Map
Framework

STP: segmentation, targeting, positioning

The question it answers

A founder launching a product on a tight marketing budget has to decide which customer group to serve first and what the brand should be remembered for.

Origin
Smith, 1956; Ries & Trout, 2001; Kotler & Keller, 2016
Diagram type
Process by phase
Level of analysis
Firm
Topics
Marketing & salesStrategy & leadership
Megaphone aimed at a glass target, icon for marketing and sales

Diagram

STP: segmentation, targeting, positioning

  1. Step 1
  2. SegmentationDivide the market by geographic, demographic, psychographic and behavioural variables
  3. Step 2
  4. TargetingChoose which segments to serve and how
  5. Step 3
  6. PositioningTake a clear place in the customer's mind, different from rivals

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Kotler, P. and Keller, K.L. (2016) Marketing management (15th global edn). Harlow: Pearson.No DOISource page
  2. Ries, A. and Trout, J. (2001) Positioning: the battle for your mind. New York: McGraw-Hill.No DOISource page
  3. Smith, W.R. (1956) ‘Product differentiation and market segmentation as alternative marketing strategies’, Journal of Marketing, 21(1), pp. 3–8.doi:10.1177/002224295602100102Cited in 1 article