• Pengantar • Riset Pasar • Riset Geografi Pemasaran
By Yudi Adha. ST. MMSI
Pengantar MENGAPA DIPERLUKAN RISET DALAM KEGIATAN PEMASARAN ?
TEMUAN SAINTIFIK DAN TEKNOLOGI TELAH MENCIPTAKAN EVOLUSI (REVOLUSI ?) KEHIDUPAN DI DUNIA Temuan mesin beban dan jangkauan
Temuan komputer
Temuan optik (mikroskop dan teleskop) Temuan alat audio
Temuan teknologi pangan
Temuan teknologi kesehatan, bersih, energi, material, instrumentasi, dll.
Temuan alat transportasi
Knowledge is like light. Weightless and intangibles, it can easily travel the world, enlightening the lives of people everywhere Science for Life
Consumer Evolution Question
Is there a new economy?
What’s really changed?
Who do customers think they are?
What is today ‘s business cycle?
Who’s in control?
What’s your REAL value proposition
Topic
Use of technology changes our psychology
Our perception of time and space has changed
Your products must help people do things better
Business is cycle
Everything is global
Commodities aren’t sustainable proportions
Theme
Basic business rules still apply
We are in a period of concentration
You can’t separate yourself from your customer
Your business must operate in tune with your customers cycles
Scalable business can’t survive in niche markets
Don’t sell products, sell something that meets a need
Old psychology
The future is predictable
Unlimited growth was the goal of business
Producers controlled product development
Business cycles were a few years long
Your could survive in inches
Market competitiveness is based primarily on price
New psychology
We live in an uncertain world
We can’t waste resources and we must be future oriented
Customers need products which make them more effective
There are several cycles of change running simultaneously
To be sustainable you must be global
Customers demand products which are effective when they use them
Business strategy
Don’t bet on tomorrow
Retreat to your core competency
Redo your brand
Get your cycles in sync with cultural change
Define a global market
Find a universal need; not a fad.
Sumber: Grantham dan Judith, 2002
PENGETAHUAN UNTUK MEMBANGUN KORPORAT Innovation and value creation
Leading Corporate Learning Process
Knowledge Based Management
Masalah : (nilai --> budaya)+ knowledge gaps Science for Life
Membangun kemampuan daya saing
Competence Creative Connection Commitment Science for Life
(1950 -1980)
PRODUCT DRIVEN (Production-driven, technology driven) (1980s)
MARKET - DRIVEN (Market focused, customer - driven)
(1990s)
MARKET DRIVING (Innovation - driven) Science for Life
Implementation • Performance monitoring • Refining strategies and program
Situation Analysis
• Understand the environment and the market • Identify threats and opportunities • Assess the competitive position
Strategy Development
• Define the business scope and served market segments • Establish competitive advantages • Set performance objective
Marketing Program Development
• Product and channel decision • Communication decisions • Pricing • Personal selling decisions
Definisikan masalah dan tujuan riset
Bangun Rencana Riset
Kumpulkan data dan informasi
Analisis informasi
Sampaikan Temuan Riset
Riset Pasar • Tahapan Identifikasi kebutuhan Definisikan masalah Rancangan Riset Pengumpulan data Analisis data Interpretasi hasil
• Metode Internal data Observasi Survei Focus Groups Interview Eksperimen
Analisis Pasar • Analisis Lingkungan Tren Makro Bisnis Perubahan Struktural Kenali situasi “hulu” Kenali situasi “hilir” Analisis Probabilitas Tingkat pengaruhnya terhadap perusahaan
• Analisis Kompetitor Definisikan kompetitor SWOT Identifikasi competitors: prestasi, tujuan, strategi, structur biaya Konflik, kompetisi, koeksistensi, kerjasama, kolusi
Analisis Internal • • • • •
Strengths/ kekuatan Weaknesses/ kelemahan Constraints/ hambatan Uncertainties/ ketidakpastian Customer requirements/ kebutuhan pelanggan
Konsep-konsep Kunci • • • • • • • • • •
• •
Marketing/ pemasaran The marketing imagination Marketing mix (4P) Opportunity and market definition (peluang dan definisi pasar) Segmentation Targeting Positioning Perceptual mapping (pemetaan persepsi) Models of consumer buying (model kebiasaan belanja konsumen) Organizational buying (organisasi pembelajaan ) Organization buying roles (peran organisasi pembelanjaan) Market plan (rencana pasar)
• • • • • •
Methods of market research Environmental analysis SWOT Internal analysis Positioning strategies Generic strategies for new, growth, mature, and declining markets
Struktur Bangun Pemasaran • • • • •
Peluang dan definisi pasar Segmentation Targeting Positioning Rancangan dan implementasi rencana pemasaran
Definisi Pasar •
Apa Produk nya? Bagaimana tipe pelanggan? Bagaimana situasi Geografis Bagaimana Tahapan produksi dan sistem distribusi nya?
