STP- SEGMENTATION, TAREGITING, POSTIONING. SEGMENTATION:- In India sony is mainly focusing their customer segmentation on the income group, the consumer is one with an annual income of Rs 5 lakh and above. They are mainly seeing the people with good income so they can afford their product price. Their product are mainly of premium class example sony VI! don"t bring their product in premium #uality, $ust take example sony vaio laptop with same feature which cost more than Rs%&&&&.&& where as if go to some other company like 'ompa# they will hardly cost Rs (&&&&)(5&&&. They mainly do segmentation of market on color contrast, music #uality, look, light weight. *o their first segmentation in laptop market is #uality. fter this they see about design ,look, features, music output and #uality, performance, and then services, they don"t do their marketing of laptop on the price basis. *o they don"t concentrate the people who can"t afford sony vaio laptop. *ony main customer are those segment of customer whose yearly income are more than 5)% lakh.ccording to official statistics, India will have (& million such households by +&,&. This will be core target customer for their products.-,. $uly +&&/,business line0 *ony also segment their customer on location basis, they mainly segment their customer of urban city. 1ecause urban people are more technology lover as we do comparison with rural part of India. In rural part only they prefer economy range of product so sony main segmentation for this is only urban cities like 2umbai,delhi, 3olkata, 'handigarh, 'hennai, banglore. *ony also main segment of customer are of young generation. 1ecause young generation more tech lovey than any other age group. *o sony segmentation is young generation. Demographi !egme"#a#io" is based on variables such as age, gender, ethnicity, education, occupation, income, and family status. I" #hi! $a!ia%%& #ee"ager! ' (pper Mi))%e *%a!! Fami%&. P!&hographi !egme"#a#io" is based on variables such as values, attitudes, and lifestyle. I# o"!i)er #ho!e per!o" +ho %i,e! i" #he po!!e area o- #he i#&. .eha,iora% !egme"#a#io" is based on variables such as usage rate and patterns, price sensitivity, brand loyalty, and benefits sought. *ony also main segmentation are business man, because they have to travel a lot , and sony vaio laptop come in sexy feature, look with light weight, that any business man search. TARGETING:- So"& mai"%& #arge# are $/!i"e!! ma", o/r per!o" +i#h goo) 0o$ !#a#/! $ea/!e !o"& %ap#op are "o+ a%!o !#a#o/! !&m$o%, $/!i"e!! ma" a%!o pre-er !o"& %ap#op $ea/!e o- i#! !i1e, )/ra$i%i#&, )e!ig", a") mai" poi"# i! )/e #o %igh# +eigh# a") ea!& #o arr&. So !o"& #arge# #ho!e #&pe o- per!o" o"%& -ir!#. So"& mai" #arge#! are -ami%& +ho!e mi") !e# /p ome o- /!i"g mo)er" a") %a#e!# #eh"o%og&. So"& #, a%!o #arge# $/!i"e!! ma" $ea/!e #heir %ap#op are ,er& %igh# +eigh# a") ea!& #o ha")%e. So"& #, a%!o #arge# !#/)e"# gro/p o- goo) o%%ege! $ea/!e &o/"g!#er! are ea!& #o o",i"e A") #he& are a%!o !#&%e #&oo", -or +hih !o"& i! $e##er 2"o+". So"& a%!o #arge# high mi))%e %a!! per!o", $ea/!e #he& are #oo !#a#/! %o,i"g per!o". So"& ,aio a%!o a##ra# m/!i %o,er! $ea/!e !o"& m/!i ompa"& i! o"e o- #he $e!# ompa"& i" #he +or%), !o #he& a%!o imp%eme"# #hi! #hi"g! i" #heir %ap#op. POSITIONING SONY Po!i#io" i#! pro)/# a! premi/m pro)/# i" #he o"!/mer mi") !e#/p. So"& ,aio are mai"%& 2"o+" a! !#&%e%i!# ga)ge#. So"& ,aio a%!o po!i#io" i#! pro)/# a! m/!i ga)ge#, +hih a##ra# ma"& m/!i %o,er!. So"& ,aio a%!o po!i#io" i#! pro)/# a! %a#e!# ga)ge# a,ai%a$%e i" mar2e#.