Please enable JavaScript.
Coggle requires JavaScript to display documents.
STP Model (Segmentation (Step 1 - Define the Market, Step 9 - Review…
STP Model
Positioning
Successful Positioning
Competitiveness
Consistency
Credibilty
Clarity
Methods
Specific product features
Benefits or solutions
Usage for specific occasions
User category
Uncommon product class
Positioning variables
Quality/ price positioning
Unique selling proposition (USP)
LG for Door cooling patent
Benefit positioning
Volvo for safety
Against the competitor
Coke and Pepsi
Product category leader
Panadol as the leader in pain reliever
Targeting
Selecting a Strtegy
Focused
Focus on one segment
Differentiated
Range of customers
Customized
Customized Marketing mix for unique customers
Undifferentiated
Mass production for large number of customers
Goal of STP
Guide the organization to the
development and implementation of an appropriate
marketing mix.
Segmentation
Step 1 - Define the Market
Step 9 - Review performance
Step 2 - Create Market Segments
Step 8 - Develop and implement marketing mix
Step 3 - Evaluate segments for viability
Step 7 - Develop Positioning Strategy
Step 4 - Construct segment profiles
Step 6 - Select Target Markets
Step 5 - Evaluate segments for attractiveness