Segmentasi Pasar • Variabel Demografis Geografi Psycho-graphics Benefit/ manfaat
• Pertanyaan kunci Apa yang dibeli? Bagaimana cara mereka membeli? Dimana mereka membeli? Kapan mereka membeli? Kenapa mereka membeli? Siapa yang membeli?
Mengenal Pemasaran secara lebih rinci pada segmen yang lebih kecil • • • •
Komunitas pembeli siapa saja? Niche marketing (ceruk pemasaran) One-to-one marketing (satu per satu) Relationship marketing (hubungan pemasaran, mis.nya MLM/ Multi-Level Marketing atau Harley-Davidson Club)
Targeting • Variabel Kunci Ukuran dan potensi penjualan/ sales Potensi pertumbuhan Profitabilitas Kekuatan dan kelemahan pesaing Pengorganisasian kekuatan dan kelemahan Ketepatan Strategi Sumberdaya yang diperlukan
• Pendekatan Fokus pada segmen tertentu/ single/tunggal Fokus Produk Fokus Pasar
Dominasi Pasar
Positioning • Pendekatan Atribut Produk dan Manfaatnya Usage occasions (saat kejadian) atau fungsi Kategori pengguna/ pelanggan Keunggulan relatif terhadap pesaing
Perceptual Mapping (pemetaan persepsi) Heavy
Bitter
Mild
Light
Perilaku Pelanggan (Consumer Behavior) • Proses pengambilan keputusan, dimana para pelanggan menjadi membeli dan menggunakan produk. • Dipengaruhi oleh Proses berpikir/ Thinking processes Proses perasaan/ Feeling processes Proses sosial/ Social processes
Bagaimana Pelanggan jadi membeli? • Stimulasi Eksternal dan internal – mengenal permasalahan • Mencari informasi dan alternatif dalam memenuhi keperluannya/ kebutuhannya • Evaluasi alternatif Justifikasi Subjektif Sikap dan pilihan
• Membeli/ purchase • Perilaku setelah membeli/ Post-purchase behavior
Kategori Konsumsi • Pemecahan masalah konsumsi • Perilaku kebiasaan membeli/ belanja • Pendorong belanja/ Impulse buying
Organizational Buying • Different from consumer buying Size and concentration Multiple decision makers Complexity of decisions Close and intricate (many details) relations Professional buyers
Organizational Buying Roles • Per Webster and Wind, Users Gatekeepers Influencers Deciders Approvers Buyers
Organizational Buying Situations • Straight rebuy • Modified rebuy • New task buying
Problem recognition Problem defined Responsibilities assigned Search and evaluation Choice among alternatives
Types of Products and Services • Raw materials • Components and partially processed materials • Capital goods • Ancillary (additional services) equipment • Supplies • Services
“Society continuously expects new ideas, inventions and innovations from private citizens, enterprises, as well as from persons working in scientific and technological development”
(International Small Business Congress, 2000) Idea generation
Idea screening Research
Concept development and testing Marketing Strategy Development Business analysis
teruskan stop
Product Development Market testing
Commercialization Science for Life
Marketing Plan • A detailed and focused strategy for designing a marketing mix to meet consumer needs and wants and to realize a sustainable competitive advantage
•Terstruktur vs Tidak Terstruktur
vs
vs
•Terprogram vs Tidak Terprogram
a
•Rasional vs Intuisi
1 2
b
c
* * * *
d
vs
DATA
Pengetahuan yang tersebar
INFORMASI Mengumpulkan pengetahuan yang tersebar
ANALISIS Kategorisasi dan klasifikasi informasi
INTELLIGENCE Implikasi untuk pembuatan keputusan
1. Metode Saintifik: observasi seksama, formulasi hipotesa, logika sistematik, prediction, dan pengujian
2. Aktifitas Riset: melalui jalan inovatif untuk mengatasi permasalahan 3. Metode ganda (Multiple methods): nilai dalam memanfaatkan lebih dari satu metode dalam rangka menambah hasil yang lebih dipercaya
