[PDF] Market Segmentation, Targeting and Positioning (STP)

CASE STUDY

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Segmentation, Targeting and Positioning (STP).........................................................................1
Marketing Mix Theory................................................................................................................1
CONCLUSION................................................................................................................................2

INTRODUCTION
Marketing is the heart of the businesses. It is the action or business of promoting and
selling goods and services including market research and advertising. This case study is based on
the marketing mix that emphasis on marketing communication as well as target market of the
company. The case study is on the Estate Agency Industry which sales houses.
MAIN BODY
Segmentation, Targeting and Positioning (STP)
This is the marketing model or approach which helps marketers to prioritise proposition
as well as create and deliver personalised and applicable messages to engage with different
people. Thus, for creating brand for the app, this model is best for sited organisation.
Segmentation- It is process which involves identifying the types of customers with
different needs exist. Estate Agency Industry will divide the group of people on the geographical
locations. Further, they can also use Psychographic segmentations where the customers are
divided on the lifestyles, interest and needs.
Targeting- It is the process of grouping the people most likely to buy the products and
services of Estate Agency Industry. They will target all audience in general because “Point and
Know” app is useful for every users but they will target the group of people who are living in
rental houses because they are needy and interest people.
Positioning- It is involves positioning the product of company. Estate Agency Industry
has to positioning its “Point and Know” app in order to have interest in the offering. This app
creates values to the users.
Marketing Mix Theory
Marketing mix is the tool that combines a number of elements to strengthen as well as
solidify the brand of the products and its also aid in helps to sell the products or service. Estate
Agency Industry is also using the marketing mix theory to sell and promote the “Point and
Know” app in the market. There are four elements in marketing mix theory which are-
Product- This is the main element by which organisations used to satisfy the needs and
wants of the customers. It can be intangible or tangible. Estate Agency Industry is using product
mix in order to promote the “Point and Know” app in the market by satisfying the needs and
wants of customers.
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Price- This the actual sum of money which customers pay for the products. The “Point
and Know” app which Estate Agency Industry is going to introduce in the market is totally free
of cost for the users.
Place- This is also one of the most important element of the market where the product of
the company should be well placed and it should be reach to the larger customer's. Estate Agency
Industry is going to launch the “Point and Know” app which will be placed on the mobile phones
of the customer and it can be done by the promotional efforts of the company.
Promotion- This element of marketing mix is the heart of modern marketing. It included
advertising, branding, personal selling, sales promotion, public relations, social media and direct
marketing. Estate Agency Industry is going to promote its app on social media and direct selling.
CONCLUSION
The above report concluded that marketing is the heart of businesses and it is vital for the
company to achieve the highest success. Segmentation, targeting and positioning model was also
very important to identify and fulfils the needs and expectations of customer's. Further,
marketing mix tool was also summarized that helps in promotion of the company.
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