Executive and Exclusive gents
Yaris: Family segment/gents

Concentrated : BMW ( High class/exclusive


segments)
Positioning
Positioning refers to the place that a brand
occupies in the minds of the customers
and how it is distinguished from the
products of the competitors and different
from the concept of brand awareness.
Creating a clear brand perception in
consumer mind is called as positioning .

Positioning is the act of differentiating


brand against other brands. PoD
Positioning
What comes to your mind?
Taste & Happiness : ………………………….
Innovative benefits: …………………….
Luxury driving experience:

Positive attitude :
…………………………………..

Power & energy for active life:


…………………………..
Positioning Map/Perceptual
Map
This is a hypothetical tool or presentation
of how your brand is going to be located in
consumer mind ( black box).
Brand managers could use it for mapping,
evaluating and guiding entire brand
promotional activities based on the
positioning core ( Brand Promise & Brand
Essence)
Positioning Strategies
Attribute Positioning : EGB with REAL GINGER
Benefit Positioning : Highlight special benefits
as PoD
Competitor Positioning: Position against
competitors
User Positioning : Highlight who the user is
Price-quality Positioning : Value for money
Category Positioning : Position the brand in
another product scope ( ball room in sky:
Boing , Shangri-La “ Another botanical
garden”
Positioning Map Examples
Positioning a Brand
Case Discussion: Repositiong

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