4. Interdependensi model dan data 5. Nilai dan biaya informasi 6. Skeptisme yang Sehat: skeptisme yang sehat dengan memanfaatkan asumsi yang tepat yang ditetapkan oleh pengelola tentang bagaimana pasar itu ‘bekerja’ 7. Etika pemasaran: memberikan manfaat, baik yang berasal dari sponsor maupun dari pelanggan
FMIPA UI
(Research and Product Development) - Idea generating - idea screening - concept dev. & testing - product development
New Product derivatives 1, 2, 3…dst
Center of excellent for LIDAH BUAYA
Reinvestment
MSLB “KAVERA” Pengmbg bisnis per-LIDAH BUAYA-an
PT BTL
(Investasi dan Pemasaran) - Marketing strategy - Market testing - Product development - Commercialization
Net-Profit
Share
FMIPA UI, PT BTL, Inovator Science for Life
Contoh 2
MODEL PENINGKATAN POSITIONING KORPORAT Model Komunikasi Merek Korporat Identitas korporat Komunikasi pemasaran Citra Korporat
Voiceshare
Mindshare POSITIONING The act of designing the company’s offering an image to occupy a distinctive place in the target market’s mind
Strong Positio n
3 langkah mencapai POSISI YANG KOKOH
• • • •
Positioning Elements: Pricing Prod. Quality Service Distribution
1. Merumuskan model nilai nasabah (customer value) 2. Mengembangkan hirarki customer value 3. Menetapkan paket customer value
Contoh 3
K O G N I T I F
Heartshare Afektif
Marketshare
ROI
Konatif
Customer Relation Management
LANGKAH TAKTIS YANG DIPERLUKAN Review Visi, Misi, Tujuan dan Strategi BUKOPIN
RISET TERHADAP NASABAH UNTUK: MERUMUSKAN MODEL NILAI NASABAH BANK 1. Nasabah Bank Bukopin 2. Nasabah bank kompetitor
MENGEMBANGKAN HIRARKI CUSTOMER VALUE
MENETAPKAN STRATEGI DAN TAKTIK PAKET CUSTOMER VALUE
1. Mengetahui awarerness level dan pemahaman terhadap korporat berikut produk/ jasa 2. Mengetahui kebiasaan nasabah dalam memanfaatkan jasa bank 3. Mengetahui ekspektasi nasabah terhadap elemen positioning 4. Membandingkan dengan pesaing (perceptual mapping)
Strategi Komunikasi Pemasaran
HARVESTING
Contoh 4
METODOLOGI Survey kuantitatif dengan face to face interview menggunakan kuesioner terstruktur Lokasi pengambilan sampel:
di kantor bank/ATM wawancara: di rumah/kantor responden
Metode Sampling: Non-Probability Sampling --------Practical Area Sampling & Convenient Sampling
POTRET - Perceptual Mapping Bank Bukopin & bank kompetitor
Contoh 5
BANK UTAMA YANG DIGUNAKAN Nasabah [n = 550]
Non Nasabah [n = 550]
Bank Bukopin 78% Bank BCA Bank Mandiri Bank BNI 46
0% 22%
7% 15%
5%
23%
3% 7%
Bank Lippo
2%
Bank Danamon
1%
4%
Bank BTN
1%
4%
Bank Niaga
1% 1%
Bank Jabar
1% 0%
Bank BRI
1%
12%
BANK YANG DIKETAHUI ( TOP OF MIND ) Nasabah [n = 550] Bank Bukopin Bank BCA Bank BNI 46 Bank BRI Bank Mandiri
Non Nasabah [n = 550] 2%
47%
32%
19% 23%
10% 8%
11%
7%
11%
3%
Bank Bali
2%
Bank Lippo
2%
Bank Jabar
1% 0%
6%
3%
Bank Danamon
1%
Bank BTN
1%
2%
Bank BII
1%
2%
Bank Astra Graha
1% 0%
PERTIMBANGAN DALAM MEMILIH BANK Nasabah [n = 550] Lokasi yang strategis
Kecepatan pelayanan
Keamanan (tingkat kesehatan bank) Jaringan ATM yang luas
Jumlah Outlet/kantor bank
Bank pemerintah
Non Nasabah [n = 550]
74%
64% 45%
36%
39%
44% 23%
47% 11% 9%
24% 17%
APAKAH PERNAH BERPINDAH BANK Non Nasabah [n = 550]
Nasabah [n = 550] Ya 29%
Tidak 71%
Tidak 68%
Ya 32%
Mengapa Pindah Bank ? • • • • • •
Nasabah Lokasi Bank/ATM jauh (24%) Kurang puas pelayanannya (17%) Potongan administrasi besar (13%) Karena ada kasus rush/likuidasi (13%) Lokasi bank yang dituju mudah dijangkau(12%) Rekomendasi kantor (10%)
Non-nasabah (18%) (22%) (17%) (16%) (10%) (6%)
LOKASI KANTOR BANK YANG BIASA DI DATANGI Nasabah [n=550]
