3 Step Model in Market

Planning
The STP Strategy -SEGMENTING TARGETING POSITIONING

A Prof Sharma Anoop on Strategic Business Marketing

Segmenting or What is Segmentation?
• What is it? Brief how it helps Marketers /Stake owners?
• What and How you Segment?

• Recall few brands

Dividing Market (out of available feasible universe) into distinct groups /SEGMENTS

Decision on determining which Customer Segment to Focus at most ?

Then Position your product Idea and marketing mix that is most likely to appeal to
selected audience?
Bases of Segmentation
Example of Geographical- Market -
Segmentation by
leading Brands :
Demographic Segmentation :
Pycographic Segmentation :
• Psychographics
• This refers to 'personality and emotions' based on behavior,
linked to purchase choices, including attitudes, lifestyle,
hobbies, risk aversion, personality, and leadership traits.
magazines read and TV. While demographics explain 'who' your
buyer is, psychographics inform you 'why' your customer buys.
Behavioral Segmentation
• Behavioral segmentation is a type of
segmentation that focuses on how consumers
interact and engage with products and brands.
It does not refer to the behavior of people, but
rather refers to measurable actions and
behavior of consumers in the marketplace.

• Thus, in this segmentation, it’s possible to

group customers according to factors like
purchasing habits, spending habits, browsing
habits, brand loyalty, as well as various
interactions with the brand.
A comparative look
STP Example from famous Brands Cadboury India -

• Targeted Segment Overview out of

universe
• Business potential of Cadboury in
segment
• Targetted Audience set
• Positioning Idea.
“Tayaari Jeet Ki” Progressive Parenting
Positioning Campaign by Bournvita,
which is Cadboury mault product. By CI.

Show two TVCs.

• What Is Targeting in Marketing? Targeting in
marketing is a strategy that breaks a large market
into smaller segments to concentrate on a
specific group of customers within that audience.

• It defines a segment of customers based on their

unique characteristics and focuses solely on
serving them.
2. Targetting the Market :
• Simply Targetting a potential
Market means the selection of
potential customers (segment /set
of) to whom a business wishes to
sell products or services.

• The targeting strategy involves

segmenting the market, choosing
which segments of the market are
appropriate, and determining the
products that will be offered in
each segment.
Identify the 🎯 & Positioning Ideas recalling these TVCs (TV
Marketing Commercial s)
Positioning
• Positioning is a marketing concept that outlines what a business
should do to market uts product or services to ita customers.
• Through positioning Strategies ir mix named as
• Product
• Price
• Place.
• Promotion
Explaining by Examples
• “Preparedness” for future uncertaintiea by HDFC Standard life or life
now
• “Tayaari Jeet ki “campaign preparing parents for childs nurturing
strethening educating aware parents