{"id":13892,"date":"2024-03-14T04:52:49","date_gmt":"2024-03-14T04:52:49","guid":{"rendered":"https:\/\/birthnote.co\/%e0%b8%a3%e0%b8%b9%e0%b9%89%e0%b8%88%e0%b8%b1%e0%b8%81%e0%b8%a5%e0%b8%b9%e0%b8%81%e0%b8%84%e0%b9%89%e0%b8%b2-%e0%b8%82%e0%b8%b2%e0%b8%a2%e0%b8%84%e0%b8%a5%e0%b9%88%e0%b8%ad%e0%b8%87-%e0%b8%94\/"},"modified":"2025-03-18T08:06:24","modified_gmt":"2025-03-18T08:06:24","slug":"segmentation-targeting-positioning-marketing","status":"publish","type":"post","link":"https:\/\/birthnote.co\/en\/segmentation-targeting-positioning-marketing\/","title":{"rendered":"Know Your Customers &amp; Outsell by using STP Marketing Model with Coca-Cola"},"content":{"rendered":"\n<h2 class=\"wp-block-heading has-vivid-cyan-blue-color has-text-color has-link-color wp-elements-032e6ce42f15e4f95c8b29eec8eaed07\" id=\"h-what-is-stp-marketing-model\">What is STP Marketing Model?<\/h2>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>The STP marketing strategy is an approach to effectively and accurately communicate the value of a product to the right target audience. Let\u2019s take a closer look at the model to gain a better understanding.<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group has-background\" style=\"background-color:#edf3f6\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p style=\"font-style:normal;font-weight:700\"><strong>STP Marketing comes from<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li style=\"font-style:normal;font-weight:700\"><strong>Segmentation (Dividing the target audience)<\/strong><\/li>\n\n\n\n<li style=\"font-style:normal;font-weight:700\"><strong>Targeting (Defining the target audience)<\/strong><\/li>\n\n\n\n<li style=\"font-style:normal;font-weight:700\"><strong>Positioning (Establishing the market position of the product)<\/strong><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>STP marketing focuses on selecting the most valuable target customer groups for a business. It then develops a tailored&nbsp;<strong>Marketing Mix Strategy<\/strong>&nbsp;and&nbsp;<strong>Product Positioning Strategy<\/strong>&nbsp;for each segment. By segmenting the target audience, businesses can gain a deeper understanding of their customers. Once specific groups of people with similar interests and values are identified, businesses can fine-tune their product offerings to meet each segment\u2019s needs with precision.<\/p>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<p>This technique helps businesses communicate effectively with their target audiences by emphasizing the product benefits that align with what each group is looking for.<\/p>\n\n\n\n<p>The first step is identifying and segmenting customers based on factors such as interests, perspectives, and other shared characteristics. Once you understand each target group, you can tailor&nbsp;<strong>marketing content<\/strong>&nbsp;and&nbsp;<strong>campaigns<\/strong>&nbsp;to suit them effectively. Imagine talking to different groups of friends\u2014you would use different language and communication styles depending on the group. The&nbsp;<strong>STP Marketing Model<\/strong>&nbsp;works the same way, allowing businesses to engage each segment in a way that resonates with them and captures their attention more effectively.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-vivid-cyan-blue-color has-text-color has-link-color wp-elements-22e18cd5069b70497bdb159ac4042d50\" id=\"h-in-depth-look-at-the-stp-marketing-model\">In-Depth Look at the STP Marketing Model<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-segmentation-dividing-the-target-audience\">1. Segmentation \u2013 Dividing the Target Audience<\/h3>\n<\/div><\/div>\n\n\n\n<p>The first and most crucial step of the&nbsp;<strong>STP Marketing Model<\/strong>&nbsp;is&nbsp;<strong>Segmentation<\/strong>, or&nbsp;<strong>dividing the target audience<\/strong>. This step is like breaking down a broad market into smaller, clearly defined segments with distinct characteristics.<\/p>\n\n\n\n<p>The key to segmentation is identifying the&nbsp;<strong>\u201cvalue\u201d<\/strong>&nbsp;that each customer group seeks but has not yet received. Then, you position your product or service to fill that gap. But how do we segment our target audience? This process requires&nbsp;<strong>in-depth data analysis<\/strong>&nbsp;to truly understand the&nbsp;<strong>persona<\/strong>&nbsp;of each customer group.