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Question:

Discuss about the STP Marketing and the Evolution of Marketing Strategy.
 
 

Answer:

Target Audience

Target market is the market segment which is the focus of the company’s marketing strategies. The brand is presented and marketed in manner so as to influence the minds of consumers using positioning strategy. This process of selecting a small group from a broader consumer base is called as segmentation, targeting and positioning (STP). The process involves break-up of the broader market into smaller segments to identify the homogenous segment which can be targeted using the positioning strategy (Lamb, Hair and McDaniel, 2008).

Market Segmentation

The market can be segmented based on geography, psychographics and lifestyle, benefits, commitment levels and usage patterns and demographics (Egan, 2007).

Usage and Commitment Segmentation

Customers belonging to this category are heavy users or nonusers of the brand, loyal customers or potential customers (Egan, 2007). Awareness among this segment could be created about the less advantaged children to persuade them for donation. Since this segment has very high levels of commitment and once they start donating their laptop, clothes, phone and other accessories to the less advantaged people, they would be more prompt in their involvement for the second time. The customers could be made aware about the impact their donation is going to make on the life of a student. For instance, their old laptop which they do not want to use could be donated to a less advantaged child who would be actually using the laptop for studies.

Demographics Segmentation

This segment divides the consumer on the basis of their age, gender, marital status, race, education, income or occupation (Egan, 2007). In this scenario, fellow students could be segmented on the basis of their gender and male and female segments could be targeted separately.

 

Geographic Segmentation

This segmentation process divides the consumers on the basis of country, state, region, city or neighborhood (Egan, 2007). Students of different university could be targeted with a different approach depending upon their neighborhood and state.

Psychographics and Lifestyle Segmentation

This segment considers the opinions, interest and activities of the consumers to understand their lifestyle (Egan, 2007). There are students who like to collect cell phones and have number of phones which are of no use to them.

Target Audience Profile

The target audience is the students of university who could donate their laptop, books, clothes, cell phones and other stuff which are of no use for them. For instance geek students are those who are fond of books and thus, have lots of books stored at their place. They could be persuaded that their old books could help less advantaged children.

The students belong to decent family backgrounds and therefore, donating their extra stuff such as old laptops, old books, old clothes, old cell phones which they find difficult to store at their places and planning to dispose, would greatly support the UWS students. The UWS students do not have the means to access this kind of stuff and therefore, would be grateful to these students.

Less advantaged UWS Students

The average students at UWS do not have the means to access the stuff such as laptops, ipods, branded clothes, handsets and other useful stuff. They are the less advantaged people and need the support of upper class students in order to lead a decent life. They have a lower socio-economic status and have to go through many hardships in order to achieve a decent life.

Key Motivators For Donation

There could be number of key motivations behind the act of donation.

(Source: Inclusion BC, 2017).

Self Actualization

These students could be motivated because for some people an act of donation leads to self actualization. They feel better when they help less advantaged people. It increases their self esteem and they are able to lead a dignified life. They take great pride in activities such as volunteering, donation and other acts of social works.

(Source: Flipsy, 2017).

Tax Deduction

Tax deduction is another motivation for some students who look for ways to save their taxes from the government. The students could be educated about the benefits of donation that it would help them in their tax deduction.

(Source: Wilson, 2016).

Same Experience

There are students who have gone through the same experience of hardship and have struggled through great difficulties to lead a decent lifestyle. This kind of category is more likely to understand the circumstances of these students and thus, this could be a key motivator for them.

(Source: CanStockPhoto, 2017).

Community Engagement Projects

Further, there are people who look forward to connect themselves with some social group and this could be an opportunity for them.

 

References

CanStockPhoto. (2017). Student Stock Photo. CanStockPhoto. Available at: https://www.canstockphoto.com/images-photos/studious-student.html [Accessed Online: 28 February 2017].

Egan, J. (2007). Marketing Communication. UK: Cengage Learning EMEA.

Flipsy. (2017). The Best Places to Donate Your Used Phone. Flipsy.com. Available at: https://flipsy.com/article/370/best-places-donate-used-phone-master-list-updated-2017 [Accessed Online: 28 February 2017].

Inclusion BC. (2017). Clothes Drop bins; your donations, your community. Inclusion BC. Available at: https://inclusionbc.org/node/2232 [Accessed Online: 28 February 2017].

Lamb, C.W., Hair, J.F., and McDaniel, C. (2008). Essential of Marketing. Cengage Learning.

Wilson, L. (2016). Goodwill – Donate Stuff. Create Jobs. Patch.com. Available at: https://patch.com/new-york/kingspark/goodwill-donate-stuff-create-jobs [Accessed Online: 28 February 2017].

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