Segmentation, Targeting and

Positioning (STP) Model

What Is the STP Process in Marketing?

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Are you giving your customers what they want?

Sofia has just started a new job as a marketing manager for a fashion
outlet. She conducts a careful analysis of sales data within the first few
weeks, and quickly identifies a profitable opportunity with a particular
group of high-value customers.

So, she brainstorms several ideas with her team, and they come up with an
exciting new product which has the potential to be a real success for the
company.

Sofia has identified a profitable segment of the market, but how has she
done it? How can her team members develop a perfect product for these
people? And how should they communicate its benefits?

In this article, we'll look at the Segmentation, Targeting and Positioning

(STP) Model*, an approach that you can use to identify your most
valuable market segments, and then sell to them successfully with
carefully targeted products and marketing.