Transcription of STP: Segmentation, Targeting, and Positioning
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STP: Segmentation, Targeting, and Positioning
STP: Segmentation, Targeting, and PositioningChapter 92 Outline the different methods of segmenting a market Describe how firms determine whether a segment is attractive and therefore worth pursuing Articulate the differences among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing Define Positioning and describe how firms do itTod ay3 The big pictureCompanyCompetitionCorporate partnersSegmentTa r g e t i n gPositioningProductPlacePromotionPriceCu stomer acquisitionCustomer retentionPROFITM arketing analysis(understanding your business)Creating valueCapturingvalueCONSUMERS4 STP ProcessImportant for group projects5 Segmentation strategy MUST be consistent with Firm s mission /objective Firm s current situation (SWOT)Step 1: Establish overall vision or objectives for your marketing strategy6 Segmentation strategy MUST be consistent with Firm s mission /objective Firm s current situation (SWOT)Step 1: Establish Overall Vision or Objectives for your Marketing Strategy Coca-Cola s objective is to increase sales in a mature industry.
The big picture Company Competition Corporate partners Segment Targeting Positioning Product Place Promotion ... –Firm’s mission/objective –Firm’s current situation (SWOT) Step 1: Establish Overall ... • Too big and it may be impossible to craft a message that resonates
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