<\/p>\n\n\n\n<p>There are several common methods for segmenting an audience, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Demographics<\/strong>&nbsp;\u2013 Age, gender, income level.<\/li>\n\n\n\n<li><strong>Behavioral<\/strong>&nbsp;\u2013 Purchase frequency, usage behavior.<\/li>\n\n\n\n<li><strong>Psychographics<\/strong>&nbsp;\u2013 Lifestyle, beliefs, interests.<\/li>\n\n\n\n<li><strong>Geographic<\/strong>&nbsp;\u2013 Location, environmental factors.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>By understanding these factors, businesses can create highly targeted marketing strategies that effectively meet customer needs.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-deep-dive-into-segmentation-techniques-for-target-audience-segmentation-in-the-stp-marketing-model-for-b2c\">Deep Dive into Segmentation! Techniques for Target Audience Segmentation in the STP Marketing Model for B2C<\/h5>\n\n\n\n<p>In <strong>B2C marketing<\/strong>, segmentation typically focuses on the characteristics of individual consumers. Examples include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Demographics<\/strong> \u2013 Segmentation based on age, gender, income, education level, etc.<\/li>\n\n\n\n<li><strong>Behavioral<\/strong> \u2013 Segmentation based on purchase frequency, usage behavior, or lifestyle.<\/li>\n\n\n\n<li><strong>Psychographics<\/strong> \u2013 Segmentation based on interests, beliefs, or values.<\/li>\n\n\n\n<li><strong>Geographic<\/strong> \u2013 Segmentation based on location, environment, or regional consumer behavior.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Example:<\/strong> A cosmetics company may segment its target audience by age, such as <strong>teenagers, working professionals, and seniors<\/strong>. Each group has different product needs, communication styles, and marketing channels that resonate with them.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-targeting-defining-the-target-audience\">2. Targeting &#8211; Defining the Target Audience<\/h3>\n\n\n\n<p>After segmenting the market (<strong>Segmentation<\/strong>), the next step is <strong>Targeting<\/strong>, which involves selecting the most <strong>potential customer groups<\/strong> for the business to focus its marketing efforts on.<\/p>\n\n\n\n<p><strong>Key Factors to Consider When Choosing a Target Audience<\/strong><\/p>\n\n\n\n<ol style=\"background-color:#edf3f6\" class=\"wp-block-list has-background\">\n<li><strong>Segment Size<\/strong> \u2013 The selected market should be large enough compared to the segments identified. If the segmentation is too detailed, the market may become too small, making marketing efforts inefficient.<\/li>\n\n\n\n<li><strong>Difference Between Segments<\/strong> \u2013 Each segment should be <strong>distinct<\/strong> to ensure that marketing strategies effectively address the specific needs of each group.<\/li>\n\n\n\n<li><strong>Budget<\/strong> \u2013 The expected <strong>profit<\/strong> should outweigh the marketing costs, including advertising expenses, content production, and other marketing-related costs.<\/li>\n\n\n\n<li><strong>Different Values\/Benefits for Each Group<\/strong> \u2013 To communicate the value of a product or service effectively, businesses must analyze what <strong>each group prioritizes<\/strong>. By presenting a <strong>unique selling proposition (USP)<\/strong> that resonates with each segment\u2019s needs, businesses can increase conversion rates and drive more sales.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-product-positioning-establishing-a-market-position\">3. Product Positioning \u2013 Establishing a Market Position<\/h3>\n\n\n\n<p><strong>Positioning<\/strong> refers to creating a strong and distinct brand image in the minds of customers. In this step, businesses can leverage insights gained from the previous two steps\u2014<strong>Segmentation<\/strong> and <strong>Targeting<\/strong>\u2014to determine how to effectively communicate the value of their products to different target groups.<\/p>\n\n\n\n<p><em>For example, if you are targeting <strong>price-conscious consumers<\/strong>, your <strong>positioning strategy<\/strong> should emphasize <strong>affordable yet high-quality lifestyle products<\/strong> that offer great value for money.