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Market_Segmentation_Targeting_Positioning_with_Brands.pptx
- 1. Market Segmentation, Targeting& Positioning • STP Strategy • With Real Brand Examples
- 2. Introduction to STP •STP stands for: • • Segmentation • • Targeting • • Positioning • Helps companies identify the right customers and serve them effectively.
- 3. Market Segmentation –Definition • Market segmentation is the process of dividing a broad market into smaller groups of consumers with similar needs or characteristics.
- 4. Bases of MarketSegmentation • Geographic – Example: Coca-Cola (country- specific flavors) • Demographic – Example: Nike (age & gender based products) • Psychographic – Example: Apple (lifestyle- focused branding) • Behavioral – Example: Amazon (purchase behavior & loyalty)
- 5. Benefits of Segmentation •• Better customer understanding • • Customized marketing strategies • • Higher customer satisfaction • • Increased sales and loyalty
- 6. Market Targeting –Definition • Market targeting involves evaluating market segments and selecting the most attractive segment(s) to serve.
- 7. Targeting Strategies withExamples • Undifferentiated: Coca-Cola (classic coke) • Differentiated: Samsung (multiple phone models) • Concentrated: Rolex (luxury niche) • Micromarketing: Netflix (personalized content)
- 8. Factors Affecting TargetMarket Selection • • Market size & growth • • Company resources • • Competitive environment • • Profit potential
- 9. Product Positioning –Definition • Product positioning refers to creating a distinct image of a product in the minds of consumers.
- 10. Positioning Strategies with Examples •Price-based: Xiaomi (value for money) • Quality-based: Apple (premium quality) • Benefit-based: Colgate (oral health) • Competitor-based: Pepsi vs Coca-Cola
- 11. Positioning Statement Example •For premium smartphone users, Apple offers high-quality, secure, and stylish devices that enhance lifestyle.
- 12. STP Process Flow •1. Segment the market • 2. Select the target segment • 3. Position the product
- 13. Importance of STP •• Efficient use of resources • • Strong brand image • • Competitive advantage • • Customer-centric marketing
- 14. Exam-Oriented Key Points •Segmentation – Dividing market • Targeting – Selecting segment • Positioning – Creating perception
- 15. Conclusion • STP isthe foundation of modern marketing. • It ensures the right product reaches the right customer.