Stp Process Analysis

The STP process demonstrates the links between an overall market and how a company chooses to compete in that market. It is sometimes referred to as a process, with segmentation being conducted first, then the selection of one or more target markets and then finally the implementation of positioning. The goal of the STP process is to guide the organization to the development and implementation of an appropriate marketing mix.

Market segmentation can be defined as: The process of splitting a market into smaller groups with similar product needs or identifiable characteristics, for the purpose of selecting appropriate target markets.

The market must be segmented on a very simplistic basis, using an attitude and loyalty segmentation approach.

The market segments identified are as follows:

Children

Nowadays kids are very fond of fizzy drinks. For many children, grabbing a soft drink at school seems like a quick fix for energy and nutrition. However, soft drinks contain a variety of ingredients that can be damaging to a child 's health. Therefore the tipco fizzy drink can replace the soft drinks for them.

Teenagers

Sweet beverage intake was frequent among adolescents, specially soft drinks. These beverages are available and consumed at home and at school, and they were considered tasteful. Tipco fizzy drink can be a better option for them as it is made of 100% fruit.

Adults and Elderly people

Adults and elderly are very health conscious nowadays due to the growing number of diseases. Therefore they opt for a healthy lifestyle. Tipco fizzy drink can be good for them as it is made of fruit and it is also carbonated.

REALLY THIRSTY

This group of consumers is seeking a fairly straightforward functional benefit from their consumption of a beverage. They are in a situation where they simply need to quench their thirst. In this case, they would be attracted to fairly simple styles of beverages, such as water or

However, this market segments is relatively brand loyal.

JUST FEEL LIKE IT

This final market segment are consumers who, primarily due to situational factors and/or habit, are attracted to drink products for enjoyment and refreshment, rather than for any functional benefits. In their case, these consumers are not necessarily seeking health or thirst benefits.

Positioning is all about how a brand or company is positioned, or perceived, in the minds of a target group of customers.

Perceptual maps help us to plan positioning and repositioning.

A perceptual map is a diagram which plots different positioning and repositioning.

Positioning depends on the advertising, packaging and the distribution channels.

The tipco fizzy drink must have an attractive packaging as well as price to be able to attract many customers. It must be promoted and presented in such a way to be accepted easily by the targeted audience. These are all part of the marketing mix which, in turn, affects the way the fizzy drink is perceived, or positioned, in the minds of