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CAN MASS MARKETING EVER BE AN OPTION ?
• The process of dividing a larger market into smaller pieces based on one or more meaningful shared characteristics • Segmentation variables: dimensions that divide the total market into fairly homogeneous groups, each with different needs and preferences
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• Segmentation variables can slice up the market – – – –
Demographic, Geographic psychological, and behavioral differences
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# $ • Children • Generation Y: born between 1980 and 1994 (13 – 27 y.o) • Generation X: born between 1965 and 1979 (28 – 42 y.o) • Baby boomers: born between 1946 and 1964 (43 – 61 y.o) • Older consumers ( 62 y.o)
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# Gender • Many products appeal to one sex or the other • Metro-sexual: a man who is heterosexual, sensitive, educated, and an urban dweller in touch with his feminine side Social Class
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Psychographic Segmentation – Divides a population into groups that have similar psychological characteristics, values, and lifestyles – Lifestyle: people’s decisions about how to live their daily lives, including family, job, social, and consumer activities – The most common method for developing psychographic profiles of a population is to conduct a large-scale survey • AIO statements • VALS and VALS 2 “Values and Lifestyles” 9-13
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• Loyalty Status (example: Macolyte) • Type of user (potential user, first time, non-user) • Benefit sought
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Segmenting business markets Type of customer
Demographics
Segmenting Dimensions for Business Markets
Type of buying situation
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%" 1. Amex, Merchant, Corporation and Small business 2. Mulia Keramik (office building, residential) 3. General Electric Aviation Devision
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( • Marketers evaluate the attractiveness of each potential segment and decide in which they will invest resources to try to turn them into customers • Target market: customer group(s) selected
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! • Undifferentiated targeting: appealing to a broad spectrum of people • Differentiated targeting: developing one or more products for each of several customer groups • Concentrated targeting: offering one or more products to a single segment
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Generasi Baby Boomers ( lahir di sekitar th .1946 – 1964) - Merupakan generasi penentu - Mengalami rock & roll, demo/kerusuhan, makna baru dari usia 50 - Merespon terhadap anti penuaan, tunjangan, kenyamanan, kewenangan dan kepahlawanan. - Evolusi sikap: Rock & roll, film, sport, politik, tokoh bisnis, realistis, dipengaruhi pemasaran, pembagian ras, takut akan teknologi, religi, aspirasi, anti penuaan, kejayaan. - kampanye menekankan pada manfaat fisik dan psikologis lebih sukses daripada solusi
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Generasi X (lahir di sekitar th . 1965- 1979) -
DI dalam proses membangun karier, membeli rumah Tidak bersedia mengorbankan kehidupan pribadi mereka demi kepentingan perusahaan (kehidupan seimbang) Menyenangi pekerjaan yang menawarkan banyak variasi dan meningkatkan keahlian serta kesempatan belajar Bekerja dalam tim, menolak hirarki, memilih kesetaraan, sejajar. Kelihatannya menjadi pemimpin yang baik Tidak memperhatikan isu gender di tempat kerja Menumbuhkan kreativitas dan fleksibilitas Humor, mengandung sarkasme (ketidaksopanan merupakan terobosan bagus untuk meraih simpati mereka)
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Generasi X (lahir di sekitar th . 1965- 1979) -
Menghargai iklan yang menggelikan dan sedikit nakal Iklan dengan pendekatan non tradisional Internet: pengumpul informasi, hiburan Majalah: memanjakan diri, kemewahan TV: alat hiburan mengakhiri hari Koran: Informasi serius di pagi hari Radio: media pagi hari sambil mengerjakan yang lain Sebaliknya dari boomer, gen X menggunakan merek ritel mewah dengan lebih cepat.
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Generasi Y (lahir di sekitar th . 1980- 1994) -
Mempunyai waktu luang kurang dari 3 jam (dulu 10 jam) Dibesarkan pada era ringkas dan padat (iklan juga ringkas tanpa kesalahan, “perlihatkan saja…..!”) Jangan memaksakan merek, sedikit eksklusif Sensitivitas unik kepada isu global, kemiskinan, perang, lingkungan. Murah hati, menawarkan jasa secara sukarela Menjunjung tanggungjawab, membenahi masyarakat Menghargai ortunya: ibu adalah teman Menolak kesombongan
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Generasi Y (lahir di sekitar th . 1980- 1994) -
Kebutuhan individual, tersegmentasi, cont: klub pokemon. Menciptakan produk sendiri: MyCookie.com Internet: ruang sosial: My Space.com (bukan belanja di internet) Sangat menginginkan interaktivitas Mencari pengalaman panca indera langsung dalam pemasaran Mendambakan kecepatan (growing impatience) Haus akan pengalama: Activation Gaya hidup yang bergerak cepat dan selera yang berubah: biarkan mereka yang menunjukkan jalan.
Sumber: The Nielsen Company
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- locating the brand on attributes - relative to competitors - inside the customer’s head YSV/S1/MMKT/ STP
1. Attribute Positioning (“Formulasi lembut”) 2. Benefit Positioning (“Lowers Cholesterol”) 3. Use/Application Positioning (“Easy-to-Pour Pouch) 4. User Positioning (“Trijaya FM.The Professional’s Choice”) 5. Competitor Positioning (“Avis. We are no. 2 but we try harder”) 6. Product Category Positioning (“Kopiko, kopi dalam Bentuk permen bukan permen rasa kopi”) 7. Quality/Price Positioning (“Always the low price”)
YSV/S1/MMKT/ STP
Single-Benefit Positioning
Double-Benefit Positioning
If there are two or more firms claiming the same feature or benefits, then the other firm may use additional feature to its product
Triple-Benefit Positioning
Tooth Paste : white teeth - fresh breath - anti cavity
YSV/S1/MMKT/ STP
Repositioning To change existing product/brand positioning
It’s needed when : Product/brand positioning is unclear The old positioning is not valid any more
Contoh: Softex : Marlboro : YSV/S1/MMKT/ STP
Pembalut turun – temurun (dulu) Karena wanita ingin dipahami (sekarang) Rokok Wanita (dulu) Pria/ Maskulin (sekarang)
Apple iPod BMW Burger King Charmin Tissue Coke Chevy Trucks Colgate Total Toothpaste Disney GE Mobil Service Stations Universal’s Orlando Visa Volvo
YSV/S1/MMKT/ STP
1000 songs Exceptional performance Have it your way Softness Authentic, real, original Tough, strong, durable Total dental protection Wholesome family entertainment Improves the quality of life Fast, friendly service Thrills, excitement, escape Accepted everywhere Safety & Durability
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Extra Joss : Biang Toyota Kijang : Mobil Keluarga Volvo : Safety and Durability Teh Sariwangi : Hangatnya kebersamaan Yamaha : Selalu terdepan (inovasi) Sony : Inovasi Antimo : Anti mabok Vitazone : Vitamin dan Isotonik Mizone : Vitamin dan Isotonik Pocari Sweat : Minuman Isotonik Dagadu : Oleh – oleh Jogja BuKrim: Mencuci bersih, busa banyak dan murah
YSV/S1/MMKT/ STP
