The document discusses segmentation, targeting, and positioning (STP) as key marketing strategies. Segmentation involves dividing the total market into subsets based on characteristics like demographics, psychographics, or behaviors. Targeting refers to selecting specific market segments to focus marketing efforts on based on company objectives. Positioning creates a brand image in consumers' minds by associating products with benefits, price/quality, applications, users, or cultural symbols. The document provides examples of single segment, multi-segment, and undifferentiated targeting strategies as well as different positioning strategies used in advertising claims.

1. STPSTP
SegmentationSegmentation
TargetingTargeting
PositioningPositioning

2. SEGMENTATIONSEGMENTATION
 Process of subdividing a total market intoProcess of subdividing a total market into
different subsets or groups.different subsets or groups.
 Where the marketer may select one orWhere the marketer may select one or
more segments.more segments.
 To be reached with an appropriateTo be reached with an appropriate
marketing mix.marketing mix.

3. Basis for market segmentation
On the basis of consumer’s personal
characteristics (non-behavioral
correlates)
On the basis of consumer responses
(behavioral correlates)
Geographic
Demographic
Psychographic
Socio-economic
Loyal
status
Usage
based
Benefits

4. TargetingTargeting
 Once the firm has segmented the totalOnce the firm has segmented the total
market ,it should select the target marketmarket ,it should select the target market
segment or segments for marketing.segment or segments for marketing.
 Investing in a particular segment shouldInvesting in a particular segment should
be sensible in terms of company’sbe sensible in terms of company’s
mission, objectives, skills and resources.mission, objectives, skills and resources.

5. Targeting StrategiesTargeting Strategies
Single segment
concentration
strategy
Multi segment
strategy or
differentiated
marketing
strategy
Undifferentiated
marketing
strategy

6. Single segment concentrationSingle segment concentration
strategystrategy
 The firm selects a single segment or market and fullyThe firm selects a single segment or market and fully
concentrate its marketing efforts to try and seekconcentrate its marketing efforts to try and seek
maximum advantage.maximum advantage.
Car maker
Single marketing mix
Semi-luxury segment
(Expensive)
Small car
segment
(affordable,
less
expensive)
Luxury car
segment
(very
expensive)

7. Multi-segments strategyMulti-segments strategy
 Here the firm may select two or more than two or may beHere the firm may select two or more than two or may be
all the segments and approach each segment with anall the segments and approach each segment with an
appropriate marketing mix programme.appropriate marketing mix programme.
Car maker
Small car segment
Semi-luxury
segment
Luxury segment
Marketing Mix
Marketing Mix Marketing Mix

8. Undifferentiated Marketing StrategyUndifferentiated Marketing Strategy
 The firm ignores the market segment differences andThe firm ignores the market segment differences and
goes ahead with 1 single product offer for all segments.goes ahead with 1 single product offer for all segments.
Essential commodity
manufacturer.
consumer
Single
marketing mix

9. Market PositioningMarket Positioning
 Positioning of a product or service isPositioning of a product or service is
creating an “image” in the consumers’creating an “image” in the consumers’
mind.mind.
 Consumers generally buy “images” ratherConsumers generally buy “images” rather
than actual product.than actual product.
 Marketers mostly use advertising as a toolMarketers mostly use advertising as a tool
to build up brand or corporate “image”.to build up brand or corporate “image”.

10. Positioning strategiesPositioning strategies
Sl.Sl.
no.no.
PositioningPositioning
strategiesstrategies
DefinitionDefinition Advertising claimsAdvertising claims
1.1. CustomerCustomer
benefitsbenefits
Associate a brand or product withAssociate a brand or product with
customer benefitscustomer benefits
Benefit(s)Benefit(s)
2.2. Price and qualityPrice and quality A product is highlighted in termsA product is highlighted in terms
of service features orof service features or
performance. Manufacturerperformance. Manufacturer
charges high pricecharges high price
Value for moneyValue for money
3.3. ApplicationApplication Associating a product or serviceAssociating a product or service
with a use or applicationwith a use or application
Use or applicationUse or application
of a product orof a product or
services.services.
4.4. Product userProduct user Associating a product or serviceAssociating a product or service
with a user or class of users.with a user or class of users.
Cine stars orCine stars or
sports heroessports heroes
using the productusing the product

11. Positioning strategies
Sl.Sl.
no.no.
PositioningPositioning
strategystrategy
DefinitionDefinition Advertising claimsAdvertising claims
55 Product classProduct class Associating a product orAssociating a product or
service in a particularservice in a particular
product classproduct class
World class productsWorld class products
66 CulturalCultural
symbolssymbols
Associating culturalAssociating cultural
symbols with a product orsymbols with a product or
service to differentiateservice to differentiate
from competitors productfrom competitors product
RoyalRoyal
77 CompetitorsCompetitors Associating withAssociating with
competitor’s product orcompetitor’s product or
service by comparisonservice by comparison
Compares withCompares with
competitors brandcompetitors brand

12. Competing brands in the
health drinks market
Advertising claims Health drink
market
Complan
Horlicks
Bournvita
Boost
“complete planned food”
for growing children.
Contains 23 vital nutrition
“The great nourisher-with
extra calcium”
“Health strength and
energy”.contains
protiens,vitamins,
menerals and
carbohydrates.
“boost is the secret of my
energy”
Health
Drink
Market

13. Thank you