STP ANALYSIS OF SANSPERILLS

GREENLANDS

SUBMITTED BY,
AMAL GEORGE JOSE
P19168
 CONCEPT OF STP

The STP process is an important concept in the study and application of marketing. The letters STP stand for
segmentation, targeting, and positioning. The STP process demonstrates the links between an overall market
and how a company chooses to compete in that market. It is sometimes referred to as a process, with
segmentation being conducted first, then the selection of one or more target markets and then finally the
implementation of positioning. The goal of the STP process is to guide the organization to the development and
implementation of an appropriate marketing mix.

COMPONENTS OF STP

1. Segmentation
The process of splitting a market into smaller groups with similar product needs or identifiable
characteristics, for the purpose of selecting appropriate target markets.
2. Targeting
An organization’s proactive selection of a suitable market segment (or segments) with the intention of
heavily focusing the firm’s marketing offers and activities towards this group of related consumers.
3. Positioning
Positioning is the target market’s perception of the product’s key benefits and features, relative to the
offerings of competitive products.

PROCESS OF STP
The process of STP includes following steps:

Step One – Define the market

In the first step in this more detailed model is to clearly define the market that the firm is interested in.
This may sound relatively straightforward but it is an important consideration.

Step Two – Create market segments

Once the market has been defined, the next step is to segment the market, using a variety of different
segmentation bases/variables in order to construct groups of consumer. In other words, allocate the
consumers in the defined market to similar groups (based on market needs, behavior or other
characteristics).
Step Three – Evaluate the segments for viability
After market segments have been developed they are then evaluated using a set criteria to ensure that
they are useable and logical. This requires the segments to be assessed against a checklist of factors,
such as: are the segments reachable, do they have different groups of needs, are they large enough, and
so on.

Step Four – Construct segment profiles

Once viable market segments have been determined, segment profiles are then developed. Segment
profiles are detailed descriptions of the consumers in the segments – describing their needs, behaviors,
preferences, demographics, shopping styles, and so on. Often a segment is given a descriptive nickname
by the organization. This is much in the same way that the age cohorts of Baby Boomers, Generation X
and Generation Y have a name.

Step Five – Evaluate the attractiveness of each segment

Available market data and consumer research findings are then are added to the description of the
segments (the profiles), such as segment size, growth rates, price sensitivity, brand loyalty, and so on.
Using this combined information, the firm will then evaluate each market segment on its overall
attractiveness. Some form of scoring model will probably be used for this task, resulting in numerical
and qualitative scores for each market segment.

Step Six – Select target market/s

With detailed information on each of the segments now available, the firm then decides which ones are
the most appropriate ones to be selected as target markets. There are many factors to consider when
choosing a target market. These factors include: firms’ strategy, the attractiveness of the segment, the
competitive rivalry of the segment, the firm’s ability to successfully compete and so on.

Step Seven – Develop positioning strategy

The next step is to work out how to best compete in the selected target market. Firms need to identify
how to position their products/brands in the target market. As it is likely that there are already
competitive offerings in the market, the firm needs to work out how they can win market share from
established players. Typically this is achieved by being perceived by consumers as being different,
unique, superior, or as providing greater value.

Step Eight – Develop and implement the marketing mix

 Once a positioning strategy has been developed, the firm moves to implementation. This is the
development of a marketing mix that will support the positioning in the marketplace. This requires
suitable products need to be designed and developed, at a suitable price, with suitable distribution
channels, and an effective promotional program.

Step Nine – Review performance

After a period of time, and on a regular basis, the firm needs to revisit the performance of various
products and may review their segmentation process in order to reassess their view of the market and to
look for new opportunities.

