A STUDY ON PRODUCT POSITIONING BY USING STP MODEL WITH REFERENCE TO GR ENGINEERING

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A STUDY ON PRODUCT POSITIONING BY USING STP MODEL WITH REFERENCE TO GR ENGINEERING.

*SHALINI I

**Dr.R.SANKARGANESH

***Dr.P.VANITHA

ABSTRACT:

The main aim of the study is to determine the Product positioning by using STP model. Segmentation, targeting and positioning are tools of marketing used in gaining competitive advantage by a firm in the market. Businesses may not be in a position to satisfy all of their customers, every time. It may prove difficult to meet the exact requirements of each individual customer. People do not have identical preferences, so rarely does one product completely satisfy everyone. Many companies may usually adopt a strategy that is known as target marketing. This strategy involves dividing the market into segments and developing products or services to these segments. A target marketing strategy is focused on the customers’ needs and wants. This study established that market positioning strategies can help the company to build their image and can help them to create proper appeals in the minds of the target market. Analysis done by using SPSS software.

KEYWORDS: Segmentation, Targeting, Positioning.

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