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The Role of IMC in theMarketing Process

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Product

decisions

Pricingdecisions

Channel-of-distributiondecisions

Pemilihan

Produk

Penetapanharga

PenetapanSaluran

distribusi

Opportunity

analysis

Competitiveanalysis

Targetmarketing

Identifyingmarkets

Market

segmentation

Selecting atarget market

Positioningthrough

marketingstrategies

Promotionaldecisions

Advertising

Directmarketing

Interactivemarketing

Salespromotion

Publicityand publicrelations

Personalselling

Ultimateconsumer

Consumers

Businesses

Promotionto finalbuyer

Analisis

Peluang

AnalisisPersaingan

Targetmarketing

Identifikasimarkets

SegmentasiMarket

Pemilihantarget market

PositioningMelaluistrategi

marketing

KeputusanPromosi

Advertising

Directmarketing

Interactivemarketing

Salespromotion

Publicityand publicrelations

Personalselling

Konsumenakhir

Konsumen

Perusahaan

Marketing and Promotions Process Model

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Resellers

Promotionto trade

Internet/Interactive

pembelian

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Positioning melalui strategi marketing

Selecting market to target

Determining market segmentation

Identify markets with unfulfilled needs

Pemilihan target market

Menentukan segmentasi market

Identikasi market yang belum terpenuhikebutuhannya

The Target Marketing Process

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Pilih tindakan marketing sesuai dengan target segmen.

Select the product segments toward which the firmdirects its marketing actions.

Develop a market/product grid to relate the marketsegments to the firms products and actions.

Find ways to group marketing actions - usually theproducts offered - available to the organization.

Find ways to group consumers

according to their needs.

Pilih segmen produk sesuai dengan tindakan marketingperusahaan

Sesuaikan segment market dengan produk dan tindakanmarketing perusahaan .

Lakukan tindakan marketing sesuai produk yangdiwarkan perusahaan.

Kelompokkan customer berdasarkan kebutuhannya.

The Marketing Segmentation Process

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Behavior

Benefits

Outlets

Benefits

OutletsBehavior

Psychographic

Geographic

Demographic

Psychographic Demographic

Geographic

Bases for Segmentation

CustomerCharacteristics

Socioeconomic

BuyingSituationUsage

Socioeconomic

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Awareness

Awareness

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Geografic

Negara

Pulau

Propinsi

Kota

Jumlah penduduk

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Demografi

Jenis kelamin

Umur

Kebangsaan/suku

Kelompok: balita, anak-anak, remaja, dewasa, senior

Generasi: baby boomer (1946-1964), generation X(1965-1976), baby boomlet/generation Y (1977-sekarang)

Anggota keluarga

Rumah tinggal: sendiri, kontrak/sewa

Status perkawinan

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Socioeconomics

Jumlah penghasilan

Pendidikan

Pekerjaan

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Psikografis

Social Class: Bawah rendah, bawahtinggi, kelas pekerja, kelas menengah,

menengah atas, atas rendah, atastinggi

Lifestyle: Berorientasi budaya,berorientasi olah raga, berorientasi luar

rumah

Personality: Kompulsif, sukabersosialisasi, otoriter, ambisius

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Outlet

Di toko: toko, mall, supermarket

Langsung: mail order,katalog, door

to door, internet

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Benefit

Fitur produk

Kebutuhan: kualitas, servis, harga

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Pemakaian

Tingkat pemakaian: pemakairingan, medium, berat

Status pemakai: bukan pemakai,bekas pemakai, prospek,pengguna pertama, pengguna

rutin

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Awareness

Pengetahuan produk: tidak peduli,peduli, pemberi informasi,

pemerhati, pembeli, penolakproduk

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Behavior

Keterlibatan: effort minimum,pembandingan, effort khusus

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Single Segment Concentration Selective Specialization Market Specialization

Product Specialization Full Market Coverage

XP1

P2

P3

M1 M2 M3

X X X

P1

P2

P3

P1

P2

P3

P1

P2

P3

X

X

X

P1

P2

P3

M1 M2 M3 M1 M2 M3

M1 M2 M3M1 M2 M3

X X X

X X X

X X X

X

X

X

Pemilihan Target Market

11/20/2014 15

P =PRODUK

M =MARKET

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Positioning

Positioning adalah tindakan merancangpenawaran dan citra perusahaan agarmendapatkan tempat khusus dalampikiran target market, dengan tujuan

menempatkan merek dalam pikirankonsumen untuk memaksimalkanmanfaat potensial bagi perusahaan

Repositioning adalah pemosisiankembali karena turunnya angkapenjualan atau stagnasi pasar danadanya peluang di pasar lain

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What position dowe have now?

