1. THE ELEMENTS OF EFFECTIVE COMMUNICATION
lia s. Associates
ALL ABOUT
SEGMENTING,
TARGETING,
POSITIONING

2. ALL ABOUT STP
STRATEGY
Segmenting
Targeting
Positioning

3. ALL ABOUT STP

4. ALL ABOUT STP
In marketing, ‘market segmentation’ is the process of dividing a
market into distinct segments that behave in the same way or have
similar needs.
STP - Segmenting

5. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
Child, Teen, Adult, Parent, Child: Baby, Toddler, Elementary
School
2. Gender
3. Family Size
4. Family Life Cycle
5. Work
6. Education
7. Income
8. Ethnicity & Nationality
9. Geography
10. Behavioral
11. Psychographic
STP - Segmenting

6. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
2. Gender
Man / Woman
3. Family Size
4. Family Life Cycle
5. Work
6. Education
7. Income
8. Ethnicity & Nationality
9. Geography
10. Behavioral
11. Psychographic
STP - Segmenting

7. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
2. Gender
3. Family Size
Nuclear, Extended
4. Family Life Cycle
5. Work
6. Education
7. Income
8. Ethnicity & Nationality
9. Geography
10. Behavioral
11. Psychographic
STP - Segmenting

8. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
2. Gender
3. Family Size
Single, Newly wed, Family, Post Family
4. Family Life Cycle
5. Work
6. Education
7. Income
8. Ethnicity & Nationality
9. Geography
10. Behavioral
11. Psychographic
STP - Segmenting

9. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
2. Gender
3. Family Size
4. Family Life Cycle
5. Work
Entrepreneur, Professional, Public Service, Student, Housewife,
Retired, Unemployed, etc.
6. Education
7. Income
8. Ethnicity & Nationality
9. Geography
10. Behavioral
11. Psychographic
STP - Segmenting

10. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
2. Gender
3. Family Size
4. Family Life Cycle
5. Work
6. Education
No school, elementary, high school, vocational, academy, D1, D2,
D3, S1, S2, S3, etc.
7. Income
8. Ethnicity & Nationality
9. Geography
10. Behavioral
11. Psychographic
STP - Segmenting

11. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
2. Gender
3. Family Size
4. Family Life Cycle
5. Work
6. Education
7. Income
Down, Intermediate, Up Down-Down, Down-Up, Lower-Medium,
Upper-Medium, etc.
8. Ethnicity & Nationality
9. Geography
10. Behavioral
11. Psychographic
STP - Segmenting

12. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
2. Gender
3. Family Size
4. Family Life Cycle
5. Work
6. Education
7. Income
8. Ethnicity & Nationality
Javanese, Madurese, Batak, Balinese, Sundanese, Arab descent,
Chinese descent, Expatriates, etc
9. Geography
10. Behavioral
11. Psychographic
STP - Segmenting

13. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
2. Gender
3. Family Size
4. Family Life Cycle
5. Work
6. Education
7. Income
8. Ethnicity & Nationality
9. Geography
Region : East Java, West Java, Bali
Type : Big City, Small Town, Village
Area : Urban, Sub-urban, Rural, etc.
10. Behavioral
11. Psychographic
STP - Segmenting

14. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
2. Gender
3. Family Size
4. Family Life Cycle
5. Work
6. Education
7. Income
8. Ethnicity & Nationality
9. Geography
10. Behavioral
Media : TV, Newspaper, Radio, Internet
Benefits : Speed, Quality, Quantity, Service
Payment : Cash, Debit, Credit Card, Installment, etc.
11. Psychographic
STP - Segmenting

15. ALL ABOUT STP
Demographics: Approaching the market through population variables.
1. Age
2. Gender
3. Family Size
4. Family Life Cycle
5. Work
6. Education
7. Income
8. Ethnicity & Nationality
9. Geography
10. Behavioral
11. Psychographic
Lifestyle : Straight, Swinger, Metrosexual
Personality: Compulsive, Ambitious
Target Scan: Strikers, Achievers, Pressured, Adapters, Traditionals.
etc.
STP - Segmenting

16. ALL ABOUT STP
Psychographic Big Cities in Indonesia
Affluent, Achievers, Anxious, Loners, Socialite, Pusher, Attention
Seekers, Pleasure Seekers (Surindo)
Psychographic Big Cities in Indonesia
Cheers, Hedonistic, Homey, Sportive, Most, People for others
(U.I.)

