This paper analyses how Carpo applies the Segmentation, Targeting, and Positioning (STP) framework to establish a premium brand in the nuts, chocolate, and coffee market. Since launching in Kolonaki in 2011, Carpo has targeted quality-conscious, experience-driven consumers through high-end products and curated retail environments. The study evaluates how this positioning differentiates Carpo from competitors and supports its expansion strategy. The findings indicate that Carpo’s competitive advantage lies in combining product excellence with experiential branding, enabling strong market differentiation and scalability within the premium segment.
