The document discusses market segmentation, targeting, and positioning (STP) as crucial components of marketing strategy. It outlines the different methods of segmentation, including geographic, demographic, psychographic, and behavioral approaches, along with the criteria for effective segmentation. Additionally, it provides an example of Coca-Cola's STP practices, highlighting how they tailor their marketing to various consumer segments and maintain a consistent global brand image.

4. Segmentation Targeting Positioning

5. Market Segmentation
Market segmentation is dividing market into
different groups of buyers who have different
needs, characteristics and behaviour. Those
buyers might require separate products and
separate marketing programme.
Segmentation also involves in finding what kinds
of consumers with different needs exist.

6. Segmentation (cont…)
Processed involved in Segmentation
1.Identify the existing and future wants in the
current market
2.Examine the attributes that distinguish the
segments

7. Segmentation (cont…)
Requirements for Effective Segmentation
Measurable
• Size and purchasing power can be measured
Accessible
• Segments must be effectively reached and served.
Substantial
• Segments must be large or profitable enough to serve.
Differential
• Segments must respond differently to different marketing mix elements & actions.
Actionable
• Must be able to attract and serve the segments.

8. Steps of segmentation
• Segmenting customer on geographic Biases
• Segmenting customer on demographic biases
• Segmenting customer on physiographic biases
• segmenting customer on behavioural biases

9. Steps of segmentation
• Nation, state region or cityGeographic
• age, gender, family size, family life cycle, income,
occupation, education, race, and religionDemographic
• Social class, life style or personalityPhysiographic
• Occasions, benefits, uses, or responses
Behavioural

10. Geographic segmentation
Devide different markets into different geographic units
• World Region or Country: North America, Western
Europe, European Union, Pacific Rim, Mexico, etc.
• Country Region: Pacific, Mountain, East Coast, etc.
• City or Metro Size: New York, San Francisco
• Population Density: rural, suburban, urban
• Climate: northern, southern, tropical, semi-tropical

11. Demographic segmentation
In demographic segmentation company divide
customers on the biases of.
age, gender, family size, family life cycle, income,
occupation, education, race, and religion.

12. Psychographic Segmentation
Psychographic segmentation divides a market
into different groups based on social class,
lifestyle, or personality characteristics.
The purpose of psychographic segmentation is
that people in same demographic segment have
different lifestyle and personality and they
demand different types of products

13. Behavioural segmentation
In behavioural segmentation customers are
divided into different groups on the basis of
Occasions or benefits etc.
-Occasions:
Different products are made for
different occasions.
-Benefits:
Different segments desire different
benefits from same products

14. Targeting
A company after defining its market segments,
company can enter in one or many segment.
Market targeting is the process of evaluating
each segment and selecting one or more
segments.
company select the most best segment to
target.

15. Targeting
Targeting can also defined as a group of people
for which an organization is created and offer its
products.

16. Positioning
Positioning is Placing a product in target
consumers minds relative to competing
products.

17. Positioning example
ebay’s positioning is
No matter what it is you can find it on eBay!

18. Positioning
Positioning is all
about
perception.
What people think about your product

19. Types of positioning
Attribute positioning
Size or number of years of existence of your
company

20. Types of positioning
Benefit positioning
Product is positioned as the leader in a certain
benefit.
for example Hyundai santro positioned its cars
as
“Simplest car to drive”

21. Types of positioning
Use or Application positioning
Positioning the product as best for use and
application .
Example: dowlance positioned its products as
“Dowlance reliable hai”
Telenor positioning is
“Telenor the smart call”

22. Types of positioning
Competitor positioning
The product claims to be better in some way
than a particular competitor .

23. Types of positioning
Quality and price positioning
The product is positioned as it is offering the
best price and best quality .
Example Big Bazar

24. REAL WORLD
EXAMPLE OF STP
The Coca-Cola company

26. The coca-cola company
Introduction
Coca Cola Company is the world’s leading
manufacturer, marketer, and distributor of soft
drinks. Coca Cola has more than 400 different
products line, total of 3,500 product mix.

27. segmentation
Coca-cola divide its customers on the basis of
• Geographic segmentation
• Demographic segmentation
• Psychographics segmentation

28. Geographic segmentation
On geographic basis coca-cola divide its
customers on the basis of age, group and
lifestyle etc. for example
- Oasis Juice made for the younger working
adults, between the ages of 20-30.
- Diet Coca-Cola targets adults between 30-50
who are health conscious but want the taste.

29. Geographic segmentation (cont…)
- Coca-Cola Zero targets teens that don't want
calories but want the taste
- Powerade sport drink targets athletes
between 13-27 ages

30. Geographic segmentation (cont…)
- Coca-cola 60% consumption is in summer and
40% in winter. Therefore company sales are
higher in summer. Therefore company focus in
hot areas in the world.

31. Demographic segmentation
• Age- 15-40 years old and also included 40
plus.
• Gender- targets both genders with wide
variety drinks.
• Income segments different income level. for
example by packaging for low level income the
company is selling returnable glass bottle for
high level income the company is selling coke
in tins.

32. Psychographics segmentation
- People who are brand conscious will not drink
less known brands. They will drink Coca-Cola
because it is a well known brand.
- Because Coca Cola is a recognized world brand,
people will drink it without hesitate.

33. Targeting
• Age : Coca-cola do not target any particular
age group but the main consumers are 12-30
year old people. Coca-cola main target is
youngsters.
• Gender : coca-cola do not produce its
products for an specific gender a research
shows that both genders use and like its
products almost 50/50

34. Targeting (cont…)
• Life style : no particular life style is targeted
but the most busy and mobile generation is
considered the most important consumer.
• Occupation : no occupation is targeted but
consumers are mainly students.

35. Positioning
Coca Cola has positioned itself within the world
soft drink market. Because it is working over 200
countries it was not possible to maintain this
positioning. They want to use a positioning to
give same image all around the world for this
purpose coca-cola made positioning as “Live on
the coke side of life”,.

37. Positioning (cont…)
Coca-cola’s another positioning is “open
happiness” related to joy and happiness.
Now all around the world when the name of
Coke is mentioned the first thing that comes
into mind is fun and entertainment