STP | Segmentation, Targeting & Positioning – The ABC of Building an Eternal Brand


What is STP in marketing?

STP in marketing stands for Segmentation, Targeting, and Positioning. The STP model helps you to develop your messages and deliver customized and relevant messages for the segmented doctors. Philip Kotler, the grand marketing guru, has suggested that if marketers can nail their target and position, all other aspects of a marketing campaign will fall into place. Target and position define whom you are trying to reach with your marketing campaign, and what message (or position) you will use to connect. Always remember, “Products may die, but the brand lives forever.”

Why STP is so important?

  • It helps brand managers to prioritize propositions and then develop and deliver relevant messages to different audiences.
  • The STP model is useful when creating marketing communications plans.
  • Learn unique phygital model, through which you can even customize and personalize messages. The recipient can get the feeling: “This message was specifically designed for me!”

Program USP & Learning Objective

  • This is corporate program with minimum batch size of 12 candidates.
  • The module will be customized to the specific needs of the corporate client.
  • Highly interactive sessions with transformative learning.

Learning objective

Participants will learn how you can use STP to build eternal brands – brands that last forever!

Package Includes

  • 6 Live Sessions 3.5 hrs each
  • One-to-one mentorship after the workshop
  • 4 courses worth Rs. 6496/-
  • Assignments
  • Workshop Certificate

Language: English

Certificate: Certificate will be provided to the participants on successful completion.

Topics for this course

16 Lessons26h 32m 16s


Breaking the ice1:36:08

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About the instructor

The only reason why Vivek Hattangadi exists is to help the personnel in the pharma industry get proper learning and development opportunities. His focus is on the developing the skills of the young brand managers and the frontline sales managers who are the future building blocks of the industry. Vivek Hattangadi, a perpetual learner, carries with him 46-years learning experience in the pharma industry. He has been mentored by legends like Late Prof. Chitta Mitra and Late Prof. Tarun Gupta. He started his career as a sales-cum-delivery boy with a pharma stockist, worked hard to become a medical representative. He has substantial experience in sales management as well as brand management. He went on to be the Vice President of an Indian transnational pharma company. Vivek Hattangadi even today (i.e. before Covid-19 era), actively worked in the field along with the field staff of clients. This helps him get deep insights. He has also worked in Dhaka and Gazipur in Bangladesh and knows the pulse of the doctors of Bangladesh. And therefore, the tips he gives in his sessions, both off-line and on-line are in sync with today’s world realities. He then blends his learning’s with academics. Nothing which is theoretical and cannot be applied at the place of work! Vivek Hattangadi has authored six books on pharma branding, marketing and sales. This includes “WHAT THE PHARMA CEO WANTS FROM THE BRAND MANAGER” and “HOW TO GET DOCTOR’S ADDICTED TO YOUR BRAND: 13 UNSHAKABLE LAWS OF PHARMA BRANDING”. The sixth book was very recently released, ‘WHAT MADE YOU A MID-LEVEL MANAGER WILL NOT LEAD YOU TO THE C-SUITE: ARE YOU READY FOR THE BIG JOB?’ Vivek Hattangadi is also a guest faculty in many pharma business schools. Vivek Hattangadi, Mentor & Advisory Panel, PharmaState Academy represents PharmaState Academy at India and International levels.
4.71 (89 ratings)

41 Courses

2469 students


Material Includes

  • 6 Live Sessions 3.5 hrs each
  • One-to-one mentorship post workshop
  • 4 courses worth Rs. 6496/-
  • Assignments
  • Workshop Certificate

Enrolment validity: 30 days


  • It is a corporate program
  • Not for individual booking

Target Audience

  • Pharma Companies

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