MEETING 5
Concept: Positioning, Differentiation, & Brand
Triangle
The Triangle
Singapore Airline: impeccable service around the world
Example
9 Elements of Marketing
Segmentation
See the market creatively & divide them into several segments based on psychographic or behavior
Targeting
Choosing one or more than one segment, based on market size, market growth, competitive advantage, and competitive situation
Positioning
Reason for beingPromise that your product, brand, and
company give
Example: Kijang mobil dambaan keluarga Indonesia
Clear: Ketombe.. Siapa Takut
Differentiation
Tools to fulfill your promiseEffort to differentiate your company with
competitorsHow to:
Content (what to offer) Context (how to offer) Infrastructure (the enabler: technology, facilities,
HRM) Example: Mc. Donald
Marketing Mix
Integrate what the company offers (product, price) with access (place/distribution channel, promotion)
Example: Unilever (Lux, Rinso, Pepsodent)
Selling
Tactic to create long term relationship with customer
Three levels of selling: Feature Selling Benefit Selling Solution Selling
Brand
Value indicator for company and product “UMBRELLA” to represent product/serviceExample: Kompas
Service
Value enhancer (paradigm to create continuous value for customer through our products and services)
Process
Value enabler (manage value added supply chain process)
Requirement of good process: Quality, Cost, Delivery
Example: Lippo Shop