1. STP
By- Shahin Akhtar Hussain

2. SEGMENTATION
In simple terms, Segmentation is the process of
classifying customers into groups which share
some common characteristic.
Segmentation targeting positioning

3. REQUIREMENTS FOR EFFECTIVE
SEGMENTATION
Measurable
• Size, purchasing power, profiles
of segments can be measured.
Accessible
• Segments can be effectively
reached and served.
Substantial • Segments are large or
profitable enough to serve.
Differential • Segments must respond
differently to different marketing
mix elements & programs.
Actionable
• Effective programs can be
designed to attract and serve
the segments.

4. BASES FOR SEGMENTING CONSUMER MARKETS
 Geographic
Region
City
Rural &Semi-urban areas
 Demographic
Age
Life cycle stage
gender
Income
Generation

5.  Psychographic
Socio-economic Classification
Lifestyle
Personality
 Behavioral
Occasions
Benefits
User status
Usage rate
Loyalty status
Buyer readiness stage
Loyalty status
Attitude toward product

6. TARGETING

7. “Right size and growth”
“Structural attractiveness”
“Company objectives and resources”
TARGET MARKET
consists of a set of buyers who share a common
need or characteristics that the company decides to
serve.

8. CLASSIFICATION
 Undifferentiated Marketing
 Micromarketing
 Differentiated Marketing or Concentrated
Marketing

9. UNDIFFERENTIATED MARKETING
 Ignore market segment differentiation
 Target the whole market
 Depends on common needs
Disadvantages:
 Difficulties in developing a common product
 Competition with micro-focused firms

10. DIFFERENTIATED MARKETING
 Target several market with separate offers.
HUL producing 8 varieties of soaps
-Lifebuoy launched in 1895
-Pears was launched in 1902
-Lux was launched in 1905
 Several segments - more total sale
 More market share

11. CONCENTRATED MARKETING
 Large share of a small segment
 Strong market position
 Grater knowledge
 Few competitors
 Risky
 Greater resources

12. MICRO MARKETING
 Practice of tailoring products and marketing
programs to suit specific taste and preference
 Individual in every customer

13. LOCAL MARKETING
 Tailoring brands and promotion to the needs
 Dominos SMS services
 Drive up manufacturing and marketing cost
 Logistics problems

14. INDIVIDUAL MARKETING
 Focused on individual customers
 Going back to traditional
 Stand out against competitors

15. POSITIONING

16. Positioning is arranging for a product to occupy
a clear, distinctive and desirable place relative
to competing products in the mind of the
consumer.
Example: Xerox, Colgate