Chaudhary Charan Singh National Institute Of

Agricultural Marketing
(An autonomous organisation under ministry of Agriculture and Farmers Welfare, Government of India)

STP
and Team 3
•Akula Supriya Venkatesham
AIDA Model •Ishita Sethi
•Pavan Dangi
•Rituraj 
•Shameer Ahmed 
•Vijay Dahiya
 Segmentation, Targeting, Positioning

Segmentation Targeting ​ Positioning ​

​ Determining how a
The subdividing of a The process of brand is to be perceived
market into distinct evaluating segments and to fit into the lives of its
subset of customers. selecting those that are the target customers in
most attractive to pursue​. comparison to its
competitor.

Types of Evaluation Basis Evaluation Basis

Segmentation 
• Size and growth • Identify possible
• Demography • Structural Competitive
• Psychography Attractiveness Advantages
• Behavioural • Competition • Choose
• Geography • Buyer/supplier Competitive
power Advantages
• Substitutes • Communicate and
Deliver 2
• Marketing mix
 Informed Steps of target Informs
by marketing

• Division of
Market research and Segmentation
analysis of customer Identify customer needs customers into
and segment market groups with common
characters and needs

Demand Analysis Targeting • Finding the best

Evaluate and select target segment
segments

• Positioning the
Competitor analysis Positioning
best of your
Internal analysis Evaluate and select target
product to the
segments
customers (USP)

https://www.smartinsights.com/digital-marketing-strategy/cus
tomer-segmentation-targeting/segmentation-targeting-and-po 3
sitioning/
 STP of Amul

Segmentation
01 Customer Based
Kids- Amul Chocolate, Amul Kool, amul milk,
Industry Based
Milk: Ice cream manufacturers, restraunts food chain, 
Butter/ Cheese/ Ghee: Bakery
Confectionaries, pizza retailers

Targeting
02 A mass market player
Age group less than 14: Amul milk
From 14-40 yrs: Amul pizza, chocolates

Positioning
03 Widely available
Rich source of nourishment
4
Rural development and self reliance
 AIDA MODEL
Identifies the stages that an individual goes during the process of purchasing a
product or service. 

Awareness leads to Interest, which leads to Desire, and finally, Action. 

Commonly used in digital marketing and sales strategies.

Referred as a communication model rather than a decision-making

model.

People targeted at attention stage trickles down and ultimately very few people

are left who turns into buyers.

5
 AIDA MODEL
• Increasing the • Drive the
potential receiver to 
customer’s interest purchase the
level product
• Advertising • Advertisement
information is should end with
broken up and easy a call to action
to read.  Action Stage
Affective Stage
Attention

Desire

Interest Action

• First step in
marketing or
• Moving  mind-
advertising.
• Ringing customers sets from “I like
attention through it” to “I want it.
• Making the
“creative
disruption” customer realize
Guerilla marketing the need of the
Cognitive stage product
Affective Stage
. 

http://www.marketingweekly.com/ 6
 Cadbury AIDA model

Created mass
attention through
AWARENESS Cadbury
dominoes ad

Portrayal of
INTEREST brand as
Trigger affordable
luxury
Post-Purchase Loyalty Loop
DESIRE
Experience
Offered discount
They make the chocolate sales for their
lovers want their products products on grocery
ACTION stores for regular
through their vibrant and
graphical designs and customers
unique recipe of chocolate Evaluation
making Offered customers join flavor
conversation on online platforms for
evaluation as well as expansion of
their customer base 7
Thank You!