Do you know the secret behind the success of Apple, Nike, BMW, Arbnb? It is a perfect mixture of the market segmentation positioning and targeting. STP businesses definitely know your needs and give it to you.
That’s why when browsing through their websites, a magic happens and in 1-2 minutes you see product recommendation that perfectly match your preferences and tastes.
That is the wizardry of STP marketing at work.
In fact, by segmenting customers into athletes, fitness enthusiasts, and casual sneaker lovers Nike achieved +20% revenue growth, +30% CR, and establish a strong brand identity within each targeting segment.
It sounds easy. But does it really so?
Based on 7-years practice of STP marketing, we at Dashly definitely can say — it’s not.
In this article, you’ll find out what is an STP, the best examples of how it works, and step-by-step strategy of STP marketing implementation to your business.
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STP refers to Segmentation, Targeting, and Positioning process in marketing, which together form a framework for successful marketing strategies.
STP marketing is a strategic approach that involves dividing a larger market into smaller segments, identifying the most relevant target audience within those segments, and positioning products or services to meet their needs and preferences.
The concept of STP business focuses on understanding customer diversity and tailoring growth marketing efforts accordingly. STP meaning can be summarized as the process of segmenting, targeting, and positioning to effectively reach and engage customers.
STP marketing is an incredibly effective approach due to its emphasis on breaking down the customer base into smaller, more manageable groups. This segmentation allows companies to tailor their marketing strategies to each specific target audience, resulting in higher engagement and conversion rates.
The importance of personalization in marketing cannot be overstated, as evidenced by consumer behavior:
STP marketing puts the focus on customers instead of just the product. This change gives businesses a chance to really understand who their best customers are and how to effectively connect with them. When companies use personalized and targeted marketing, they are more likely to succeed in a competitive market.
Let’s get deeper into the STP marketing process.
The easiest way to remember this framework is the STEP formula:
Let’s delve into each of these steps to gain a deeper understanding of their significance. And the first part of the STP process is Segmentation 👇
It involves dividing a broader market into smaller, more homogeneous groups based on shared characteristics, needs, or behaviours. These characteristics could include demographics (age, gender, income), psychographics (lifestyle, values, personality), geographic location, or purchasing habits.
The goal of segmentation in the STP process is to identify distinct customer segments that have common needs, desires, or behaviors. It offers businesses several benefits:
Segmentation should be data-driven and based on research and product metrics framework analysis to ensure accuracy and effectiveness.
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Here is how we teach Dashly users to segment their target audience
Among the multiple approaches to client segmentation we prefer User Journey. It is based on actions customers make and customer interviews. By analyzing customer journeys, you can divide users into segments depending on what features they use, how active they are, and what difficulties they face most often.
How to apply the User Journey approach to segmentation:
STP marketing segmentation example from Dashly growth marketing team:
Segment A: CMO and marketing managers within SaaS companies trying to improve the quality of their lead generation and conversion rate.
Segment B: Chiefs of the support department within SaaS companies trying to provide fast personalized customers assistance and save agent’s time.
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The next step in the STP process in marketing is targeting. This is when you decide which segments created during segmentation are worth pursuing.
Here are the most popular criteria to consider when choosing your targetable segments:
Sure thing, that’s far the end of all possible targeting criterias STP business uses:
Having a comprehensive view of these segments in one place helps compare them and make informed decisions on which ones to prioritize.
Example of targeting within STP process in marketing:
In our previous example of support managers segment via research, we defined that 40% of CSOs within SaaS companies want ticketing system snd 60% of CSOs within SaaS companies are looking for a customer support automation tool that has integration with socials and messengers.
Due to the Dashly feature set, we’ll focused on the second segment.
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It is the final step in the STP process of marketing. Positioning involves creating a unique and compelling brand image in the minds of consumers within the targeted segments.
To establish a strong and favorable perception of the brand in the target audience’s mind, you should define the key attributes, benefits, and values that the brand offers to its target customers. These unique selling propositions (USPs) are then effectively communicated through marketing messages and brand experiences.
Here are three key factors in positioning that can give you a competitive advantage:
The most successful product positioning is a combination of all three factors. One way to visualize this is by creating a perceptual STP map for your industry. Focus on what is important for your customers and see where you and your competitors land on the map.
STP marketing is impossible without examples from famous brands that have utilized segmentation, targeting, and positioning strategies to create impactful products and gain a competitive edge.
We provided a short analysis of real-life cases to better understand the power of STP in marketing. So, let’s explore some STP marketing examples and grasp the immense potential of this strategy.
Here is a list of the market segmentation targeting and positioning examples from famous brands:
Apple segments its market based on various factors such as demographic (age and occupation), psychographic (lifestyle and values), and behavioral (technology usage and preferences). This STP example targets segments with innovative and high-quality products like iPhones, MacBooks, and Apple Watch.
Coca-Cola‘s STP marketing example is based on geographic, demographic, and psychographic segmentation. They target different segments with products like Coca-Cola Classic (general audience), Diet Coke (health-conscious consumers), and Coca-Cola Zero Sugar (young and active individuals).
Nike uses various segmentation variables like demographics (age, gender), psychographics (lifestyle, preferences), and behavioral (athletic activities, purchase history). This stp marketing example targets segments with specific products like running shoes, basketball shoes, and sportswear.
