How To Conduct an STP Analysis with Wondershare EdrawMind: A Practical Guide to Segmentation, Targeting, and Positioning

STP analysis is a marketing framework that helps firms select which client segments to target, which to prioritize and how the brand should be viewed by those customers. STP is an abbreviation of Segmentation, Targeting and Positioning. Working through these steps in order helps to transform a large market into a targeted marketing approach.

This guide explains how to conduct an STP analysis and apply each stage in practice. For a simple analysis, a document or spreadsheet may be enough. When several customer groups need to be compared, a visual tool such as Wondershare EdrawMind can help organize the research and connect the three stages in one place.

What Is STP Analysis?

Segmentation, Targeting and Positioning (STP) is a marketing framework that helps you to take a large market and transform it into a targeted plan. Segmentation is the process of dividing consumers into groups with comparable traits, requirements or habits.

Targeting reviews these categories and decides which the company should concentrate on, based on criteria such as customer wants, market potential and business fit. Positioning is thus a description of how the brand is to be presented to the target audience in relation to competing options.

These three steps work together to help firms develop more relevant marketing strategies rather than sending the same message to every consumer. Wondershare EdrawMind may help you organize and illustrate the links between customer segments, target audiences and positioning decisions in a single, clear mind map.

How to Conduct an STP Analysis with EdrawMind

EdrawMind allows you to do a STP analysis in six phases, beginning with defining the market and identifying customer groups and progressing to choosing a target audience and building a clear positioning plan.

1. Define the Market

Begin by deciding whatever product, service or market you wish to study. In EdrawMind, make it the major theme of a new mind map, then branch off into categories like consumers, rivals, goods and market circumstances. AI Mind Map Generation can also assist you in developing a basic structure from a prompt, which you can then enhance as you conduct further study.

2. Identify Customer Segments

Then, segment your market into relevant consumer groups based on demographics, geography, interests, requirements, purchase habits, etc. In EdrawMind, branches and sub-branches provide you the ability to arrange each section and add appropriate properties below it. You might also begin with an existing template and personalize it to your study.

3. Evaluate Each Segment

Once you have mapped your categories, assess them against factors such as market size, growth potential, competition, customer demands, profitability and business fit. EdrawMind’s Relationship, Boundary, Callout and Summary tools assist to arrange the supporting content and demonstrate relationships between distinct findings, making the comparison easier to understand.

4. Select the Target Audience

Once you have compared the segments, determine which audience offers the strongest opportunity for the business. Use icons, marks, boundaries, or formatting options in EdrawMind to highlight the selected segment and distinguish it from the others. Keeping the supporting research within the same map also makes the target selection easier to explain.

5. Develop the Positioning

Determine the target audience’s core demands and examine how the brand might solve them differently than rivals. Create branches in EdrawMind for customer wants, product benefits, rivals and areas of differentiation, then link similar ideas using Relationship Lines. Customizable themes and layouts might help to effectively communicate the positioning plan.

6. Review the STP Strategy

Finally, go over the entire map to ensure that the segmentation, target audience and placement are all related logically. EdrawMind’s real-time collaboration allows team members to examine and amend the analysis together and its presentation and export options make it simple to share the finished plan with stakeholders.

Examples of STP in Practice

Customers might be segmented by firm size and technological skill, according to a project management software provider. It could target mid-sized teams that still rely heavily on spreadsheets and position its product around simple setup and easier collaboration.

A skincare business could segment clients by skin issues, age and purchase habits. It might attract younger consumers searching for solutions for specific issues and could differentiate itself with science-backed formulae and ingredient transparency.

In both examples, the positioning is based on the needs of the selected audience. This connection between the three stages is what makes STP useful as a marketing strategy.

FAQ

Key Takeaways

STP analysis consists of three interrelated steps: understanding the market through segmentation, selecting the most appropriate audience through targeting and developing a clear position for that audience.

A successful plan relies on keeping these stages connected. When targeting and positioning are founded on genuine consumer demands and market research, marketing choices become more focused and easier for a team to discuss and implement.