Glossary/Strategy & Frameworks/STP Model (Segmentation, Targeting, Positioning)
Strategy & Frameworks
STP Model (Segmentation, Targeting, Positioning)
A core strategy process, popularized by Philip Kotler, of dividing a market into segments, choosing which to target, then positioning the brand for them.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The STP model, short for Segmentation, Targeting and Positioning, is a core marketing strategy process popularized by Philip Kotler. Marketers divide a market into segments, choose which segments to target, then position the brand to appeal to them. It ensures the marketing mix is shaped around specific customers rather than everyone.