SEGMENTATION
Market segmentation is the process of dividing a market of potential customers into groups, or segments,
based on different characteristics. The segments created are composed of consumers who will respond
similarly to marketing strategies and who share traits such as similar interests, needs, or locations.
Market segmentation makes it easier for marketers to personalize their marketing campaigns. By
arranging their company’s target market into segmented groups, rather than targeting each potential
customer individually, marketers can be more efficient with their time, money, and other resources than
if they were targeting consumers on an individual level. Grouping similar consumers together allows
marketers to target specific audiences in a cost effective manner. Market segmentation also reduces the
risk of an unsuccessful or ineffective marketing campaign. When marketers divide a market based on
key characteristics and personalize their strategies based on that information, there is a much higher
chance of success than if they were to create a generic campaign and try to implement it across all
segments. Marketers can also us segmentation to prioritize their target audiences. If segmentation shows
that some consumers would be more likely to buy a product than others, marketers can better allocate
their attention and resources.

METHODS OF SEGMENTATION

1. Geographic segmentation
Geographic segmentation targets customers based on a predefined geographic border. Differences in
interests, values, and preferences vary dramatically throughout cities, states, and countries, so it is
important for marketers to recognize these differences and advertise accordingly.
2. Demographic segmentation
 Demographic segmentation divides a market through variables such as age, gender, education level,
family size, occupation, income, and more. This form of segmentation is a widely used strategy due to
specific products catering to obvious individual needs relating to at least one demographic element.
3. Psychographic segmentation
Unlike geographic segmentation and demographic segmentation, psychographic segmentation focuses
on the intrinsic traits your target customer possesses. Psychographic traits can range from values,
personalities, interests, attitudes, conscious and subconscious motivators, lifestyles, and opinions. To
understand your target customers on this level, methods such as focus groups, surveys, interviews, and
case studies can all prove successful in compiling this type of conclusion.
4. Behavioral segmentation
Behavioral segmentation has similar measurements to psychographic segmentation but focuses on
specific reactions and the way customers go through their decision making and buying processes.
Attitudes towards your brand, the way they use it, and their knowledge base are all examples of
behavioral segmentation. Collecting this type of data is similar to the way you would find psychographic
data. Review websites can also be a helpful tool when searching for this information.

COMPANY PROFILE

SANSPERILLS GREENLANDS

Sanspareils Greenlands, commonly known by the abbreviation SG, is a cricket equipment manufacturer.
Its balls are used in Test cricket and in the Ranji Trophy in India. They have a more prominent seam and
are closer together than the Kookaburra balls used for Test matches, used in rest of the world apart from
England and West Indies (which use Duke), resulting from the thicker thread used for stitching.The balls
are also completely hand-crafted.
Brothers Kedarnath and Dwarakanath Anand established Sanspareils Co. in Sialkot in 1931. They were
originally from Lahore where they apprenticed in their uncle's sports shop RICHIE Sports. In 1940 they
established a company named Greenlands to facilitate export of their products. After the partition of
India, the family moved to Agra and then settled in Meerut in 1950. Its factory has been in Meerut, Uttar
Pradesh since 1950.SG has been exporting bats manufactured in Meerut to the UK and Australia for
most of the international cricket brands. The company has been the market leader in India with legends
like Sunil Gavaskar, Mohammad Azharuddin and Rahul Dravid endorsing the brand. In 2008, Virender
Sehwag became an SG brand ambassador.
 PRODUCT MIX DETAILS OF SANSPERILLS GREEENLANDS
Product mix, also known as product assortment, is the total number of product lines that a company
offers to its customers. The product lines may range from one to many and the company may have many
products under the same product line as well. All of these product lines when grouped together form the
product mix of the company.

 WIDTH

The width of the mix refers to the number of product lines the company has to offer. The width of
SG is 9 since it produces mainly 9 products.

 LENGTH

Length of the product mix refers to the total number of products in the mix.

 DEPTH

The depth of the product mix refers to the total number of products within a product line. There can
be variations in the products of the same product line.

 CONSISTENCY

Product mix consistency refers to how closely products are linked to each other. Less the variation
among products more is the consistency.

Product Mix depends on many factors like Company Age, Financial Standing Area of Operation,
Brand identity etc.

