STP Strategies

STP in marketing stands for Segmentation, Targeting, and Positioning. The STP model helps
marketers craft their messaging and develop and deliver tailored and relevant messages that
engage segmented, target audiences.

The Market Segmentation, Target Marketing, and Positioning of AKASH DTH are given below:

 Decide which consumer segments to use: Marketing segmentation means how to divide
market into meaningful customer groups. Akash DTH have a lot of products. Such as: Set
Top Box, Remote Control, Dish Antenna, New User Interface (UI) & Personal Video
Recording (PVR), Infotainment Pack 2, AKASH Lite, AKASH Multi TV Connection. They
do their promotion by giving VISA card campaign, Stay Home Campaign, Free Installation
or Free Subscription. They distribute it by giving home service. There are 2 steps in market
segmentation.
1) Identify Bases for Segmentation: There are four types of base segmentation.
Those are:
 Demographic Segmentation: This segmentation is according to age, race,
family, gender, size, ethnicity, income and education. Demographics can be
segmented into several markets to help an organization to target its consumers
more accurately. AKASH DTH have a target of fulfilling the demand of
family. They fulfill the demands of children by giving cartoon channel. And
they also look for the income of people. Because they have some packages.
Among that they have a package cost 299 taka which is quite affordable for
almost every community. They have various channels about religion, cultural
festival etc. So, they look for the happiness of people.
 Geographic Segmentation: When a business divides its market on the basis
of geography and when its market is divided by area such as: cities, countries,
regions, countries and international regions. AKASH DTH started their
service from 19th May 2019 in 19 districts. They have so many stores all over
Dhaka. And they have almost 900 store all over the Bangladesh. They are
looking forward to explore AKASH DTH to 64 districts.
  Psychographic Segmentation: This has been used in marketing research as a
form of market segmentation which divides consumers into sub-groups based
on shared psychological characteristics, including subconscious or conscious
beliefs, motivations, and priorities and predict consumer behavior. AKASH
DTH is a direct to home service. They can’t look for the psychology of all the
customer. They just give their service to the houses which they are asked for.
But a person can watch what he likes. Because they have 120 channels in
total. So, I can say that they look for the psychology of the customer also.
 Behavioral Segmentation: It is a form of marketing segmentation in which
they divide people into different groups who have a specific behavioral in
common. They divide them by purchasing behavior, benefit sought, buyer
journey stage, customer loyalty, user, occasion etc. AKASH DTH divide them
by purchase behavior. They divide them in groups. Like: 299-taka users, 399-
taka users etc. They also divide it by thinking their benefit. They divide by the
loyalty of user. Some users change their location of living but they don’t leave
AKASH DTH. These are the thing they thought before dividing the customer.

They also segment by thinking about the operating variables, personal characteristics. By these
ways AKASH DTH segment their market.

2) Develop Profiles of Segments: AKASH DTH develop their profile of segments

after they saw the increase or decrease of users. They can also develop their
segment by seeing the economic structure of a country.

They should use demographic and geographic consumer segment. They should look to
build their network in 64 districts of our country.

 Which targeting strategies to use among the four targeting strategies: A target market is
a group of customers within a business's serviceable available market at which a business
aims its marketing efforts and resources. A target market is a subset of the total market for a
product or service. There are two steps in target market. Such as:
a) Develop measures of attractiveness
 b) Select target segments

There are 4 target marketing strategies. Which are:

 Target broadly: This is also known as mass marketing or undifferentiated. AKASH

DTH should use these as their marketing strategy. As the price of their whole setup is
4500, this is quite expensive for some people. They should keep down their cost for the
whole market. If they can do this then they can get a lot of user around the whole country.
The main thing AKASH DTH have to do to target the whole market they have to keep
down the cost.
 Differentiated: In this strategy they target different market and design separate offer for
each. AKASH DTH have targeted 19 districts. Among them they targeted the middle
class and rich people. They came with different design for each. They came with some
packages of 399-taka, 449-taka, 746-taka and 1226-taka. They target several markets but
design superset offers for each.
 Concentrated marketing: This is also known as niche marketing. In this strategy a
product is developed and marketed for a very well defined and specific segment of the
consumer population. Akash DTH is not doing concentrated marketing.
 Micromarketing: Micromarketing is a strategy in which marketing or advertising efforts
are focused on a small group of tightly targeted consumers. AKASH DTH don’t do
micromarketing. There are two kinds of groups:
1. Local customer: They target the customer of the area and they target their
neighbors or relatives.
2. Individual marketing: They target individual customers.

AKASH DTH is a brand of well-known company which is known as BEXIMCO. They

should use the strategy of Target broadly or Mass marketing.

 What type of value proposition to use within the positioning strategy: Value proposition-
the full positioning of a brand. There are five winning value propositions. These are given
below:
1. More for more: Upscale the quality of product and to sell it for higher price.
 2. More for the same: Upscale the product but the price will be same. AKASH DTH
can do it.
3. The same for less: Same product but the price will be less. AKASH DTH can give
the same for less also.
4. Less for much less: Products will reduce and the price of product will be reduced as
well.
5. More for less: Products will be more but the price will be less.

As I have said that AKASH DTH should do segmentation “Demographically and

Geographically” and their marketing strategy should be “Total Broad or Mass Marketing”
so their value proposition should be “The Same for Less” .

Ref:

1) STP Strategies by John cousins .

2) https://akashdth.com/explore
3) https://www.thedailystar.net/business/telecom/beximcos-dth-satellite-service-
akash-launch-in-bangladesh-1744630
4) http://www.dhakanews.info/dth-service-akash-launched/
5) http://industrialcyber.co/technology-solutions/ot-network-security/bexcom-selects-
irdeto-to-secure-akash-dth-platform/
6) https://network.aljazeera.net/pressroom/al-jazeera-english-channel-bangladesh
%E2%80%99s-first-ever-dth-platform