The Full STP Process

The Full STP Process

The market segmentation, targeting and positioning (STP) process is a fundamental concept in understanding marketing and the strategies of firms.

There are two primary models of the STP process: the Basic Model, which simplifies the concept into three broad steps (Segmentation, Targeting, and Positioning), and the Full Model, which breaks these steps into nine detailed stages.…

The Full STP Process Read in Full

The Basic STP Process

Understanding the Basic STP model

In marketing, STP stands for market segmentation, targeting  (or target market selection) and product positioning.

Most marketing textbooks will show the STP as three broad steps. In the below diagram, the three foundation stages of segmentation, targeting and positioning are shown, along with a final implementation stage of marketing mix development.…

The Basic STP Process Read in Full

Product Positioning

Product positioning is a critical element of a firm’s overall marketing strategy. It shapes how a product is perceived by the target market, especially in comparison to competing products. Effective product positioning can differentiate a brand in a crowded marketplace, highlight its unique benefits, and align it closely with the needs and desires of a specific consumer segment.

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Overview of the Main Segmentation Bases

When diving into the world of marketing, one of the fundamental concepts you’ll encounter is market segmentation. But what exactly does this mean? Essentially, segmentation bases are the different factors or variables that marketers use to divide a broad market into smaller, more manageable groups of consumers. These variables can be anything from where people live to their buying behaviors and personal interests.…

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Study Notes for the STP Process in Marketing

This section contains a summary of this website in a fast, easy study note format. For full information you should also review the main topics on this site, which includes many helpful diagrams (just follow the links provided for each topic below).

Study notes for the STP Process

Definitions

STP

  • Segmentation, Targeting, Positioning

The STP process is one of the core frameworks in marketing, guiding how firms can effectively reach and appeal to their intended audience.…

Study Notes for the STP Process in Marketing Read in Full

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