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  • STP in Marketing

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    Cuteheart Bhawna
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    The document discusses segmentation, targeting, and positioning as marketing strategies. It defines segmentation as dividing the market into parts based on demographic, psychographic, and behavioral factors. Targeting involves selecting specific market segments to focus on, which can be undifferentiated, differentiated, or niche strategies. Positioning is establishing a unique competitive advantage to associate with a product or service. An example then discusses Tata Motors segmenting the Indian passenger vehicle market based on age, income, occupation, and social class.

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    segmentation, targeting positioning

    Original Title

    STP in marketing

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    The document discusses segmentation, targeting, and positioning as marketing strategies. It defines segmentation as dividing the market into parts based on demographic, psychographic, and behavioral factors. Targeting involves selecting specific market segments to focus on, which can be undifferentiated, differentiated, or niche strategies. Positioning is establishing a unique competitive advantage to associate with a product or service. An example then discusses Tata Motors segmenting the Indian passenger vehicle market based on age, income, occupation, and social class.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    23 views35 pages

    STP in Marketing

    Uploaded by

    Cuteheart Bhawna
    The document discusses segmentation, targeting, and positioning as marketing strategies. It defines segmentation as dividing the market into parts based on demographic, psychographic, and behavioral factors. Targeting involves selecting specific market segments to focus on, which can be undifferentiated, differentiated, or niche strategies. Positioning is establishing a unique competitive advantage to associate with a product or service. An example then discusses Tata Motors segmenting the Indian passenger vehicle market based on age, income, occupation, and social class.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 35

    TOPIC:SEGMENTATION,TARGETING & POSITIONING

    SEGMENTATION

    Market

    segmentation is the process of dividing the market into parts that are different from one another.

    SEGMENTING CONSUMER MARKET

    SEGMENTING BUSINESS MARKET

    SEGMENTING INTERNATIO-NAL MARKET

    DEMOGRAPHIC

    ORIGINATES FROM THE WORD DEMOGRAPHYWHICH MEANS POPULATION. THIS IS DIVIDED INTO 3 PARTS:-

    AGE

    GENDER

    INCOME

    COMPANIES USE THIS BECAUSE CONSUMER IN DIFFERENT AREAS DISPLAY DIFFERENT BEHAVIOR IN A PARTICULAR REGION.

    COUNTRY COUNTRY REGION CLIMATE

    THIS

    SEGMENT IS MAINLY BASED ON THE PSYCHOLOGY OF A PERSON. IT HAS THREE PARTS:-

    LIFESTYLE SOCIAL CLASS PERSONALITY

    THIS

    SEGMENT IS BASED ON THE BEHAVIOR OR THE HABIT OF THE PERSON.IT HAS THREE PARTS:-

    BENEFIT
    OCCASION

    USAGE

    Cultural factor Economic factor Geographical factor

    TARGETING

    After

    the market has been separated into its segments, the marketer will select a segment or series of segments and 'target' it/them. They are divided into four parts:-

    UNDIFFERENTIATED

    DIFFERENTIATED

    CONCENTRATED:-

    (NICHE

    STRATEGY).

    LOCAL MARKETING

    INDIVIDUAL MARKETING

    POSITIONING

    Positioning

    is your competitive strategy. What's the one thing you do best? What's unique about your product or service? Identify your strongest strength and use it to position your product.

    Tata

    Motors is Indias largest automobile company, with consolidated net profit of 9,274 crore (US$2.07 billion) in 201011. It is the leader in commercial vehicles and among the top three in passenger vehicles.

    1.
    2. 3. 4.

    AGE:ANYBODY 18-50 YEARS INCOME:ABOVE 4-5 LAKH P.A. OCCUPATION:EMPLOYED AS PROFESIONAL MANAGERS SOCIAL CLASS:MIDDLE,UPPER MIDDLE,LOWER MIDDLE & UPPER.

    The

    region of Tata motors is whole India with special focus on Type A and fast growing Type B cities across India.

    Personality

    Dreamers, those who want to achieve big, ambitious, price conscious, took their first step towards success and value driven.

    Benefits

    Quality, Style. User Status Potential users and first time users. Readiness Stage those who are aware, informed, interested and intend to bye.

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