STP
analysis
According to Posner its extremely helpful to business to concentrate its resources and activities to a specific area to appeal directly to a well-defined target audience (Posner, 2017)
SEGMENTATION
TARGETING
POSITIONING
Marketing segmentation focus in divide the market into smaller, more condensed areas, by product type or market level or can be also used to segmentate consumer into groups who share similar characteristics (Posner, 2017).
Consumer targeting focuses in categorize the products and services by consumer needs such age, income, behaviours. Split the consumers into small subgroups based on similar needs and characteristics (Posner, 2017).
Positioning a brand in the market by the way the consumers can perceive her. using the image, packaging, retail, advertisement, social media, to appeal directly the target market (Posner, 2017).
SEGMENTATION Market Level: High end accessible market Products: Clothing, sportswear, shoes, bags and accessories Socio-cultural: Subculture rock, boho and vintage Focus on authenticity and androgynous
CONSUMER TARGETING HEIDIs (Highly Educated Independent Individuals) Young and mature professionals people with high income Generation Z and Millennial fashion aware Female and male age: 18 - 35 Attitude: Unique, Rock lovers, open.minded, retro
POSITIONING A chic and trendy modern brand that wants to have a premium positioning. High quality with more affordable price. Related with music and subcultures. Reach parisian classic chic style and british vintage attitude. figure 8, 9, 10
