Segmentasi, Target, dan Positioning
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1 Don t buy market share. Figure out how to earn it. Segmentasi, Target, dan Positioning Mata Kuliah: Pemasaran (TKI 4212)
2 Target Marketing Target marketing requires marketers to take three major steps: Identify and profile distinct groups of buyers who differ in their needs and preferences (market segmentation). Select one or more market segments to enter (market targeting). For each target segment, establish and communicate the key distinctive benefit(s) of the company s market offering (market positioning).
3 Levels and Patterns of Market Segmentation Levels of Market Segmentation Mass marketing Micromarketing Segment marketing Market segment Flexible market offering Naked solution Discretionary options
4 Levels and Patterns of Market Segmentation Niche Marketing Niche Local Marketing Individual Customer Marketing Mass-customization Choiceboard Customerization Segments Individuals
5 Levels and Patterns of Market Segmentation Patterns for Market Segmentation Preference segments Homogeneous preferences Diffused preferences Clustered preferences Natural market segments Concentrated marketing
6 Levels and Patterns of Market Segmentation Market Segmentation Procedure Needs-based market segmentation approach Market partitioning Brand-dominant hierarchy Nation-dominant hierarchy
7 Steps in Segmentation Process
8 Levels and Patterns of Market Segmentation Effective Segmentation Measurable Substansial Accessible Differentiable Actionable
9 Major Segmentation Variables for Consumer Markets
10 Segmenting Consumer and Business Markets Bases for Segmenting Consumer Markets Geographic Segmentation Demographic Segmentation Age and Life-Cycle Stage Life Stage Gender Income Generation The Depression Cohort, The World War II Cohort, The Post-War Cohort, Leading-Edge Baby Boomer Cohort, Trailing-Edge Baby Boomer Cohort, Generation X Cohort, Generation Y Cohort
11 Segmenting Consumer and Business Markets Lifestage Analytic Matrix Lifestages Physiographics Emotional effects Socioeconomics Social Class Psychographic Segmentation Lifestyle Time-constrained» multitasking Money-constrained
12 Segmenting Consumer and Business Markets Personality Brand personality examples: Values» Sincere» Exciting» Competent» Sophisticated» Rugged Core values
13 Segmenting Consumer and Business Markets Behavioral Segmentation Occasions Critical life events or transitions Benefits Constella has identified six segments and their sizes» Enthusiast 12%» Image Seekers 20%» Savvy Shoppers 15%» Traditionalist 16%» Satisfied Sippers14%» Overwhelmed 23%
14 Segmenting Consumer and Business Markets User Status Usage Status Loyalty Status Hard-core loyals Split loyals Shifting loyals Switchers Buyer-Readiness Stage Attitude
15 Major Segmentation Variables for Business Markets
16 Segmenting Consumer and Business Markets Bases For Segmenting Business Markets Business buyers seek different benefit bundles based on their stage in the purchase decision process. 1. First-time prospects 2. Novices 3. Sophisticates
17 Market Targeting Evaluating and Selecting the Market Segments Single-Segment Concentration Selective Specialization Product Specialization Market Specialization Full Market Coverage Undifferentiated marketing Differentiated marketing
18 Market Targeting Higher costs using differentiated marketing include: Product modification cost Manufacturing cost Administrative cost Inventory cost Promotion cost
19 Market Targeting Additional Considerations Ethical Choice of Market Targets Supersegment Segment-By-Segment Invasion Plans
20 Segment-by-Segment Invasion Plan
21 Developing and Communicating a Positioning Strategy Positioning Value position
22 Developing and Communicating a Positioning Strategy Positioning According to Ries and Trout Strengthen own current position Grab an unoccupied position De-position Re-position Product ladders Positioning According to Treacy and Wiersema Value disciplines Product leader; Operationally excellent firm; Customer intimate firm
23 Developing and Communicating a Positioning Strategy Treacy and Wiersema propose that a business should follow four rules for success 1. Become best at one of the three value disciplines. 2. Achieve an adequate performance level in the other two disciplines. 3. Keep improving one s superior position in the chosen discipline so as not to lose out to a competitor. 4. Keep becoming more adequate in the other two disciplines, because competitors keep raising customers expectations.
24 Developing and Communicating a Positioning Strategy Positioning: How many ideas to promote? Unique selling proposition Four major positioning errors 1. Underpositioning 2. Overpositioning 3. Confused positioning 4. Doubtful positioning
25 Perceptual Map
26 Developing and Communicating a Positioning Strategy Theme park s positioning possibilities: Attribute positioning Benefit positioning Use or application positioning User positioning Competitor positioning Product category positioning Quality or price positioning Which Positioning to Promote?
27 Method for Competitive-Advantage Selection
28 Mata Kuliah: Pemasaran (TKI 4212)
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