Marketing Fundamentals
STP
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Learning Outcome
6
Apply STP concept to real business examples
5
Understand how positioning changes the message
4
Decide which segment should be targeted
3
Identify different types of market segmentation
2
Understand why marketing cannot target everyone
1
Explain what STP stands for
Before STP: A Look at the Buyer Journey
Different buyers make different choies
Some buyers purchase based on:
Some on Need
Some on Budget
Some on Emotion
Some on Urgency
Before STP: A Look at the Buyer Journey
This Shows that
Every buyer follows a different journey before making a purchase decision
Not all customers think in the same way
Not all customers are ready to buy at the same time
Understanding STP Through a Simple Shoe Shop Example
A shopkeeper sells shoes.
Initially, He shows every type of shoe to every customer without understanding their need
Customers get confused and Sales are slow
Understanding STP Through a Simple Shoe Shop Example
He changes his strategy and starts asking customers about their needs before showing products
Are you a student or working professional?
Daily use or special occasion?
Budget range?
Understanding STP Through a Simple Shoe Shop Example
Sales increase without increasing customers
Now:
He groups customers according to their needs
He shows the right shoes in the right way
He focuses only on people who can buy
This is exactly how STP works in marketing
It is a marketing framework that helps businesses:
1.Identify different groups of customers
3.Select the best group
2.Present the product in the most attractive way
WHAT IS STP?
Segmentation
Make sense of the market
Positioning
Stand out from competitors
Targeting
Decide the best customer to serve
WHAT IS STP?
It is a marketing framework that helps businesses:
Core Concepts (Slide 7)
Core Concepts (.....Slide N-3)
Summary
5
Build strong branding
4
Use different marketing channels
3
Target the right audience
2
Create and communicate value
1
Understand customer needs
Choose cool, soft colors instead of vibrant colors
Max 5 Points for Summary & Min 2
Quiz
Which platform is mainly used for professional networking and B2B marketing ?
A. Facebook
B. Instagram
C. LinkedIn
D. Snapchat
Quiz-Answer
Which platform is mainly used for professional networking and B2B marketing ?
A. Facebook
B. Instagram
C. LinkedIn
D. Snapchat
