BSc Marketing Management: STP Model and Integrated Marketing Channels

This report examines the application of the STP (Segmentation, Targeting, Positioning) model and integrated marketing channels within marketing management, using the Australian Tourism Commission (ATC) as a case study. It details how the STP model assists in identifying and targeting potential customers, fostering long-term loyalty, and driving profitability. The report also explores the role of integrated marketing channels, such as social media, email, and telephone marketing, in enhancing customer communication, building trust, and promoting business growth. The analysis emphasizes the importance of understanding customer needs and preferences to tailor marketing strategies effectively, ultimately leading to increased customer satisfaction and sustained business success. Desklib provides a platform to explore similar solved assignments and past papers for students.

Marketing Management

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
STP model..............................................................................................................................3
How STP help the company to gain long tern loyalty of customers which further help to
provide long term profit to company......................................................................................5
Integrated marketing channels................................................................................................6
How integrated marketing channels help the company to grow well by gaining customer’s
loyalty and trust......................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Introduction
It is essential for every company to manage their marketing activities effectively for their
higher growth. There are various kind of marketing model which are used to analyse the
condition of marketing and the preference of their customers toward the product and services
offered by the company. STP model help to divide the market into sub sections and help the
company to choose those sections only which will help them to gain maximum profit (Zulfikar
and STp, 2019). It is also essential for the companies to maintain good relations with their
customers and this can be done by communicating effectively with customers through different
channels like social media marketing, digital marketing, public relations and many others.
Australian Tourism Commission (ATC) is a tourism promoter company which was founded in
the year 1967. The main target of this company is to promote the Australian tourism at
international level to increase the visitors. The following report covers STP model related to
given case study which further help to analyse how STP help the company to gain long tern
loyalty of customers which further help to provide long term profit to company. This report also
covers integrated marketing channels and how these channels help the company to grow well by
gaining customer’s loyalty and trust.
Main Body
STP model
Segmentation- This is the process of dividing market into different segments so that company
will study the impact and importance of each segment separately (Li and et. al., 2020). Here,
companies divide segments on the basis of characteristics and features of their customers which
mean same characteristic customers and same featured customers are segmented in same group
and the customers of having different features and characteristics are segmented in different
segmented group. In context of ATC, they segmented their market in following ways-
Demographic segmentation- It includes the factors related to age, gender, income, occupation
and many others of customers.
Age- ATC segmented their group in the age group of 18- 24, 25-35 and 45- 65 for
tourism
Gender- Both male and female is segmented.

Income- They segmented their market for all kind of customers, low income customers,
medium income customers and high income customers.
Behavioural segmentation- It consist of having different behaviour of customers like online
purchasing habit, preference and attitude toward the offered brand and products (Zhong and et.
al., 2019).
Online purchasing habit- In context of ATC they focus on both kind of customers who
book the tickets of flights and hotels to stay whether traditionally or online mode.
Preference- They segmented their market for those customers who prefer to like
travelling from one destination to another for different purpose like entertainment, meeting and
many others.
Geographic segmentation- It consist of segmenting market on the basis of location. In context
of ATC they segmented their market for all geographical customers which means ATC allow
tourist of any country to travel Australia and they promote only Australian tourism of different
locations such as Great Barrier Reef, Fraser Island, Melbourne and many others.
Psychological segmentation- It include the mentality and mind set of customers. ATC try to
focus on those customers who are having strong mentality to for travelling and it is easy to
influence them.
Targeting- This is the process of selecting a single segmented group or a group of
segmented department for targeted customers (Guo, Wu and Gui, 2021). In this process company
get to know that who are their final targeted customers and to whom they are supposed to offer
their products and services to earn maximum profit. In context of ATC, they mainly target those
students who like to travel solo and they are called as YIT's. These students make their own
arrangement for travel, staying and many other tourists activities. The main requirement of this
group is to have lower price of hotel fees, transportation fees and many others. Hence, ATC
target age group of 18-35 year of students with low income and medium income tourists. They
also prefer to target those customers who are using internet to collect information about the
destination.
Positioning- This is the process in which companies create awareness to their targeted
customers that they exist in the market and they are having featured products and services to
fulfil their needs and wants. In context of ATC, they reach their customers through different
sources like social media marketing where they upload pictures and videos of their destination on

social media platforms and attract tourists. They also use the word like “Safe Adventure” which
depicts that they are having full security for their travellers. This will further help them to attract
more tourists.
How STP help the company to gain long tern loyalty of customers which further help to provide
long term profit to company
STP model help the company to analyse those potential customers which are interested in
the product and services of company which they offer. With the help of STP model ATC
Company only target those customers which help them to grow well by having interest to use
their services. In the process of segmentation ATC get to know about the characteristics and
features of different group of customers so that they will conduct research on each group and
analyse which type of customers are there in the market. In the process of targeting they get to
know about their targeted customers because here, they compare each segment and analyse
which segment is best suitable for the company to earn maximum profit (Jarick and et. al., 2018).
Hence, in the process of targeting they analyse their customers and they only target those
customers which are well analysed and known by company so that they will further make their
marketing strategies accordingly. This will help them gain loyal customers for longer period of
time. Hence, offering the tourism services of ATC company to known tourists are beneficial for
company to make them influence easily and attract them toward the tourism of Australia.
Positioning is the process of increasing the awareness of customers about the product and
services of company. In context of ATC, they are well aware about their targeted customers.
Now they are required to help their customers to get to know what all facilities they are offering
at what prices. Here, they use social media marketing and upload colourful photos and videos of
their different destinations to attract customers. They also send their e-mails and messages to
customers to aware them about their new service so that their customers will get attracted and set
their mind to use their tourism services. Positioning also help the company to maintain good
relationship with customers for lifelong so that in case they face any issue regarding ATC
services then they can share it with company and company can make actions to get it fixed.
Hence, this type of positioning will help them to attain their customers for longer period of time.
When ATC aware them regarding their services on timely basis then their temporary customers

