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Market Segmentation and Competitive Positioning Strategy

Learn the importance of market segmentation, principles of STP, various segmentation bases, selecting target markets, different approaches to target markets, and comparing product positioning against competitors. Understand the process and challenges of segmentation, B2B and B2G segmentation, competitive positioning, and customer needs analysis.

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Market Segmentation and Competitive Positioning Strategy

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  1. Segmentation, Targeting and, and Positioning Marketing Management a Relationship Approach and Marketing Strategy And Competitive Positioning

  2. LEARNING OBJECTIVES Memahami pentingnya dan arti market segmentation Menjelaskan prinsip STP Mengidentifikasi berbagai dasar segmentasi B2C dan B2B Menjelaskan bagaimana perusahaan memlih pasar sasaran Menjelaskan berbagai cara pendekatan kepada pasar sasaran undifferentiated, differentiated, dan concentrated Memeprtimbangkan penggunaan positioning produk atau jasa terhadap pesaing Menjelaskan perbedaan antara postioning untuk B2G dan B2B

  3. Pendahuluan • Segmentasi dimulai 1956 oleh Smith, dlaam journal of marketing. • Tiga alasan segmentasi • Pertumbuhan melambat, banyak merek telah “mature” sehingga dibutuhkan perluasan untuk kategori baru. • Segmentasi didasarkan kepada kondisi mikro • Pertumbuhan masyarakat dengan pendapatan yang membaik, kebutuhan yang lebih kompleks, sehingga pemasar memikirkan ulang siapa dan bagaimana cara memenuhi kebutuhan.

  4. Kendala Segmentasi • Segmentasi adalah deskriptif bukan prediktif • Proses segmentasi mengasumsikan homogenitas • Proses segmentasi mengasumsikan tidak ada persaingan pada segmen yang dipilih • Dimungkinkan salah mendefinisikan segmen.

  5. PROSES SEGMENTASI

  6. Pendorong dan Penghambat Segmentasi Didapat perbedaan kebutuhan, keinginan, khususnya bila pasar produk bisa disatndardisasi. Penghambat. • Pembeli besar, mereka menjadi pembeli utama • Pasar demikian kecil sehingga tidak bisa dipilah-pilah lagi.

  7. Persyaratan Segmentasi Ukuran yang cukup • Dapat diukur • Dapat diakses • Responsiveness • Compatibility

  8. Segmentasi B2B and B2G

  9. Segmentasi dan Pasar Industri

  10. Key issues chika • Competition positioning • Market segmentation • Customer needs

  11. Market offerings Market Competitive positioning and market segmentation How marketers identify groups of customers How customers perceive alternative Market segmentation Competitive positioning Customer needs

  12. Positioning and segmentation • Market segmentation • Choice of target markets • Competitive positioning • Iteration

  13. Principles of competitive positioning Positioning adalah tindakan merancang produk perusahaan dan image sehingga produknya mendapat tempat yang berarti dan berbeda dengan produk yang lain.

  14. Prinsip Posisi yang berdayasaing Prinsip daripada posisi yang berdaya saing adalah berkaitan dengan bagaimana pelanggan dan bagian pasar lainnya mempersepsi perusahaan yang bersaing, produk maupun merek. Positioning dapat terjadi pada berbagai tingakatan • Perusahaan (companies) • Barang dan jasa (Products and services) • Brands (Merek)

  15. Cara Postioning Criteria to create differentiation • Importance • Distinctive and pre-emptive • Superior • Communicable • Affordable • Profitable

  16. The four pillars of company’s distinctive value proposition : • D i r e c t • Hassle free • Peace of mind • C o u r t e s y

  17. Kesalahan Utama Positioning • Under-positioning • Over-positioning • Confused positioning • Doubtful positioning

  18. Positioning risk and errors

  19. THE UNDERLYING PREMISES OF MARKET SEGMENTATION Tiga Proposisi Dasar • Differ from one another • Identified by measurable characteristics • Isolate

  20. Major issues in market segmentation • The methodology of market segmentation • The criteria for testing segments as robust market targets • The strategic segmentation decision itself • The implementation of segmentation strategy in the company

  21. Segmenting consumer markets • Background customer characteristics • Customer attitudes • Customer behaviour

  22. The Warner index of status characteristics

  23. Stages of the family life cycle

  24. Customer attitudinal characteristics for segmentating markets • Benefit segmentation • Perceptions and preferences • Summary of attitudinal bases of segmentation

  25. Customer behavioural characteristics for segmenting markets • Purchase behaviour Innovators Brand loyalty • Consumtion behaviour • Communication behaviour • Response to element of the marketing mix • Relationship – seeking characteristic * • Summary of behavioural bases for segmentation

  26. Relationship – seeking characteristic *

  27. Segmenting business markets • Background company characteristics Industry type Company size Customer location Company technology Customer capabilities Purchasing organisation Power structures Purchasing policies Product application • Attitudinal characteristics • Behavioural characteristics Buyer-seller similarity Buyer motivation Buyer risk perceptions • Summary of bases for segmenting business markets

  28. Identifying and describing market segmentsFirst order and second order segmentation The benefits of segmenting markets • Segmentation is a particularly useful approach to marketing for the smaller company • It helps to identify gaps in market • In mature or declining markets it may be possible to identify specific segments that are still in growth • Segmentation enables the marketer to match the product or service more closely to the needs of the target market • The dangers of not segmenting the market when competitors do should also be emphasised

  29. IMPLEMENTING MARKET SEGMENTATION Strategic intent, vision and mission • The scope and purpose of market segmentation Marketing planning, budgeting and resource allocation Operational sales, marketing and distribution management Levels of segmentation

  30. IMPLEMENTING MARKET SEGMENTATION 2. Strategic, managerial and operational levels of segmentation • Strategic segmentation • Managerial segmentation • Operational segmentation

  31. IMPLEMENTING MARKET SEGMENTATION 3. Sources of implementation problems • Organisation structure • Internal politics • Corporate culture • Information and reporting • Decision-making processes • Corporate capabilities • Operational systems

  32. MARKET SEGMENT ATTRACTIVENESS AND ORGANISATIONAL RESOURCE STRENGTH

  33. Sekian dan Terima Kasih

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