Strategy · 06/12
Segmentation, Targeting & Positioning (STP)
Objective
Design a data-driven STP strategy that enables Pedasaurus to reach the right audience, strengthen its competitive advantage, and establish a distinctive brand identity in the spicy snack market.
Scope of work
- 01Conducted market segmentation based on demographic, geographic, psychographic, and behavioral characteristics.
- 02Evaluated market potential and purchasing power to determine the most attractive customer segments.
- 03Selected priority target audiences based on market size, product relevance, and competitive intensity.
- 04Developed a clear brand positioning and unique value proposition to differentiate Pedasaurus from competitors.
- 05Defined the brand's core messaging and positioning strategy for digital marketing campaigns.
- 06Created strategic recommendations to improve customer acquisition and long-term brand growth.
The work
Segmentation
10.8Mtotal market in Central Jakarta
- Demographics
- age 15–35
- students/university students/young workers
- middle income
- Geography
- Central Jakarta
- office and campus areas
- easy transport and marketplace access
- Psychographics
- likes spicy food
- trends and new things
- active on social media
- enjoys challenges
- practical and fun lifestyle
- Behavior
- snacks often (≥2×/day)
- shops online
- likes promos and discounts
- reads reviews
- loyal to brands that suit them
Targeting
0.85
High
Market size and potential
0.75
High
Purchasing power
0.90
Very high
Product-market fit
0.65
Medium
Competitive intensity
≈ 8.5Mrealistic target market
Main segments
- Students/university students40%
- Young workers35%
- Gamers & communities25%
Positioning statement
Pedasaurus is a modern spicy snack with a dinosaur theme that delivers a fun, leveled, addictive snacking experience for Indonesia's young generation.
Value pillars
- 01Leveled spice
- 02Fun and challenging
- 03Affordable price
- 04Unique experience (dinosaur theme)
Versus other spicy snacks
- a strong, unique brand
- Level Dino spice that challenges
- easily remembered and viral
- strong storytelling
- a fun snacking experience
- easy to resell
Source slide
Result
Identified the primary target market: students, university students, young professionals, and spicy-food enthusiasts aged 15–35. Established a strong brand positioning as a modern spicy snack brand with a unique dinosaur-themed identity, affordable pricing, and an engaging customer experience. The findings give a strategic foundation for digital marketing campaigns, content strategies, and customer communication.