§ Lecture 01 of 04 · Teaching brief
Discover the buyer
Segment. Target. Position.
STP · the spine of the whole plan
Four segments live inside this category. They want different things, at different prices, in different places. Pick the one you can serve best — and let the other three go.
Segmenting splits the market by need. Targeting commits to one segment. Positioning writes the promise that everything after — brand, price, channels — will be measured against. Trying to please all four is what marketers mean by being "positioned nowhere."
From the field
Eyewear · 2010
Warby Parker
Won by targeting style-conscious 20-somethings — not "people who need glasses."
Outdoor apparel
Patagonia
Built a $1B+ brand serving outdoor purists, explicitly turning fast-fashion buyers away.