Targeting and market positioning

In relation to a Dove campaign launched inOgilvy explained, "I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin.

Define Market Segmentation & Targeting

Product differentiation The precise origins of the positioning concept are unclear. As the word suggests, there must be difference in your product in the offering.

However, the claim that Ries and Trout devised the concept has been challenged by marketing scholars. Appropriate segments can then be targeted to place differing levels of interest amongst features the product has to offer.

Segments can be rated to signify how well a specific feature will perform within that segment. Transactions made can offer a lot of information about the consumer and it is important that this information is utilized in order to gain the greatest knowledgeable advantage available to your organisation.

One of these methods is MIPS: Different approaches must be taken for different segments in the market. By uncovering what the consumers need is the organisation can look to satisfy this need and by doing so better position themselves to approach this market segment.

Effective market research segments the audience in ways that will help you target consumers: Traditionally the perceptual map will consist of 4 headings; the basic elements of this map includes Low or High Quality and Low or High Price but these can be changed and altered based on specific product attributes e.

The Battle for Your Mind. Consumers which are in categories become easier to satisfy as it is easier to establish their needs.

Segmentation Targeting Positioning (STP) in Marketing

Developing a good range of micro segments is essential as it must be representative of the current market. These are selected from the actual product and services on offer what is bought and from the options presented by where it can be bought when it is bought and how". The STP approach highlights the three areas of decision-making Segmentation: This has led some market researchers to advocate a need based market segmentation approach.

Marketers are increasingly combining several variables in an effort to identify smaller, better, defined target group. Market Segmentation can be achieved with 5 steps focusing on the core elements of the segmentation.

Other breakdowns focus on time targeting sales to holidays or special eventsgeography where do customers live?How to Use Situational Analysis and STP in Your Marketing Plan | Segmenting, Targeting, and Positioning. How to Use Situational Analysis and STP in Your Marketing Plan | Segmenting, Targeting, and Positioning.

The target market is where PepsiCo targeting starts, focusing on all consumers who buy soft drinks (the general market) whichs is a. Today, Segmentation, Targeting and Positioning (STP) is a familiar strategic approach in Modern Marketing. It is one of the most commonly applied marketing models in practice.

In our poll asking about the most popular marketing model it is the second most popular. A market positioning strategy is built on business data and seeks to compose the precise chain of words to balance concepts of differentiation, distinction, and similarity in.


Targeting specific market segments can increase your profits. Customers who feel your product or service is tailored to them and their needs respond better than they do to a.

Positioning (marketing)

Positioning is part of the broader marketing strategy which includes three basic decision levels, namely segmentation, targeting and positioning, sometimes known as the S-T-P approach: The STP approach highlights the three areas of decision-making.

Segmentation Targeting Positioning (STP) in Marketing Targeting is the post step to market segmentation. and you also view my detailed blog on Segmentation Targeting Positioning (STP) in.

Targeting and market positioning
Rated 3/5 based on 54 review