Non Nasabah [n=550] 54%
Lokasi dekat kantor/tempat usaha 34% 37% Lokasi dekat rumah 49% 4% Lokasi dekat kampus/sekolah 11% 3% Lokasi dekat tempat belanja 5%
Riset Geografi Pemasaran • Dalam pendekatan Marketing Mix (4P), Geografi Pemasaran menitikberatkan pada salah satu P yaitu PLACE • Bagaimana kita dapat merumuskan PLACE dalam kaitannya dengan urusan Pemasaran / Pasar ? • Komponen dasar PLACE (geografi): a. Titik b. Garis c. Ruang/Area d. Kombinasi diantara ketiga komponen di atas • Metode Penelitian yang digunakan pada prinsipnya sama dengan Riset Pemasaran dan Penelitian Geografi lainnya • Teknik Analisisnya menggunakan pendekatan keruangan/ spatial
Knowledge
Level of Year
1
2
3
Synthesis
Evaluation
Creativity
Professionalism
Broad knowledge and understanding of areas of Geography. Fluency in subject vocabulary
Problem solving ability. Evidence of understanding. Ability to apply concepts to novel situations.
Ability to bring together different facets of material, and to draw appropriate conclusions.
Ability to review, assess and criticise one's own work and that of others in a fair and professional manner.
Ability to make an original, independent, personal contribution to the understanding of the subject.
Ability to act as a practising geographer, to present argument in a skilled and convincing manner and to work alone or in teams
Demonstrate a basic understanding of core subject areas, happy with geographical terminology. Demonstrate a knowledge of appropriate supporting analytical techniques (stats., computing, lab and field techniques ..)
Apply geographical techniques to real situations through class and field examples.
Be able to handle material that presents contrasting views on a topic and develop personal conclusions.
Draw conclusions from results and identify the relative significance of a series of results.
Offer original comment on geographical material.
Be effective in planning time, use of geographical resources including library, computer packages including databases.
Demonstrate a comprehensive knowledge of specific subject areas. Be able to question the accuracy and completeness of information. Appreciate how different parts of the subject inter-relate.
Apply geographical theories to individual situations critically examine the results. Understand that it may be appropriate to draw on multi- disciplinary approaches to analyse and solve geographical problems.
To locate and comment on diverse material, add personal research observations and integrate literature based information with personal results.
Demonstrate a deep understanding of a limited number of specialised subject areas and methods. Appreciate the provisional state of knowledge in subject areas.
Understand how to solve problems with incomplete information, how to make appropriate assumptions. To develop appropriate research hypotheses. Question and verify results.
Appreciate the breadth of information available.
Demonstrate a broad, deep understanding of specialised subject areas and methods.
Demonstrate ability to propose solutions to geographical problems involving appreciation of different approaches, gaps and contradictions in knowledge or data. Differentiation of unique and non-unique answers. Appreciation of reliability of a proposal or result given constraints and assumptions involved.
Be able to collate material from a wide range of appropriate geographical and non - geographical sources, integrate personal research material and collate the whole in a coherent, thoughtful and professionally appropriate manner.
