Understanding the STDP Process in Marketing

When you delve into marketing strategies, you'll often encounter the STP process—Segmentation, Targeting, and Positioning. However, depending on the marketing textbook you're referencing, this process might also be expanded to STDP, which includes an additional step: Differentiation.

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Examples of the STP Process

The article shows three worked examples for the STP process for a better understanding of this important marketing concept.

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Why is repositioning used?

Because the firm has made the major decision to reposition a product (which is a timely and expense exercise), it is clear that there must be significant concerns with the current performance or outlook of the brand or product. With that in mind, here is a table that outlines the more common reasons for considering repositioning as an option.

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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. …

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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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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.…

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What is Repositioning?

What is repositioning?

Repositioning involves making a significant shift in how a brand or product is perceived by its target market. It is a strategic decision to alter the positioning of a product to better align with changing market conditions, consumer preferences, or competitive landscapes. Successful repositioning requires the firm to reshape the target market’s understanding of the product, which can be particularly challenging for well-established or strongly branded products with entrenched perceptions.…

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Benefits of Perceptual Maps

Why do firms use perceptual (positioning) maps? For many reasons... To see how the target consumers actually perceive the various offerings and positions. To measure/track the impact of recent marketing campaigns and any other marketing mix changes, and many more,

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Over and Under Positioning

Sometimes the terms under-positioned and over-positioned are used when highlighting positioning problems. A firm that has under-positioned a product has failed to communicate a clear positioning to the end-consumer. Almost the opposite of that problem, is referred to as over-positioning. This is where we have over emphasized one or two points of the product and the target market now has been very narrow perception of what the product offers.

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Points-of-Difference and Points-of-Parity

This article and video explains the distinction between points-of-difference (PODs) and points-of-parity (POPs) in positioning.

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