Segmentation, Targeting & Positioning 24-10-08

STP Marketing

STP marketing looks at the different ways in which is best to target the specific target audience.

S – Segmentation
When segmenting the company looks at the profile of the planned target audience. This enables companies to identify and analyse their potential customers. To obtain this information, companies include ‘About yourself’ parts of a questionnaire receiving information about their age, gender and other personal attributes. By doing this, grouping can then be developed either by geographical location or by one of their personal attributes.

T – Targeting
By using the techniques of segmentation, the company are able to see the group they want to target. Once choosing the target group desired action can take place, if a target group is not chosen the product would not have potential buyers. Once the target audience is chosen and the product is well known the company can spread out to other target audiences but can fall back on the audience where it is already established.

P – Positioning
The positioning of the product is important when selling the product as the target audience needs to know about it and this is done mainly by advertising. Word of mouth is a huge influence on deciding the fate of a product. The advertising and positioning of the product and its campaign needs to parallel with the target audiences life style.


When looking at hair products they have used segmentation to their advantage targeting different colours, types and gender of hair.
Head and Shoulders have developed from one type of shampoo into many different types. Below is their product website showing all the different types of hair that could go with each of their products. By providing different types of hair products for specific types of hair enables the company to aim at smaller target audience.


This week I found a well known advert recognized all over the world and a saying that would be used in many different countries. Many different versions of this commercial appeared. The target audience for this commercial is young adult males who enjoy a relaxing beer with friends.