become their permanent and loyal customers for longer period of time and further help the
company to gain more profit.
Integrated marketing channels
Integrated marketing include all those strategies and channels which are required to
communicate with customers by a company (Payne, Peltier and Barger, 2017). It is essential for
every company to maintain good relations with their customers so that they will analyse their
needs and wants and make changes in their products and services accordingly to satisfy their
customers. Few of the integrated marketing channels and their efficiency to communicate with
customers are given below-
Social media marketing- This is one of the most common integrated channel used by
companies to communicate with customers. Here, companies use different social media
platforms such as Instagram, Facebook, Twitter and many others and upload their pictures and
videos of products and services on their official accounts so that their customers will get aware
and try to purchase the product (Duralia, 2018). Social media platforms have international reach
which means the photos or contents shared on social media can be viewed by any person
globally. In context of ATC, they are Tourism Company which means it is essential for them to
upload beautiful pictures of their Australia destinations so that tourists of other countries also get
attracted and get influenced to travel Australia. They allow their customers to convey them any
message on social media platforms and their social media team will respond them quicker. This
marketing channel help them to communicate with their customers where customers ask their
questions on comment sections or through chat boxes and companies reply them in short period
of time. This is how they get to know about their customers.
E-mail marketing- Here, companies aware their customers through e-mails and send
those messages and other essential documents like broachers, posters, pricing details, bill
receipts and many others through e-mail (Porcu, de and et. al., 2019). In context of ATC, their
most of the customers communicate with them through e-mail and they ask their quarries on e-
mail by asking few of their questions and company will respond each mail to gain high customer
satisfaction. Most of the time they also send feedback form to their customers through e-mail and
ask customers to fill the form and resend on same e-mail address. This is how they get to know
what all factors help their customers to get more influenced toward their services and which all
areas they must make changes for benefit of company.

Telephone marketing- This also one of the most effective channels of integrated
marketing where the company can predict the expectation and experience of customers well.
Here, employees communicate with customer directly on calls and convey their message and
customers on the spot ask questions in case they required asking (Key and Czaplewski, 2017).
This type of communication save time and clear all doubts of customers and also help the
company to convey their message effectively and efficiently. Here, companies can predict the
behaviours of their customers by analysing their tone of speaking. For example, when a
customer’s tone is rude and aggressive then it means they are having negative experience and in
case they are having polite tone of voice on calls and appreciation words then it will be predicted
as positive customer experience.
How integrated marketing channels help the company to grow well by gaining customer’s
loyalty and trust
Integrated marketing channels such as social media marketing, e-mail marketing and
many others help the company to communicate with their customers so that they will get to know
about their customers’ needs and wants (Chitty and et. al., 2017). In context of ATC, their
tourists ask their quarries on social media or they directly call them so that company will convey
their messages and services to them. This will help the company to maintain good relations with
customers. Secondly, through these channels company send their feedback forms and customers
fill it resend it which will further help the company to analyse their strengths to attract customers
and weakness to lose the customers.
After analysing the factors of customer satisfaction and dissatisfaction through their
feedback forms then they will make changes and make sure that their customers will get good
experience from next time. On the other hand, most of the customers use e-mail marketing to
send any complaint to the company and companies respond to each mail and make sure that they
will adopt those changes which will help to satisfy their customers by mitigating their mistakes.
Hence, that’s why integrated marketing channels help the company to build effective and good
relationship with their customers which further help them to attract loyal and trusted customers
toward their company so that company will earn maximum profit.

Conclusion
From the above information it is clearly concluded that STP model is used to analyse
targeted customers where companies divide their market and then select which segmentation will
make more profit for them. Positioning will further help to aware targeted customers about the
product and services of the company. This will help the company to attract loyal customers for
longer period of time and gain more profit for company. Integrated marketing channels are those
channels which help the company to communicate with their customers and build good relations
with them so that they will attract more loyal customers by clearing their doubts on social media
platforms, e-mail and many others. This will further help the company to earn more profit.

References
Books and journals
Chitty, B. and et. al., 2017. Integrated Marketing Communications with Online Study Tools 12
Months. Cengage AU.
Duralia, O., 2018. Integrated marketing communication and its impact on consumer
behavior. Studies in Business and Economics, 13(2), pp.92-102.
Guo, Y., Wu, Y. and Gui, W., 2021. Stability of discrete-time systems under restricted switching
via logic dynamical generator and STP-based mergence of hybrid states. IEEE
Transactions on Automatic Control.
Jarick, M. and et. al., 2018. The serine/threonine kinase Stk and the phosphatase Stp regulate cell
wall synthesis in Staphylococcus aureus. Scientific reports, 8(1), pp.1-13.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.
Li, H and et. al., 2020. Three-dimensional large-pore covalent organic framework with stp
topology. Journal of the American Chemical Society, 142(31), pp.13334-13338.
Payne, E.M., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement: A research agenda. Journal of
Research in Interactive Marketing.
Porcu, L., de and et. al., 2019. Analyzing the influence of firm-wide integrated marketing
communication on market performance in the hospitality industry. International Journal
of Hospitality Management, 80, pp.13-24.
Zhong, J. and et. al., 2019. On the ensemble controllability of Boolean control networks using
STP method. Applied Mathematics and Computation, 358, pp.51-62.
Zulfikar, R. and STp, M.M., 2019. Estimation model and selection method of panel data
regression: an overview of common effect, fixed effect, and random effect model.