STP: Segment, Target, Position

STP: Segment, Target, and Position

Key Competitors: There are a few competitors to contend with with regard to condom use. Namely, peer influence, partner attitudes, cost, and accessibility are at the forefront. In my last post I discussed the rationale for wanting to target adolescents who have yet to engage in sexual activity as this population may have an easier time adopting the desired behavior versus someone who is trying to introduce condom use for the first time after not having used them. The cost of condoms can be prohibitive for adolescents, thus the campaign I design may have to provide free condoms or direct the population to places where condoms can be acquired for a low cost. The same hold true for accessibility, as condoms will have to be readily available and accessible.

Main Variable & Dynamic Variable

This is the area where I will need assistance. I looked at the other blogs and it appears that the main variable is the cost of entry into the market. With that being said, I think my main variable is actually Peer Influence, as adolescents are highly influenced by attitudes of their friends.

My rationale is as follows.... Much of the literature i've reviewed cited cost and accessibility as barriers to condom use. However, adolescents/teens are interesting in that if something is the "latest, cool, new, hip" thing, they will go to extreme odds to acquire it. Mainly because "all the cool people have it, do it, are going to it" or whatever the case may be. Case In Point - I distinctly remember being in middle school and wanting Air Jordan tennis shoes, as expensive as they were, because everyone else was going to have them. I was totally prepared to save up my allowance, beg, do whatever I had to do to get these shoes. I didn't play a sport, I didn't even really wear sneakers, I just wanted to "fit in" with everyone else!

So, going off of that logic, and the advice of my classmate, condom use will have to be leveraged as the cool thing to do, and the adolescent with the most power and influence will set the tone for the peer group. In addition to that, does anyone remember the music group TLC promoting condom use in their music videos? I think this campaign will have to employ a similar tactic, especially given the influence the media has on adolescent attitudes and beliefs. I say that because "someone" and its usually a celebrity has to say what is cool. Then all the kids rush out and 'do, get, try' whatever the cool thing is for the moment. Or...adolescents are influenced by someone they look up to...like an older brother or older sister. This actually works really well with my core competency of DST with regard to cultivating sisterhood! See what great thoughts come after a cup of coffee! Celebrities can be a bit of liability, especially if they are caught contradicting the behavior they are supposed to be promoting. But a role model, like an older sister, that is closer to the reality of the adolescent may just work.

Dynamic Variable

I have no idea what the dynamic variable is or should be....I'll have to revisit this after consulting my professor. Suggestions also welcomed.

Target Audience Description
I'm going to skip this for now and come back to it. I need to decide what is most important to include in the description.

5 Box Positioning Statement - Should this be tied to the variables?

Current Do: I do not have sex, thus I do not use condoms.
Current Belief: I may use condoms if they are available, but I haven't really thought about it.
Consumer Proposition: If you do not use a condom, not only are you not cool, you could become infected with a STD.
Desired Belief: I want to fit in the cool kids who use condoms.
Desired Do: When I decide to have sex, I will use a condom every time.

This box needs work, but my coffee has worn off....