STP+Marketing+Segmentation,+Targeting+and+Positioning


 * STP Marketing: Segmentation, Targeting and Positioning**

__Segmentation marketing__ //Demographic// The group of people of young age who has a potential to try the innovative product that added the health benefit by the cereal and pulse is the market segment. Moreover, the adults who have a buying potential and tend to try the innovative product are becoming the target group for pushing this new product. According to Mintel, the UK retail market for tea and herbal tea is currently seeing only modest growth, volume and value sales were each up by an estimated 1% in 2008 household penetration remains high (83% of adults drink tea), with the majority of tea drinkers (54%) drinking tea several times a day. Therefore, the marketing plan is conducted to achieve wider range of demographic factor. As a health and slimming claim those are aware by the consumers, women tend to have more interested in our product rather than male. The majority of herbal tea drinkers are women, 45-54s followed by 25-34s. Herbal tea that is the similar product to the cereal tea then has a feminine, affluent and urban appeal. With just 15% of men drinking herbal tea as opposed to 27% of women, it could clearly benefit from some male-specific marketing (euromonitor, 2011). However, both genders can consume our product as an enjoyable beverage. The life style is determined by dividing customers by their hobbies, interests, and other aspects of their lifestyles. According to the type of product, the main target group would be those who are health concerned and would like to consume healthy food. Furthermore, the people who usually tea in the restaurant can try this product by the compatibility with any kind of food in the restaurants. For the social class of customers, upper or upper-middle class, middle class and working class people are more likely to have a potential to purchase our product. Furthermore, the product pricing and promotion policy has focused on the price acceptability to ensure that these class of people agreed that the price is reasonable and the income factor is determined for pricing for each social class that the price is reachable for purchasing the product to be a present in special occasion. //Geographic// For the region of product launch could be firstly in the West Yorkshire in the United Kingdom determined by the capacity of the manufacture. The products could be sold in the university union or refectory of the college where the target group those are the students can purchase them easily. //__Targeting__// The targeting marketing is the potential customers those are selected for selling product .The targeting strategy involves segmenting the market, choosing which appropriate segments of the market, and determining the products that will be offered in each segment. The targeting strategies of cereal and pulse green tea will be described in the next task of this unit.
 * //Gender//
 * //Life Style//
 * //Social Class//

//__Positioning__// The product positioning has been done on previous unit, the rainbow tea is identified as the healthy tea that has been added the value of nutritional intake for health concerned people. The product should be placed in the same line as herbal tea and other fruit tea those are definitely different from the standard English tea or Jasmine and Chinese tea. The product has been determined by the customer survey whether it is premium or normal product comparing to the commercial product. All customers of 50 people implied that this product looks higher value when they perceive at the first time they recognize the packaging that is quite luxury. Therefore, the pricing could be set up by comparing to the other green tea competitors price and set higher price for this product. The definition of differentiate strategies: []