Describe Kelloggs STP strategy Segmentation – select demographic, geographic, psychographic and/or behavioural variables to segment your product market Targeting – select your targeting strategy (undifferentiated, differentiated, concentrated, customized); profile your targeted market/segment(s) Positioning – draw a positioning map to analyze your competitive position and potential market opportunities
Describe Kelloggs STP strategy Segmentation – select demographic, geographic, psychographic and/or behavioural variables to segment your product market Targeting – select your targeting strategy (undifferentiated, differentiated, concentrated, customized); profile your targeted market/segment(s) Positioning – draw a positioning map to analyze your competitive position and potential market opportunities
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Describe Kelloggs STP strategy
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- Segmentation – select demographic, geographic, psychographic and/or behavioural variables to segment your product market
- Targeting – select your targeting strategy (undifferentiated, differentiated, concentrated, customized); profile your targeted market/segment(s)
- Positioning – draw a positioning map to analyze your competitive position and potential market opportunities
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