Marketers manage profitable customer relationships through segmentation, targeting and differentiation/positioning, commonly abbreviated as STP. In essence, marketers have to decide WHO they are talking to, and WHAT message they want to communicate to them. Using the brand that you wrote about for the target customer profile in the brand personality forum post (or another brand of your choosing), you will practice using STP. In doing so, you should complete the following three objectives:

1. SEGMENTATION: For the industry in which your brand competes (e.g., Axe competes in the grooming product industry), create an appropriate segmentation scheme. You may use one or more variables from any of the following categories: geographic, demographic, behavioral, and psychographic. Try to think about what are the most meaningful types of consumers in the industry.
2. TARGETING: Of the different segments you created, please choose which you think is the best target for your brand. Justify your answer.
3. DIFFERENTIATION/POSITIONING: Write a strong positioning statement. A positioning statement contains four critical components: the target segment, a frame of reference, a point of difference, and a reason to believe. It is important that you clearly differentiate your brand from your competitor brands within the industry. For reference, see the slides below.

Please provide answers to these three questions

Positioning Statement By geographic, demographic, FOR: The category you behavioral or psychographic variable are competing in For [target segment], [brand) is the [frame of reference] Can specify the product line or service that (point of difference because [reason to believe). POD: Your competitive advantage RTB: Evidence to back up your POD that differentiates you (connected to the target segment's need) 26 Positioning Statement For [target segment], [brand) is the [frame of reference] that (point of difference] because [reason to believe]. For straight, single men between the ages of 18 and 25, AXE is the grooming product that provides you with an exciting and rugged lifestyle because the scents are proven to be desirable by women. 27