STP marketing model - Segmentation, Targeting, Positioning

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How much easier it would be for marketers to have a product that everyone in the world is the target group for. Regardless of gender, age, location - everyone in every corner wants that magic product. You know what would be even better? That this product has no competition.

And then the alarm clock rings and we realize that it was (and always will be) just a dream.

Companies make a big mistake when they promote their offer without carefully selecting the special lead target group. In this way, the campaign budget is irretrievably wasted, without achieving significant results. The product is promoted to people who are not interested in it at all, while the real target group remains deprived of a personalized sales message. So - everyone is at a loss. When we think about it, there is no product today that could/should be promoted to everyone. Even a giant like Coca-Cola, which operates in over 200 countries and sells more than a billion products a day, offers different products to meet the needs of different target groups.

The STP marketing model provides an easier approach to product promotion through segmentation, targeting and positioning .

Segmentation
According to the model, the first step is to segment the market - that is, create groups of potential customers. Then we select the segment or segments that seem the most interesting and position the products so that they are the most visible and the most attractive to the selected groups.

The division or segmentation of the market is done according to certain criteria :

demographics (age group, gender, level of income, level of education, marital status...)
geography (country, region, province, area...)
psychographics (lifestyle, hobbies, activities, opinions, political affiliations, attitudes...)
behavior (payment method, brand loyalty...)
Distribution according to the mentioned criteria helps us to get to know the target group : who they are (demographics), where they are (geography) and why the product/service is interesting to them (psychography, behavior).