Segmentation, Targeting and Positioning - Direktori File...

Segmentation, Targeting and Positioning

Oce Ridwanudin

[email protected]

Lili Adi Wibowo

[email protected]

MARKETING STRATEGY

Marketing Strategy =

• (S) Segmentation

• (T) Targeting

• (P) Positioning

• (MM) Marketing Mix

Steps in Segmenting, Targeting,

Positioning

2. Develop Profilesof Resulting Segments

3. Develop Measuresof Segment Attractiveness

4. Select TargetSegment(s)

5. Develop Positioningfor Each Target Segment

6. Develop MarketingMix for Each Target Segment Market

Positioning

MarketTargeting

Market Segmentation1. Identify Basesfor Segmenting the Market

Boswie Education

Step 1: Market Segmentation

Levels of SegmentationMass Marketing

Same product to all consumers

(no segmentation)

Segment MarketingDifferent products to one or more segments

(some segmentation)

Micro-marketing

Products to suit the tastes of individuals or locations

(complete segmentation)

Niche MarketingDifferent products to subgroups within segments

( more segmentation)

Boswie EducationCHP: 8&10-6

Four levels of Micromarketing

Segments

Local areas Individuals

Niches

Boswie Education

Mass Marketing

Mass Marketing, di

mana penjual

menjual produksi

masal, distribusi

massal dan promosi

massal atas produk

tertentu bagi semua

pembeli

Contoh:

HenryFord menerapkan

strategi massal untuk Mobil

Ford Model- T dengan warna

apa pun, asalkan warna

tersebut hitam

Coca cola mempraktikan

pemasaran massal selama

bertahun-tahun ketika ia

menjual hanya satu jenis

Coke dalam botol 6,5 oncea


Ford’s Model T Followed a Mass

Market Approach

http://www.ford.com/

Boswie Education

Mass Marketing

Argumen bagi pemasaran

massal adalah ia

menciptakan potensi pasar

yang besar, yang akan

menghasilkan biaya yang

lebih mudah dan pada

akhirnya akan dapat

menghasilkan harga lebih

rendah atau marjin lebih

tinggi

Namun, banyak kritik

yang menunjukkan

pada kenyataan bahwa

pasar itu sebenarnya

terpecah-pecah,

sehingga pemasaran

massal lebih sulit

dilaksankan

Segmentasi

Konsep segmentasi diperkenalkan oleh Wendell R Smith Tahun 1956 dalam artikel yang terkenalnya berjudul

“ Product Differentation and Market Segmentation as Alternative Marketing Strategies”

• Menurutnya, konsumen itu bersifat unik dan berbeda-beda. Konsekuensinya, mereka membutuhkanprogram pemasaran yang berbeda pula. Dalamartikelnya Smith menawarkan diferensiasi produkuntuk melayani segmen yang berbeda sebagaialternatif strategi pemasaran.


Segment Marketing

Targeting a group of customers

who share a similar set of

needs and wants.

Segmentasi

Proses mengelompokkan pasar keseluruhan yang heterogen menjadi kelompok-kelompok atau segmen-segmen yang memiliki kesamaan dalam hal kebutuhan, keinginan, perilaku dan/atau respons terhadap program pemasaran spesifik.’

Segmentasi pasar merupakan konsep pokok yang mendasari strategi pemasaran perusahaan dan pengalokasian sumber daya yang harus dilakukan dalam rangka mengimplementasikan program pemasaran

Segmentasi

Membagi bagian yang lebih besar dan lebih heterogen menjadi bagian yang lebih kecil dan lebih homogen.

• More segmentation = improved marketing mix and

increased cost.

Teknologi dapat membantu segmentasi lebih akurat

• If you are “out segmented” you may be “out of the

market!”

• You segment so that you can position!

• Pemasar tidak menciptakan segmen.

• Tugas pemasaran adalah mengidentifikasi segmen dan memutuskan mana yang akan di bidik

CHP: 8&10-14

Basic Market Preference Patterns


Niche Marketing

Kelompok pelanggan yang

Mencari bauran manfaat yang

Terbedakan (distinctive)

Ciri-ciri Pelanggan

Niche MarketingMemiliki kumpulan pelanggan dengan kebutuhan yang benar-benar berbeda

Bersedia membayar harga lebih tinggi kepada perusahaan demi memuaskan kebutuhan mereka

Bagi perusahaan, produk dan jasa yang dihasilkan pada Niche Marketing sangat spesialisasi dan memiliki ukuran, laba serta potensi pertumbuhan yang memadai

Memiliki sedikit pesaing

Contoh :

Hallmark memperkenalkan lini yang membidik segmen pasar spesifik. Yaitu Hallmark En Espanol (pengirim kartu dari keturunan Spanyol)

Micro-Marketing

atau Local areas


Customerization

Combines operationally driven

mass customization with customized

marketing in a way that empowers

consumers to design the

product and service offering

of their choice.

