STP PROCESS / SEGMENTATING, TARGETING POSITIONING : (Part 1) - SEGMENTATING / SEGMENTASI

Summary

This video delves into the STP (Segmentation, Targeting, Positioning) process in marketing. It explains the importance of market segmentation, which involves dividing a diverse market into smaller, more homogeneous segments based on characteristics like geography, demographics, and psychographics. The video covers various segmentation strategies, such as mass marketing, niche marketing, and customized marketing. It also outlines the procedures involved in segmentation, including surveys, analysis, and profiling. Overall, the video highlights how proper segmentation can lead to successful marketing strategies and increased business profitability.

Takeaways

• 😀 The STP process (Segmentation, Targeting, and Positioning) is crucial in modern business marketing strategies to ensure successful marketing efforts.
• 😀 The first step in the STP process is segmentation, where the market is divided into homogeneous segments based on specific characteristics.
• 😀 Market segmentation helps to identify potential market segments based on geographical, demographic, and other relevant characteristics.
• 😀 There are three primary approaches to market segmentation: static attribute segmentation, dynamic attribute segmentation, and individual segmentation.
• 😀 Static attribute segmentation groups markets based on static characteristics like geography and demographics without considering consumer behavior.
• 😀 Dynamic attribute segmentation focuses on attributes like social status, lifestyle, and personality, which can change over time and reflect consumer behavior.
• 😀 Individual segmentation targets individual consumers, personalizing marketing efforts to cater to specific individual needs.
• 😀 There are three levels of market segmentation strategies: mass marketing, niche marketing, and customized marketing (one-to-one marketing).
• 😀 Mass marketing involves a single marketing approach aimed at a broad audience, while niche marketing focuses on smaller, more specific market segments.
• 😀 Customized marketing tailors marketing efforts for individual consumers, ensuring that their specific needs and preferences are met.
• 😀 Segmenting markets into homogenous preferences, dispersed preferences, or clustered preferences helps to better understand consumer behavior and refine marketing strategies.

Q & A

What does the STP process stand for in marketing?

The STP process stands for Segmentation, Targeting, and Positioning. It's a key strategy in modern marketing that helps businesses target specific markets effectively.

What is market segmentation?

Market segmentation is the process of identifying and dividing a market into distinct subgroups or segments based on characteristics such as demographics, behavior, or geographic location.

What are the different types of segmentation approaches?

The three types of segmentation approaches are: 1) Static Attribute Segmentation, which uses fixed attributes like geography and demographics; 2) Dynamic Attribute Segmentation, which uses changing attributes like lifestyle or social status; and 3) Individual Segmentation, which targets individual consumers based on personal preferences.

What is the difference between mass marketing and niche marketing?

Mass marketing involves promoting products to a broad audience, often with one marketing message for all. Niche marketing, on the other hand, targets a smaller, more specific group with tailored offerings to meet their unique needs.

What are the three levels of market segmentation strategy?

The three levels of market segmentation strategy are: 1) Mass Marketing, which targets a broad audience; 2) Niche Marketing, which targets a more specific subgroup; and 3) Customized Marketing, also known as one-to-one marketing, which caters to individual consumer needs.

What are the three patterns in market segmentation?

The three patterns in market segmentation are: 1) Homogeneous Preferences, where consumers have similar tastes; 2) Dispersed Preferences, where consumer preferences are diverse; and 3) Clustered Preferences, where consumer preferences group into distinct clusters.

What is the importance of profiling in market segmentation?

Profiling helps businesses identify the specific characteristics of each segment, allowing them to better understand the needs and behaviors of different customer groups, and tailor their marketing strategies accordingly.

What is the role of surveys in the segmentation process?

Surveys, through methods like focus group discussions and interviews, gather data about consumer motivations, behaviors, and preferences. This information is then used to identify different market segments.

How does the analysis stage contribute to the segmentation process?

The analysis stage involves examining the survey data to identify key differences in consumer groups. This helps businesses understand the unique characteristics of each market segment.

Why is segmenting the market important for businesses?

Segmenting the market allows businesses to focus their resources on specific customer groups, create targeted marketing messages, and offer products that better meet the needs of those groups, ultimately improving efficiency and profitability.