PILLARS OF MARKETING

STPD
S-Segmentation.
T-Targeting.
P-Positioning.
D-Differentiation.
Presented by:
 Yuvraj Nagre.
 Dilip Baghele.
 Sumeet Gurnani.
 Sonal Kumar.
 TARGETING
TARGETING IS THE SECOND STAGE OF
STP(SEGMENT,TARGET,POSITION)
PROCESS.AFTER THE MARKET HAS BEEN
SEPRATED IN TO IT’S SEGMENT,THE
MARKETER SELECT A SEGMENT OR SERIES OF
SEGMENTS AND TARGET THEM.IT HELPS TO
FOCUS ALL THE RESOURCES AND EFFORTS TO
THE TARGET MARKET.
PROCESS OF TARGETING
CONTD.
CONTD.
 Positioning
 Creating an specific perception about the
product or service as compare to compitetors
in the minds of customer.
 After segmenting the market and selecting the
target consumer product is positioned in target
market.
Trout and Ries suggest a six-step question
framework
1. What position do you currently own?
2. What position do you want to own?
3. Whom you have to defeat to own the position
you want.
4. Do you have the resources to do it?
5. Can you persist until you get there?
6. Are your tactics supporting the positioning
objective you set?
Positioning Map
 Differentiation
 A concept in Economics and Marketing proposed
by Edward Chamberlin in his 1933 Theory of
Monopolistic Competition.

 Forms the basis for product positioning.

 In marketing, product differentiation is the

process of distinguishing a product or offering
from others, to make it more attractive to a
particular target market. This involves
differentiating it from competitors' products as
well as a firm's own product offerings.
CONTD
 Differentiation works as USP for the product or
service.
 Successful differentiation leads to premium
pricing of the product.
 Sole objective is to reduce the direct
Competition in the market.
 Types of differentiation
 Differences in quality which are usually
accompanied by differences in price.

 Differences in functional features or design.

 Sales promotion activities of sellers and, in

particular, advertising.

 Differences in availability (e.g. timing and

location).
Thank You…