Do we have themoney to do the

job?

What position dowe want to own?

From whom

must we win thisposition?

Do we have the

tenacity to staywith it?

Apakah kita

dapat bertahan?

Apakah kitamemiliki dana?

Dengan siapa

kita harusunggul?

Dimana posisiyang diinginkan?

Dimana posisikita saat ini?

Apakah strategikita sesuai?

Developing a Positioning Strategy

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

ThePosition

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By Attributes and Benefits?

By Price or Quality?

By Use or Application?

By Product Class?

By Product User?

By Competitor?

Simbol ?

Atribut dan manfaat?

Harga atau kualitas?

Penggunaan/aplikasi ?

Kelas produk?

Pengguna produk?

Kompetitor?

Positioning Strategies

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How shouldwe position?

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Cultural Symbols Can Differentiate Brands

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6. Monitor posisi perusahaan

5. Make the positioning decision

4. Analyze consumer preferences

3. Determine their positions

2. Assess perceptions of them

1. Identify the competitors

5. Tentukan posisi perusahaan

4. Analisa preferensi konsumen

3. Tentukan posisi kompetitor

2.Nilai persepsi konsumen thdkompetitor

1. Identifikasi kompetitor

Developing a Positioning Platform

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Is the currentposition strategyworking?

Is the segmentationstrategyappropriate?

Are there sufficientresources to

communicate theposition?

Apakah strategipemosisian sudahtepat?

Apakah strategipemosisian saat iniberjalan efektif?

Apakah sumberdayauntuk

mengkomunikasikanposisi cukup?

Seberapa kuatpersaingan?

Membuat keputusan pemosisian

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Pertimbangan

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Advertising Develops Brand Images

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engem ang an rencana

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engem ang an rencanaprogram marketing

Keputusan produk

brand (merek) adalah nama, istilah,tanda, lambang atau desain atau

kombinasinya, yang dimaksudkanuntuk mengidentifikasikan barangatau jasa dan mendeferensiasikandari pesaing

Packaging (kemasan)

Keputusan harga

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Branding and Packaging Work Closely Together

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Product Decisions

BRANDING

Brandmenunjuk-kan atributdan makna

Iklanmencipta-kan dan

memperta-hankanbrandequity

Kemasanprodukmenjadisemakinpenting

Kesanpertamakonsumenterhadapproduk

PACKAGINGBRANDING

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A Package Is More than a Container

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Some Products Compete on Price

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Some Products Compete on Price Others Compete on Quality

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Selecting

Managing

Motivating

Selecting

Managing

Distribution is a Vital Link in the Chain

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DistributionChannel

Decisions

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The Middleman Can Play a Key Role

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IndependentChannel

Intermediaries

Brokers

Distributors

Wholesalers

Retailers

Brokers

Distributors

Wholesalers

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Push Policy

Producer

Wholesaler

Retailer

Consumer

Producer

Wholesaler

Retailer

Consumer

Push Versus Pull

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Information Flow

Pull Policy

Producer

Wholesaler

Retailer

Consumer

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Point of sale displays, racks, stands

Trade deals, special displays

Dealer premiums, prizes, gifts

Cooperative advertising deals

Advertising materials, mats, inserts

Push money or spiffs"

Collaterals, catalogs, manuals

Point of sale displays, racks, stands

Trade deals, special displays

Dealer premiums, prizes, gifts

Cooperative advertising deals

Advertising materials

Push money

Collaterals, catalogs, manuals

Promotion to Push Goods Through Channels

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

PUSH

Company conventions, meetings

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TUGAS KELOMPOK

CARI CONTOH-CONTOHPERUSAHAAN MELAKUKAN

MELAKUKAN STRATEGI STP DANBERIKAN KOMENTAR SAUDARA