“The STP Framework in Quick Commerce”

#STPofQcom

There’s a common saying in the business world, “If you try to be everything to everyone, you’ll end up becoming nothing to anyone.” 

Far too often, businesses fall into the trap of positioning their product(s) as something that ‘everyone’ benefits from.

This is where STP framework comes handy & in the world of marketing as well as Q-Com, STP redefines whom you market your products to, & how.

1. SEGMENTATION

Segmentation is the process of dividing a broad market into distinct groups based on common needs, behaviors, or characteristics.

Unlike traditional retail, segmentation in Q-Com must be real-time and behavior-driven. Think about midnight snackers, festive stockers, college hostelers, and impulse-driven consumers. Q-Com platforms are already doing this via app behavior and pin code heatmaps.

Action Point: Identify trends in demand for specific areas, and launch specific SKUs/Brand to satisfy needs for particular segments. Brands & Platforms can collaborate here.

2. TARGETING

Targeting is the act of selecting the most valuable segments to focus your marketing and supply efforts on.

The winning platform & brands don’t target “everyone.” They zero in on high-density pin codes, high-margin customer cohorts, and high-intent purchase windows (e.g., morning essentials vs. weekend indulgences). 

Platforms provide the data — it’s on brands to act on it.

Once the SKUs/brands have developed a customized assortment ready for their audience, its critical to target efficiently.

Action Point: Targeting the consumer, especially for niche/growing segments, through a mix of in-platform & out-of-platform communication is key. Brands should collaborate with platforms to ensure the assortment is widely available and easy for consumers to browse & purchase.

3. POSITIONING

Positioning defines how a brand wants to be perceived by its target audience — it’s the promise you make and how you differentiate.

Your product image, pricing, and messaging on that smartphone screen defines perception in seconds. Whether you’re "premium & quick", "budget & reliable", or "festival-friendly" — your positioning should be aligned with urgency, impulse, and instant decision-making.

Action Point: Be it the platform or the brand, both have to understand their consumer cohorts and position themselves appropriately from a branding & product usage standpoint.

In the coming series, we will discuss more in depth about how the stakeholders have to work jointly to be seen as the “go-to” for the consumer.

Learnt something new today?

Follow our series of #STPofQcom to understand how STP framework has been adapted in Q-com!