4.2.2—STP and position maps

Segmentation divides a broad market into meaningful groups; targeting selects the group(s) to serve; positioning defines the value and image the offer should occupy relative to alternatives.

The steps connect: a segment is useful only if it is identifiable and reachable, a target must be attractive and serviceable, and positioning must be credible to that target. Perception maps show how customers see brands on chosen dimensions.

State the segmentation basis, justify the target, then test whether the proposed position is distinct and believable.

A sports brand segments by activity and age, targets urban beginner runners, and positions a shoe as durable and affordable; a map of price versus technical performance checks whether the claim is differentiated.

STP is not merely labelling customers; the target and position must guide a coherent offer.