<\/em><\/p>\n\n\n\n<p>Many marketers use a <strong>Positioning Map<\/strong> to identify gaps in the market. This map allows businesses to compare two different attributes on a graph, helping them discover <strong>opportunities to establish a unique position<\/strong> in the market.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"900\" height=\"600\" src=\"https:\/\/birthnote.co\/wp-content\/uploads\/2024\/03\/Coca-Cola-Competions.jpg\" alt=\"\" class=\"wp-image-11573\" style=\"width:840px;height:auto\" srcset=\"https:\/\/birthnote.co\/wp-content\/uploads\/2024\/03\/Coca-Cola-Competions.jpg 900w, https:\/\/birthnote.co\/wp-content\/uploads\/2024\/03\/Coca-Cola-Competions-768x512.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><figcaption class=\"wp-element-caption\"><em>\u0e15\u0e31\u0e27\u0e2d\u0e22\u0e48\u0e32\u0e07<\/em> The perceptual map for Cola-Cola.<\/figcaption><\/figure>\n\n\n\n<p><strong>A <strong>strong positioning strategy<\/strong> helps your brand stand out in customers&#8217; minds and creates a clear brand image. This can be achieved through the following approaches:<\/strong><\/p>\n\n\n\n<p><strong>1. Symbolic Aspect<\/strong> \u2013 This approach focuses on the <strong>image or status<\/strong> that consumers associate with owning a product. Luxury and premium brands often use this strategy to communicate <strong>prestige, power, and sophistication<\/strong>.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em><strong>Example:<\/strong> A luxury handbag brand may symbolize a higher social status.<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>2. Functional Aspect<\/strong> \u2013 This aspect emphasizes <strong>solving problems or inconveniences<\/strong> that your target audience is facing. The key is to <strong>identify customer pain points<\/strong> and position your product as the best solution.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em><strong>Example:<\/strong> A cosmetics brand may highlight its product\u2019s ability to <strong>conceal acne scars<\/strong>, solving a common issue for people with acne concerns.<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>3. Experiential Aspect<\/strong> \u2013 This focuses on the <strong>emotions and experiences<\/strong> customers have when using your product. Brands can use this strategy to build an emotional connection with their audience.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em><strong>Example:<\/strong> A coffee brand may create a <strong>warm and friendly<\/strong> brand image, making customers feel relaxed and at ease every time they enjoy their coffee.<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-vivid-cyan-blue-color has-text-color has-link-color wp-elements-4e1b4cd30678c57ca2e8ad6292f23d8f\" id=\"h-market-research-and-data-analysis\">Market research and data analysis<\/h2>\n\n\n\n<p><strong>Market research and data analysis<\/strong> help you determine the most effective way to sell your products or services. Conducting <a href=\"https:\/\/birthnote.co\/en\/marketing-survey\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>customer interviews and gathering feedback<\/strong> <\/a>allows you to better understand your target audience and decide which market segments to focus on. Analyzing the collected data ensures that your decisions are more thoughtful and precise.<\/p>\n\n\n\n<p>Tracking <strong>market trends and data<\/strong> is also crucial. As a business owner, you need to stay informed about <strong>industry trends, customer behavior, and competitor strategies<\/strong>. This approach helps refine your <strong>targeting methods and brand positioning<\/strong>, ensuring that your brand remains relevant.<\/p>\n\n\n\n<p>In summary, <strong>market research and data analysis<\/strong> enable your business to <strong>understand customer needs and stay competitive in the market effectively<\/strong>.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-vivid-cyan-blue-color has-text-color has-link-color wp-elements-e36e4e955304ad85422fa0da0fc35f50\" id=\"h-coca-cola-s-segmentation-targeting-and-positioning-case-study\">Coca-Cola\u2019s Segmentation, Targeting, and Positioning Case Study<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Coca-Cola uses multiple customer segmentation strategies to reach a diverse target audience.