Segmenting-targeting-positioning

In marketing, segmenting, targeting and positioning (STP) is a framework that implements market segmentation. 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. The S-T-P framework implements market segmentation in three steps:

  • Segmenting means identifying and classifying consumers into categories called segments.
  • Targeting identifies the most attractive segments, usually the ones most profitable for the business.
  • Positioning proposes distinctive competitive advantages for each segment.
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