Marketing Report: STDP Strategy for Plastic Whales in Sydney Harbor

This report examines the Segmentation, Targeting, Differentiation, and Positioning (STDP) strategy for Plastic Whales, a company focused on removing plastic waste and recycling it into boats and furniture. The report begins with a background of the company and its expansion into Sydney Harbor. It then analyzes market segmentation based on demographic, behavioral, and psychographic factors, identifying high school students and young adults as key target segments. The report highlights the importance of targeting these segments through community service opportunities. Differentiation strategies include the company's unique plastic fishing events and product offerings. The positioning statement focuses on adventurous plastic fishing trips and furniture manufacturing. The report concludes with a positioning map that contrasts Plastic Whales with its competitors, emphasizing its competitive advantages in the market.

Assessment 2: Segmentation,
Targeting, Differentiation and
Positioning (STDP) Strategy
Student’s Name:
Student’s ID:
Subject:

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Table of Contents
Background.................................................................................................................................................2
Market Segmentation...................................................................................................................................2
Market Targeting and Consumer Profile.....................................................................................................3
Differentiation and Positioning....................................................................................................................4
References...................................................................................................................................................7

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Background
Plastic Whales was founded in 2011, and it organizes tours within Amsterdam to collect plastic
garbage. Later the company recycles the garbage and utilizes it to develop boats that can be used
for fishing for plastic (Plastic Whale. 2020). As a result, removing rubbish from the water
created a positive impact on the environment. However, it has been reported that Sydney Harbor
is dealing with plastic pollution, which in turn creates a negative impact on wildlife by killing
endangered turtles at the time of the summer season. Therefore, the company decided to enter
Sydney Harbor and expand its business as it found an increasing number of recyclable plastic in
Sydney.
Market Segmentation
Marketing Segmentation is determined to be one of the major components of modern marketing.
As per the underlying aspect of market segmentation, all consumers do not possess a similar
service or product needs. In the table presented below three different marketing segmentation
have been chose based on multiple independent variables:
Base and variables Segmentation 1 Segmentation 2 Segmentation 3
High School
children
Young adults Retiring adults
Demographic
 Age 12-19 18-25 64 and above
 Income $0K-5K $40K-80K $0K-20K
 Gender Female and male Female and male Female/male
Behavioral
 Readiness stage Informed Interested Aware
 Loyalty status Medium Strong Medium
Psychographic
 Personality Outgoing/social Adventurous Eager/Ambitious

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 Lifestyle Basic needs Socially aware Conventional family
Table: Segmentation table
After segmenting the market, Plastic Whales has recognized three customers to target while
evaluating the demographic, behavioral, and psychographic factors of each the segment. The
geographic factors involve location and density, where both are regarded as a significant aspect
of the selected segment (Kamthania, Pawa & Madhavan, 2018). For instance, the students or
locals staying in Sydney or nearby Sydney harbor within the urban areas, which will help the
organization directly by leaking into the harbor and influenced by the circumstances. It has been
analyzed that the firm is required to become aware of the demographic variables such as income,
age, and gender in relationship with the target market. In terms of age, the company must target
youths who are socially aware, for instance, the young generation living in Australia who prevent
marine life. Based on the income, the firm is required to become aware regarding the segment to
whom they are targeting as individuals who tend to care for themselves and to who are self-
reliant. It must also target individuals who are willing to resolve the issues related to plastic
pollution by donating money.
Moreover, behavioral factors like readiness stage and loyalty status are regarded as significant as
individuals who are well aware and informed of the condition of the Sydney Harbor would be
honest to the firm to accomplish their aim of making the world’s water plastic-free (Dibb and
Simkin, 2016). Furthermore, the psychographic factors of the company, like lifestyle and
personality, must target outgoing along with adventurous individuals to participate in the fishing
events and communicate with each other.
Market Targeting and Consumer Profile
Target marketing helps in dividing the market into segments and choosing one or more basic
segments to enter the international market. However, for the company, the target market must be
graduates and high school students as young youths are considered to be more concerned
regarding the environment as compared to older generations. The company must strongly target
this particular segment because most of the youths are highly interested in enhancing their
volunteering experiences (McAlexander, Koenig and DuFault, 2016). It has been evaluated that

