The Segmentation, Targeting and Positioning model

The Segmentation, Targeting and Positioning model
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How to use Segmentation, Targeting and Positioning (STP) to develop marketing strategies 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, only beaten by the venerable SWOT / TOWs matrix. This popularity is relatively recent since previously, marketing approaches were based more around products rather than customers. In the 1950s, for example, the main marketing strategy was ‘product differentiation’. The STP model is useful when creating marketing communications plans since it helps marketers to prioritise propositions and then develop and deliver personalised and relevant messages to engage with different audiences. This is an audience rather than product focused approach to communications which helps deliver more relevant messages to commercially appealing audiences. The diagram below shows how plans can have the flow from Audience options > Audience selection > Production positioning In addition, STP focuses on commercial effectiveness, selecting the most valuable segments for a business and then developing a marketing mix and product positioning strategy for each segment. Free download – 10 Classic marketing models Interested to learn how to use other marketing frameworks and mindtools? Learn from Annmarie Hanlon about how to apply 10 of the most popular marketing models to a business. Applying Segmentation, Targeting and Positioning to digital communications STP is relevant to digital marketing too at a more tactical communications level. For […]

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