Segmentation, Targeting and Positioning(STP) and Marketing Strategies

The STP process is an important concept in marketing. The letters STP stand for segmentation, targeting and positioning.

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 organisation to the development and implementation of an appropriate marketing mix.

Market Segmentation : Market Segmentation is 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.

Market Targeting : Market Targeting refers to an organisation's proactive selection of a suitable market segment(or segments) with the intention of heavily focusing on the firm's marketing offers and activities towards this group of related consumers.

Market Positioning : Market positioning is the target market's perception of the product's key benefits and features relative to the offerings of competitive products.

                                              STP of Maggi 2-Minute Noodles  

                      

Marketing Strategies of Maggi 2-Minute Noodles

1997-1999- Nestle changed the taste of Maggi noodles but it proved to be a failure. In 1999, Maggi reintroduces the old formulation and revived sales with the punchline- " Fast to cook Good to eat"

2000: Maggi noodles became the leader in instant noodles space

2005: Marketing strategy to keep Maggi's brand fresh and as a 'health product' the tagline "Taste Bhi, Health Bhi" was used with the launch of Maggi Atta Noodles

2009: Maggi celebrated 25 years of Maggi nooldes with "Me and Meri Maggi" campaign and the launch of Maggi Pazzta. This campaign invited consumers to share their Maggi moments. As a part of this promotional drive, Maggi launched a website where consumers could upload their Maggi moments and their  favourite recipes or stories would get a chance to be featured on Maggi packets or ads.

2012: Maggi has generally stayed away from celebrity endorsements. In general, mother and child have been celebrities for Maggi for the longest time. With an exception when Preity Zinta promoted the Rs. 5 Chotu Maggi and the family packs. Recently Amitabh Bachchan has been made the brand ambassador of Maggi. Maggi's "Do Minute Mein Khushiya" was launched with Amitabh Bachchan in 2012.