Segmentation, Targeting, Positioning

1. F4-01The STP Framework — Leader or Challenger, Not the Same GameFRAMEWORK~10 minFreeTake the quiz →
2. F4-02Segmentation — Dividing Markets That Don't Want to Be DividedFRAMEWORK~21 min2 SPTake the quiz →
3. F4-03Targeting — The Great Mass vs Niche DebateFRAMEWORK~20 min2 SPTake the quiz →
4. F4-04The Penetration Imperative — the leader disciplineHEURISTIC~26 min2 SPTake the quiz →
5. F4-05Positioning — Mental slot, distinctive asset, and cultural tensionHEURISTIC~25 min2 SPTake the quiz →
6. F4-06Differentiation — Real, Relative, and PerceivedFRAMEWORK~20 min2 SPTake the quiz →
7. F4-07Perceptual Maps and Competitive AnalysisFRAMEWORK~19 min2 SPTake the quiz →
8. F4-08Customer Personas — Useful Fiction or Dangerous Fantasy?HEURISTIC~21 min2 SPTake the quiz →
9. F4-09STP in B2B MarketsFRAMEWORK~18 min2 SPTake the quiz →
10. F4-10STP in the Digital AgeFRAMEWORK~16 min2 SPTake the quiz →
11. F4-11When STP Goes Wrong — Anti-CasesHEURISTIC~19 min2 SPTake the quiz →
12. F4-12Integration: the STP strategist — leader, challenger, and the peer debateHEURISTIC~9 min2 SPTake the quiz →

Case studies

6 case studies

Integrative cases where the module's concepts meet a single brand or situation.

1. Positioning Longevity CaseVolvo — Owning Safety for Seventy YearsRead the case →
2. Category Disruption CaseDollar Shave Club — Repositioning an Entire CategoryRead the case →
3. Positioning Paradox CaseApple — The Paradox of Mass Premium PositioningRead the case →
4. Repositioning CaseLidl — From Discount Stigma to Smart ShoppingRead the case →
5. B2B Positioning CaseHubSpot — Category Creation as Positioning StrategyRead the case →
6. Anti-Case (Failure Analysis)Gap — The Repositioning That Destroyed a BrandRead the case →