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Segmentation Targeting Positioning

The document discusses the concepts of Segmentation, Targeting, and Positioning (STP) in marketing, emphasizing the importance of market segmentation as defined by Philip Kotler. It outlines various segmentation strategies including geographic, demographic, psychographic, and behavioral factors, and explains the significance of identifying target markets. Additionally, it highlights market positioning as a means to influence consumer perception relative to competitors.

Uploaded by

Mayukh Bhattacharya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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7 views41 pages

Segmentation Targeting Positioning

The document discusses the concepts of Segmentation, Targeting, and Positioning (STP) in marketing, emphasizing the importance of market segmentation as defined by Philip Kotler. It outlines various segmentation strategies including geographic, demographic, psychographic, and behavioral factors, and explains the significance of identifying target markets. Additionally, it highlights market positioning as a means to influence consumer perception relative to competitors.

Uploaded by

Mayukh Bhattacharya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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STP

Segmentation,
Targeting, Positioning

DrDibya Nandan Mishra

S
T
Waysto
Definition
"MarketSegmentation is the sub-dividing of
segment
a market into homogeneous subsets of
customers, where any subset may
conceivably be selected on amarket target
tobereachedwithadistinctmarketing mix."

-Philip Kotler
Geo

Geographic Demo

Demographic
.

Psycographic
Behavioural
Psyco

Behave
Local
Regional
National
International
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Geographic Demo

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Psycographic
Behavioural
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Geographic Demo

Demographic
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Psycographic
Behavioural
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Geographic Demo

Demographic
.

Psycographic
Behavioural
Psyco

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Geo

Geographic Demo

Demographic
.

Psycographic
Behavioural
Psyco

Behave
Waysto
Definition
"MarketSegmentation is the sub-dividing of
segment
a market into homogeneous subsets of
customers, where any subset may
conceivably be selected on amarket target
tobereachedwithadistinctmarketing mix."

-Philip Kotler
STP
Segmentation,
Targeting, Positioning

DrDibya Nandan Mishra

S
T
Waysto
Target

Atarget market is a group ofpeople that have been


identified as the most likely potentialcustomers for
aproduct because of their shared characteristics

suchasage, income, andlifestyle.


1

Undifferentiated
Single segment
Multi-segment
2

3
Wasmoreprominentdecadesago

Example:
Coca-Cola
1

Undifferentiated
Single segment
Multi-segment
2

3
1

Undifferentiated
Single segment
Multi-segment
2

3
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ses RiSSO

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FOOD
INSIDER
1

Undifferentiated
Single segment
Multi-segment
2

3
Waysto
Target

Atarget market is a group ofpeople that have been


identified as the most likely potentialcustomers for
aproduct because of their shared characteristics

suchasage, income, andlifestyle.


STP
Segmentation,
Targeting, Positioning

DrDibya Nandan Mishra

S
T
Eg Market Positioning refers to the ability
to influence consumer perception
regarding a brand or product relative to
competitors
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Eg Market Positioning refers to the ability
to influence consumer perception
regarding a brand or product relative to
competitors
STP
Segmentation,
Targeting, Positioning

DrDibya Nandan Mishra

S
T
THANKYOU
STP
Segmentation,
Targeting, Positioning

DrDibya Nandan Mishra

S
T

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