Segmenting, targeting and positioning(STP) formed

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• Marketing Management
• CASE STUDY (20 Marks)
• "Segmenting, targeting and positioning"
  (STP) formed the base for marketing strategies of
  any firm. Global organizations used to segment
  the market either continent wise or according to
  the economic development (i.e. developed,
  developing and under developed). But in alcohol
  industry, that might not be the proper criteria,
  as climate and tradition played an important role
  in consumer preference. The industry was
  subdivided into three major categories beer,
  wine and spirit and every market had their
  unique characteristics.

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• As branded beer sales accounted for around
  76 percent of total branded alcohol sales, the
  global players were primarily concentrated in
  marketing beer products. Eight out of the top
  nine global alcohol companies were primarily
  breweries. The only exception was Diageo, which
  was the leader in the global spirit market, and
  had presence in all three categories throughout
  the world. Thus, Diageo's global business
  strategies were quite different from the others.
  Diageo had followed a unique STP strategy so as
  to succeed in such complicated and competitive
  environment. Diageo's geographic segmentation was
  quite different from the usual continent wise
  segmentation. Diageo intended to have complete
  category participation, rather than solely
  focusing on individual brands within categories.
  Accordingly, Diego's marketing and investment
  strategies also differed in different
  geographical segments.

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• Answer the following question.
• Q1. Give the trends and structure of global
  Alcoholic Industry in detail.
• Q2. Explain the concept of "Segmenting, Targeting
  and Positioning" (STP) with respect to alcoholic
  beverage industry.
• Q3. Analyze the possible threats for a
  differentiating marketing strategy

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