Segmentation, Targeting and Positioning

Segmentation, Targeting and Positioning

Lili Adi Wibowo [email protected]

Oce Ridwanudin [email protected]

MARKETING STRATEGY

Marketing Strategy = • (S) Segmentation • (T) Targeting • (P) Positioning • (MM) Marketing Mix

Steps in Segmenting, Targeting, Positioning 6. Develop Marketing Mix for Each Target Segment

5. Develop Positioning for Each Target Segment 4. Select Target Segment(s) 3. Develop Measures of Segment Attractiveness

Market Positioning

Market Targeting

2. Develop Profiles of Resulting Segments

1. Identify Bases for Segmenting the Market

Market Segmentation

Step 1: Market Segmentation Levels of Segmentation Mass Marketing Same product to all consumers (no segmentation) Segment Marketing Different products to one or more segments (some segmentation) Niche Marketing Different products to subgroups within segments ( more segmentation) Micro-marketing Products to suit the tastes of individuals or locations (complete segmentation)

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Four levels of Micromarketing Segments

Niches

Local areas

Individuals

Boswie Education CHP: 8&10-6

Mass Marketing Mass Marketing, di mana penjual menjual produksi masal, distribusi massal dan promosi massal atas produk tertentu bagi semua pembeli Boswie Education

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


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

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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 berbedabeda. Konsekuensinya, mereka membutuhkan program pemasaran yang berbeda pula. Dalam artikelnya Smith menawarkan diferensiasi produk untuk melayani segmen yang berbeda sebagai alternatif 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

Basic Market Preference Patterns

CHP: 8&10-14

Niche Marketing

Kelompok pelanggan yang Mencari bauran manfaat yang Terbedakan (distinctive)


Ciri-ciri Pelanggan Niche Marketing Memiliki 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)

Ciri-ciri Pelanggan Niche Marketing Memiliki 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.


Examples of Market Customization

CHP: 8&10-20

Step 1: Market Segmentation Bases for Segmenting Consumer Markets Geographic Nations, states, regions or cities

Demographic Age, gender, family size and life cycle, or income

Psychographic Social class, lifestyle, or personality

Behavioral Boswie Education

Occasions, BENEFITS, uses, or responses

Bases for Segmenting Consumer Markets Geography

Demographics

Characteristics Used to Segment Markets

Psychographics

Benefits Sought

Usage Rate Boswie Education

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Bases for Segmenting Consumer Markets Geographic Segmentation

 Region of the country or world  Market size

 Market density  Climate Boswie Education

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Family Life Cycle

Age

Marital Status

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Children

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Bases for Segmenting Consumer Markets Psychographics

Personality Motives Lifestyles Psychographic Segmentation Boswie Education

Geodemographics 25

SRI Consulting: Values & Lifestyles

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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 Achievers Experiencers Believers Strivers Makers Strugglers

higher higher higher lower lower lower lowest

principle status action principle status action security & safety

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VALS Types Actualizers (H) Successful, sophisticated, active, “take-charge” High self-esteem, open to change Interested in growth & selfexpression Wide range of interests Cultivated tastes Boswie Education

Strugglers (L) Constricted lives Poor, ill-educated, lowskilled, weak social bonds Elderly, concerned about health Resigned & passive Cautious & loyal consumers

VALS Types Fulfilleds (H, principle) Mature, satisfied, comfortable, reflective Value order, knowledge & responsibility Activities center around home Look for durability, functionality & value Boswie Education

Believers (L, principle) Conservative, conventional Concrete beliefs based on family, church, community, & nation Deep, literal moral codes Established routines Favor American products & established brands

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. Boswie Education

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

VALS Types Achievers (H, status) Successful, careeroriented Value consensus, predictability & stability Committed to work & family Conventional, conservative Prefer established, prestige products Boswie Education

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 Segmentation Define 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

Market Segmentation Requirements for Effective Segmentation Measurable

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

Accessible

• Segments must be effectively reached and served.

Substantial

• Segments must be large or profitable enough to serve.

Differentiable Actionable Boswie Education

• 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 Segments Segment 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. 2. 3.

Mengidentifikasi dan menganalisis segmen dalam pasar produk. Menentukan segmen yang akan menjadi target. Merancang dan melaksanakan strategi posisioning dalam setiap target.

