Market Segmentation,
Targeting and POSITIONING
Importance of STP
(Segmentation, Targeting, Positioning)
STP is useful when creating
Marketing communication plans
since it helps marketers to prioritize
propositions & then develops and
deliver personalized & relevant
messages to engaged with different
S-T-P
 Segmentation
 Targeting
 Positioning
Defining
Selecting
Attacking
POSITIONING
What is Market Positioning?
Positioning
the product to meet the
needs of the target segment
What
you do to the customers mind,
not the product
Developing the
Positioning Statement
Positioning
Statement
Differentiation
Positioning Statement
A positioning statement is an
expression of how a given
product, service or brand fills a
particular consumer need in a
way that its competitors don’t.
Positioning Statement
Target
Market ( for whom )
Point of Difference ( reason to buy )
Points of Parity ( frame of reference)
Differentiation
Is
how a company’s product in unique,
by being the first, least expensive, or
another distinguishing factor. Whatever
it is a business can use to stand out from
the rest is called differentiation.
3 TYPES OF POSITIONING
CONCEPTS
Functional
Symbolic
Experiential position
Functional Position
resolve problems, provide
benefits to customers, or get
favorable perception by investors
(stock profile) and lenders.
Symbolic Position
address self-image enhancement,
ego identification, belongingness and
social meaningfulness, and affective
fulfillment.
Experiential Position
provide sensory and cognitive
stimulation.
MARKET POSITIONING
MAP
MARKET POSITIONING MAP
It illustrates the range of
“positions” that a product can
take in a market based on two
dimensions that are important to
customers.
Some possible dimensions of a market
map
Low price
Basic quality
Low volume
Necessity
Light
Simple
Unhealthy
Low-tech
High price
High quality
High volume
Luxury
Heavy
Complex
Heathy
Hi-tech
HIGH QUALITY
MARKET
POSITIONING
DIAGRAM
LOW PRICE
HIGH PRICE
LOW QUALITY
POSITIONING STRATEGIES
PRODUCT USER STRATEGY
 Under
this strategy, the firm attempts to associate a product
with a user or a class of users
Examples:
 Gatorade is positioned as a sports drink for men
and women who indulge in sports

Cerelac is positioned as a product
for babies
PRODUCT CLASS
STRATEGY
 Under
this strategy, marketers
highlight the product class association
Example:
Green Cross Alcohol is positioned
as a brand that help fight germs.
PRODUCT BENEFIT
STRATEGY
 Under
this strategy, products are positioned on the
basis of the benefit they provide. A well-made product
usually offers more than one benefit.
Example:
Gaviscon is positioned as a product
which provides relief from heartburn
and acid indigestion
PRICE AND QUALITY STRATEGY
 The
consumers looks for a product within
categories based on price and quality, and then
selects the product with the price/quality
combination that is most suitable to their needs.
SPECIFIC PRODUCT
FEATURE
STRATEGY
 This positioning strategy is the most widely used among
firms. it associates a product with it specific features.
Example:
Oppo f1 smartphone has positioned itself
based on its selfie features
COMPETITOR STRATEGY
Under
this strategy, the firm's
product is positioned to appear
better thanthat its competitors.
Other possible positioning strategies
Offer
more for less
Offer more for more
Offer more for the same
Offer less or much less