Brand and were loyal to Coke.

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Consumers who had a positive attitude towards the Pepsi brand and were  loyal to Pepsi. Consumers who willingly bought products of both brands. Pepsi has always focused its marketing efforts on the third segment because advertising to these audiences generated the highest return on investment. Focusing solely on customers loyal to CocaCola was considered a waste of time and money, and the chance of changing habits was considered slim. However, everything changed in , when New Coke appeared on the market.


The new version of the drink did not gain the recognition of loyal consumers, and Pepsi decided to take advantage of the change in consumer moods. It began directing its advertisements Algeria WhatsApp Number to loyal CocaCola consumers, thus changing its positioning. The messages were "brutal" but had the desired effect  in , Pepsi announced a  increase in overall sales of its products. This example shows how to use STP marketing to increase market share and turn your competitors' loyal customers into loyal fans. Today, both brickandmortar companies and online stores use the STP strategy. This model is currently used by Apple Inc., Nike, McDonalds, Amazon and Starbucks.





How does STP help with marketing activities You're probably wondering why STP arouses so much interest from global brands There is one reason: effectiveness . STP marketing helps you identify your target group and create communication that will help you beat the competition. The effect of this is: Improving customer engagement  by sending personalized messages to an interested group of people, they consider them appropriate for themselves and are more willing to engage in communication with the brand; Increasing the profitability of marketing activities  targeting means that you do not waste your resources on segments that are passive, and you are able to significantly reduce marketing costs; Improving the quality of products and services .