SEGMENTING, TARGETING AND

POSITIONING

STP marketing is a three step approach to building a targeted marketing plan.

 Segmenting
 Targeting
 Positioning
Going through this process allows a business owner to formulate a marketing
strategy ties the brand to a specific customer market segments.

SEGMENTING
Segmenting is listing out all the potential market segments you could target for a
specific marketing campaign.

GEOGRAPHICAL SEGMENTATION
Segmenting on the basis of region, national or international. For 3d leather goods
our concentration will be on the metropolitan cities of Pakistan only. Products are
designed to meet the needs of both eastern and western preferences. As we’ll be
working online our motive will be to reach national as well as international
customers. Initially target local people who are looks conscious and looking for
classy leather products.

GENDER:
Males and females have different preferences when it comes to fashion. In
starting we’ll target both males and females. Though females are difficult to
impress but they tend to spend more on luxurious products and vast products can
be offered.
As a startup both males and females will be targeted and later specific products
for each can be offered. Targeting people who love to wear genuine leather and
have effective demand for the product.

AGE
The larger and the most profitable segment would have been adults. 3D LEATHER
goods have plan to focus on people age 20-35 as they are easily convinced and
more conscious about how they are perceived in their social gathering. As adults
spend more on jackets and bags as compared to what they buy for their kids. If a
company has to choose between them adults is a better choice. They can
introduce shoes for kids later on to expand their business but as a startup
targeting adult is the better choice.

Lifestyle:
3d leather goods had to choose between low, middle and higher class. Lower
class doesn’t spend that much on jackets and bags so targeting them would not
be profitable. And the competition between these brands is a lot. There are well
established international brands and a start-up would not have been able to
compete with them.

Choosing the middle class made the most sense as they spend moderately and
they do look for local brands. And our customers will be who are heavy users and
are active loyalists who not only purchase the product but will also recommend
the products through favorable word of mouth.
 1. TARGETING
Which specific segment to use to launch your product is targeting. While targeting
a specific segment a marketer has to be very careful because if he chooses the
wrong segment then he makes a wrong marketing strategy which will eventually
lead to the failure of the product. Therefore, choosing appropriate segment
requires research

Targeting both female and male produces a large segment. However, females
fashion industry is more versatile then male.

Men and women prefer variety and are willing to spend a lot on clothes and bags.
Especially 18+ they have a lot of knowledge about clothes and bags. They love
accessories and are willing to spend on it.

Women and men from the middle class like to buy affordable clothes and bags
but they should be of good quality. They are willing to pay more if the quality is
good.

The targeted segments are 18+ females and males form the middle class. As this
segment is going to be very large so that would bring in maximum profit for the
company. And these segments is the easiest to reach and that’s why 3d leather
jacket will target them.
Positioning
Positioning is how you align your brand or products in the target market. The goal
is to offer something that is bigger, better or more valuable than your competitors
to a particular market segment. Positioning can be done in two ways convince to
customers and consumers perception regarding the brand.

Product portfolio:

1. Wallets
2. Purses
3. Classy jackets
4. Elegant Hang bags
5. Belts
6. Sophisticated Laptop bags

These are products range that will be offered by 3d leather goods

Slogan of 3d leather goods

“DESIRE, DEMAND, DELIVERED ’’

3d leather goods will be focusing on digital marketing through

facebook where even different customers can interact with each
other and share their opinion regarding the product .moreover,
through instagram and snap chat where we will upload stories
during the modeling to stimulate consumer’s interest.
UNIQUE SELLING POINT
“SELLING PREMIUM QUALITY LEATHER PRODUCTS AT THE RIGHT
PRICES AND VALUING CONSUMERS CONVINIENCE ’’
Positioning statement a clear brand positioning is the foundation of a brand
positioning statement of 3D LEATHER GOODS.

“For women and men who are fashionably aware, 3d leather good providing high
quality product. Unlike other company’s 3d leather good provides a combination
of convenience, quality and affordable prices”

POSITIONING CAN BE DONE IN THE FOLLOWING WAYS:

Consumers perception Placement according to convince

 Our motive is to create a image in  As it’s an online business it will able

the mind of consumers as our to reach mass customers no matter
product being of superior quality in where they are located.
affordable prices
 Delivery at your door step so you
 Elegant products that enhances can get whatever you desire at just
your appearance one click away.

 3d leather good will advertises

their company as a brand which
becomes a part of you with our
creative designs, high quality
products & outstanding service
providing constant innovation in
the field of "designer wallets
,belts ,jackets and hand bags",
providing you with a handcrafted
experience for your Fashion Needs.