The document discusses the concepts of marketing, specifically focusing on segmentation, targeting, and positioning (STP). It elaborates on the importance of market segmentation in understanding customer needs and creating effective marketing strategies tailored to specific consumer groups. Additionally, it explains different types of segmentation and targeting strategies, highlighting examples and benefits of implementing STP in marketing practices.

1. SEGMENTATION TARGETING
POSITIONONG
Mukul Kumar Shrivastava
Assistant Professor

2. Topics of Discussion
Concept of Marketing 01
02
04
Differentiation in Segmentation
05
STP(Segmentation/Targeting/
Positioning)
How Segmentation is done
06
Examples of Segmentation
Importance of Segmentation 07
Concept of Targeting 08
What is segmentation 03
Types of Targeting
Positioning
09
10
Positioning Factors
Benefits of STP
11
12

3. Concept of Marketing
01
Marketing refers to activities a company undertakes
to promote the buying or selling of a product or
service.
OR
SATISFYING CUSTOMER’S NEEDS
PROFITABLY
Marketing:

4. STP( Segmentation Targeting Positioning)
•Identify basis for segmentation
•Determine important characteristics of each market
segment
Market Positioning
•Evaluate potential and commercial attractiveness of
each segment
•Select one or more segments.
Market Targeting
•Develop Detailed product positioning for selected
segments
•Develop a marketing mix for each selected segment
Market Segmentation
02

5. What is Segmentation
Market Segmentation is the process of dividing a target
market into smaller, more defined categories. It
segments customers and audiences into groups that
share similar characteristics such as demographics,
interests, needs, or location.
1 Example:
Harley Davidson is an example of psychographic
segmentation, it targets personalities that are
masculine, tall and love to lead a rough lifestyle. It
concentrates on the variable of the lifestyle of the
consumer.
03
Market segmentation can helps to understand the
target customers’ needs and wants so that
resources be utilized in most optimized/ efficient way
to acquire or retain the current as well as
prospective customers .
2 Example:
An athletic footwear company might have market
segments for basketball players and long-distance
runners.

6. How Segmentation is done
Geographic segmentation
divides the market into
geographical units such as
nations, states, regions,
counties, cities, etc.
Geographic
Psychographic segmentation
divides the market into different
groups on the basis of
psychological/personality traits,
lifestyle, or values.
Psychographic
Behavioural segmentation
divides the buyers into
groups on the basis of their
knowledge of, attitude
toward, use of, or response to
a product.
Behavioural
Demographic
Your Picture Here
Demographic segmentation
categorizes the market on
variables such as age, family
size, family life cycle, gender,
income, occupation,
education, religion, race,
generation, nationality, and
social class.
04

7. Income
Wise
Segmentation to reach Targeted Focused Customer-base
Targeted
Focused
Customer
Age
wise
Lifestyle
Wise

8. 05 Examples of Market Segmentation
Example of demographic
segmentation
Consider Coca-Cola and
Pepsi. Both companies
advertise globally, but localize
their campaigns for each
country, too. The messages
are entirely different, based
on local customs, religions,
nationality, etc
Example of geographic
segmentation
McDonald is an example of geographic
segmentation. It customizes its menu
that varies from country to country.
McDonald’s has introduced burgers with
no beef or no pork in it for India. And
likewise in Mexico, more chilli sauce is
used.

9. Example of behavioural
segmentation
Airlines, hotel and such
industry are the example of
behavioural segmentation.
Emirates airlines are the best
example for it, it offers
excellent services to the
passengers which helps them
retain the customer.
Example of psychographic
segmentation
Mercedes/ Audi/ Rolls Royce is an
example of psychographic
segmentation, it targets the
consumer having the potential of
buying luxury cars and having a
rich lifestyle.

10. Differentiation in segmentation
Market segmentation should be focused on
consumer groups and their needs, not on the class
of car.
•Maruti Suzuki is the “people's
car”. Affordable for the
common man.
•It attracts customers based
on the mileage offered, boot
space and number of
occupants that can fit in.
•Merc advertise
horsepower, aesthetics,
aerodynamics, top speed
•Luxury car companies
are not so much inclined
towards maximizing
production.
06

11. Importance of Segmentation
Market segmentation helps to build a close relationship
with the customer, it helps then interact with the
customers about the product and help them identify a
possible market opportunity.
Market segmentation helps the company understand
why the consumer likes or doesn’t likes their product. A
marketer can have a clear understanding of his
consumer thus helps the marketer to formulate
meaningful marketing strategies
A marketer can satisfy the need of the consumer more
effectively. Market segmentation helps in both customer
satisfaction and in achieving maximum sales.
The segmentation helps in streamlining the other
functions of the firm e.g. production, procurement, etc.
Market segmentation makes sure that effective use of
the resources is being made so as to maximize the profit/
market share
07

12. The Solution to Every Marketing Problem is:
Market Segmentation

13. Concept of Targeting
08
Targeting in marketing is a strategy that breaks a
large market into smaller segments to concentrate on
a specific group of customers within that audience.
OR
It helps to identify specific, defined group
within the market
Targeting:

14. Types of Targeting
It involves
displaying ads
based on a
website’s
content. Think:
placing an ad
for dishware on
a recipe site, or
an ad for
running shoes
on a running
forum..
Search
retargeting is
when you serve
display ads to
users as they
browse the web
based on their
keyword search
behavior.
Site retargeting,
also known as just
“retargeting”,
involves showing
display ads to
users who visited
your site and then
left without
completing a
purchase to
browse
elsewhere..
It helps to analyze
the data and
predict future
buying patterns
based on past
behaviors. .
Contextual Targeting
Search Retargeting
Site Retargeting
Predictive Targeting
Behavioral
targeting is the
practice of
segmenting
customers based
on web browsing
behavior,
including things
like pages visited,
searches
performed, links
clicked, and
products
purchased..
Behavioral Targeting
09

15. Positioning
Positioning defines where your
product (item or service) stands in
relation to others offering similar
products and services in the
marketplace as well as the mind of the
consumer..
It provides product a USP(Unique
selling point).
A
good
positioning
makes
a
product
unique
10

16. Positioning Factors
Solve your
customer’s problem
and provide them
with genuine
benefits.
Functional
positioning:
Focus on the
emotional connection
that your customers
have with your
brand. .
Experiential
positioning:
Content Here
It enhance the self-
image,
belongingness, or
even ego of your
customers. The
luxury car industry is
a great example of
this – they serve the
same purpose as any
other car but they
also boost their
customer’s self-
esteem and image.
Symbolic
positioning
11
NOTE : The most successful product positioning is a combination
of all three factors.

17. An example of consumers perception of price and quality of
brands in the automobile industry are mapped below:

18. Benefits of STP Marketing
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Text
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Your marketing mix becomes more crystalized and
yields higher return on investment because you’re no
longer wasting budget on channels that your
audience simply ignores;
Your brand messaging becomes more personal and
empathetic because you have your customer personas and
know exactly whom you’re talking to;
Your market research and product
innovation become more effective because you know
exactly whom to ask for advice and feedback in the
development phase.
add a unique zing.
12

19. THANK YOU