Segmentation, targeting & positioning (STP)
All marketing strategy is built on STP : Segmentation, Targeting, and Positioning. A company discovers different segments in the marketplace, targets those needs and groups that it can satisfy in a superior way, and then positions its offering so that the target market recognizes the company's distinctive offering and image.
For further information open this PDF and this Positioning link
Task 1 - Segmentation exercise
Task 2 - Targeting market segments
Position maps - Product/Perception positioning maps
Task 3 - Select one of the following case studies and prepare a short presentation about the importance of positioning. You will need to conduct additional research.
Skoda - Case study - The repositioning of Skoda
South West Airlines - Case study - Product positioning at SouthWest Airlines
Maggi - Positioning of Maggi in India case study
Coke Zero - Case study - Coke zero & Coke Zero
McDonald's - Repositioning of McDonald's
Other relevant links to this topic
Market segmentation from NetMBA.com
For further information open this PDF and this Positioning link
Task 1 - Segmentation exercise
Task 2 - Targeting market segments
Position maps - Product/Perception positioning maps
Task 3 - Select one of the following case studies and prepare a short presentation about the importance of positioning. You will need to conduct additional research.
Skoda - Case study - The repositioning of Skoda
South West Airlines - Case study - Product positioning at SouthWest Airlines
Maggi - Positioning of Maggi in India case study
Coke Zero - Case study - Coke zero & Coke Zero
McDonald's - Repositioning of McDonald's
Other relevant links to this topic
Market segmentation from NetMBA.com