Magister ManajemenUniversitas MercubuanaMarketing Management

Marketing Management, 13th ed

Marketing Strategy (STP)Product

Market Segmentation1. Process of identifying groups of people who behave in similar ways to each other, but somewhat differently than other groups

or2. The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.

3. Why dividing the market?

Ford’s Model TAny segmentation?

More than Selling and AdvertisingMore than Selling and AdvertisingAll Those All Those Bicycles!Bicycles!

Any Segmentation?

Bases for Market Segmentation

Occupation

SEGMENTATION BASESEGMENTATION BASE SELECTED SEGMENTATION VARIABLESSELECTED SEGMENTATION VARIABLESGeographic Segmentation

Climate

Density of area

City Size

Region Southwest, Mountain States, Alaska, Hawaii

Major metropolitan areas, small cities, towns

Urban, suburban, exurban, rural

Temperate, hot, humid, rainy

Demographic Segmentation

Income

Marital statusSexAge Under 12, 12-17, 18-34, 35-49, 50-64, 65-74, 75-99, 100+

Male, femaleSingle, married, divorced, living together, widowed

Under $25,000, $25,000-$34,999, $35,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000 and over

Education Some high school, high school graduate, some college, college graduate, postgraduate

Professional, blue-collar, white-collar, agricultural, military

Bases: continuedSEGMENTATION BASESEGMENTATION BASE SELECTED SEGMENTATION VARIABLESSELECTED SEGMENTATION VARIABLESPsychological Segmentation

Learning-involvement

Perception

Personality

Needs-motivation Shelter, safety, security, affection, sense of self-worth

Extroverts, novelty seeker, aggressives, innovators

Low-risk, moderate-risk, high-risk

Low-involvement, high-involvement

Psychographic

Subcultures (Race/ethnic)

Religion

Cultures

(Lifestyle) Segmentation Economy-minded, couch potatoes, outdoors enthusiasts, status seekers

American, Italian, Chinese, Mexican, French, Pakistani

Catholic, Protestant, Jewish, Moslem, other

African American, Caucasian, Asian, Hispanic

Family life cycle

Social class Lower, middle, upper

Bachelors, young married, full nesters, empty nesters

Attitudes Positive attitude, negative attitude

Sociocultural Segmentation

SEGMENTATION BASESEGMENTATION BASE SELECTED SEGMENTATION VARIABLESSELECTED SEGMENTATION VARIABLESUse-Related Segmentation

Brand loyalty

Awareness status

Usage rate Heavy users, medium users, light users, non users

Unaware, aware, interested, enthusiastic

None, some, strong

Use-Situation Segmentation

Location

Objective

Time Leisure, work, rush, morning, night

Personal, gift, snack, fun, achievement

Home, work, friend’s home, in-store

Person Self, family members, friends, boss, peers

Benefit Segmentation Convenience, social acceptance, long lasting, economy, value-for-the-money

PRIZM NE Geodemographics

“Movers & Shakers,” “New Empty Nests,” “Boomtown Singles,” “Bedrock America”

Demographic/Psychographics

Combination of demographic and psychographic profiles of consumer segments profiles

SRI VALSTM Innovators, Thinkers, Believer, Achievers, Strivers, Experiencer, Makers, Survivors

Hybrid Segmentation

Bases: continued

Questions

• Apakah Perlu Perusahaan Merubah segmentasinya? Mengapa?

• Apa keuntungan dengan menggunakan mass customization

Target Marketing

• Evaluating Market Segments• Segment size and growth• Segment structural attractiveness

• Level of competition• Substitute products• Power of buyers• Power of suppliers

• Company objectives and resources

Market Targeting

Measurable

Substantial

Accessible

Differentiable

Actionable

1. Effective Segmentation Criteria

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-11

2. Evaluating and Selecting the market Segments

Patterns of Target Market Selection

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-12

Patterns of Target Market Selection

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-13

Patterns of Target Market Selection

Pepsi used Megamarketing in India

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-15

What is Positioning?

Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

Value Proposition?Target CustomerBenefitsPrices????

Positioning• Mendifinisikan produk dalam cara yang

sederhana dan mudah dipahami adalah penting

• Namun pemasaran adalah pertarungan persepsi (ide) bukan produk.

