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Segmentation, Positioning & Targeting (Market Targeting…
Segmentation, Positioning & Targeting
STP Model
Market Targeting
Product Positioning
Market Segmentation
Development and Implementation of an appropriate marketing mix
Market Segmentation
Process
Evaluate the attractiveness of the segments
Select target market/s
Firms strategy
Attractiveness of the segment
Competitive rivalry of the segment
Ability to successfully compete
Construct segment profiles
Detailed descriptions of the consumers in the segments
Develop positioning strategy
Evaluate the segments on a set of criteria
Substantial
Accessible
Measurable
Practical
Heterogeneous
Responsive
Homogeneous
Develop and implement marketing mix
Create market segments
Demographic Segmentation
Occupation
Education
Gender
Generation
Age
Psychographic Segmentation
Personality Characteristics
Life Style
Geographic Segmentation
Cities
Regions
States
Nations
Countries
Neighbourhoods
Behaviouristic Segmentation
User Status
Usage Rate
Occasion
Loyalty Status
Buyer Readiness Stage
Review performance
Define the market for the organization
By Product Category
By Industry Classification
By Country
Market Targeting
Differentiated Marketing
Focused Marketing
Undifferentiated Marketing
Customized Marketing
Market Positioning
Successful Positioning
Consistency
Credibility
Clarity
Competiveness
Position By
Benefits / Solutions
Usage for specific occasions
User Category
Uncommon Product Class
Features
Positioning Variables
Product Category Leader
Against the Competitor
Benefit Positioning
Unique Selling Proposition
Quality / Price Positioning