You’re selling coffee ☕. Who are you selling it to? Everyone? No way.
Marketing is not yelling at the masses—it’s communicating clearly to the correct people. And that’s where Segmentation, Targeting, and Positioning (STP) saves the day. Get this right, and it’s your ticket to becoming an RMP-certified marketing rockstar! ????
- Segmentation: Get to Know Your People
Not every coffee fan is the same.
Some yearn for rich espresso in the morning , and others want sweet frappes in the afternoon. Segmenting your market into smaller, significant groups allows you to know what drives each group.
Here are a few examples of how to segment your market:
✅ Demographics – Age, gender, income (students vs. professionals)
✅ Psychographics – Lifestyle, values, personality (ecologically-minded consumers)
✅ Behavioral – Brand loyalty, usage frequency (daily coffee drinkers vs. sporadic treat hunters)
✅ Geographic – Location, climate (hot coffee drinkers in cold climates vs. iced coffee drinkers in the tropics)
The more specific your segmentation, the stronger your marketing plan!
2. Targeting: Select Your Tribe
After you have various segments, it’s time to narrow down to the most lucrative and relevant one.
You can’t do everything for everyone—and that’s just fine! The point is to pick a group where you can do the most good.
*Who are the individuals most apt to purchase from you?
*Are you selling to frazzled students studying for exams?
*Or corporate warriors that survive on caffeine?
*Perhaps your brand is ideal for health-oriented millennials who drink organic brews? ????
3. Positioning: Stand Out Like a Pro
This is where the magic starts! Positioning is simply where you get to carve out your own little corner in the mind of the consumer.
Marketing guru Al Ries summarizes it best:
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.”
Consider brands such as Starbucks, Nescafé, or Tim Hortons. Each of them has a unique identity:
✔️ Starbucks – The upscale coffee experience
✔️ Nescafé – The fast, convenient option for home brewers
✔️ Tim Hortons – The favorite for casual, budget-conscious coffee fans
How do you place your brand? What sets it apart?
*Are you the green option
*The town’s best cup for die-hard coffee fans?
*The budget-friendly favorite for students?
Your positioning needs to be distinct, distinctive, and memorable.
Why Does This Matter for RMP?
Because Certified Registered Marketing Professionals don’t make assumptions—they plan. STP is the foundation of every successful campaign. It assists you in developing messaging that resonates with the correct audience.
Master STP and you’re not merely passing the Registered Marketing Professional (RMP) exam—you’re positioning yourself for marketing greatness.
How would you position yourself as an RMP-certified marketer? Share your answer below! ⬇️