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CH3 STP架構分析 (Importance of STP theory (establish the characteristics of…
CH3 STP架構分析
Importance of STP theory
establish the characteristics of marketing
helpful to study the 4p strategy
helpful to study the 4p strategy in order to establish the competitive advantage
market demassification
reach the goal of marketing
Types of segmentation variables
demographic variables
behavioural variables
psychographic variables
geographic variables
variables of price under theM-shaped society
Find out the positioning
characteristics
concrete details (ex: price, functions)
outstanding features of the product (ex: Cost-performance ratio)
Definition
S: Segment Market
TA: Target Audience
P: Positioning
Make sure people can remember the brand/product
Case: Costco, Pxmart, Apple Daily, Taipei 101
Case of STP
統一CITY CAFE
heineken
Pxmart
3 steps of STP
analyse the market segmentation
acquire concrete customers
positioning