STP Marketing Presentation Edited

STP
IN MARKETING
SUBMITTED BY:
BIRANCHI NARAYAN DASH - 2261302021
CHITTARANJAN DASH - 2261302022
SOUMYA RANJAN DEHURY - 2261302023
ANKITA PRIYADARSHINI GANTAYAT - 2261302025
RANESWAR HOTA - 2261302026
SUBHASHREE JENA- 2261302027
RAKESH KUMAR THATOI - 2261302028
SUBHASMITA MAHANTA - 2261302030
SUBMITTED TO:
Mrs. Sasmita Pattnaik
Institute of Business and Computer Studies
(Faculty of Management Sciences)
Siksha ‘O’ Anusandhan
(Deemed to be University)
Bhubaneswar
CONTENT
 WHAT IS STP
 SEGMENTATION
 TARGETING
 POSITIONING
 CONCLUSION
INTRODUCTION
 WHAT IS STP IN MARKETING
MARKET segmentation, targeting and positioning are known as the STP of
marketing.
The STP Process
Segmentation is the process of identifying and

profiling distinct groups of buyers who differ in
their needs and wants
Targeting involves the process of evaluating each
segments attractiveness and selecting one or more
market segments to enter
Positioning is establishing, communicating and
delivering the distinctive benefits for the company’s
market offering
MARKET SEGMENTATION
PROCEDURE
SURVEYING ANALYSIS PROFILING
• Identifying the • Evaluate the • Examine the

existing and segment on the attributes that
future wants in basis of distinguish the
current market measurability, segments
accessibility
and size
Market Segmentation
Bases for Segmenting Business Markets
NEEDS AND BENEFITS AGE

DECISION ROLES GENDER
USER STATUS AND INCOME PSYCHOLOGICAL/ GEOGRAPHIC REGION
USAGE RATE GENERATION PERSONALITY NATIONS
OCCASION OCCUPATION TRAITS STATES
BUYER-READINESS RACE AND CULTURE LIFESTYLE CITIES
STAGE NATIONALITY VALUES COUNTIES
LOYALTY STATUS EDUCATION NEIGHBOURHOODS
ATTITUDE
MARKET TARGETING
 Target market is a set of buyer sharing common needs
or characteristics that the company decides to serve.
 Main goal here is to look at the segments that have
created before and determine which of those segments
are most likely to generate desired conversions
 We can target markets at four main levels: mass,
multiple segments, single(or niche) and individuals.
Levels of Market Segmentation
Requirements for Effective
Segmentation
MEASUARABLE SUBSTANTIAL ACCESSIBLE
DIFFERENTIAB
ACTIONABLE
LE
EVALUATION OF MARKET
SEGMENTS
Segment size and growth
• Analyze sales, growth rates and expected profitability
Segment structural attractiveness
• Industry competitors, potential entrants, substitutes, buyers and

suppliers. (Porter’s five forces of model)
Company objectives and resources
• Core competencies
• Company skills & resources relative to the segment(s).
SELECTING THE MARKET
SEGMENTS
Single segment concentration
Selective segmentation
Product specialization
Market specialization
Full market coverage

POSITIONING
 Positioning is the act of designing a company’s offering and
image to occupy a distinctive place in the minds of the target
market.
 Marketers have different views of positioning:
Structured approach
• Based on in-depth consumer, company and
competitor analysis
Unstructured approach
• Relying on stories, narratives, cultural
branding
BASES FOR POSITIONING THE
PRODUCT
Consumer-based Competitor-based
Category-based positioning – positioning – This is a
positioning – This calls for
This calls for determining how
aligning your product/service pretty straightforward
are your products or services
better than the existing
offering with the target approach that calls to prove
audience’s behavioral you are better than
solutions on the market.
parameters. competitor X.
Price-based positioning – Attribute-based positioning –

Benefit-based positioning –
This calls for distinguishing Competitors, price, and benefits
This calls for proving the
based on the value for the aside, this calls for zeroing in on a
benefits that customers will get
money people get when unique selling proposition that
from purchasing your product makes your product or service
purchasing your
or service. stands out from the rest.
product/service.
Product Positioning Map – The product

Prestige-based positioning – positioning map is a technique where the
business uses visual display to show their
This calls for proving that your products against competitors. This allows for an
products supply a certain boost easy way of navigating and understanding
which products are being represented in
in status to those who comparison with others, ultimately helping them
purchase. make decisions about what should be prioritized
or modified based on company needs.
Perceptual
mapping
CONCLUSION
Using the (segmentation targeting and
positioning) STP model, businesses can identify
their most valuable customer segments and create
products and marketing communications that
target those customers. This helps you create
engaging, personalized marketing campaigns that
convert visitors to customers at a high rate.
 The most classic example of STP
marketing is the Cola Wars of the 1980s.
Both Pepsi and Coca-Cola used STP
marketing to increase their market
shares after the introduction of New
Coke.

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STP

Segmentation is the process of identifying and

SURVEYING ANALYSIS PROFILING

• Identifying the • Evaluate the • Examine the

NEEDS AND BENEFITS AGE

MEASUARABLE SUBSTANTIAL ACCESSIBLE

• Analyze sales, growth rates and expected profitability

Segment structural attractiveness

• Industry competitors, potential entrants, substitutes, buyers and

Company objectives and resources

Full market coverage

Price-based positioning – Attribute-based positioning –

Product Positioning Map – The product

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