McDonald’s STP is a great example of a market segmentation based on demographics (age, income), psychographics (lifestyle), and behavioral (eating habits, preferences). They offer different menu items and promotions targeting segments like children (Happy Meals), health-conscious individuals (Salads), and budget-oriented consumers (Dollar Menu).
BMW segments its market based on demographics (income, age), psychographics (lifestyle, values), and behavioral (driving habits, preferences). This is a great example of targeting segment of luxury car enthusiasts with different models like the BMW 3 Series (entry-level luxury) and the BMW 7 Series (high-end luxury).
Airbnb uses geographic, demographic, psychographic, and behavioral factors to segment its market. They target segments such as travelers seeking unique accommodation experiences, budget-conscious individuals, and those looking for local and authentic stays.
These examples showcase how businesses employ the STP analysis to understand their target audience and tailor their products, services, and marketing messaging to specific segments.
Inaccurate data collection, overlapping segments, changing customer behaviour, and limited resources are just few of challenges that businesses meet on the way to STP marketing implementation. Overcoming these issues requires careful planning, data-driven decision-making, and continuous monitoring.
To help you, we collected the Dashly team experience in an ultimate segmentation, targeting, and positioning (STP) strategy.
Here is a step-by-step guide on how to do STP:
The first step in the STP framework process is to grasp the essential components and objectives of this marketing strategy. Segmentation focuses on dividing the market into distinct groups based on shared characteristics. Targeting involves selecting the most relevant segments to focus your marketing efforts on. Finally, positioning is about creating a unique brand identity that sets you apart from competitors.
STP strategy requires gathering data and insights about your target market. Analyze demographic information, such as age, gender, education, and occupation. Understand the psychographics of your audience, including their personality traits, lifestyles, and opinions. Consider behavioral factors like how they interact with your business.
In order to develop an effective STP (Segmentation, Targeting, Positioning) marketing strategy, it is essential to utilize various segmentation variables such as geographical, demographic, behavioral, and psychographic factors.
By incorporating these segmentation variables together, you can hone in on specific niche segments within your target market, allowing for a more impactful marketing effort.
If you divide your serviceable obtainable market into men and women based on demographic variables, you still have a broad audience segment. However, by incorporating additional segmentation variables, you can create a more precise audience that will yield the greatest impact.
For example, you may choose to target women in the United States who have a preference for luxury products and demonstrate behavior such as following you on social media or visiting your website in the past. By applying the STP marketing model and incorporating these variables, you can effectively tailor your marketing campaigns to reach this specific audience.
Thus, you can create a hyper-focused audience segment that will turn your STP marketing model into an extremely personalized experience.
Once you have segmented your market, evaluate each segment’s size, customer led growth rates, reachability, price sensitivity, profitability, and brand loyalty.
Here is an example of the STP marketing model for audience targeting evaluation:
With this information, you will be able to evaluate the overall attractiveness of each segment in terms of dollar value. Select one or more target segments that align with your business objectives. These segments should represent a viable customer base and present opportunities for growth.
Positioning is all about creating a unique brand image that appeals to your target segments. You can follow any one or a mix of the following positioning strategies:
Differentiate your brand by highlighting its unique attributes, benefits, and values. Craft marketing messages and communication strategies that effectively communicate your brand positioning to your target audience.
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The last and final step in “how to do segmentation targeting and positioning” process is to actually implement your strategy. For that, you will need to determine a marketing mix that will support your positioning and help you reach the target audience (s) that you’ve chosen.
A marketing mix consists of the so-called 4 Ps:
A carefully-curated marketing mix will ensure business success. However, if you do leave gaps in it, all the precious work you did at the previous stages might go to waste.
To sum up
The STP framework model is iterative, meaning you should continuously evaluate and refine your strategies. Monitor market changes, consumer behaviors, and competitors’ activities. Stay agile and adapt your segmentation, targeting, and positioning strategies accordingly.
By following these steps, you can effectively implement the segmentation, targeting, and positioning marketing strategy. Remember, thorough market research, careful segmentation, precise targeting, and strong brand positioning are key elements for success.
What is the stp? STP means for segmentation positioning and targeting. It is a strategic marketing approach that involves dividing a market into distinct segments, selecting the most appropriate target audience, and positioning a product or service in a way that resonates with that specific audience.
The answer to “what is segmentation, targeting, and positioning in marketing” lies in its definition. Stp meaning is based on a marketing model that redefines whom you market your products to, and how. It makes your marketing communications more focused, relevant, and personalised for your customers.
STP in business stands for Segmentation, Targeting, and Positioning. It is a strategic marketing model that involves breaking down a larger market into smaller, distinct segments (segmentation), selecting the most appropriate segment (s) to focus on (targeting), and creating a favorable perception of a product or brand in the minds of the target audience (positioning). By implementing an STP approach, businesses can more effectively understand and cater to the specific needs and preferences of their target customers.
Market segmentation & targeting are parts of the STP marketing strategy. But theer is a difference:
👉 Segmentation involves dividing a larger market into smaller, distinct groups based on specific characteristics or variables.
👉 Targeting, on the other hand, is the process of selecting one or more of these segments as the focus of a marketing strategy. In short, segmentation is the act of dividing, while targeting is choosing which segments to prioritize and focus on.
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