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community service creates a positive impact on the acceptance of students who are pursuing
higher education.
The graduates and high school students between the ages of 12-25, who want to attain
volunteering experience. They will belong to Sydney as their schools will be able to organize
events with the company. This will help the graduates to reach out to the firm easily and
effectively. The graduates and high school students will be willing to contribute to the cleanup
events held by the firm (Singh and Singh, 2017). It will help graduates and high school students
to gain credits for their community service that would prove to be beneficial for their university
application.
Differentiation and Positioning
The company is highly required to differentiate themselves from other firms located in Australia,
whose goal is to recycle plastic to build a clear position for youths staying in Australia. The
company is regarded as unique as it is the first plastic fishing firm across the world, which takes
out its volunteers within Sydney harbor to fish plastic waste within Australia. It helps the
company to gain a competitive advantage compared to its competitors. Another benefit that the
company possesses is that it manufactures furniture by utilizing plastic to gain money for the
cause (Ananda, Hernández-Garcíaand Lamberti, 2016). Thus, it is recommended that the
company must emphasize their unique events and products along with its image. Manufacturing
unique products will help the company to attract huge consumers and build its image within the
market. In order to enter into the Sydney Harbor, the company is required to focus upon selling
products to customers. To differentiate its products from its competitors within the market, the
firm must focus upon enhancing the performance of the partners and team members, which will
help them in maintaining their positive image (Iyer et al., 2019). Manufacturing furniture from
plastic waste for the target market will also help the company to maintain its high standards.
However, this can be done by implementing the appropriate standards and develop a circular
economy.
Moreover, the positioning statement of the company, especially for graduates and high school
students, must be “Plastic Whales will organize adventurous plastic fishing trips across Sydney
Harbor by manufacturing furniture from the plastic waste and contributing to the community.”

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The positioning map given below determines the position of Plastic Whales from its competitors,
which helps the company to gain major competitive advantage (Amartani, 2019). Maintaining a
significant position will help the company to enter into Sydney harbor and expand its business.

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Plastic Whales
Lively lures
Halco Tackle
Oceanwater Australia
Plastic fishing market
Figure: Positioning map

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References
Amartani, D., 2019. Concentric Model Diversification Model Of Farming Female Business
Based On Information Technology. Advances in Social Sciences Research Journal, 6(7), pp.432-
439.
Ananda, A.S., Hernández-García, Á. and Lamberti, L., 2016. N-REL: A comprehensive
framework of social media marketing strategic actions for marketing organizations. Journal of
Innovation & Knowledge, 1(3), pp.170-180.
Dibb, S. and Simkin, L., 2016. Market segmentation and segment strategy. Marketing theory: A
student text, pp.251-279.
Iyer, P., Davari, A., Zolfagharian, M. and Paswan, A., 2019. Market orientation, positioning
strategy and brand performance. Industrial Marketing Management, 81, pp.16-29.
Kamthania, D., Pawa, A., & Madhavan, S. S. (2018). Market Segmentation Analysis and
Visualization Using K-Mode Clustering Algorithm for E-Commerce Business. Journal of
computing and information technology, 26(1), 57-68.
McAlexander, J.H., Koenig, H.F. and DuFault, B., 2016. Millennials and boomers: Increasing
alumni affinity and intent to give by target market segmentation. International Journal of
Nonprofit and Voluntary Sector Marketing, 21(2), pp.82-95.
Plastic Whale. 2020. Be part of the solution for plastic-free waters!. [online] Available at:
https://plasticwhale.com/ [Accessed 6 Apr. 2020].
Singh, I. and Singh, S., 2017. Framework for targeting high value customers and potential churn
customers in telecom using Big Data Analytics. International Journal of Education and
Management Engineering, 7(1), pp.36-45.