17. ALL ABOUT STP
Apriori & Post-Hoc: Controlling & Evaluating
Determination of segmentation is not completed when the product is
launched or when visual communication has been carried out.
Segmentation evaluation must continue to be carried out because
the market continues to change and develop.

18. ALL ABOUT STP
Market segmentation is used to select markets, look for opportunities,
undermine market leader segments, formulate communication
messages, design products, serve better, etc.
In advertising, segmentation based data is needed to determine product
communication to the market; What media, when, who, and how
efficiently.
Targeting is a selection process from the available market variations
from the segmentation process.
STP - Segmenting

19. ALL ABOUT STP

20. ALL ABOUT STP

21. ALL ABOUT STP

22. ALL ABOUT STP

23. ALL ABOUT STP
Targeting current target market.
Targeting future target market.

24. ALL ABOUT STP

25. ALL ABOUT STP
Targeting target market.
Targeting target audience.

26. ALL ABOUT STP

27. ALL ABOUT STP
Positioning is about positioning products in your market's brain;
Placing the product in the minds of potential customers.
A famous theory from 70's / 80's – now.
STP - Positioning

28. ALL ABOUT STP
INSECT EXTERMINATOR
CITY CAR
SPORT SHOES
STP - Positioning

29. ALL ABOUT STP
MP3 PLAYER INSTANT NOODLES
STP - Positioning

30. ALL ABOUT STP
Why positioning?
+ Media Clutter
+ This world is already too full of information and the market is
IMPOSSIBLE to absorb all that information
+ Result: Information is easily forgotten and lost in the noise.
STP - Positioning

31. ALL ABOUT STP
Eras before positioning…
Product Era
+ Focus on the product
+ Easy for competitors to copy
+ Very difficult to show your USP
STP - Positioning

32. ALL ABOUT STP
USP
Unique Selling Proposition
Appealing idea that sets you, your business, and your practice,
favorably apart from every other generic competitor

33. ALL ABOUT STP

34. ALL ABOUT STP
Eras before positioning …
Image Era
+ Focus on the product / corporate’s image
+ Message easy to get lost in the noise
+ Advertising is not the main tool to create a good image
STP - Positioning

35. ALL ABOUT STP

36. ALL ABOUT STP
The most common mistake in using the concept of positioning.
“I position this product for young executive women” “This product is
specially designed to be positioned among students”
STP - Positioning

37. ALL ABOUT STP
“Positioning is not what you do to a product. Positioning is what you do
to the mind of the prospect … So it is incorrect to call the concept
product positioning.”
“Positioning is about communication.”
(Ries & Trout)
STP - Positioning

38. ALL ABOUT STP
Remember:
Positioning is about positioning products
in your market's brain.
Not where to target your products.

39. ALL ABOUT STP
How to enter in mind:
1. By being the first.
2. Simplify things.
3. Opposing competitors / generalizations.
4. Differentiation.
STP - Positioning

40. ALL ABOUT STP
How to enter in mind:
1. By being the first.
2. Simplify things.
3. Opposing competitors / generalizations.
4. Differentiation.
STP - Positioning

41. ALL ABOUT STP
How to enter in mind:
1. By being the first.
2. Simplify things.
3. Opposing competitors / generalizations.
4. Differentiation.
STP - Positioning

42. ALL ABOUT STP
How to enter in mind:
1. By being the first.
2. Simplify things.
3. Opposing competitors / generalizations.
4. Differentiation.
STP - Positioning

43. ALL ABOUT STP
Repositioning
A product can never have the same position for its entire life. Market
changes, so positioning changes as well
STP - Positioning

44. ALL ABOUT STP
Positioning vs Great Advertising
Does every successful product have good positioning or do people just
make great advertising and coincidentally the product is positioned well
in the market?
Back to the 7-UP example:
+ Did they really position 7-UP as “Un-Cola” product?
+ Or, was it just a great advertising?
+ And 7-UP positioning just happened over time.
STP - Positioning

45. ALL ABOUT STP
STP - Positioning
Segmentation is a strategy to understand market structure.
Targeting is a strategy of selecting and reaching the market.
Positioning is a strategy to enter the minds of consumers.
To communicate visually,
understanding STP is important.

46. ALL ABOUT STP

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lia s. Associates