STP APPROACH

• Before start think about marketing (4P), you

must understand what is STP. Terms of STP
include : market strategy; target markets;
positioning; market segmentation and target
markets; market segmentation and
demographics
 Segmentation
• Segmentation : Identifying al segments for the
product/service. Many of the resources listed
in module 3 will be helpful to you when you
develop segments. To be useful, segments
should be: Measurable
Accessible (can you reach them)
Profitable
Distinct from one another
• The objective of segmentation is to find
attractive markets. Strategies include
• Break market into components
Regroup into market segments
Select which segment to target
 Positioning.
• Positioning is an essential component -- and skill -
in good marketing. Perceptual maps are used to
determine the position of a product, firm, person,
service or idea. Positioning maps, or perceptual
maps can be simple, yet very effective marketing
tools. One definition of Positioning Theory is: the
science of perceptual strategy. It is based on a
theory that strategy can only be planned in the
mind of the consumer, not the marketplace*.
• it is important to understand the levels of
competition because positioning applies at all
levels of competition. For example:

Product Level (e.g., Pepsi vs. Coke)

Category Level (e.g., Cola vs. Root beer)
Corporate Level (e.g., Pepsi Inc. vs. Coca Cola
Company)
Industry Level (e.g., Beverage Industry vs.
Snack food Industry)
 Targeting.
• What is target?. This is the real goal/objective in
market that marketer want to reach.
As a simple questions are :
What percent of the population uses the product
at all?
What percent uses your brand?
How does that compare to competing brands?
What is the demographic profile of the product
category?
Which media reach the users of this category?