Marketing STP

Stephen Hung
7/8/05
Arima Communication Confidential

6.
(4Ps)
5.

4.
3.

2.

1.
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(Segment Market)

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A, B, C, D

5,000; 5,000~20,000; 20,000~50,000;50,000~10,000;

100,000~250,000;250,000~500,000;500,000~1,000,000;1,00
0,000~4,000,000;4,000,000

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6 6~11 ; 12~19 ; 20~34 ; 35~49 ; 50~64 ; 65

1~2 ; 3~4 ; 5

6 6
18

$10,000$10,000 ~$15,000 ; $15,000~$20,000 ; 20,000 ~ 30,000 ; $30,

000~$50,000 ; $50,000~$75,000 ; $ 75,000

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/

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A.

B.

C.
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Strength / Weakness

Opportunity / Threat

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 (Products position)

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1.
(The battle for customer mind)
2.

*U&Alifestyle

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:
1.

Target Audience

2.

Frame of Reference

3.

Point of difference

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Target Audience

U&A

Frame of Reference

Benchmark

Point of difference

F.A.B

Unique selling point

F.G.I

Concept Test

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Strategy
Ineffective

Effective

Die
(quickly)

Thrive

Die
(slowly)

Survive

Tactics

Efficient

Doing the right things

Inefficient

Doing things right

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To
Brand of

That
Because

(1)
Target Audience

,Brand

X is the

(2)
Frame of Reference
(3)
Point of Difference
(4)
F.A.B.

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T.A.
To Suffer with dandruff consumers,
F.O.R.
Head & Shoulders is a shampoo that
P.O.D.
can get rid of dandruff better than
F
others, because it consists in ZPT
A
which is effective for preventing from dandruff.
B
Make you dandruff free.

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FAB
F Features
A
Advantages/Attributes

B - Benefits

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Features

ABS

Attributes

Benefits

xx
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FAB
F

2
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FAB

FAB

..()..
..()..
..()..

()
()
()

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(1) FAB
() ()

()

(2) (B)
FAB, ABF.BAF, BA, AB, FB..

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()
{AB}

{FB}

{BF}

{BA}

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Features

Attributes
..

Benefits
xx

1.ABS

1.

1.

2.

2.

2.

3.

3.

3.

4.Collin Aspirin

4.

4.

5.

5.
10

5.

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 - Safety

* ()

*
*
*

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 - Performance

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 - Appearance

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/ Comfort/Convenience

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 - Economy

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 - Durability

* (/)

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(
)

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LEADER

CHALLENG

NICHE

FOLLOW

MINI

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New

RD Driving

Old

Marketing Driving

Old

New
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=D+E
= C+D+E

//

= D/(C+D)
= B+C+D+E

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The End
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