Marketing Project: Applying STP Analysis to Wedding Venue Services

This project presents a comprehensive STP (Segmentation, Targeting, and Positioning) analysis for a wedding venue, specifically focusing on floral design services. It begins with an introduction to the STP tool in modern marketing, emphasizing its role in understanding customer needs. The assign...Read More

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Title: Wedding Venue
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Contents
Introduction......................................................................................................................................2
Customer Segments.........................................................................................................................2
Cultural Elements to Focus On........................................................................................................4
Competitors Analysis.......................................................................................................................5
Positioning Strategy.........................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

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Introduction
In modern marketing approaches, one tool that has to be practiced and utilized for
developing a powerful marketing plan and strategy is the STP tool. The STP can be defined as
the segmentation, targeting, and positioning approach, which focuses on the customers more
rather than the product. It is through this approach that effective marketing communication
strategies are developed that are aimed at successfully attracting specific customer segments. In
the current competitive environment, it has become paramount for organizations to utilize the
STP tool for conveying the needs and demands of the customers, which a product is fulfilling.
This has also been identified in the wedding services. In this assignment, the STP tool has been
utilized for conveying the service of flower designs for weddings.
Customer Segments
Segmentation is the first step towards the process of product promotion. This process is
important because a specific product may not address the needs and preferences of all the
customers. Therefore, through the process of segmentation, an organization identifies particular
customer segments that have to be targeted. For the service of flower designs for weddings, the
three customer segments that this service should be targeted are –
 Florists.
They are the main customer segments, who require flower designs, especially in
the wedding seasons. They need unique floral designs, to serve their customers with a
great experience.
 Wedding Organizers.

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With the wedding organizers being given all the responsibilities of managing a
wedding, they are the second customer segment that the service will be targeted too.
There is an intense competition between wedding organizers and with the high standard
of services expected from them, they need various floral designs.
 Bride & Groom Team.
The bride and groom team is the third customer segment that will be targeted for
the service of floral design. It is the most important day of their lives, so they want
everything to be perfect, thus offering them the best floral design is paramount.
From all these three customer segments, the main customer segment, to whom the service
will be targeted is the wedding organizers. This customer segment has been selected as the prime
customer segment for targeting the services, as they work in collaboration with the florists and
the bride & groom team too (Zia & Kumar, 2016). Therefore, through them, the service will be
targeted to all the three identified segments.
Target Market – Wedding Organizers
Demographic Geographic Psychographic Behavioral
The main focus of the
wedding organizers is
on the people who are
not married or are
planning to get
married (Kampamba,
2015). Therefore, the
main focus of the
The services will be
targeted to the
wedding organizers
in the United States
of America.
In the current market,
there is a trend of
theme-based floral
designs (Pyo, 2015).
Flower decoration is
an integral aspect of
weddings. They are
an important element
that sets the ambiance
of the wedding for
the bride, the groom,

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organization is on the
wedding organizers,
who focus on the
marital status of
people.
and the guests.
Cultural Elements to Focus On
Some of the cultural elements that the floral designs should focus on, especially according to
the targeted demographic factor, which is the marital status, are –
 Ensuring that the floral design should be built around the native tradition.
A wedding is a very cultural, religious, and spiritual event. It is due to these
aspects that the floral designs should be build focusing on these three aspects. In addition
to this, these aspects will differ from person to person (Choi & Kim, 2015). For instance,
an Italian wedding will require different floral designs from a Greek wedding. It is due to
these cultural differences that the floral design should focus on. Thus, offering the target
customers with floral designs, which addresses the cultural values appropriately.
 Ensuring that no cultural offense should happen.
This is a very crucial aspect that should be considered at every stage of
developing a floral design. There are many flowers which are considered as inauspicious
for a wedding like black flowers are a strict no, for a wedding (Camilleri, 2017). In
addition to this, there are many structures or flower formations, which are also considered
as inauspicious for a wedding. The floral designs should be built around considering all
these aspects, as to not offend the targeted customers (Hanlon, 2020).

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Competitors Analysis
The market of the wedding organizers is very intense. With each one exceeding another one,
to stay ahead in the market. Some of the key competitors in the market are –
 Thorn and Thistle Design.
They are known for their luxurious designs that are offered to the customers,
along with additional luxurious services. The main target customers of this organization
are people with a high budget for the wedding.
 Good Sunflower.
This organization offers customers some of the most artistic flower designs. They
combine vibrant flower colors to build an artistic ambiance for the special day of the
bride and the groom.
 Weddings by Karen.
The organization specializes in offering the customers with innovative floral
designs, from the floral arrangements to the corsages, and many other flower needs, the
organization exceptionally fulfills them, offering high standard services.
Positioning Strategy
The main positioning strategy that will be utilized for targeting the selected customer
segment is highlighting the different customer benefits. Therefore, the positioning strategy will
focus on –
 Budgeted floral designs.
Budget is a very important aspect of weddings. It is this aspect which determines
the scale on which a wedding is being organized (Avery, 2018). Therefore, the

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organization will offer customized floral designs, which resonates with the budget of
diverse customers.
 Theme Based Designs.
In the current market, there is a trend of following different themes, according to
the latest fad. For instance, after the wedding of Princess Harry, the majority of the
people wanted similar floral decoration (Chen & Wang, 2015). Therefore, the
organization will offer different themes based on designs.
Conclusion
After utilizing the STP tool, this can be stated that the organization offering the service of
floral designs, needs to ensure that they differentiate themselves from the current competitors in
the market. In addition to this, it is paramount that the organization also considers the different
cultural aspects, when developing floral designs. Finally, it is paramount to offer the targeted
customer with immense customer experience, which can be done by offering them more than
what the organization is promising.

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References
Avery, G. (2018). Positioning the business for a sustainable future. Strategy &
Leadership, 46(6), 52-53.
Camilleri, M. (2017). Market Segmentation, Targeting and Positioning. Tourism, Hospitality &
Event Management, 1(1), 69-83.
Chen, R., & Wang, M. (2015). Brand Positioning Map: A Strategy Tool for Trademark
Design. Journal Of Management And Strategy, 6(1), 11-20.
Choi, C., & Kim, K. (2015). MARKETING MANAGEMENT IN SOCIAL NETWORK
PLATFORMS: SEGMENTATION, TARGETING, AND POSITIONING. Global Fashion
Management Conference, 1(5), 97-102.
Hanlon, A. (2020). The Segmentation, Targeting and Positioning model. Retrieved 17 April
2020, from https://www.smartinsights.com/digital-marketing-strategy/customer-
segmentation-targeting/segmentation-targeting-and-positioning/
Kampamba, J. (2015). An Analysis of the Potential Target Market through the Application of the
STP Principle/Model. Mediterranean Journal Of Social Sciences, 6(4), 324-340.
Pyo, S. (2015). Integrating tourist market segmentation, targeting, and positioning using
association rules. Information Technology & Tourism, 15(3), 253-281.
Zia, M., & Kumar, N. (2016). A Three Dimensional Vertical Differentiation Model: Implications
for Segmentation, Targeting and Positioning. SSRN Electronic Journal, 1(1), 1-9.

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