STP "SEGMENTASI TARGETING POSITIONING"
Summary
TLDRThe video discusses the concepts of segmentation, targeting, and positioning (STP) in marketing. It explains segmentation as the process of dividing a mass market into smaller units based on measurable, accessible, substantial, and differentiable criteria. There are three primary types of segmentation: geographical, demographic, and psychographic. Examples include demographic segmentation by age or gender and geographical segmentation by region. Targeting is described as the method of selecting market segments to serve, with three strategies: undifferentiated targeting, differentiated targeting, and concentrated targeting. Lastly, positioning is explained as the technique of shaping how consumers perceive a brand, including brand associations and attributes.
Takeaways
- 📊 Segmentation divides mass markets into smaller, identifiable units.
- ✔️ Effective segmentation should be measurable and accessible.
- 🌍 Geographical segmentation focuses on location-based divisions.
- 👥 Demographic segmentation considers age, gender, and income.
- 💭 Psychographic segmentation is based on beliefs and lifestyle.
- 🎯 Targeting strategies include undifferentiated, differentiated, and concentrated.
- 🚀 Positioning shapes consumer perceptions of a brand.
- 🔍 Brand associations play a crucial role in positioning.
- 💼 Practical examples help illustrate segmentation types.
- 📈 Understanding STP is vital for successful marketing.
Timeline
- 00:00:00 - 00:07:59
The video discusses segmentation, targeting, and positioning in marketing. Segmentation is a technique for categorizing a mass market into identifiable units to better meet consumer needs. Key criteria for effective segmentation include measurability, accessibility, size, and distinction from other segments. The video highlights three main types of segmentation: geographic, demographic, and psychographic, providing examples for each. Geographic segmentation focuses on locations, demographic segmentation groups consumers based on characteristics like age and gender, while psychographic segmentation considers social class and individual characteristics. Targeting techniques include integrated, separated, and concentrated strategies, with examples showcasing how brands like Indomie, insurance companies, and Honda approach their target markets. Finally, positioning involves establishing product emphasis in consumer perception, linking to brand associations. This overview is provided by Muhammad Insan Ramadan from IC classroom.
Mind Map
Video Q&A
What is market segmentation?
Market segmentation is the technique of dividing a mass market into smaller, more identifiable units to meet specific consumer needs.
What are the criteria for effective segmentation?
Effective segmentation should be measurable, accessible, substantial, and differentiable.
What are the types of segmentation discussed?
The main types discussed are geographical, demographic, and psychographic segmentation.
Can you give an example of demographic segmentation?
An example includes products like Ponds, which are tailored for different genders.
What is targeting in marketing?
Targeting is the strategy of determining which segments of the market to focus on to meet their needs.
What are the three targeting strategies?
The three strategies are undifferentiated, differentiated, and concentrated targeting.
What does positioning refer to?
Positioning is establishing a product's emphasis in the consumer's perception, related to brand associations.
View more video summaries
- Segmentation
- Targeting
- Positioning
- Marketing
- Market Segmentation
- Demographic Segmentation
- Geographical Segmentation
- Psychographic Segmentation
- Targeting Strategies
- Brand Positioning