ANALISIS IMPLEMENTASI STRATEGI SEGMENTASI, TARGETING, POSITIONING (STP), DAN MARKETING MIX PADA BRAND FASHION OLAHRAGA HEAVEN STUFF

Evin Ghani Naufal; Cellyn Vernanda; Reza Zulfandi Arif Parihala

doi:10.36989/didaktik.v12i03.16264

Evin Ghani Naufal Universitas Negeri Semarang
Cellyn Vernanda Universitas Negeri Semarang
Reza Zulfandi Arif Parihala Universitas Negeri Semarang

DOI: https://doi.org/10.36989/didaktik.v12i03.16264

Keywords: Sport Fasion, Segmenting, Targeting, Positioning, Marketing Mix, Sports Fashion

Abstract

The increasing competition in the sports fashion industry requires businesses to implement effective marketing strategies to maintain their existence and strengthen competitiveness. This study aims to analyze the implementation of Segmenting, Targeting, Positioning (STP), and Marketing Mix strategies at Heaven Stuff as a local sports fashion brand. The research employed a qualitative descriptive method with data collected through observation, interviews, documentation, and analysis of the company's digital media platforms. The findings indicate that Heaven Stuff applies market segmentation based on demographic, geographic, psychographic, and behavioral characteristics. The primary target market consists of teenagers and young adults who are interested in sports fashion and active lifestyles. The brand positioning emphasizes Heaven Stuff as a modern, creative, and affordable local sports fashion brand. The marketing mix is implemented through unique product development, competitive pricing strategies, digital-based distribution channels, and promotional activities utilizing social media and influencers. The study concludes that the integration of STP and Marketing Mix strategies contributes to increasing brand awareness and strengthening Heaven Stuff's position in the local sports fashion market.

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