Scribd Logo
Unggah

Selamat datang di Scribd!

  • STP Analysis

    Diunggah oleh

    Manpreet Uppal Randhawa
    51 tayangan10 halaman
    The document discusses segmentation, targeting, positioning, differentiation and common errors in positioning for marketing strategies. It provides: 1. An overview of the STP (Segmentation, Targeting, Positioning) analysis framework and bases for segmenting consumer and business markets such as geographic, demographic, psychographic and behavioral factors. 2. Criteria for effective segmentation including segments being measurable, substantial, accessible, differentiable and actionable. 3. Methods of differentiation including identifying differentiation variables, selecting a unique selling proposition, and differentiation based on product, services, personnel, channels and image. 4. The concept of positioning as creating a distinct image or position for a product, company or person in the mind

    Deskripsi Asli:

    Judul Asli

    STP

    Hak Cipta

    © Attribution Non-Commercial (BY-NC)

    Format Tersedia

    PPT, PDF, TXT atau baca online dari Scribd

    Apakah menurut Anda dokumen ini bermanfaat?

    Apakah konten ini tidak pantas?

    Laporkan Dokumen Ini
    The document discusses segmentation, targeting, positioning, differentiation and common errors in positioning for marketing strategies. It provides: 1. An overview of the STP (Segmentation, Targeting, Positioning) analysis framework and bases for segmenting consumer and business markets such as geographic, demographic, psychographic and behavioral factors. 2. Criteria for effective segmentation including segments being measurable, substantial, accessible, differentiable and actionable. 3. Methods of differentiation including identifying differentiation variables, selecting a unique selling proposition, and differentiation based on product, services, personnel, channels and image. 4. The concept of positioning as creating a distinct image or position for a product, company or person in the mind

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    51 tayangan10 halaman

    STP Analysis

    Diunggah oleh

    Manpreet Uppal Randhawa
    The document discusses segmentation, targeting, positioning, differentiation and common errors in positioning for marketing strategies. It provides: 1. An overview of the STP (Segmentation, Targeting, Positioning) analysis framework and bases for segmenting consumer and business markets such as geographic, demographic, psychographic and behavioral factors. 2. Criteria for effective segmentation including segments being measurable, substantial, accessible, differentiable and actionable. 3. Methods of differentiation including identifying differentiation variables, selecting a unique selling proposition, and differentiation based on product, services, personnel, channels and image. 4. The concept of positioning as creating a distinct image or position for a product, company or person in the mind

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 10

    STP Analysis

    S-breaking up the total market into smaller


    groups/segments

    T- identifying segments for immediate attention

    P-creating an image of the product within the


    chosen segment
    Levels of Segmentation
    Criterion for effective
    segmentation
     Measurable
     Substantial

     Accessible

     Differentiable

     Actionable
    Basis of segmenting consumer
    markets
    Geographic Demographic Psychographic Behavioral
    Region Age Lifestyle Occasions
    City Family size Personality Benefits
    Climate Family life cycle User status
    Density Gender Usage rate
    Income Loyalty status
    Occupation Readiness stage
    Education Attitude towards
    product
    Religion
    Nationality
    Social class
    Basis of segmenting business
    markets
    Demographic Operating Purchasing Situational Personal
    variables approaches factors characteristics

    Industry Technology General Urgency Buyer-seller


    purchase similarity
    policies

    Company size User / non user Purchase Pipeline clients Attitude towards
    status criteria risk
    Location Customer Purchasing Size of order Loyalty
    capability function
    Existing
    purchase
    relations
    Targeting
    Differentiation
    -Creating a difference; establishing
    uniqueness.

     Identifying the differentiation variables


     Selecting the USP (Unique Selling
    Proposition)
    Differentiation variables
    Product Services Personnel Channel Image

    Form Ordering ease Competence Coverage Symbols


    Design Delivery Courtesy Expertise Media events
    Performance Installation Credibility Performance Atmosphere
    Conformance Customer Reliability
    training
    Durability Customer Responsiveness
    consulting
    Reliability Maintenance & Communication
    Repair
    Reparability
    Style
    Positioning-creating a distinct image
    Positioning starts with a product. A piece of
    merchandise, a service, a company, an
    institution, or even a person…. But positioning
    is not what you do to a product. Positioning is
    what you do the mind of the prospect. That is ,
    you position the product in the mind of the
    prospect.
    -Al Ries & Jack Trout
    Common errors in positioning

     Under positioning
     Over positioning

     Confused positioning

     Doubtful positioning

    Anda mungkin juga menyukai