STP OF MERCEDEZ-BENZ

Presented by –

Dipanway Bhabuk

CONTENT

STP

Model of STP

Segmentation

Targeting

Positioning

STP of Mercedes-Benz

What is STP?

STP – Segmentation Targeting

Positioning

The formula ‘STP’ is the essence of

strategic marketing.

The marketing staff must SEGMENT

the market, select the appropriate

market TARGET and develop the

offering’s POSITIONING.

SEGMENTATION

The process of splitting a market into

a

smaller group with similar product

needs

or identifiable characteristics for the

purpose of selecting appropriate

market.

Cont…..

Variable use for SEGMENATION

• Geographical : Country, State, City,

Urban, Rural.

• Psycho graphical : Social Cycle, Lifestyle,

personality.

• Demographical : Age, Gender, Income,

Education.

• Behavioural : Needs, Wants, Benefits

expected.

TARGETING

An organization proactive selection of a

suitable market segment with the

intention of heavily focusing the firm’s

marketing offers and activities towards this

group of related consumer.

Cont….

Niche Marketing – Very concentrated

segments like targeting the rich

people.

Mass Marketing – Undifferentiated

Market generally for all.

POSITIONING

Identifies the differential advantage in

each segment.

Decides on a different positioning

concept for each of this segments.

The Mercedes-Benz:

ELEGANCE IS AN ATTITUDE

MERCEDEZ-BENZ

SEGMANTATIONGeographical – Metro cities

Psycho graphical – Showing high

class and

status of the people.

Demographical – Middle aged, High

income people.

Behavioral – Special Occasion,

Quality

and Service

MERCEDEZ-BENZ

TARGETING Niche Marketing – Mercedes-Benz is

targeted for the High class and Rich

people keeping high profitability in

mind.

MERCEDES-BENZ

POSITIONING Creating a strong connection with the

customer which leads to a deeper

level of brand engagement.

Allows company to charge a premium

for their product as price plays a vital

role in the purchase decision.