Segmenting-targeting-positioning

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In marketing, segmenting, targeting and positioning (STP) is a framework that implements market segmentation.[1] Market segmentation is a process, in which groups of buyers within a market are divided and profiled according to a range of variables, which determine the market characteristics and tendencies.[2] The S-T-P framework implements market segmentation in three steps:

  • Segmenting means identifying and classifying consumers into categories called segments.[3]
  • Targeting identifies the most attractive segments, usually the ones most profitable for the business.[4]
  • Positioning proposes distinctive competitive advantages for each segment.[5]
  1. ^ Dibb, Sally (1998-01-01). "Market segmentation: strategies for success". Marketing Intelligence & Planning. 16 (7): 394–406. doi:10.1108/02634509810244390. ISSN 0263-4503.
  2. ^ Cite error: The named reference :5 was invoked but never defined (see the help page).
  3. ^ Cite error: The named reference :6 was invoked but never defined (see the help page).
  4. ^ Bowen, John (1998). Market segmentation in hospitality research: no longer a sequential process.
  5. ^ Maggard, John P. (1976). "Positioning Revisited". Journal of Marketing. 40 (1): 63–66. doi:10.2307/1250678. JSTOR 1250678.