🎯 Presentation Title: STP Model – 5 Products, 5 Market Segments
(Example: HINDUSTAN UNILEVER LIMITED)
✅ About the Company:
Hindustan Unilever Limited (HUL) – One of India’s largest FMCG
companies, offering products across personal care, food, home care, and
wellness.
🧩 STP-Based Product Examples
1. Segment: Budget-Conscious Consumers
Product: Wheel Detergent
Segmentation: Income-based (lower income groups), Rural–Urban
divide
Targeting: Price-sensitive customers needing basic laundry care
Positioning: "Effective cleaning at an affordable price"
Tagline Example: “Daag ache hain par saaf hone chahiye”
2. Segment: Health-Conscious Individuals
Product: Horlicks (now under HUL via GSK Consumer acquisition)
Segmentation: Lifestyle and health-based
Targeting: Health-aware adults and parents buying for growing
children
Positioning: “Nutrition for growth and immunity”
Marketing Focus: Vitamins, minerals, and doctor
recommendations
3. Segment: Premium Skincare Users
Product: Lakmé Absolute Range
Segmentation: Demographic (urban women), Income-based
(higher income)
Targeting: Women aged 25–45 seeking premium cosmetic
solutions
Positioning: “High-performance makeup and skincare trusted by
professionals”
Promotion Channels: TV, fashion influencers, salons
4. Segment: Environmentally Conscious Consumers
Product: Love Beauty & Planet (LBP)
Segmentation: Psychographic (eco-friendly, sustainability-focused
buyers)
Targeting: Urban millennials and Gen Z interested in clean beauty
Positioning: “Beauty that’s good for you and the planet”
Key USP: Plant-based ingredients, recyclable packaging
5. Segment: Convenience-Oriented Urban Dwellers
Product: Bru Instant Coffee
Segmentation: Behavioral (habitual buyers, convenience-seekers)
Targeting: Office-goers, students, busy urban households
Positioning: “Quick energy and taste in every cup”
Packaging Strategy: Small pouches and family jars
📌 Summary Slide: STP Highlights
Product Segment Type Target Group Positioning
Wheel Low-income Affordable &
Income-based
Detergent households effective cleaning
Health-conscious Nutritional support
Horlicks Lifestyle/health
families for growth
Lakmé Demographic + Urban professional High-end cosmetic
Absolute Income women and skincare range
Product Segment Type Target Group Positioning
Love Beauty Psychographic Environmentally Sustainable beauty
& Planet (eco-friendly) aware millennials brand
Bru Instant Urban convenience- Quick, aromatic
Behavioral
Coffee seekers coffee for busy lives
EXAMPLE 2:
Presentation Title: STP Model – 5 Products, 5 Market Segments
(Alternate Examples from HUL)
✅ About the Company:
Hindustan Unilever Limited (HUL) is a leading FMCG company in India
with a wide portfolio serving multiple customer segments through
carefully positioned products.
🧩 New STP-Based Product Examples
1. Segment: Upper-Middle Class Families (Personal Hygiene
Focused)
Product: Lifebuoy Total 10 Soap
Segmentation: Demographic (family households), Behavioral
(health-conscious users)
Targeting: Families with children concerned about germs and
hygiene
Positioning: “Protects against 99.9% of germs – health protection
for the whole family”
Promotion Channel: TV ads during family programs, public health
campaigns
2. Segment: Urban Youth Focused on Appearance
Product: Pond’s Men Face Wash
Segmentation: Demographic (young men 18–30), Psychographic
(grooming-conscious)
Targeting: Young urban males interested in skincare and grooming
Positioning: “Brighten your face, energize your skin – be ready to
face the world”
Promotion Channel: Digital ads, college and fitness events
3. Segment: Busy Professionals Seeking Convenience in Cooking
Product: Knorr Soups & Instant Mixes
Segmentation: Behavioral (convenience-seekers), Lifestyle
(working professionals, students)
Targeting: Time-starved individuals looking for quick meal solutions
Positioning: “Tasty and hot soup in minutes – comfort without the
wait”
Packaging Strategy: Single-serve sachets, easy-to-store packs
4. Segment: Prestige-Conscious Consumers
Product: TRESemmé Shampoo & Conditioner
Segmentation: Income-based, Lifestyle (aspirational beauty users)
Targeting: Consumers who want salon-quality haircare at home
Positioning: “Salon-quality hair at home – because you deserve
the best”
Promotion Channel: Fashion events, influencer marketing
5. Segment: Rural Women with Traditional Preferences
Product: Rexona Deodorant Soap
Segmentation: Geographic (semi-urban/rural), Behavioral (value +
fragrance preference)
Targeting: Rural and semi-urban women preferring a strong, long-
lasting fragrance
Positioning: “Stay fresh all day with a fragrance you can trust”
Distribution Strategy: Strong rural retail presence and affordable
pricing
📌 Summary Slide: Alternate STP Highlights
Product Segment Type Target Group Positioning
Lifebuoy Total Demographic + Families focused Germ protection for
10 Behavioral on hygiene the entire family
Grooming- Energizing and
Pond’s Men Demographic +
conscious young brightening skincare
Face Wash Psychographic
men for men
Behavioral
Busy professionals Fast, flavorful meal
Knorr Soups (convenience-
& students solution
seeking)
Aspirational
TRESemmé Salon-style hair at
Income + Lifestyle beauty product
Haircare home
users
Trusted, fragrant
Geographic + Rural women
Rexona Soap soap for all-day
Behavioral seeking freshness
freshness