List of products offered by SG are as follows:

BATS

 Kashmir Willow
 English Willow
 Tennis

GLOVES

 Batting Gloves
 Wicket keeping Gloves
 Inner Gloves

LEG GUARD

 Batting leg guard

 Wicket keeper leg guard

BALLS

 Synthetic
 Leather
 Tennis

PROTECTIVE EQUIPMENT

 Thigh pad
 Elbow guard
 Chest guard
 Inner thigh pad
 Abdominal pad
 Helmet

OTHERS

 Caps
 Slippers
 Bat care
 Stumps

BAGS

 Wheelie
  Duffle

SHOES

 Cricket shoes
 Football shoes

CLOTHING

 Cricket shirts
 Cricket trousers
 Socks
 Skin fit tops
 Sleeves
 Track suits
 Shorts
 Sweaters

PRODUCT MAPPING

The product produced are targeted exclusively on people who are associated with cricket since SG mainly
produces cricket gears. Professional cricketers all over the world have great interest over the company as it
produces goods which are of high quality and is available at a reasonable price. It is also getting into the
clothing industry as it produces shorts, track suits etc, thereby attracting other customers.

PRODUCT TARGETED GROUP

Cricket bats Professional and amateur cricketers
Cricket balls Professional and amateur cricketers
Protective Equipment Professional and amateur cricketers
Shoes Youngsters (Age between 15-35)
Clothing Youngsters (Age between 15-35)
 MARKET SHARES OF SG AND OTHER RELATED COMPANIES

SG KOOKABURA SUNRIDGES BDM

SEGMENTATION OF SG CRICKET BATS IN THE INDUSTRY

SG produces mainly English willow, Kashmir willow and tennis ball bats. The bats are hand- made and is made
in such a way that the batsman can handle it with ease enabling him to play all strokes with much comfort. The
bats are available in different weight and thus enabling more specialization

The bats are ranging from 1500 INR to 40000 INR. English willows are the costllier than other two categories.

SG BATS

ENGLISH KASHMIR TENNIS

WILLOW WILLOW BALL BAT

SUNNY PLAYERS KING SUPER COBRA

VERTO VALOR SUPERB CRUISER
LEGEND EDITION COBRA COVER GOLD

The SG cricket bats are mainly segmented on the basis of demographic characteristics. The bats are available
for beginners, who normally are kids amateurs ,mainly aged between 10-16 years and profeesionals.who are
international and national players. The size and nature of the bats are different in all categories. The Handle is
made from premium, imported Saravak Cane. This is required for the extra bond between handle & blade
thereby maximising durability and power transfer. The grip is the prime point of contact with the bat, therefore
SG have developed a wide range of different grips designed to cater the professionals. Big edge profile
minimises the power loss caused from ‘off centre’ strikes. SG bat edges measure up to 40 mm so you can be
sure you’ll lose little. SG bats are produced with the maximum sized ‘sweet spot’ available, building confidence
and emphasising stroke play. Willow has been air dried and seasoned for better durable life. Since the bats are
demographically segmented, it enables the consumer to select the bat according to their needs as the
requirement of a beginner will be entirely different from that of a professional.

SG bats ensure high quality and this particular factor differentiate SG from other companies. The market share
of the company is also increasing rapidly and this shows the success of the company.

ADVANTAGES OF SEGMENTATION IN SG

1. Bats are of different categories enabling wider selection

2. Bats are made exclusively for beginners, amateurs and professionals enhancing presence in all sectors
3. Market value is higher and is used by many professional cricketers all over the world.
4. Helps in determining market oppurtunities
5. Better service to consumers
6. Developing marketing programmes

DIFFICULTIES AND CHALLENGES IN SEGMENTATION

The company do face many challenges and difficulties in segmenting the product. Since there are many
other brands producing cricket bats , it is great task for the company to be the market leader and if is also
difficult to segment the product in such that it can be reached to all group of people. Also since a particular
group is targeted, it will lead to a scenario in which other classes which is not concentrated will not be
considered at all.Lack of market data is also a major problem in segmenting as it is difficult to collect
information for bats.

