Segmentation, Targeting, and Positioning $($STP$)$ Case Assignment: Judith Leiber

Company: Judith Leiber $-$ A luxury handbag brand known for its unique, often whimsical designs and high$-$quality craftsmanship. Facing competition from established and emerging luxury brands.

Questions:

Segmentation:

Identify potential segmentation variables for Judith Leiber $($demographic$,$ psychographic, behavioral$).$

Analyze customer data and brand image to define at least two distinct customer segments for Judith Leiber.

Describe the characteristics, needs, and buying behaviors of each segment.

Targeting:

Evaluate the attractiveness and feasibility of serving each identified segment.

Considering brand image and competition, select the most promising target segment$($s$)$ for Judith Leiber.

Positioning:

Develop a clear positioning statement for Judith Leiber that differentiates them from competitors and resonates with the target segment$($s$).$