Assessment 2: Segmentation, Targeting, Differentiation and Positioning (STDP) Strategy

Assessment 2: Segmentation,
Targeting, Differentiation and
Positioning (STDP) Strategy
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1
Table of Contents
Background.................................................................................................................... 2
Market Segmentation........................................................................................................ 2
Market Targeting and Consumer Profile................................................................................. 3
Differentiation and Positioning............................................................................................ 4
References..................................................................................................................... 7

2
Background
Plastic Whales was founded in 2011, and it organizes tours within Amsterdam to collect plastic
garbage. Later the company recycles the garbage and utilizes it to develop boats that can be used
for fishing for plastic (Plastic Whale. 2020). As a result, removing rubbish from the water
created a positive impact on the environment. However, it has been reported that Sydney Harbor
is dealing with plastic pollution, which in turn creates a negative impact on wildlife by killing
endangered turtles at the time of the summer season. Therefore, the company decided to enter
Sydney Harbor and expand its business as it found an increasing number of recyclable plastic in
Sydney.
Market Segmentation
Marketing Segmentation is determined to be one of the major components of modern marketing.
As per the underlying aspect of market segmentation, all consumers do not possess a similar
service or product needs. In the table presented below three different marketing segmentation
have been chose based on multiple independent variables:
Base and variables Segmentation 1 Segmentation 2 Segmentation 3
High School
children
Young adults Retiring adults
Demographic
 Age 12-19 18-25 64 and above
 Income $0K-5K $40K-80K $0K-20K
 Gender Female and male Female and male Female/male
Behavioral
 Readiness stage Informed Interested Aware
 Loyalty status Medium Strong Medium
Psychographic
 Personality Outgoing/social Adventurous Eager/Ambitious