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Stp
- 2. S = Segmentation (
T = Targeting /
P = Positioning
2
- 3. Continuum of Market
Segmentation Size
Mass Market (
Segmentation /
Niche
P/One-to-One
3
- 4. (Consumer Market)
(Business Market)
4
- 5. Consumer Market
Segmentation Variables (
Demographic Segmentation (
Geographic Segmentation
Psychographics Segmentation
Benefits-Sought Segmentation (
Behavior or Usage Segmentation ( 5
- 7.
(Family Life Cycle)
7
- 8. (Social Class)
(Life Style)
A = Activities
I = Interest
O = Opinion
8
- 16. (Attribute
Positioning)
–
– %
(Benefit
Positioning)
–
–
16
- 17. (use/Application
Positioning)
–
(Use Positioning)
–
–
17
- 18. Competitor
Positioning)
– “ ”
(Product
Categories Position)
– up non-cola
18
- 19. (Quality/Price
Positioning)
– Every Day Low Price
(Country of Origin
Positioning)
–
19