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MindMap Gallery STP analysis template mind map

STP analysis template mind map

STP analysis template mind map, which introduces content such as market segmentation, target market positioning, product positioning, etc. It is rich in content and has clear ideas. It is worth collecting and using!

Edited at 2021-10-04 16:39:27

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STP analysis template mind map

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Outline

XX brand STP analysis

market segmentation

Geographic segmentation

Here is a brief analysis of the basic situation of national and regional politics, economy, and social development. For example: XX brand mainly selects XX country/region as its main market, which is economically developed and politically stable.

Demographic segmentation

Gender: Here is a brief analysis of how XX brand considers population segmentation, such as how gender is selected.

Age: Here is a brief analysis of how XX brand considers age group segmentation and how it is divided.

Education: Here is a brief analysis of how XX brand considers education level segmentation and how it is divided.

Income Here is a brief analysis of how XX brand considers income level segmentation and how it is divided.

Psychological factor breakdown

Lifestyle: Here is a brief analysis of the lifestyle based on which the market segments selected by XX brand are determined.

Values: Here is a brief analysis of the values based on which the market segments selected by XX brand are determined.

behavioral factors segmentation

Targeted market

Understand/know this brand: This means there is a stable customer base in the market

Don’t know/don’t know about this brand: this is for potential customers

Never used/had no contact with it: The main thing is to understand potential customers’ perceptions of the brand.

positive review

neutral

negative comment

Used/Contacted: Mainly understand the reasons behind the various behaviors of customers who have used or come into contact with this brand or product.

Rejectors (understand why these people refuse to buy and use)

No repeat purchase (understand why there is no repeat purchase or use)

repeat purchase

Like/loyal to other brands: why?

Neutral, not loyal to any brand, just personal preference: why?

Like/loyal to this brand: why?

Light user: Occasional, small amount of dependence

Ordinary users: general use

Heavy users: often or only use this brand

Needs, motivations and buying factors

target market positioning

Analyze the current situation of the target market and determine potential competitive advantages

1. How to position market competitors?

2. What do customers need more (preferences? consumption trends? etc.)

3. What do customers expect/need the brand/company to provide them (services, products, etc.)

Accurately select competitive advantages and conduct preliminary positioning in the target market

Comparative analysis with competitors (7 aspects)

Operations and management (Are management efficiency, effects, and operating profits stable?)

Technology Development (Are there technology acquisition advantages?)

Procurement (cost, channels)

Production (process, technology, cost)

Marketing (marketing methods, effects, market share and feedback, etc.)

Finance (revenue, expenses, profit)

Product (innovative, market popular, cost-friendly, high profit value)

Find unique competitive advantages and reposition them

Correct inconsistencies with market positioning in a timely manner and reposition (optimize) when necessary

Case example: Greek yogurt was originally a food, but later began to become a concept and way of healthy living. Different brands of yogurt use different positioning, some emphasize production technology and technology, some emphasize a variety of flavors, and so on. Some brands have derived yogurt drinks and lactic acid bacteria drinks, emphasizing that they are easy to carry and can be opened and drank at any time (no spoon, etc.). Chobani Greek yogurt emphasizes diverse flavors, portability, and healthy eating, with many varieties.

These positionings target customer psychology rather than products

Product/brand positioning

adaptability principle

Analyze whether the XX brand product positioning is consistent with: adapting to consumer needs, catering to their preferences and needs, establishing a positive product image, and promoting purchasing behavior

Analyze whether the product positioning of XX brand is consistent with: product positioning adapts to the company's own advantages (prerequisites for resource allocation such as human, financial, material, etc.), whether it can maintain quality and quantity, and reach the market or consumers in a timely manner

Principle of competitiveness (principle of differentiation)

Determine how to compete based on the situation of competitors in the market (number of competitors, respective strengths and product positioning), with the purpose of avoiding similar positioning (avoiding homogeneous competition), reducing risks in competition, and promoting product sales.

Based on this, analyze whether XX brand/product adopts a differentiated competition strategy and what is the effect?

According to Michael Porter's explanation, differentiated segmentation means that a company can provide customers with unique products that cannot be replaced by other competitors. This unique product can distinguish the brand/enterprise from other competitors. .

Positioning method

Feature positioning

Yogurt and potato chips come in various flavors

Interest positioning

Public interests: such as environmental protection, green, and public welfare themes

Occasion positioning

Special occasions such as holidays, seasonal positioning

User targeting

For example, a sports brand is aimed at children, young athletes or professional athletes; is a mobile phone aimed at young people? Business? Elderly machine?

competitive positioning

Nongfu Spring emphasizes drinking water sources and natural water to differentiate itself from competitors.

Product Category Positioning

P&G/Unilever has many sub-brands, covering various product categories such as daily chemicals and food.

Cost-effectiveness positioning

Huawei Nova mobile phone is specifically targeted at young people and has features such as fashion and powerful camera functions.

Analyze what positioning method XX brand adopts

Mistakes to avoid may include

Unclear positioning

Customers do not understand the relevance of the product to them, and do not know the features and characteristics of the brand/product

Positioning confusion

There is too much promotional content/display information, which makes customers unable to find the key points and makes them feel disgusted.

Over positioning

Product positioning is too detailed

Analyze whether XX brand/product has these problems

Supplementary analysis: XX brand’s publicity methods used for positioning (online, TV ads, magazines, event naming, etc.), are these publicity methods accurately targeted at target customers? How's the effect? Have consumers remembered the main features and characteristics of the brand/product? Can you differentiate yourself from your competitors?