Limkokwing Univrsity of Creative Technology Faculty of Design and innovation By; Maziar Mohajeri
STP refers to the three activities segmentation, targeting, and positioning
Enhancing a company’s competitive position by providing direction and focus for marketing strategies ;
▪ targeted advertising, ▪ new product development, and ▪ brand differentiation.
Examining and identifying growth opportunities in the market through the identification of new customers, growth segments, or new product uses.
More effective and efficient matching of company resources to targeted market segments promises the greatest return on marketing investment (ROMI).
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g. New Look, Sussan, Zara).
Products targeted at men
▪ magazines (e.g. Ralph, Nuts); ▪ grooming products (e.g. hair gel and styling mousse, Gillete); and ▪ beverages (e.g. beers like Heineken, Carlsberg)
Combination of age and gender;
Dove’s new Dove ProAge product range aimed at women in their fifties
People at different stages in the lifecycle need different products and services.
Single 26-year-old person, who is single needs different
products from a 26 year old who is married with young children. Exp: “meal for one” vs. “family value or multi-packs” (Targeted by
hypermarkets such as Tesco or Wal-Mart)
Single bachelor, newly married, married with children, empty nester, and solitary survivor were historically divided categories in lifecycle . Modern lifecycle classifies 12–13 life stage groups based on age, marital status, household composition, and children. (Target Group Index (TGI) or BMRB-TGI Lifestage Segmentation Product)
This approach is useful when there are clear location differences in tastes, consumption, and preferences.
what do you put on your toast in the morning:
(Vegemite, Marmite, jam, or jelly?)
Or perhaps you don’t eat toast at all and prefer cold meats
or noodles for your morning meal.
In addition to product selection and consumption, geographic segmentation is important with regard to retail location, advertising , media selection, and recruitment. (low-cost retail formats in low-income regions.)
Determines which markets are selected and exploited and which others are ignored. In order for market segmentation...