Alsportswear Case Study

The STP Model stands for segmentation, targeting and positioning (Schlegelmilch, 2016). It demonstrates the links that exist between the market and a business. The model is used as a guidance to set the development strategy of a society and create the good marketing mix (Schlegelmilch, 2016). It allows a society to identify the most valuable type of customers on the market targeted and what products and types of promotion suit them the most.

1.1 Segmentation

The segmentation is a process that divided the market into smaller entities responding to different needs and characteristics in order to target the most appropriate group for the brand (Schlegelmilch, 2016). In order to do so, the first step is to define the global market for the
It is a process which build the brand image in the mind of the customer by different ways as communication strategy, presence on social medias.

Alsportswear is a brand known for producing high quality equestrian products. It belongs to the medium to upper price class and it is associated with a name of a famous French rider “Alexandra Lederman”. In addition, all the products are designed with the same logo which is represented with the letters “AL”. The fact that all the products are made with the same trademark make it easier to recognize the brand. So, when potential customers saw new products on riders or in pictures, they know that it is an Alsportswear which is less time consuming for them.
The motto of ALSportswear is « Chez ALSportswear, notre mission est de créer des vêtements élégants et performants de la plus haute qualité pour vous sublimer à cheval et en ville, quelle que soit votre silhouette! ». This sentence says that the brand is an alliance of elegancy and performance and wants to be both equine and urban. The brand creates products that the rider can wore during all his equestrian activities but not only. All products have been imagined to be wearable outside the