This report provides a comprehensive analysis of the marketing strategies employed by Alpro and Muller yogurt, focusing on the 4Ps of the marketing mix (Product, Price, Place, and Promotion) and the STP model (Segmentation, Targeting, and Positioning). The report begins with an introduction to the 4Ps and STP, explaining their importance in marketing. It then compares Alpro and Muller yogurt across each element of the 4Ps, highlighting their product offerings, pricing strategies, distribution channels, and promotional activities. Furthermore, the report examines how both companies utilize the STP model to identify their target markets and position their products effectively. The analysis covers the geographical and demographic segmentation, the specific consumer groups targeted by each brand, and how they tailor their marketing efforts to resonate with these segments. The report concludes by summarizing the key findings and emphasizing the significance of marketing mix and STP in achieving business objectives within the competitive yogurt market.