Segmentation, Targeting and Positioning (STP) Analysis on Turmeric Honey Products in Nagari Muaro

Abstrak

Turmeric honey is a natural product derived from a mixture of pure honey and turmeric extract, renowned for its health benefits, including anti-inflammatory and antioxidant properties, as well as its ability to enhance immune function. One of its primary benefits is alleviating menstrual pain through its anti-inflammatory and analgesic effects. This study aims to analyze the Segmentation, Targeting, and Positioning (STP) strategy for turmeric honey products in Nagari Muaro. The research employs both primary and secondary data collection methods, with a total sample of 44 respondents. The analytical techniques used include descriptive analysis, validity testing, and reliability testing. The findings indicate that the market segmentation for turmeric honey is based on demographic factors, targeting women aged 15–39 years, particularly students and professionals. Geographically, the primary market is concentrated in Nagari Muaro and its surrounding areas. Psychographically, the product appeals to individuals with a healthy lifestyle. The target market consists of women seeking herbal beverages as a natural alternative to relieve menstrual pain. The positioning strategy emphasizes affordability and high-quality standards, making turmeric honey a competitive option in the herbal product market. These findings provide valuable insights for businesses to develop more effective marketing strategies, enhancing the product’s competitiveness and market presence