• Yang membuat suatu perusahaan kuat bukan produk atau jasa, tetapi posisi dalam pemikrian konsumen

• Pemasaran adalah proses mengakomodasi persepsi-persepsi tersebut.

• Saat kita memasuki pasar, strategi yang jauh lebih baik adalah “differensiasi” Why?

Positioning

• Produk terbaik akan menang. Itu ilusi. • Tidak ada realitas objektif• Tidak ada fakta• Tidak ada poduk terbaik• Yang ada adalah persepsi di dalam

pemikiran konsumen atau calon konsumen.• Persepsilah yang merupakan realita

Positioning

• Perilaku riset dapat menyesatkan • Apa masalah besar yang dihadapi oleh

konsumen bateri?• Mati pada saat yang tidak tepat• Jadi attribute yang harus dimiliki bateri

adalah tahan lama.• Itukah yang harus kita iklankan?

Positioning

• Choosing a Positioning Strategy:

• Selecting an overall positioning strategy• Value is low price• Value is whatever I want in a product or

service• Value is the quality I get for the price I pay• Value is what I get for what I give

An Example of Positioning

High moisturizing

low moisturizing

Nondeodorant Deodorant

ZestLever 2000

Safeguard

DialLifebuoy

Tone

Dove

LuxCoast

Lava

2

1

4

5

7

38

6

Market Offering I

• Marketing begins with formulating an offering to meet target customers’ needs and wants

• What is Product?• What does it include?• Most Crucial Marketing Element. Why?• Why new product fail?

Product (number of Attributes)● Fisik,● Psikologis membentuk ● Jasa kepuasan / manfaat● Layanan bagi pembeli● Dan simbolik

Org beli Harley Davidson bukan utk Transportasi● Rekreasi● Kemewahan funsional● Ekslusif ekonomis● Spesial psikologis / emosional● Pengalaman sosial / pribadi● Pleasure● Jiwa advontur

Figure 12.1 Components of the Market Offering (Customer Judgment)

Attractiveness of the market

offering

Value-based prices

Product features and quality

Services mix and quality

Five Product Levels

Implication?

Consumer-Goods Classification

• Convenience• Shopping• Specialty• Unsought

• Frequent purchases bought with minimal buying effort and little comparison shopping

• Strategy?• Low price• Widespread

distribution• Mass promotion by

producer

T y p e s o f T y p e s o f C o n s u m e r C o n s u m e r P r o d u c t sP r o d u c t s

Consumer-Goods Classification

• Convenience• Shopping• Specialty• Unsought

• Less frequent purchases requiring more shopping effort and price, quality, and style comparisons.

• Higher than convenience good pricing

• Selective distribution in fewer outlets

• Advertising and personal selling by producer and reseller

T y p e s o f T y p e s o f C o n s u m e r C o n s u m e r P r o d u c t sP r o d u c t s

Consumer-Goods Classification

• Convenience• Shopping• Specialty• Unsought

• Strong brand preference and loyalty, requires special purchase effort, little brand comparisons, and low price sensitivity

• High price• Exclusive distribution• Carefully targeted

promotion by producers and resellers

T y p e s o f T y p e s o f C o n s u m e r C o n s u m e r P r o d u c t sP r o d u c t s

Consumer-Goods Classification

• Convenience• Shopping• Specialty• Unsought

• Little product awareness and knowledge (or if aware, sometimes negative interest)

• Pricing varies• Distribution varies• Strategy

• Aggressive advertising and personal selling by producers and resellers

T y p e s o f T y p e s o f C o n s u m e r C o n s u m e r P r o d u c t sP r o d u c t s

Differentiation Strategies

Product

Channel Image

Personnel

Product Differentiation

• Product form (size, shape, color)

• Features (supplement)

• Customization• Performance quality• Conformance quality• Durability (operating life)

• Reliability• Repairability (ease fixing)

• Style

Possible Differentiation

Personnel Differentiation: Singapore Airlines

Channel Differentiation

Managing Products over Their Life Cycles

Total industry Total industry profit (initially loss)profit (initially loss)

Total industry Total industry salessales