CHP: 8&10-20

Examples of Market Customization

Boswie Education

Step 1: Market Segmentation

Bases for Segmenting Consumer Markets

GeographicNations, states, regions or cities

DemographicAge, gender, family size and life cycle, or income

Psychographic

Social class, lifestyle, or personality

Behavioral

Occasions, BENEFITS, uses,

or responses

Boswie Education22


Usage Rate

Benefits Sought

Psychographics

Demographics

Geography

Characteristics

Used to

Segment

Markets

Boswie Education23

Geographic Segmentation


Region of the country or world

Market size

Market density

Climate

Boswie Education24

Family Life Cycle

Age

Marital

StatusChildren

Boswie Education25


Psychographics

Psychographic

Segmentation

Personality

Motives

Lifestyles

Geodemographics

Boswie Education

SRI Consulting: Values & Lifestyles

Boswie Education

Self-Orientation

Motivation to pursue products, services, & experiences

•Principle-oriented: abstract, idealized criteria•Status-oriented: demonstrations of success to peers

•Action-oriented: social or physical activity, variety, & risk taking

Resources

Psychological, physical, demographic, & material means

•Education•Income

•Self-confidence

•Health

•Eagerness to buy things

•Intelligence

•Energy level

Boswie Education

VALS Types: Resource Levels & Orientation

Resources Orientation

Actualizers highest growth & expression

Fulfilleds higher principle

Achievers higher status

Experiencers higher action

Believers lower principle

Strivers lower status

Makers lower action

Strugglers lowest security & safety

Boswie Education

VALS Types

Actualizers (H)

Successful, sophisticated,

active, “take-charge”

High self-esteem, open to

change

Interested in growth & self-

expression

Wide range of interests

Cultivated tastes

Strugglers (L)

Constricted lives

Poor, ill-educated, low-

skilled, weak social

bonds

Elderly, concerned about

health

Resigned & passive

Cautious & loyal

consumers

Boswie Education

VALS Types

Fulfilleds (H, principle)

Mature, satisfied,

comfortable, reflective

Value order, knowledge &

responsibility

Activities center around

home

Look for durability,

functionality & value

Believers (L, principle)

Conservative,

conventional

Concrete beliefs based on

family, church,

community, & nation

Deep, literal moral codes

Established routines

Favor American products

& established brands

Boswie Education

VALS Types

Experiencers (H, action)

Young, vital, enthusiastic, impulsive & rebellious

Seek variety & excitement

Formulating life values & behavior patterns

Disdain conformity

Avid consumers who spend heavily on clothing fast food, music, movies, etc.

Makers (L, action)

Practical, traditional,

constructive

Value self-sufficiency

Experience the world by

working in it

Suspicious of new ideas

Unimpressed by

possessions without

practical function

Boswie Education

VALS Types

Achievers (H, status)

Successful, career-oriented

Value consensus, predictability & stability

Committed to work & family

Conventional, conservative

Prefer established, prestige products

Strivers (L, status)

Seek motivation &

approval

Striving for secure place in

life

Insecure, low resources,

impulsive & easily bored

Money defines success &

life gave them raw deal

Seek to be stylish

Segmenting by Age and Psychographics:

4 Types of Generation Xers

Cynical Disdainers

pessimistic and skeptical about their prospects

Traditional Materialists

optimistic; feel motivated to achieve symbols of the

American dream like career, homes and families

Hippies Revisited

attracted to 60s lifestyle, express themselves through

music, fashion, spirituality

Fifties Macho

conservative, resist accepting equal gender roles,

multiculturalism

Value of Benefit SegmentationDefine targets based on what they want from

the product

In a multi-attribute attitude model, customers in

the same benefit segment would share similar

importance weights on attributes

Benefit segments are very actionable!

BUT, benefit segments are hard to identify

And, potentially harder to reach

Media are usually described in terms of

demographics

Boswie Education

Market Segmentation

Requirements for Effective Segmentation

• Size, purchasing power, profiles of segments can be measured.

