Any business you can think about, both small and large segments, targets and positions its product/services differently. STP framework is not strictly left for large-scale businesses. You can use this framework in your sole proprietorship business or medium-sized enterprise. Furthermore, it is not only used where a company is already making profits. STP of marketing framework is useful from the initial stage of business idea inception to maturity. This is a list of STP marketing example company for popular brands.
STP Marketing Example Company
1. Amazon
Positioning: For the longest time, Amazon has been using an adaptive positioning. Using adaptive positioning for pricing is STP marketing example company. Amazon analyzes competitors’ prices, forces of demand and supply and other relevant market changes to determine the best price for different products.
The new shoppers’ category is made up of people who are buying for the first time from Amazon. Loyal shoppers category is customers who repeatedly buy from Amazon. The opportunistic shoppers’ category is individuals who buy from Amazon when offering discounted prices.
Targeting: The fundamental target customer of Amazon is an online shopper. This person is actively looking to buy something from the internet. The company does not discriminate where one buys from because it has good last-mile logistics for its customers.
Segmentation: Amazon segments its customers into three broad categories. These are new shoppers, loyal shoppers and opportunistic shoppers.
Amazon’s adaptive positioning strategy helps the company offer quite competitive prices for their customers. At least if you are Amazon’s buyer, you are assured of buying high-quality products that are lowly priced in the market.
2. Nike
Segmentation: Fundamentally, Nike segments customers demographically. In the manufacturing of footwear, Nike segments customers relative to their gender and age. There is footwear meant for men and others for women. Similarly, some footwear is meant for children regardless of gender.
Targeting: Nike targets individuals whose physical activities form a substantial part of their lifestyle. These are individuals who have athletic inclinations.
Majorly, they are from 11 to 45 years of age. The company emphasizes manufacturing footwear, accessories, and equipment that this segment of customers can use in different sports.
Positioning: Nike positions itself as a go-to manufacturer of athlete products. In the mind of most athletes, Nike is a manufacturer that makes a range of products that can suit the nature of the sport one is involved in.
If you play golf, there is footwear and golf equipment manufactured by Nike. You can get the right shoes and accessories for running from the company if you are a runner.
3. Coca-Cola
Segmentation: Coca-Cola uses geographical segmentation of its customers. Some drinks are available in some regions but not in others where the company operates. For example, you can find Krest soda in Africa but not in the United States.
Coca-Cola also segments the market with demographics like age and family center as STP marketing example. This is widely used in the packaging of soft beverages. Some are packaged in small bottles convenient for you as an individual. Others are packaged in larger bottles, enough for a group or family setup.
Targeting: First and foremost, Coca-Cola targets non-alcoholics. The company makes fun and thrilling to consume soft beverages like hard drinks. Targeting non-alcoholics help Coca-Cola attract a substantial market share across different age groups. This is because their drinks can be consumed by a 10-year-old or even a 70+-year-old elder.
Positioning: Coca-Cola positions itself as a company that helps you to quench your thirst happily. Different soft beverages from the company are associated with different fun times.
Take, for instance, Fanta. It is positioned like the best soft beverage to take alongside snacks. Fanta is thus associated with joyous moments of snacking with friends or family.
4. Toyota
Segmentation: Toyota uses psychological attributes to segment its customers. For example, the company makes reliable cars for buyers looking for reliability. For instance, Toyota sequoia cars have been known to clock almost 300,000 miles.
The company also makes highly capable yet efficient cars. For instance, Land Cruisers are common in markets like Australia and Africa because of the high level of capability and efficiency they offer to users.
Targeting: Toyota uses income as a targeting parameter in the market. Majorly, the company targets those in the middle class. Even the top-spec Toyota cars, like LC 300 series, are less expensive than other cars in the segment, like Land Rover Range Rovers.
Positioning: Toyota uses a differentiation positioning strategy. The company provides unique products for car buyers in different markets. In Africa, Toyota positions itself as a car manufacturer that tropicalizes cars for Africa.
In the USA, Toyota positions itself as a company that manufactures cars with high resale value. For the Australian market, Toyota positions itself as a car manufacturer that offers economic value for the money an Australian spends on their car for transport purposes.
