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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Cellyn Vernanda
Universitas Negeri Semarang
Education

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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
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 03 (2026): Volume 12 No. 03, September 2026 Published
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i03.16264

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.
Co-Authors Evin Ghani Naufal Reza Zulfandi Arif Parihala