• Segments must be effectivelyreached and served.

• Segments must be large or profitable enough to serve.

Measurable

Accessible

Substantial

Differentiable

Actionable

• Segments must respond differently to different marketing mix elements & actions.

• Must be able to attract and serve the segments.

Step 2. Market Targeting

Evaluating Market SegmentsSegment Size and Growth Analyze sales, growth rates and expected

profitability.

Segment Structural Attractiveness Consider effects of: Competitors, Availability of

Substitute Products and, the Power of Buyers & Suppliers.

Company Objectives and Resources Company skills & resources relative to the

segment(s).

Look for Competitive Advantages.

Targeting

TARGETING STRATEGIES

1. Mengidentifikasi dan menganalisis

segmen dalam pasar produk.

2. Menentukan segmen yang akan

menjadi target.

3. Merancang dan melaksanakan

strategi posisioning dalam setiap

target.

Lima Pola Pemilihan

Pasar SasaranKonsentrasi

Segmen tunggalSpesialisasi

produk

M1 M2 M3 P1

P2

P3

Selektifspesialisasi

M1 M2 M3

P1

P2

P3

M1 M2 M3

CakupanSeluruh pasar

P1

P2

P3

spesialisasipasar

M1 M2 M3

P1

P2

P3

P1

P2

P3

M1 M2 M3

P = ProdukM = Pasar

Boswie Education

Step 2. Market Targeting: Market Coverage Strategies

Segment 1

Segment 2

Segment 3

Segment 1

Segment 2

Segment 3

CompanyMarketing

Mix

CompanyMarketing

Mix

Company

Marketing Mix 1

Company

Marketing Mix 2Company

Marketing Mix 3

Market

A. Undifferentiated Marketing

B. Differentiated Marketing

C. Concentrated Marketing

Boswie EducationChapter 6 Ver 2e 42

Undifferentiated Strategy

Advantages:

Potential savings on production and

marketing costs

Disadvantages:

Unimaginative product offerings

Company more susceptible to

competition

©2000 South-Western College Publishing


Concentrated Strategy

Advantages:

Concentration of resources

Meet needs of narrowly defined

segment

Small firms can compete

Strong positioning

Disadvantages:

Segments too small, or changing

Large competitors may effectively

market to niche segment



Multisegment Strategy

Advantages:

Greater financial success

Economies of scale

Disadvantages:

High costs

Cannibalization


Boswie Education45

Costs of Multisegment Targeting

$ Product design costs

$ Production costs

$ Promotion costs

$ Inventory costs

$ Marketing research costs

$ Management costs

$ Cannibalization

Boswie Education

Step 2: Market Targeting

Choosing a Market Coverage Strategy

Company Resources

ProductVariability

Product’s Stagein the Product Life Cycle

Market Variability

Competitors’Marketing Strategies

Boswie Education

POSITIONING

Differentiation vs PositioningPosisi adalah tempat di benak konsumen dibandingkan dengan pesaing.

• Diferensiasi adalah suatu strategi dlm membangun posisi yang unik dan diinginkan.

• You will never beat the leader by being just like them!

• You must understand your, and your competitors position

Boswie Education

Diferensiasi Produk

Bentuk Fitur Kinerja KualitasKese

suaian

Daya

tahan

Kean

dalan

Mudah

Diper

baiki

Gaya Desain

Boswie Education

Pengiriman

Diferensiasi Pelayanan

Kemudahan

pemesanan

Pemeliharaan

& perbaikanPelatihan

pelanggan

Pemasa

ngan

Konsultasi

pelanggan Pela

yan

an

La

in-la

in

Boswie Education

Diferensiasi Personel

Keandalan

Kompetensi

KomunikasiTanggung

jawab

Keramahan Kredibel

Boswie Education

Media Suasana

Lambang

Peristiwa

Diferensiasi Citra

Boswie Education

POSITIONING

Single-benefit positioning is usually

best

best quality

lowest price

best value

most reliable

Boswie Education

POSITIONING

People tend to remember # 1. But,

what if you are # 2 or # 3?

If you are not # 1

Perkuat posisi saat ini

Ambil posisi yagn belum terambil

Deposisi atau reposisi pesaing

Raih jumlah terbesar dalam segmen

tertentu

Strategi ekslusif

Boswie Education

POSITIONINGPositioning Concept

Posisioning yagn diharapkan dari suatu

produk di mata dan benak target pembeli

(functional, symbolic, experiential)

Positioning Strategy

Kombinasi dari strategi program pemasaran

yang digunakan dalam memotret konsep

posisioning.

