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STP (SEGMENTATION (Evaluate the segments for viability (Heterogeneous,…
STP
SEGMENTATION
Evaluate the attractiveness of each segment
Select target market/s
Construct segment profiles
Develop and implement the marketing mix
Evaluate the segments for viability
Heterogeneous
Measurable
Homogeneous
Substantial
Accesible
Actionable/Practical
Responsive
Review performance
Create market segments.
Geographic Segmentation
Nation
Countries
States
Region
Demographic Segmentation
Gender
Education
Age
Generation
Psychographic Segmentation.
Lifestyle
Personality
Behavioristic Segmentation
User Status
User rate
Occasion
Loyalty Status
Split loyal
Shifting loyal
Hard core loyal
Switchers
Buyer readiness status
Develop positioning strategy
Define market for the organization.
TARGETING
Undifferentiated Market
Focused Market
Differentiated Market
Customized MArket
POSITIONING
Position by
Benefits or solutions
Usage for specific occasions
Specific product features
User category
Uncommon product class
positioning variable
Against the competitor
Unique selling proposition
Product category leader
Quality/ price positioning
Benefit positioning
Keys to successful positioning
Consistency
Credibility
Clarity
Competitiveness