PRMM 3

STP
MEMBERS:
YSABELE
RIPARIP
NATASHA
MENDOZA
SHEENA
RALUTO
NICOLE
DE CHAVEZ
 MARKETIN
TP G
S
refers to using the STP model to
create marketing strategies that
focus on customers, discovering,
and optimizing marketing towards
your target audience and
segment.
 STP MODEL

SEGMENTATION TARGETING POSITIONING

 THE STP M
IS OD
AT

EL
WH
STP model is for creating marketing
segments where companies can

?
achieve a competitive edge to use
in their marketing strategies.

The STP model derives from three

steps of creating a segment:
Segmentation, Targeting, and
Positioning. 
What Is
In a nutshell, segmenting in the STP model
Segmenting refers to the methods and actions we use to
divide a more extensive market opportunity

in STP In The into more detailed segments, either through

research or analytics.

STP Model?
Identifying
and Demographic
Behavioral
characteristics
Creation
Of
Customer Geographic And
Psychographic
Segments Online presence
 DEMOGRAPHIC

AGE MARITAL STATUS GENDER

INCOME EMPLOYMENT &

EDUCATION
Geographic and online
presence

GEOGRAPHIC ONLINE PRESENCE

Country, regions, cities, Online channels: what channels

neighborhoods do the segments mostly use
(social media, search, etc. )
Psychographic
Values
Personality
Lifestyle
Attitudes
Interests
 Behavioral
characteristics
01 02 03

How they
How does the What do they
behave on your
segment use want from the
online
products? products?
platforms?

(website analytics)
DIFFERENT WAYS TO GATHER
DATA

1 2 3
Interviews Surveys Customer
data
What Is
After creating our segments, then we have
TARGETING to choose which ones work best. Targeting
in the STP model refers to choosing the right

in STP In The segments to target and plan its marketing

activities.

STP Model?
To analyze the
EFFECTIVENESS OF
SEGMENTATION, THE
COMPANY can use Measurability Accessibility
the following
questions to
determine how
good they are
and whether it is Sustainability Actionability
worth it to THE
COMPANY
 Measurability
01 02 03

What is the
Purchase Needs of
size of the
behaviors the segment
segment?
 Accessibility
01 02 03 04

Can we
How often we The required
communicate How costly
can marketing
with the is it?
communicate? channels
segment?
 Sustainability
01 02 03
Is the
Can we
segment Does the
realistically
profitable segment
offer value
enough to align with
to the
sustain our business
segment
marketing goals?
sustainably?
efforts?
Actionability
01 02

Can we Can we
maintain a communicat
competitive e the way
edge for the the segment
segment? wants?
What Is
Position in STP is all about creating products
POSITIONING and its marketing to fit a marketing segment
you created and it’s the final step in the

in STP In The process of the model.

STP Model?
 Types of Positioning

Functional Symbolic Experiential

 Advantages and
disadvantages of STP
marketing model
 Advantages of
STP marketing
model
STP marketing model enables you to
boost sales by determining a specific
target market and then positioning
products right at these segments. With
this helpful model, you can also spot
gaps in the market.
Disadvantages
of STP marketing
model
If you are obliged to manufacture
various versions of your product or
service, then costs will increase. You
will be required to develop different
marketing campaigns and collateral for
each segment you choose to target.
SUMMARY
 SUMMARY

STP in marketing stands for

segmentation, targeting, and positioning.
These three basic steps dictate how
marketers can identify the right
customers, serve them the right
messaging, and give them the information
they need for successful targeting.
Thank you!
 SOURCES
STP Marketing Model: Definition, Role, Examples, Pros & Cons. (2022, March 14). AVADA
Commerce Blog. Retrieved October 4, 2022, from https://blog.avada.io/resources/stp-
marketing-model.html

undefined [EPM]. (2019b, December 5). STP Marketing (Segmentation, Targeting,

Positioning). YouTube. Retrieved October 4, 2022, from https://www.youtube.com/watch?
v=iGOw39GWDaI

What is STP Marketing? | Wrike Marketing Guide. (n.d.). Retrieved October 4, 2022, from
https://www.wrike.com/marketing-guide/faq/what-is-stp-in-marketing/