Positioning Effectiveness

Sejauhmana tujuan posisioning manajemen

dapat diraih dalam target pasar.

Boswie Education

Strategic Positioning

MARKET

TARGET

Positioning Concept

Positioning StrategyPositioning Effectiveness

Boswie Education

“Product Space”Representing Consumers’ Perception for Different Brands of Bar Soap

Nondeodorant Deodorant

High moisturizing

Low moisturizing

1

2

4

5

7

8

6

3

• Zest

• Lever 2000

• Safeguard

• Dial

• Lifebuoy

• Lava

• Lux

• Dove

• Tone

Positioning of Different Bar Soaps

Boswie Education

Positioning Errors

Underpositioning

Pemahaman yang kabur atau kurang jelas dari suatu produk

Overpositioning

Terbatasnya pemahaman tentang produk perusahaan (Mont Blanc)

Confused Positioning

Pesan yagn sering berubah dan kontradiksi

Doubtful Positioning

Bukti tidak sesuai dengan janji


Positioning

Cadillac

High Price

Low Price

Conserv

ative E

xpre

ssiv

e

Buick

Chevrolet

Oldsmobile

Pontiac

Perceptual Mapping

(General Motors--1989)



Attribute

Price and Quality

Use or Application

Product User

Product Class

Competitor

Positioning

Bases

Positioning Bases


Boswie Education60

Global Market Segmentation

Global Market

Standardization

Micromarketing

Trends

Step 3. Positioning for Competitive Advantage

Product’s Position - the place the product occupies

in consumers’ minds relative to competing

products;

Complex set of perceptions, impressions and feelings

consumers hold for the product

Marketers must:

Plan positions to give products the greatest advantage

Develop marketing mixes to create planned positions

Procter & Gamble--11 Brands of Detergent

Tide: all purpose family detergent, tough on stains, keeps

clothing looking like new

Cheer with Triple Color Guard: the color expert, guards

against fading

Bold: built in fabric softener

Gain: gives you clean, fresh-smelling clothes

Era: built in stain removers

Dash: does it all for a low price

Dreft: removes tough baby stains but gently

Ariel: targeted to Hispanic market

Toothpaste Example

Crest Tooth Decay

Close-Up Sex Appeal

Gleem Whiter Teeth

Topol Remove Stains

Colgate Jr. Kids brand with fluoride

Boswie Education

“Swing”

Voters

Ideal point

Traditional

Democrats

Using Perceptual Maps: Positioning Politicians

Compassionate

Conservative

Uncaring

Liberal

Gore Clinton

Bradley

Buchanan

Warren Beatty

Bush

Ideal point

Traditional

Republicans

Boswie Education

Perceptual Map of Women’s Apparel Retailers

Extensive

Service

Traditional

Limited

Service

Fashion Forward

The GapNordstrom

JC Penney

Sears (old)

Sears

“Softer Side”

Wal-Mart

TJ Maxx

Marshall’s

Bloomingdale’s

Steps to Choosing and Implementing

a Positioning Strategy

Step 1. Identifying a set of possible competitive advantages:

Competitive Differentiation.

Step 2. Selecting the right competitive advantage.

Step 3. Effectively communicating and delivering the chosen position to the market.

Step 4: Evaluate market response and reposition if necessary

Boswie Education

What Kind of Advantages to Focus On?

Against a

Competitor

Usage

Occasions

Away from

Competitors

Product/Service

Attributes

Product

Class

Benefits

Offered

Users

B

A

E

D

CH

G

F

ImagePersonnel

Boswie Education

Which Competitive Advantages?

Criteriafor

DeterminingWhich

Differencesto

Promote

Affordable Superior

Profitable

Preemptive

Distinctive

Important

Communicable

How Many Differences to Promote?

Trend to broaden and position to more segments Lever 2000 soap: cleanses, deodorizes,

moisturizes

Risks of disbelief and loss of clear position

Avoid Under positioning

Over positioning

Confusion

Boswie Education

Product Strategy

Promotion Strategy

Price Strategy

Distribution StrategyMarket Target

Positioning Strategy

Targeting and Positioning

Segmentation, Targeting and Positioning - Direktori File...

Documents

Transcript of Segmentation, Targeting and Positioning - Direktori File...