STP marketing strategies analysis

STP marketing strategies analysis Lessons from the article The article demonstrates how marketing is not just listening to the needs of society but then repositioning the brand to accord with those needs. Another example is the Cleveland Indians – this team realizes the necessity to change the name due to social pressure. Through relevant cultural changes, brands may be better positioned to stay connected to the audience and, more so, prevent staining their image. This shift puts much importance on the opinion of the public and the necessity for participation in contemporary promotional tactics. Some of the marketing mix analyzed for STP include The article shows Segmentation, Targeting, and Positioning (STP) concepts. Here, segmentation reminds the approaches to categorize the fan base according to its values, including those who pay attention to racial and cultural matters. Target audiences incorporate those who favor the indigenous people and value their rights and freedoms. Positioning as a concept is about changing the team's outlook to one that's more respectable and socially sensitive, thus relinquishing the various negative perceptions associated with that team. The position strategy is explained. The name change implies moving from one position to another, which is a repositioning strategy in which the team changes identity to fit present-day societal standards. The Cleveland Indians' rebranding initiative is effective in removing an ethnic slur and changing for the better attitude towards the Native American community in view of the ballplayer Louis Sockalexis. The aim is to provide innovations and make it look more progressive while staying loyal to the team's identity. Whether the change proposed by the Cleveland Indians organization meets the conditions for repositioning or not. Indeed, the proposed name change is an exceptional repositioning strategy because it checks five key conditions. It fits the societal need for an increase in cultural relativeness and aids the team to fit the current culture. As long as the consultation with Native American groups is evident and the new name chosen results from a thoughtful and sensitive process, the change will most probably improve the team's perception. This shows a commitment to doing things expected in the modern world and franchise while maintaining future profitability.  Reference Ortiz, E. (2020). That's why Cleveland came to be called the Indians. How should they honor him? NBC news. From: https://www.nbcnews.com/news/sports/some-native-americans-applaud-cleveland-indians-name-change-say-it-n1251183