Understanding The STP Marketing Model: Segmentation, Targeting, And Positioning

The Segmentation, Targeting, and Positioning (STP) Marketing Model is a strategic approach businesses use to identify potential customers, understand their preferences, and tailor marketing efforts to specific segments.

The STP Marketing Model is a comprehensive and versatile tool that allows businesses to gain a competitive edge in the marketplace by focusing on specific consumer needs and wants.

Explanation of the STP Marketing Model

The STP Marketing Model is divided into three stages:

1. Segmentation: This involves dividing a broad target market into subsets of consumers who have everyday needs, interests, and priorities. Segmentation can be based on various factors such as demographics, psychographics, behavior, and geography.
2. Targeting: After segmenting the market, the business identifies the most attractive segments to target. This involves evaluating each segment’s potential and profitability and selecting the ones that best align with the company’s objectives and resources.
3. Positioning: This stage involves developing a unique selling proposition (USP) to differentiate the company’s products or services from competitors. The aim is to create a distinct image in the target audience’s minds.

Five Ways STP Differs from Other Marketing Models

1. Customer-centric approach: STP is customer-oriented, unlike other models focusing on the product. It emphasizes understanding customer needs and wants to deliver personalized marketing messages.
2. Strategic focus: STP provides a framework for businesses to align their marketing efforts with their overall business objectives.
3. Versatility: STP can be applied to any market, product, or service, making it more versatile than other models.
4. Competitive advantage: By focusing on specific market segments, businesses can differentiate their offerings and gain a competitive edge.
5. Efficiency: STP allows businesses to use resources more efficiently by focusing on the most profitable market segments.

Ten Ways to Use the STP Marketing Model in the Workplace

1. Product development: Use STP to identify customer needs and develop products that meet those needs.
2. Marketing communication: Tailor your marketing messages to each target segment’s specific needs and preferences.
3. Sales strategy: Use STP to identify the most profitable segments and focus your sales efforts on these segments.
4. Customer retention: Understand the needs and preferences of your current customers to improve retention.
5. Market expansion: Use STP to identify new market segments your business can expand into.
6. Pricing strategy: Set prices based on the purchasing power and willingness to pay off each target segment.
7. Distribution strategy: Use STP to determine the best channels to reach each target segment.
8. Brand positioning: Use STP to create a unique and compelling brand image in the minds of your target audience.
9. Competitive analysis: Use STP to understand your competitors and develop strategies to differentiate your offerings.
10. Market research: Use STP to guide your market research efforts and gain insights into customer behavior.

Features, Benefits, and Challenges of the STP Marketing Model

Features

• Comprehensive: Covers all aspects of marketing strategy, from identifying potential customers to positioning your brand.
• Flexible: Can be applied to any market, product, or service.
• Strategic: Provides a strategic framework for aligning marketing efforts with business objectives.

Benefits

• Increased efficiency: Businesses can use their resources more efficiently by focusing on the most profitable segments.
• Competitive advantage: Helps businesses differentiate their offerings and gain a competitive edge.
• Improved customer satisfaction: Businesses can improve customer satisfaction and loyalty by understanding and meeting the needs of each segment.

Challenges

• Resource-intensive: Implementing STP can be time-consuming and require significant resources.
• Complexity: Segmenting the market, targeting segments, and positioning the brand can be complex and require specialized knowledge and skills.
• Dynamic markets: Market conditions can change rapidly, requiring businesses to reassess their STP strategy continually.

Tips and Techniques Associated with the STP Marketing Model

1. Use comprehensive data: The success of STP depends on the quality of the data used for segmentation.
2. Focus on profitability: Not all segments are equally profitable. Focus on the segments that offer the most significant profit potential.
3. Differentiate your offerings: Use positioning to differentiate your products or services and create a unique image in consumers’ minds.
4. Monitor market trends: Markets are dynamic. Regularly monitor market trends and adjust your STP strategy as needed.
5. Test and refine: Continually test and refine your STP strategy to improve its effectiveness.

Ten Examples of Uses of the STP Marketing Model in Companies

1. Coca-Cola: Uses geographic segmentation to tailor its products to local tastes and preferences.
2. Nike: Uses psychographic segmentation to target consumers based on their lifestyle and attitudes towards fitness.
3. Apple: Uses behavioral segmentation to target consumers based on their technology usage habits.
4. McDonald’s: Uses demographic segmentation to target different age groups with other products.
5. Tesla: Uses income segmentation to target affluent consumers with its premium electric cars.
6. Amazon: Uses behavioral segmentation to provide personalized product recommendations.
7. Netflix: Uses psychographic segmentation to recommend content based on viewers’ tastes and preferences.
8. Unilever: Uses geographic and demographic segmentation to market its products in different regions and to different consumer groups.
9. Starbucks: Uses lifestyle segmentation to target consumers who value high-quality coffee and a unique coffee shop experience.
10. Zara: Uses fast fashion positioning to differentiate itself from traditional fashion retailers.

Conclusion

The Segmentation, Targeting, and Positioning (STP) Marketing Model is a powerful tool that can help businesses identify their potential customers, understand their needs and preferences, and tailor their marketing efforts to meet these needs.

Despite its challenges, the benefits of implementing STP far outweigh the costs, making it a valuable strategy for any business looking to gain a competitive edge in the marketplace.

Catherine Fitzgerald B.A. M.A. PGDip( Founder )

With 30+ years of experience, Catherine Fitzgerald, B.A., M.A., PGDip, founded Oak Innovation in 1995. Catherine received her Bachelor’s degree and Master’s from University College Cork. She holds qualifications in Professional Development And Training from University College Galway. She is completing a second Master’s from University College Cork. Since 1995, clients include Apple, Time Warner, and Harvard University.