<\/p>\n\n\n\n<p>Firstly, Coca-Cola segments its customers based on geographic location. For example, the company launched the <strong>&#8220;Share a Coke&#8221;<\/strong> campaign in <strong>Australia in 2011<\/strong>. This campaign featured the slogan &#8220;Share a Coke with&#8221; printed on Coca-Cola bottles along with the most popular names in the country. The campaign was a huge success, prompting Coca-Cola to roll it out in various countries, including the <strong>United Kingdom<\/strong>, <strong>China<\/strong>, and <strong>Spain<\/strong>. Of course, Coca-Cola conducted <strong>market research<\/strong> to identify the most popular names in each country. A popular name in Australia might work in the UK, but the campaign could fail in China or Spain if it kept printing English names on the bottles. This example demonstrates how Coca-Cola segments customers based on geographic location.<\/p>\n\n\n\n<p>Additionally, Coca-Cola uses various tools to <strong>define its target audience<\/strong>. For instance, the company targets health-conscious consumers with products like <strong>Coca-Cola Zero<\/strong> and <strong>Diet Coca-Cola<\/strong>, while regular products are aimed at the general consumer. The <strong>bottle size<\/strong> also plays a significant role in targeting. For example, Coca-Cola targets individuals seeking a quick drink with <strong>standard-sized cans<\/strong>, while targeting <strong>families<\/strong> with larger <strong>1.5\u20132-liter bottles<\/strong>.<\/p>\n\n\n\n<p>Finally, Coca-Cola positions itself as a refreshing drink that brings happiness to customers. It is also marketed as a convenient <strong>thirst quencher<\/strong> suitable for on-the-go consumption, and a <strong>premium carbonated drink<\/strong> ideal for sharing with family and friends.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"The Brilliant Story Of Coca-Cola &quot;Share a Coke&quot;\" width=\"900\" height=\"506\" src=\"https:\/\/www.youtube.com\/embed\/bc09EcqHTpw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">The Brilliant Story Of Coca-Cola &#8220;Share a Coke&#8221;<\/figcaption><\/figure>\n\n\n\n<p><strong>Sources:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em><sub>https:\/\/www.symson.com\/no\/blog\/stp-marketing-model<\/sub><\/em><\/li>\n\n\n\n<li><em><sub>https:\/\/www.linkedin.com\/pulse\/stp-marketing-how-market-segmentation-targeting-alexandros-kokolis\/<\/sub><\/em><\/li>\n\n\n\n<li><em><sub>https:\/\/rb.gy\/7crgsx<\/sub><\/em><\/li>\n\n\n\n<li><em><sub>https:\/\/www.youtube.com\/watch?v=bc09EcqHTpw<\/sub><\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If you are interested in data collection and analysis, feel free to contact us at<a href=\"tel:0995645947\" target=\"_blank\" rel=\"noreferrer noopener\"> <strong>099-564-5947<\/strong><\/a>, <a href=\"tel:0961429547\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>096-142-9547<\/strong><\/a>, or via email <a href=\"mailto:sales@birthnote.co\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>sales@birthnote.co<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The STP marketing strategy is an approach to effectively and accurately communicate the value of a product to the right target audience. It focuses on selecting the most valuable target customers for the business.<\/p>\n","protected":false},"author":3,"featured_media":11578,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[96,103,104],"tags":[105,98],"class_list":["post-13892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-big-data-en","category-business-en","category-marketing-en","tag-big-data-en","tag-customer-data-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Know Your Customers by STP Marketing Model with Coca-Cola<\/title>\n<meta name=\"description\" content=\"The STP marketing strategy is an approach to effectively and accurately communicate the value of a product to the right target audience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/birthnote.co\/en\/segmentation-targeting-positioning-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Know Your Customers &amp; 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