positioning Archives - Market Segmentation Study Guide

Understanding the STDP process in marketing

Marketing’s STDP Process

Depending upon the marketing textbook that you are reviewing, the process of moving from market segmentation to positioning is sometimes referred to as the STP process, or in some other textbooks, the STDP process.

These are identical processes, with the exception of the STDP approach simply be … Read more...

An Example of the Segmentation, Targeting and Positioning Process

A good example of the STP process (segmentation, targeting, positioning) can be found during the Cola Wars in the 1980s between Coca-Cola and Pepsi-Cola. As you may be aware, Coca-Cola eventually took the dramatic act of reformulating their flagship Coca-Cola product and withdrawing it from the market to replace it … Read more...