Segmentation, Targeting and Positioning of Daraz Bangladesh
Segmentation, Targeting and Positioning of Daraz Bangladesh
Segmentation, Targeting and Positioning of Daraz Bangladesh
The method of segmentation, targeting, and positioning (STP) is an important concept in the
study and work of marketing. STP is an acronym that stands for segmentation, targeting, and
positioning. The STP mechanism shows the interdependence of an in the general market and
how the business decides to invest in that market.
Demographic Segmentation:
Age, generation, wages, and family life cycle are the variables in Demographic Segmentation. In
terms of age, they are specifically targeting the younger generation in order to sell electronic
devices. Often, since this generation is concerned with fashion and technology, they are now in
the spotlight. However, we can see on the Daraz website that they have all kinds of products for
all kinds of people. In addition to baby products, they also provide products for the elderly. This
clearly indicates that Daraz Bangladesh does not want to confine them to a single generation, but
rather has chosen to reach out to all segments. In terms of family and wealth, they choose to
select people from all walks of life. Because it sells products ranging in price from moderate to
very high, it can be said that it wishes to reach out to all members of the family, from upper
middle class to upper class. It wishes to reach out to those who can at least afford an internet
connection and have access to the online portal.