This document discusses STP marketing, which is a three step approach involving segmenting, targeting, and positioning. It describes segmenting a market into smaller homogeneous groups based on demographics like age, income, gender; psychographics like tastes and opinions; geography like rural vs urban areas; and behavioristics like brand loyalty. Targeting involves choosing which customer segments to focus marketing efforts on. Positioning establishes a company's product within a customer's mind relative to features, benefits, and competitors. Developing an effective positioning statement involves understanding what customers want to buy, how the product differs from competitors, and unique selling propositions.

1. CUSTOMER-DRIVEN
MARKETING STRATEGY

2. WHAT IS STP
MARKETING?
 Three step approach:
- S= segmenting
- T= targeting
- P = positioning

3. SEGMENTING

4. Market segmentation is about dividing and bifurcating a
large market into smaller groups Of homogenous
consumers so that the company can focus on their
target market and understand the consumer
psychology
MARKET SEGMENTATION :

5. DEMOGRAPHIC
PSYCHOGRAPHIC GEOGRAPHIC
BEHAVIOURISTIC
MARKET
SEGMENTATION

6. 1: DEMOGRAPHIC :
. This segmentation is based on gender , age , income (low to high income), marital
status and gender. For example company making products including gluten and pig
fat would target those who consume them. Facial products such as make-up items
and cosmetics are feminine goods. Children under 1-10 are the target market of
those making small markets toys, story/ color books , school bags, etc.
2: PSYCHOGRAPHIC :
It tells about consumer behavior that includes taste, fashion, habit, opinion,
about certain products . For example equipment related to adventure/picnic/camping
are only promoted to adventures and travelers because they are attracted towards
these goods.

7. 3: GEOGRAPHIC :
This segmentation is based on people living in different areas
rural/urban or remote areas. For e.g.: companies produce special winter
clothes for consumer living in cold areas . India has a big market of sarees
of various prices because it caters a large group of women in India
4: BEHAVIOURISTIC :
Brand loyalty towards specific brand helps the market to divide
the brand into further small fragments . For example : coca cola’s brand
loyal shifted toward the same brand’s diet “Diet Coke” when the brand
also started catering consumers with diabetes . Many salt producers have
introduced iodized salt for consumers with iodine deficiency.

8. NO MARKET SEGMENTATION

9. SEGMENTED BY GENDER

10. SEGMENTED BY AGE

11. TARGETING

12. TARGETING ;
A target market is a group of
customers a business has decided
to aim its marketing efforts and
ultimately its merchandise towards.
A well-defined target market is the first element of
a marketing strategy.

13. POSITIONING

14. Market positioning ;
Market positioning is about establishing
your company’s product or service within
the eye of consumer. Factor’s effecting
the positioning strategy are customer’s
motivation , behavior , needs , wants and demands.

15. You must answer three questions before developing position statement:
1) What your customer is buying from you?
2) How’s your product different from those of your competitor?
3) How’s your product or service is unique?
Positioning brand leads to positioning statement;
1.) Specify your target market.
2.) Who are your competitors?
3.) Unique Selling Proposition (USP)
4.) How you will reach them.
5.) What you have for them to offer?