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1180226-Basics of Marketing STP FB EB

The document outlines the basics of marketing, focusing on the STP model: Segmentation, Targeting, and Positioning. It emphasizes the importance of breaking down customer bases into smaller groups to create specific marketing strategies and discusses various segmentation methods such as demographic, geographic, and psychographic. Additionally, it highlights different positioning strategies to effectively engage target audiences.

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Rahul Bhole
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4 views6 pages

1180226-Basics of Marketing STP FB EB

The document outlines the basics of marketing, focusing on the STP model: Segmentation, Targeting, and Positioning. It emphasizes the importance of breaking down customer bases into smaller groups to create specific marketing strategies and discusses various segmentation methods such as demographic, geographic, and psychographic. Additionally, it highlights different positioning strategies to effectively engage target audiences.

Uploaded by

Rahul Bhole
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Basics Of

Marketing
STP T
TARGETING

Why effective
o Focuses on breaking your customer base into smaller groups Evaluate & Select Target Segments
o Allow to develop very specific marketing strategies Determine Which TG to focus on & Which TG will contribute to
revenue
Yo u R e a c h & E n g a g e
E a c h Ta r g e t A u d i e n c e

S
SEGMENTATION
P
POSITIONING
Identify – How To Position to said TG
Examine 3 Elements – Functional,
Symbolic & Experiential
Several Positioning Strategy
1. Demographic SEGMENTATION (what)
1.Category-based positioning – Better than the existing solutions on the market
Age, Gender, Income, Family Status, Occupation, Marital Status, Religion
2.Consumer-based positioning – Offering with the TG behavioral parameters
2. Geographic segmentation (where) 3.Competitor-based positioning – Straightforward
3. Geo-demographic segmentation 4.Benefit-based positioning – Benefits to Customers
4. Behavioral segmentation(how) 5.Price-based positioning – Value for the money
It is based on lifestyle (habits, attitude, traits) need-based, customer loyalty 6.Attribute-based positioning – USP
5. Psychographic (who) 7.Prestige-based positioning – Certain boost in status to those who purchase
based on personality traits, beliefs, values, attitude, interest, etc. Direction One Consulting
Functional
Benefits

9 Zones
Expanded To
50 FB

Author:- Graham Robertson Direction One Consulting


Emotional
Benefits

8 Zones
Expanded To
31 EB

Author:- Graham Robertson Direction One Consulting


Examples

Direction One Consulting


Examples

Hassle Free
Simplifies Your Life
Saves Time

Quality
Works Better
How it is Made

Reliable
Stay in control
Trust
Feel Liked Informed
Happy Curious for Knowledge
Smarter
Direction One Consulting

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