Lima Pola Pemilihan Pasar Sasaran Konsentrasi Segmen tunggal

Spesialisasi produk

Selektif spesialisasi

M1 M2 M3

M1 M2 M3

M1 M2 M3

P1

P1

P1

P2

P2

P2

P3

P3

P3 spesialisasi pasar

Cakupan Seluruh pasar

M1 M2 M3

P = Produk M = Pasar

M1 M2 M3

P1

P1

P2

P2

P3

P3

Step 2. Market Targeting: Market Coverage Strategies Company Marketing Mix

Market

A. Undifferentiated Marketing

Company Marketing Mix 1 Company Marketing Mix 2 Company Marketing Mix 3

Segment 1 Segment 2 Segment 3

B. Differentiated Marketing

Segment 1

Company Marketing Mix

Segment 2 Segment 3

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C. Concentrated Marketing

Undifferentiated Strategy Advantages:  Potential savings on production and marketing costs

Disadvantages:  Unimaginative product offerings  Company more susceptible to competition

Boswie Chapter 6 Education Ver 2e

©2000 South-Western College Publishing

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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 Boswie Chapter 6 Education Ver 2e


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Multisegment Strategy Advantages:  Greater financial success  Economies of scale

Disadvantages:  High costs  Cannibalization



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Costs of Multisegment Targeting

$

Product design costs

$

Production costs

$

Promotion costs

$

Inventory costs

$

Marketing research costs

$

Management costs

$

Cannibalization

Boswie Education

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Step 2: Market Targeting Choosing a Market Coverage Strategy Company Resources Product Variability

Product’s Stage in the Product Life Cycle Market Variability

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Competitors’ Marketing Strategies

POSITIONING Differentiation vs Positioning Posisi 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

Daya tahan

Kean dalan

Boswie Education

Kinerja

Mudah Diper baiki

Kualitas

Gaya

Kese suaian

Desain

Diferensiasi Pelayanan

Pengiriman

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Pemasa ngan

Konsultasi pelanggan

Pelatihan Pemeliharaan & perbaikan pelanggan

Pelayanan Lain-lain

Kemudahan pemesanan

Diferensiasi Personel Kompetensi Keramahan

Keandalan

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Tanggung jawab

Kredibel

Komunikasi

Diferensiasi Citra Media

Suasana

Lambang

Peristiwa

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 Boswie  Education Strategi ekslusif 

POSITIONING

Positioning 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 Boswiedapat Education diraih dalam target pasar.

Strategic Positioning Positioning Concept

Positioning Effectiveness

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MARKET TARGET

Positioning Strategy

Positioning of Different Bar Soaps High moisturizing • Tone

• Zest

7

4

• Lever 2000

• Dove 2 5

• Safeguard • Lux

Nondeodorant

8

Deodorant

3

1

“Product Space”

• Lava

Representing Consumers’ Perception for 6 Different Brands of Bar Soap Low Boswie Education moisturizing

• Dial • Lifebuoy

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 BuktiEducation tidak sesuai dengan janji Boswie

Positioning High Price

Buick

Expressive

Conservative

Cadillac Oldsmobile

Chevrolet

Pontiac

Perceptual Mapping (General Motors--1989) Low Price Boswie Chapter Education 6 Ver 2e


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Positioning Bases Attribute Price and Quality Use or Application Product User

Positioning Bases

Product Class Competitor



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Global Market Segmentation

Trends  Global Market Standardization  Micromarketing

Boswie Education

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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 Close-Up Gleem Topol Colgate Jr.

Tooth Decay Sex Appeal Whiter Teeth Remove Stains Kids brand with fluoride

Using Perceptual Maps: Positioning Politicians Liberal

Warren Beatty Ideal point Traditional Democrats

Gore

Uncaring Ideal point Traditional Republicans

Buchanan Boswie Education

Conservative

Bradley

Clinton “Swing” Voters

Bush

Compassionate

Perceptual Map of Women’s Apparel Retailers Fashion Forward Bloomingdale’s

The Gap

TJ Maxx Marshall’s Limited Service

Sears “Softer Side” JC Penney

Wal-Mart Boswie Education

Sears (old)

Traditional

Nordstrom Extensive Service

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

What Kind of Advantages to Focus On? Product Class

Product/Service Attributes

Away from Competitors

Benefits Offered G H

Against a Competitor

C

A D E

Usage Occasions

B F

Personnel

Image Users

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Which Competitive Advantages? Important

Profitable

Affordable

Preemptive Boswie Education

Criteria for Determining Which Differences to Promote

Distinctive

Superior

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

Targeting and Positioning Product Strategy

Promotion Strategy

Positioning Strategy

Market Target

Price Strategy Boswie Education

Distribution Strategy

Segmentation, Targeting and Positioning

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