Describe Kelloggs STP strategySegmentation – select demographic, geographic, psychographic and/or behavioural variables to segment your product marketTargeting – select your targeting strategy (undifferentiated, differentiated, concentrated, customized); profile your targeted market/segment(s)Positioning – draw a positioning map to analyze your competitive position and potential market opportunities

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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Describe Kelloggs STP strategy

1. Segmentation – select demographic, geographic, psychographic and/or behavioural variables to segment your product market
2. Targeting – select your targeting strategy (undifferentiated, differentiated, concentrated, customized); profile your targeted market/segment(s)
3. Positioning – draw a positioning map to analyze your competitive position and potential market opportunities

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