Why and how to do STP. For reference.

1. Tapish Panwar
SEGMENTATION
Segment
1
Segment
3
Segment
3
Segment
4
Segment
5
Segment
6
TARGETING
POSITIONING
Segment
1
Segment
Segment
1
Segment
3
Segment
3
Segment
4
Segment
5
Segment
6

2. Tapish Panwar

3. Tapish Panwar
Context
• Companies cannot connect with every
customer in an effective and efficient way
• Segment - market into Homogenous units
• Target - the most profitable(relevant) unit
• Position - the product or service to the
chosen segments or units

4. Tapish Panwar

5. Tapish Panwar
Why?
• Cater different customer groups or segments
(Hence increase sales & profit)
• Having different needs (customer profile)
• With different products (serving differently)
• Through different channels (Reach right TG)
• Using different communication (Relevant to
TG)
• At different prices (Purchasing Power &
Utility)

6. Tapish Panwar
Creating Homogenous groups
of a Heterogeneous
population and Target One or
more Homogenous groups to
serve

7. Tapish Panwar

8. Tapish Panwar
Males

9. Tapish Panwar
Females

10. Tapish Panwar
Working
Professional
s

11. Tapish Panwar
Female
Working
Professional
s

12. Tapish Panwar
Female
Working
Professional
s Who wear
Spectacles

13. Tapish Panwar
Targeting Trendy Spectacles for the
business women on roll

14. Tapish Panwar
Segmentation
Geographic Region City Rural/Urban
Demographic
Age Family Size Gender
Income Occupation Education
Psychographic Lifestyle Personality SBI VALS
Behavioural
Needs or Benefits Based Decision Roles
User and Usage based
New
SEC
Accessible Differentiable Actionable Measurable Substantial

15. Tapish Panwar
Myers-Briggs Type
Indicator®(MBTI®)
personality types
- Extraversion or
Introversion
- Sensing or Intuition
- Thinking or Feeling
- Judging or
Perceiving

16. Tapish Panwar
Strategic Business Insight’s’
VAL s Framework
for Psychographic
Classification

17. Tapish Panwar
Targeting
•Probability of making profits on the movie - High
• Segment Growth Potential
•Number of available actors & actresses - High
• Size of the Segment and scale of economies
•Expenditure – Low
• Cost of Entry into the Segment and Profitability
•Acting ability – High
• Low Risk in investment Customer consumption
pattern
SizeGrowth
Profitability
Scale of Economies
Low Risk
Ability to Serve

18. Tapish Panwar
Targeting Areas
Segment 1 Segment 2
Segment 3 Segment 4
Segment 5 Segment 6
Segment 7 Segment 8
Full Market
Coverage
Multiple Segments
SingleSegment

19. Tapish Panwar
Positioning
Designing a company’s offering and
communication to occupy a distinctive position
in prospect’s mind

20. Tapish Panwar

21. Tapish Panwar
Positioning
• Points-of-Difference (PODs)
• Freedom of Self-expression to actor
• Involves actors in the scripting
• Points-of-Parity (POPs)
• Disciplined with schedule
• Good taste in music

22. Tapish Panwar
Positioning
• Points-of-Difference (PODs)
• Freedom of Self-expression to actor
• Involves actors in the scripting
• Points-of-Parity (POPs)
• Disciplined with schedule
• Good taste in music

23. Tapish Panwar
Positioning
By Perceptual Mapping
Parameter 2 Parameter 2
Parameter 1
Parameter 1
Less More
More
Less
1
2
5
4
3
Competitor 1
Competitor 2
No Competitor
catering this segment.
Eureka!

24. Tapish Panwar
Positioning Statement
• To (TG) our (Brand) is (concept) that (POD)
• To busy, mobile professionals who need to stay
connected at any time, the uPhone 6 is a
wireless connectivity solution that provides you
with an easier, more reliable way to stay in
connection with data and people while on the
go.

25. Tapish Panwar
Hope it helped!