Use of STP by Paper Boat How Paper Boat Uses STP in Marketing In today’s competitive beverage market, most brands fight on price, taste, or health benefits. But Paper Boat took a completely different route—they focused on emotions and memories . Their success is a perfect example of how STP (Segmentation, Targeting, Positioning) can create a strong brand identity Segmentation – Understanding the Market Segmentation means dividing the market into smaller groups of customers with similar needs. Paper Boat segmented the market based on: Demographics: Young adults and millennials Psychographics: People who value nostalgia, culture, and emotional connection Behavior: Consumers looking for healthier, traditional drink options Instead of going after mass-market soda drinkers, they focused on people who missed homemade Indian drinks like Aam Panna and Jaljeera. Common mistake students make: Most people only use basic segmentation like age or income. That’s weak. Paper Boat used e...