Targeting, segmentation and positioning are all central to a company's marketing strategy. Often referred to as S-T-P marketing, segmenting, targeting and positioning involve identifying possible ...

Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan. The ...

Who are your customers? Or perhaps a better question is: Who aren’t your customers? Not everyone is interested in, nor a good target for, every product or service offering. Marketing communications ...

The Joyoung brand was launched in 1994 when a group of recent college graduates invented the world's first automatic hot soymilk-maker home appliance. After some ups and downs, the Joyoung ...

Last Friday (March 7, 2014) our reader asked: “It’s been so many years since last we heard anything new about brand positioning. Do you have anything new on brand positioning that can help us once ...

We’re in the final quarter of 2023. B2B marketers are starting to review their results and plan for 2024. Many will revisit their ideal customer profile (ICP) – even though it is often useless.

If you are not declaring something for dead as a marketing consultant, you are doing things wrong in marketing land. The concerned reader should stop worrying – STP (segmentation, targeting, ...

When companies position their products or services, they are trying to create associations in the minds of their prospective customers. They typically initiate the positioning process by coming up ...

In the marketing function, product positioning is an important tool to gain the acceptance of customers, said Mr K. Hariprakash, General Manager, Valvoline Cummins Ltd. Speaking at a seminar on brand ...

Bruce McColl, the Global CMO for Mars, was in no mood for prevarication last month at the Advertising Research Foundation’s annual ReThink conference in New York City. “I’m not a great believer in ...