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SEGMENTING, TARGETING & POSITIONING. ELIA ARDYAN, SE,MBA. MARKETING IDEA. SEGMENTATION Identifying meaningfully Different Group of Customers. TARGETING Selecting Which Segment to Serve. PRODUCT. PLACE. POSITIONING Implementing Choosen Image and Appeals to Chosen Segment. PROMOTION.

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slide2

MARKETING IDEA

SEGMENTATION

Identifying meaningfully Different Group of Customers

TARGETING

Selecting Which Segment to Serve

PRODUCT

PLACE

POSITIONING

Implementing Choosen Image and Appeals to Chosen Segment

PROMOTION

PLACE

segmentasi
SEGMENTASI

kegiatanmembagi–bagipasar/market  yang bersifatheterogenkedalamsatuan–satuanpasar yang bersifathomogen.

variabel
VARIABEL
  • SegmentasiGeografis, membagipasarmenjadi unit-unit geografis yang berbeda-bedasepertinegara, wilayahnegarabagian, kabupaten, kotaataupemukiman. (Kopi KapalApi)
  • SegmentasiDemografis, Upayamembagipasarmenjadisejumlahkelompokberdasarkan variable-variabelsepertiusia, gender, ukurankeluarga, siklushidupkeluarga, pendapatan, pekerjaann, pendidikan, agama, rasdankebangsaan.
slide5

SegmentasiPsikografis, Upayamembagipembelimenjadikelompok-kelompok yang berbedaberdasarkankelas social, gayahidupataukarakteristikkepribadian (Mobil…???)

  • SegmentasiPerilaku, Upayamembagisuatupasarkesejumlahkelompokberdasarkanpengetahuan, sikap, pengunaanatautanggapankonsumenterhadapsuatuproduk (
targeting
TARGETING

Prosesmengevaluasidayatariktiap-tiapsegmendanmemilihsatuataulebihsegmen yang akandimasuki.

positioning
POSITIONING

positioning adalahtentang

bagaimanasuatumerekperusahaandapatmasukdan

menguasaibenakpelanggan

slide8

Setiapharipastilahadaribuanpilihan yang adadikepalakita, entahitupilihanuntukmelakukansesuatuataupunpilihanuntukmengkonsumsiproduk

perang me vs pesaing
PERANG : ME VS PESAING
  • Konsepdalampemasaran: Perang yang sesungguhnyaadadibenakkonsumen.
  • Konsep Top of Mind dalam brand awareness (ex. ProdukSabunMandi)
slide10

Membuatprodukkitamenjadiunikdibenakkonsumen

  • Memberikanbenefit yang lebihdibandingkandenganpesaingkita
  • Positioning bukanlahstrategijangkapendek, melainkandifungsikanuntukstrategijangkapanjang
slide11

Misalnyakelompokandaadalahperusahaan Laptop denganmerekApioo. Perusahaan inibaruberdiri. Tolonglah, untukmembantumenganalisisSegmentasi, Targeting, dan Positioning untuk