Market SEGMENTATION AND STRATEGIC TARGETING · MARKET SEGMENTATION AND STRATEGIC TARGETING Vanya...
Transcript of Market SEGMENTATION AND STRATEGIC TARGETING · MARKET SEGMENTATION AND STRATEGIC TARGETING Vanya...
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MARKET SEGMENTATION AND STRATEGIC TARGETING
Vanya Kirana (2016041086)
Zahran Rizky (2017031022)
Jihan Naziha (2017031010)
Shafira Qonita Khairina (2017031034)
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MASS MARKET
• Menawarkan produk dan
cara pemasaran yang sama
ke semua konsumen
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• Market Segmentation : Mengelempokkan produk sesuai
dengan minat dan kebutuhan konsumen
• Targeting : cara apa yang tepat untuk mencapai profit
• Positioning : Citra / Image suatu produk
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CRITERIA FOR EFFECTIVE TARGETING
• Identifiable
• Sizeable
• Stable
• Accessible
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CONGRUENT WITH THE COMPANY’S OBJECTIVE AND RESOURCES
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BASES OF SEGMENTATION
•Consumer-rooted
•Consumption-Specific
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CONSUMER-ROOTED SEGMENTATION BASES
•Demographic Segmentation
•Geodemographic Segmentation
• Psychographic segmentation
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DEMOGRAPHICS SEGMENTATION
Age Gender Marital Status
Family Life Cycle
Income, Education, and Occupation
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• Personality Traits
kecenderungan (predisposisi) untuk merespon sesuatu dengan cara yang sama pada
berbagai stimulus yang berbeda dan bersifat konsisten.
• Lifestyles
Perilaku yang berperan pada konsumen untuk menentukan membeli sesuatu, terdiri
dari kegiatan, minat, dan opini.
• VALS (Values and Lifestyles)
sistem segmentasi paling populer yang menggabungkan gaya hidup dan nilai-nilai,
dilakukan oleh perusahaan riset internasional SRI yang pada tahun 1978.
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CULTURE AND SUBCULTURE
• Pemasaran harus memikirkan aspek budaya dan
nonbudaya karena setiap negara memiliki
perbedaan budaya yang cukup signifikan.
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CROSS CULTURAL OR GLOBAL MARKETING SEGMENTATION
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• Consumption-Specific Segmentation Bases
sarana untuk mengidentifikasi konsumen yang ditargetkan berdasarkan
penggunaan mereka atas produk tertentu oleh sikap dan preferensi yang
ditetapkan
• Usage Rate Segmentation
segmentasi yang didasarkan pada perbedaan antara pengguna berat, sedang,
dan ringan, dan bukan pengguna khusus, produk, layanan, atau merek.
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• Usage-Situation Segmentation
segmentasi yang didasarkan pada gagasan bahwa kejadian atau situasi sering
menentukan apa yang akan dibeli atau dikonsumsi konsumen (yaitu produk
tertentu untuk situasi tertentu, kesempatan penggunaan khusus).
• Benefit Segmentation
Manfaat keuntungan yang dicari konsumen dari produk atau jasa yang
digunakan.
• Media Benefits
Keuntungan yang didapatkan konsumen jika membeli barang lewat media.
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BRAND LOYALTY AND RELATIONSHIP
• Loyalitas merek menunjukan adanya suatu ikatan
antara pelanggan dengan merek tertentu dan ini
sering kali ditandai dengan adanya pembelian
ulang dari pelanggan (Mowen, 2002)
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KOMPONEN BRAND LOYALTY
• Behavior : Frekuensi dan konsistensi dalam membeli suatu brand
• Attitude : Rasa komitmen konsumen terhadap suatu brand
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FREQUENCY AWARD PROGRAM
• Program dimana marketers memberikan keuntungan spesial
bagi pembelinya yang membeli produkny secara konsisten.
• Contoh : Credit Cards
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IMPLEMENTING SEGMENTATION STRATEGIES
• BEHAVIORAL TARGETING
• Menjelaskan segmentasi berdasarkan dari pemakaian
untuk menyampaikan pesan iklan yang personal.
• MICROTARGETING
• Konsumen dibagi menjadi kelompok kecil berdasarkan
data yang ada.
• Perusahaan akan menyampaikan pesan iklan personal
dengan menggunakan narrowcasting (email, telpon,
door-to-door presentation)
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IMPLEMENTING SEGMENTATION STRATEGIES
• CONCENTRATED MARKETING
• Target pemasaran hanya kepada 1 segmen namun
menggunakan pemasaran yang unik.
• DIFFERENTIATED MARKETING
• Target pemasaran kepada beberapa segmen namun
hanya menggukan satu bentuk pemasaran.
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IMPLEMENTING SEGMENTATION STRATEGIES
• COUNTERSEGMENTATION
• Mendekati pasar dengan menggabungkan 2 atau
lebih segmen pasar yang bersifat heterogen.