STP- Segmentation, Targeting, Positioning

1. “Marketers Must Develop
Segment by Segment invasion
plan to choose Target Market
and choose it in a social
responsible manner”
By: Philip Kotler
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2. Segmentation
It is Process of dividing the whole
market into Small cluster/group
with same need.
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3. Segmenting the PoPulation
1. Demography
2. Psychography
3. Benefits
4. Usage
5. Generation
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4. TargeTing
1. Single Segment Concentration
2. Selective Specialization
3. Product Specialization
4. Market Specialization
5. Full Market Coverage/Mass Market
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5. PosiTioning
• Category Membership
• POP
• POD/ USP/ Differentiation
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6. Why segmenTaTion by
segmenTaTion
I. A company would be wise to enter
one segment at a time.
II. Mass marketing is still a viable way
to build a profitable brand but its
dead.
III. Competitor must not know to what
segment the firm will move into
next.
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7. InvasIon/ Market PenetratIon
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8. socIal resPonsIbIlIty
A company must not only go after
Profit but also it has certain liability
for the society.(Tata Steel)
Ex:
1. XITe
2. P & G
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