Understand where this knowledge dovetails withthe subject in general. MA MSc
Analysis
Understand the current limits of knowledge.
Understand that there may be unique or multiple solutions to any issue. Appreciate relative validity of results.
Evaluate the accuracy and reliability of information, results and conclusions.
Review existing literature and identify gaps, appraise the significance of results and conclusions.
Display or present information in different ways.
Develop original independent research skills, interpret data and offer personal comment. Be able to display information in a variety of ways.
To identify and tap into key elements of the material. Produce coherent reports.
Be able to work to a specified brief.
Skills matrix for geographers, University of Leeds, 1998
Present information orally, and written to a high standard.
Confident use of computer packages for analysis and information presentation. Confident worker in group and collaborative activities. Produce written work to a high professional standard.
Critically appraise information, evidence and conclusions from personal and others work.
Gather new information through personal research, draw personal conclusions and show where these insights link to the main subject areas.
Be able to set objectives, focus on priorities, plan and execute project work to deadlines. Produce structured, well argued reports. Demonstrate fluency in personal presentations and electronic communication.
Perform independent critical evaluation of information, evidence and conclusions, including their reliability, validity and significance.
Offer insights into the material under discussion that are independent of data immediately available. Propose investigative approaches to geographical problems utilising geographical and non-geographical methods as appropriate.
Be able to make effective confident presentations, answer detailed questions thoughtfully and clearly.
Be able to form and justify judgements in the light of contradictory information.
Produce substantive reports that are well structured, well reasoned, well presented and clear. Work effectively as a team member and team leader
Ilustrasi Analisis Spatial
Titik : lokasi / tempat layanan Garis: jaringan transportasi (jalan, sungai, garis layanan transporatsi udara dapat mempengaruhi alokasi tempat layanan atau sebaliknya Area: wilayah layanan jasa/ produk tertentu untuk segmen pasar pada entitas wilayah layanan tersebut
Range: batas jangkauan wilayah layanan (jarak)
Threshold: batas optimal pasar (jumlah potensi pasar) Sumber : bahan kuliah dari Washington Univ. untuk topik Economic and Spatial Structure of Transportation System (Dr. Jean –Paul Rodrigue)
Profitable Market Area Jika target pasar ada dalam wilayah jangkauan layanan
Not (always)-Profitable Market Area Jika masih ada target pasar ada diluar jangkauan layanan
(Pendekatan Teori Christaller)
Melayani hanya satu jenis segmen pasar ( only one kind of demand)
Melayani lebih dari satu jenis segmen pasar ( more than one kind of demand)
Asumsi: Supply tetap
Jika harga barang murah maka permintaan akan meningkat dan sebaliknya
Asumsi: Demand tetap
Jika harga barang murah maka supply/ penawaran barang akan semakin rendah dan sebaliknya
Namun situasi di atas pada kenyataannya (diantaranya ) dipengaruhi oleh faktorfaktor manfaat barang, tingkat pendapatan, inflasi, pajak, dan tabungan
(Penurunan kapasitas layanan kepada konsumen karena aspek jarak)
• Dipengaruhi oleh aksesibilitas dan prinsip2 Supply-Demand-Price di atas • Semakin jauh semakin sedikit jumlah pelanggan/ konsumen yang dapat dilayani
Area persaingan ketat: antara convenience, grocery, dan superstore
Area persaingan antara grocery, dan superstore
(Contoh Lokasi mempengaruhi Kompetisi dari aspek harga)
Contoh: Intervensi Hotel A terhadap market area Hotel B
Competitiveness market area yg tinggi
Untuk menghitung perkiraan titik ‘kritis’ jarak persaingan antara “a” dan “b”
Reilly’s Law and Market Areas b 35
km
a
a
b
c
d
21.4 19.7 9.4
b
14.6
c
10.3
d
5.6
e
12.7
30 30 km
35 km
a 55
e
e
15 km
17.3
30 km
15 c
20 d
37,5 km
Pa
Biasanya digunakan untuk mengkaji profitabilitas pelanggan relatif terhadap satu lokasi layanan. Dalam kasus di atas Pelanggan di lokasi A lebih memiliki/mendapat manfaat ketimbang di lokasi B P(Ca) > P(Cb)
Contoh Kasus Menentukan Lokasi Outlet Pizza Hut
