STP ANALYSIS

1. COLGATE

Segmentation: The given colgate advertisement has concentrated and focused more on
families as a whole. They have made it easier by reducing the cost since people prefer
trustable brand with cheaper rate. Colgate vedshakthi concentrates on demographic
characteristics such as ' for all age groups’, ' family size (3-4) ' and ' Gender - male, female '
and behavioral segmentation where the advertisement shows the toothpaste is made of
Ayurvedic ingredients and herbal products which attract the viewers. Every individual
wishes for a bright smile with shining teeth which are assured by Colgate brand and it
depicts psychographic segmentation. The next thing is the behavioral segmentation for
which Colgate assures health benefits from ayurvedic ingredients like alma, aloe vera, cloves
and honey.

Targeting: Colgate uses Undifferentiated or mass marketing - the firm ignores segment
differences and focus on the entire market with one offer. Concentrates age from 5 to 70
years.

Positioning: Colgate Vedshakthi has campaigned it's product with value proposition as “A
pure mouth means a healthy you” where they bring in Ayurvedic touch which enables better
oral health for all. They have used the fact of being healthy in this current contaminated
world. People usually prefer herbal products and proper hygiene.

2. FEVICOL

Segmentation: There are many numbers of advertisements for different set of people
where they concentrate on all age groups and finally reach every age. The advertisement
has been segmented based on demographic factors such as age, occupation, income,
education, social class and so on. One of the advertisements specified foreign character, the
aliens who are trying to invade the world and people in-turn using fevicol product to
eliminate aliens which could indicate the superior quality of the product. Advertisement also
specifies behavioral factors such as benefits, user rate, loyalty status, readiness stage.
Targeting - Fevicol uses micro-marketing or differentiated marketing. Different groups of
consumers have different needs and wants (kids - making projects, carpenter - fixing woods,
housewife's sticking plastics in their home), marketers define multiple segments.

Positioning - Fevicol has a strong brand equity as it has by its advertisements have reached
almost every sector of consumers. They have gained an advantage right from the beginning
by their innovative advertisements. They exhibit easy to use product, high quality, high
durability, consistency as well. And also addition to its Fevicol ads plays a crucial role in the
brand success and has become the largest selling adhesives. The humor we see in Fevicol
ads brings a smile in viewers face and has earned a household name through strong
advertising.

3. FEDEX

Segmentation: FedEx advertisement has focused geographic segmentation such as

geographic region - demographic factors such as age, income level, occupation,
psychographic segmentation such as personality and behavioral segmentation such as
benefits, attitude towards product factors. And also FedEx ground for small and medium
packages, FedEx freight for heavy packages, FedEx critical for special care packages and
FedEx supply chain services.

Targeting: FedEx advertisement indicates undifferentiated target or mass –marketing.

Positioning: Fed Ex's value proposition is fast reliable delivery of time-sensitive packages.

The slogan, “When it absolutely, positively has to be there overnight”, proves about it.

Thus this is the segmentation, positioning and Targeting of the given advertisements.