Target Market Identification and Positioning (STP)

Accurately understanding customers and creating a distinctive position compared to competitors is considered one of the key factors in the success of brands. STP Study in Automotive Marketing Research is conducted with the aim of identifying different market segments, selecting target customers, and determining the appropriate position of the brand or product in customers’ minds.

The STP Marketing model consists of three main stages: Market Segmentation, Customer Targeting, and Brand Positioning.

This approach helps automakers, instead of focusing on the entire market, identify customer groups with similar needs, purchasing behaviors, and characteristics, and design marketing and product development strategies based on their actual needs.

In this study, the automotive market is segmented based on variables such as demographic characteristics, income, lifestyle, vehicle usage patterns, price sensitivity, attitudes toward the brand, and customer needs. Then, each market segment is evaluated in terms of size, economic attractiveness, growth potential, and fit with the brand strategy, and target groups are prioritized.

In the positioning stage, customers’ perceptions of the brand and competitors are examined, and it is determined by which characteristics, such as quality, price, technology, design, trust, or after-sales services, the brand is recognized in the market’s mind. The gap between the desired position of the brand and customers’ actual perceptions will also be identified.

This research is conducted using methods such as quantitative market research, in-depth interviews, Cluster Analysis, factor analysis, and Brand Perceptual Map.

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