Segmenting, Targeting, and Positioning Tool


The segmenting, targeting, and positioning (STP) tool is one of the most widely used strategic methods in modern marketing. Its emphasis on consumers’ needs is useful in creating personalized messaging when launching a product into a new market. Use the STP tool to learn about your customers and create a targeted product promotion strategy.

Additional Materials

Metrics for Marketing Blog Series, Part 1: Last Mile Marketing

Discover how understanding your customers can help you expand your business into smallholder markets.


Metrics for Marketing Blog Series, Part 4: Using Personas to Target Customer Segments

Determine what distinct customer segments want and need from your products to target marketing efforts.

Metrics for Marketing Blog Series, Part 2: Segmenting Your Last Mile Market

Get to know your market by creating customer surveys.


Who and Where Is Your Customer?

Market assessments support the business bottom line for developing successful products and services for smallholder markets. Use this step-by-step guide to conduct smallholder market assessments.

Metrics for Marketing Blog Series, Part 3: Developing Personas

Gain a deeper understanding of your customers by creating profiles of distinct customer types.


Affordability and Financing Models for the Smallholder Market

Strategies for making products and services affordable can either strengthen or compromise a company’s business model. Use this guide to find strategies for helping a product or service meet smallholder market needs.