STP of Woolworths

STP OF WOOLWORTHS
Name – ID No. (of each participant)

Table of Contents
• Essentially it is this:
TABLE OF CONTENTS
Title Page No.
• Segmentation Definition 3
• Target Market Definition 4
• Positioning Definition 5
• Perceptual Map 6
• Customer Profile 7-8
• Current Segmentation 10
• Proposed Segmentation 11
• Positioning Statement 12
• Conclusion 13
• References 14

Introduction and Segmentation
• Introduction
• The market segmentation planning for Woolworths is conducted in
this paper.
• Segmentation
• Market Segmentation is the act of fragmenting a market in groups.
• It is the process of dividing potential consumers according to their
needs, behaviours, life style, preference and others (Dibb&
Simkin,2013).
• Example
• Woolworths’s market segmentation is
demographic, geographic and the psychographic
(Methner, Hamann & Nilsson,2015)

Targeting
• Definition
• Targeting is the process of evaluating the level of potentiality or
probability of the segmented group for adoption of the product
(Hariharan, Talukdar & Kwon 2015).
• This is the process where the position of each segment is
identified and then selected to approach (Weinstein, 2013).
• Example
• In case of Woolworths the target market is the high income
earners, group 8 to 10 of living standard measure.