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Market Segmentation Study Guide

  • About
    • Resources
    • FAQ’s
    • Terms and Conditions
    • Privacy
    • More…
  • The STP Process
    • What is the STP Process?
    • The Basic STP Process
    • The Full STP Process
    • An Example of the STP Process
    • What is the STDP process?
  • Market Segmentation
    • What is Market Segmentation?
    • Reasons to Use Market Segmentation
    • Criteria for Effective Market Segmentation
      • Using the Criteria for Effective Segmentation
    • Main Tools Used
      • Alternate Ways to Create Market Segments
      • Using Cluster Analysis for Market Segmentation
    • Defining Markets
      • Understanding Markets
      • Markets, sub-markets and product-markets
        • Examples of Sub-markets and Product-markets
    • A Step-by-step Guide to Segmenting a Market
    • Market Segmentation Examples
  • Segmentation Bases
    • Choice of Consumer Segmentation Bases
    • Advantages/limitations of the segmentation bases
    • Demographic Segmentation
    • Psychographic Segmentation
    • Benefit Segmentation
    • Behavioral vs psychographic segmentation
    • Different Segmentation Approaches?
  • Segment Profiles
    • Understanding Segment Profiles
    • Segment Profile Sections
    • Segment Profile Examples
    • A Step-by-Step Guide to Segment Profiles
    • Quickly Build a Segment Profile
    • Segment Nicknames
    • Brand Personas
    • Bring Your Own Persona
  • Business Segments
    • Business Market Segmentation Bases
    • Market segmentation examples
  • Target Markets
    • Overview of Target Markets
    • Evaluating Target Markets
    • Selecting Target Markets
      • Selecting a Target Market Example
    • How many target markets?
      • Differentiated or Concentrated Marketing?
    • Niche Marketing
      • Niche Marketing Examples
      • One-to-one Marketing
    • The Challenge of Mass Marketing
  • Positioning
    • Introduction to Positioning
    • Why Positioning is Used
    • Positioning Categories
      • Positioning Category Examples
    • Positioning Examples
    • Over and Under Positioning
    • Positioning and the Marketing Mix
  • Repositioning
    • What is Repositioning?
    • Why is repositioning used?
    • Challenges of Repositioning
    • Repositioning Examples
    • Repositioning versus Introducing a New Brand
  • Perceptual Maps
    • Understanding Perceptual Maps
      • Inputs to Perceptual Maps
      • Determinant Attributes
      • Perception is Reality
    • Benefits of Perceptual Maps
    • Interpreting Perceptual Maps
      • Interpreting Perceptual Maps Example
    • Points-of-Difference and Points of Parity
      • Points-of-Difference and Points-of-Parity Examples
    • A Step-by-step Guide to Constructing a Perceptual Map
      • Create Your Own Perceptual Map
    • Free Perceptual Map Template
  • Examples
    • Sports shoes
    • A bank
    • Grocery shoppers
    • Retailers
    • Breakfast foods
    • Banking
    • Cars
    • Car insurance
    • Charities
    • Drinks
    • Fast food
    • Fitness centers
    • A list of segment ideas
    • Example of the Overall STP Process

Category: positioning

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...

Author Geoff FrippPosted on Categories Blog, positioning, segmentation

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...

Author Geoff FrippPosted on Categories example, positioning, segmentation, targeting

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This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world.

This study guide is a comprehensive discussion (along with many examples) of the key aspects of: market segmentation, segmentation bases, target markets, product positioning, and perceptual maps, as well as examples of market segmentation.

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  • About
    • Resources
    • FAQ’s
    • Terms and Conditions
    • Privacy
    • More…
  • The STP Process
    • What is the STP Process?
    • The Basic STP Process
    • The Full STP Process
    • An Example of the STP Process
    • What is the STDP process?
  • Market Segmentation
    • What is Market Segmentation?
    • Reasons to Use Market Segmentation
    • Criteria for Effective Market Segmentation
      • Using the Criteria for Effective Segmentation
    • Main Tools Used
      • Alternate Ways to Create Market Segments
      • Using Cluster Analysis for Market Segmentation
    • Defining Markets
      • Understanding Markets
      • Markets, sub-markets and product-markets
        • Examples of Sub-markets and Product-markets
    • A Step-by-step Guide to Segmenting a Market
    • Market Segmentation Examples
  • Segmentation Bases
    • Choice of Consumer Segmentation Bases
    • Advantages/limitations of the segmentation bases
    • Demographic Segmentation
    • Psychographic Segmentation
    • Benefit Segmentation
    • Behavioral vs psychographic segmentation
    • Different Segmentation Approaches?
  • Segment Profiles
    • Understanding Segment Profiles
    • Segment Profile Sections
    • Segment Profile Examples
    • A Step-by-Step Guide to Segment Profiles
    • Quickly Build a Segment Profile
    • Segment Nicknames
    • Brand Personas
    • Bring Your Own Persona
  • Business Segments
    • Business Market Segmentation Bases
    • Market segmentation examples
  • Target Markets
    • Overview of Target Markets
    • Evaluating Target Markets
    • Selecting Target Markets
      • Selecting a Target Market Example
    • How many target markets?
      • Differentiated or Concentrated Marketing?
    • Niche Marketing
      • Niche Marketing Examples
      • One-to-one Marketing
    • The Challenge of Mass Marketing
  • Positioning
    • Introduction to Positioning
    • Why Positioning is Used
    • Positioning Categories
      • Positioning Category Examples
    • Positioning Examples
    • Over and Under Positioning
    • Positioning and the Marketing Mix
  • Repositioning
    • What is Repositioning?
    • Why is repositioning used?
    • Challenges of Repositioning
    • Repositioning Examples
    • Repositioning versus Introducing a New Brand
  • Perceptual Maps
    • Understanding Perceptual Maps
      • Inputs to Perceptual Maps
      • Determinant Attributes
      • Perception is Reality
    • Benefits of Perceptual Maps
    • Interpreting Perceptual Maps
      • Interpreting Perceptual Maps Example
    • Points-of-Difference and Points of Parity
      • Points-of-Difference and Points-of-Parity Examples
    • A Step-by-step Guide to Constructing a Perceptual Map
      • Create Your Own Perceptual Map
    • Free Perceptual Map Template
  • Examples
    • Sports shoes
    • A bank
    • Grocery shoppers
    • Retailers
    • Breakfast foods
    • Banking
    • Cars
    • Car insurance
    • Charities
    • Drinks
    • Fast food
    • Fitness centers
    • A list of segment ideas
    • Example of the Overall STP Process
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