Stp Framework

STP Framework

• Segmentation

• Targeting

• Positioning

Following these steps leads to the “formal marketing approach”.

Segmentation

Splitting customers, or potential customers, into different groups “segments” within which customers have a similar level of needs and interests in the offered product or service.

Within segments >> Maximum similarities.

Across all segments >> Maximum difference.

Selecting Criteria

• Responsiveness

• Substantiality

• Measurability

• Actionable

• Accessibility >> through the promotional mix “Advertising- personal selling- PR- sales promotions”

Targeting

Concentrating the marketing and communication efforts on one or few key segments.

Positioning

Marketing efforts aimed to occupy a brand in a distinct position in the mind of customers against competing brands.

Position VS Positioning

Position: How customers actually perceive your brand.

Positioning: Marketing efforts to position the brand in the mind of customers.

How to position a brand?

Emphasize the distinguishing features of the product, and push the desired image through communication channels - advertising mainly.

• Brands should frequently check the positioning validity with the surrounding business environment and trends.

• Positioning should be desirable by the target market.

• Positioning should be unique “not easily imitated”.

Repositioning

Redefining the positioning strategy of the company with new marketing efforts aimed to occupy the brand in a new position, in the mind of customers.

When to reposition