MEETING 5

Concept: Positioning, Differentiation, & Brand

Triangle

The Triangle

Singapore Airline: impeccable service around the world

Example

9 Elements of Marketing

Segmentation

See the market creatively & divide them into several segments based on psychographic or behavior

Targeting

Choosing one or more than one segment, based on market size, market growth, competitive advantage, and competitive situation

Positioning

Reason for beingPromise that your product, brand, and

company give

Example: Kijang mobil dambaan keluarga Indonesia

Clear: Ketombe.. Siapa Takut

Differentiation

Tools to fulfill your promiseEffort to differentiate your company with

competitorsHow to:

Content (what to offer) Context (how to offer) Infrastructure (the enabler: technology, facilities,

HRM) Example: Mc. Donald

Marketing Mix

Integrate what the company offers (product, price) with access (place/distribution channel, promotion)

Example: Unilever (Lux, Rinso, Pepsodent)

Selling

Tactic to create long term relationship with customer

Three levels of selling: Feature Selling Benefit Selling Solution Selling

Brand

Value indicator for company and product “UMBRELLA” to represent product/serviceExample: Kompas

Service

Value enhancer (paradigm to create continuous value for customer through our products and services)

Process

Value enabler (manage value added supply chain process)

Requirement of good process: Quality, Cost, Delivery

Example: Lippo Shop