Segmenting-targeting-positioning
From Wikipedia, the free encyclopedia
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]