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STP

Market Segmentation (ID)


2. Determine which segmentation
variables to use
3. Develop market segment profiles

Market Targeting (Evaluate)


4. Evaluate relevant market segments
5. Select target markets

Market Positioning (Enter)


Having Finished the j Develop positioning for target
Target Market segments
Selection Process We j Develop a marketing mix for
each segment
Act!
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Perceptual mapping
To understand how customer¶s rate different brands we need to do a perceptual mapping of competitor¶s
offerings
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Perceptual mapping showing the possible positioning of a new product of instant breakfast
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Thus Positioning is

Simply stated how customers view the brand and its product

Mercedes Luxury
Walmart Lowest price
Pepsi Youth
Volvo Safety
Sony Technology
Meru Cab On time service
Amaron Long lasting
MRF Reliable
Airtel Connectivity everywhere

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A brand may vary its positioning strategy depending on the
country of operation

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