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STP MODEL (Segmentation ( ( (Create market segments ( (Psychographic…
STP MODEL
Segmentation
Create market segment
s
Psychographic
Personality
Lifestyle
Demograhic
Geographic
Behaviouristic
User status
Potential user
First time user
Ex-user
Regular user
Non-user
Occasion
Usage rate
Medium
Heavy
Light
Loyality status
Hard-core loyal : 1 Brand
Split loyal :2/3 brands
Shifting loyal : Shifts from brands
Switchers : No loyality
Buyer readiness state
Knowledge of what it does
Interest in the product
Awareness of product
Preference over competing products
Belief of the product's suitability
Purchase
Define the market
Industry classification
Product category
Country
Segmentation process
Evaluate segments for viability
Substantial
Measurable
Heterogeneous
Homogeneous
Accessible
Actional/Practical
Responsive
Construct segment profiles
Evaluate attractiveness of segments
Select target market
Attractiveness of segment
Competitive rivalry of segments
Firms strategy
Firm's ability successfully compete
Develop positioning strategy
Develop and implement the marketing mix
Review performance of them.
Targeting
Strategies
Differenciated
Undifferenciated
Focused
Customised
Factors considered
Size and potential growth
How well the org. can serve
Profitability
What?
Segments selected
Positioning
Positioning methods
Benefits or solutions
Usage for specific occasions
Specific production features
User category
Uncommon product class
Brand perceptual maps
Keys to successful positioning
Consistency
Credibility
Clarity
Competitiveness
Positioning variables
Benefit positioning
Product category leade
r
Against the competitor
Unique selling propotion
Quality/price positioning
