PRINCIPLES OF MARKETING

Presentation given by Bachelor of Science in Logistics and

Transport, Bachelor of arts in Film and Media Studies and,
Bachelor of Marketing and Creative Studies

1. Give one example of Market Segmentation

2. Give one example of targeting
3. Give two examples of positioning
The STP Model
The reason for understanding consumer behavior is to
be able to group consumers with
specification(segmentation), decide how to best sell to
their customers(targeting) and using the necessary
marketing mix elements (position) for the target group.
The STP Model helps company to identify the most
valuable segments, creating marketing mix and product
postings for those segments.
STP marketing is the way to make preferences of
consumers work in favor instead of against them
Segmentation
Markets will need to be divided into smaller parts
within distinct needs, characteristics or behavior for
separate marketing strategies to be used.
Segments should be easy to define, access, profit from
and have potential growth.
Consumer can be separated by Geographic,
Psychographic, demographic and behavioral.
Liquor stores would benefit more from being located in
urban areas rather than rural areas having drinking
lifestyle would be harder to maintain or parade to peers
in their social class
Targeting
Since market segmentation shows the company's segment
opportunities. Targeting is the process of exploring each
market segments attractiveness and selecting segments to
focus on.
Market targeting which is defined as a specific group of
people with shared characteristics that a business markets it
products or services to.
It is best for companies to focus on segments which best
align with the products or services they provide when
branching out and making profit from.
A driving service will target people that can't, re physically
unable to or want comfort in transport. Yango is n example
of such service, providing stand-by cars ready for customer
when they need it.
Positioning
Positioning creates clear, distinctive and desirable place
for a product in the consumers mind.
The goal of positioning is to connect with the audience
on personal level and set yourself apart from the
competition.
A product can be positioned in the customers mind
through advertising, packaging and pricing.
Soft drink products usually updated the look or shape of
their bottle as time goes by to always look appealing.
Older design of Apple
Updated 2021
Max Competitor design
version

As mentioned in Targeting the driving service, Yango,

positions itself among completion with prices. They offer
30% off for the first three rides s wells promotional
codes to reduce the fare for customers thereby setting
themselves apart form others by being affordable in
comparison.
Participants
1. 2023000366 Mulenga Nkole 1. 2022152110 Mwanza Ntasu
2. 2023000327 Angela Nyawali 2. 2023000943 Thando Tapi
3. 2022152493 Tambudazi Mulinta 3. 2022152347 Terrence Mulusa
4. 202300117 Lubono Choobe 4. 2023000477 Gift Lufinga
5. 202301030 Grant Kifula 5. 2023000192 Frank Ngoma
6. 2023000243 Mooka Mooka 6. 24035122 Christopher Chishimba
7. 2022151866 Lwenga Kunda 7. 2023000526 Silvia Msoni
8. 2023000005 Patrick Siame 8. 2023000142 Chanda Mulenga
9. 2023000291 Rosemary Sakala
10. 2023001124 Chali Sakala
11. 2023000866 Terry Mutale
12. 2023000378 Davis Phiri