TARGETING

Targeting in marketing is a strategy that breaks a large market into smaller segments to concentrate on a
specific group of customers within that audience. It defines a segment of customers based on their unique
characteristics and focuses solely on serving them.Instead of trying to reach an entire market, a brand uses
target marketing to put their energy into connecting with a specific, defined group within that market.
Targeting in marketing is important because it’s a part of a holistic marketing strategy. It impacts
advertising, as well as customer experience, branding, and business operations. When your company
focuses on target market segmentation, you can do the following:

 Speak directly to a defined audience.

 Attract and convert high-quality leads.
 Differentiate your brand from competitors.
 Build deeper customer loyalty.
 Improve products and services.
 Stay focused.

TARGETING STRATEGY OF SANSPERILLS GREENLANDS

SG’s target market falls within the 15 to a 40year-old age group who are cricketers or are passionate about
cricket and this segment is considered as the strongest consumer market.The company is focused on
targeting and strengthening its brand with the next generation of crickerers in the 14- to 19-year-old age
group. SG believes this target group is the most influential consumer group in the world. SG offers different
cricket gears for different age groups. They mainly target on amateur cricketers who one day will become
professionals and thus they can increse their brand value. SG targets mostly all of the cricket players in the
Indian domestic circuit regardless of their age. The SG cricket balls are mainly targeted in the India as
almost all the cricket matches are played with the SG criket balls.

ADVANTAGES OF TARGETING IN SG

 provides an understanding of competition;

 gives insights into competitive advantage, and how this can be best applied
 allows the company to better appreciate of what customers need
 enables the company to produce more effective marketing plans
 uses company resources more effectively

CHALLENGES FACED FOR TARGETING

 It was difficult to classify the cricketers

 The needs and wants of cricketers varies
 There were ommisions of some age groups
 POSITIONING

Positioning defines where your product (item or service) stands in relation to others offering similar products
and services in the marketplace as well as the mind of the consumer.A good positioning makes a product unique
and makes the users consider using it as a distinct benefit to them. A good position gives the product a USP
(Unique selling proposition). In a market place cluttered with lots of products and brands offering similar
benefits, a good positioning makes a brand or product stand out from the rest, confers it the ability to charge a
higher price and stave off competition from the others. A good position in the market also allows a product and
its company to ride out bad times more easily. A good position is also one which allows flexibility to the brand
or product in extensions, changes, distribution and advertising.

STEPS IN CREATING AN EFFECTIVE MARKETING STRATEGY

 Determine company uniqueness by comparing to competitors

 Identify current market position
 Competitor positioning analysis
 Develop a positioning strategy

POSITIONING OF SANSPERILLS GREENLANDS

 Positioned itself as one of the best cricket gear producers in the world.
 One factor which differs SG from other brands is that it have products of different quality and size.
 Competitive point of SG is that it almost targets and all the domestic Indian cricketers and is presently
doiminating the cricket-gear producing sector in India.
 Recently International players also started using SG which gave a global reputation.
 Positioning statement of SG is “BELIEVE BECOME”. Many of the Indian amateur level cricketers are
attracted towards SG because the SG products are used by international cricketers.
 Almost all of the SG Gears are named in relation with the names of famous cricketers.
PERPETUAL MAPPING OF SG CRICKET BATS (ENGLISH WILLOW)

HIGH PRICE

 SUNNY LEGEND
 PLAYERS EDITION
 KING COBRA

OPENER LEE

LOW QUALITY SIERRA 250 NEXUS XTREME HIGH QUALITY

LOW PRICE

ADVANTAGES OF POSITIONING

 To Make Entire Organization Market-oriented

 To Cope with Market Changes
 To Meet Expectation of Buyers
 To Promote Consumer Goodwill and Loyalty
 To Design Promotional Strategy
 To Win Attention and Interest of Consumers

CHALLENGES FACED BY SG IN PERFORMING POSITIONING STRATEGY

 Development costs.
 Significant cost of re-educating the market.
 Loss of existing sales.
 Confused positioning.
 Decision of repositioning versus a new offering.
 Competitive actions.
 Brand risk.