In order to effectively market a product, marketers apply the segmentation, targeting, and positioning process as they are developing their marketing plan. The STP process helps to ensure they are targeting the right group with the right message.
Your assignment is to apply the STP process to an existing TV show. Based on content of the show, the talent in the show, the ads running during the show, the network/station and other information you find, you will analyze the TV show. Only step 1 below is a summary of the existing TV show. The rest of the paper is your recommendation to segment, target, position and promote this show.
Your STP process should include the following steps:
1. Describe the TV show in detail. Assume I have never seen it.
2. Identify 3 potential segments: The segments should be distinctly different. Describe each segment in detail including demographics, psychographics, and usage behavior with the brand.
3. Evaluate segment attractiveness: Evaluate your 3 segments based on 2-3 of the 5 factors in the book (pg. 195-197).
4. Select a primary target market: Provide thorough rationale for your selection based on the evaluation of segment attractiveness.
5. Positioning: Write a positioning statement. What is the clear, distinctive, desirable understanding customers should have about your TV show? What is the impression you want to leave in their minds when they are exposed to an ad for your TV show? The statement should be no longer than one paragraph.
6. Promotional ideas: Provide 3 promotional ideas for your TV show. Describe in detail and be creative.