1. Segmentation involves dividing the market into smaller groups based on geographical, demographic, psychographic, or behavioral factors. Targeting is the process of evaluating each market segment and selecting one or more segments to enter.
2. Positioning involves designing the company's offering and image to achieve a meaningful and competitive position in the target market's mind. It promises a certain value to the market through elements like branding, differentiation, and marketing mix.
3. The marketing mix (4Ps) aims to construct, manifest, rate, and provide value to the market through product, price, place, and promotion.
1. Segmentation involves dividing the market into smaller groups based on geographical, demographic, psychographic, or behavioral factors. Targeting is the process of evaluating each market segment and selecting one or more segments to enter.
2. Positioning involves designing the company's offering and image to achieve a meaningful and competitive position in the target market's mind. It promises a certain value to the market through elements like branding, differentiation, and marketing mix.
3. The marketing mix (4Ps) aims to construct, manifest, rate, and provide value to the market through product, price, place, and promotion.
1. Segmentation involves dividing the market into smaller groups based on geographical, demographic, psychographic, or behavioral factors. Targeting is the process of evaluating each market segment and selecting one or more segments to enter.
2. Positioning involves designing the company's offering and image to achieve a meaningful and competitive position in the target market's mind. It promises a certain value to the market through elements like branding, differentiation, and marketing mix.
3. The marketing mix (4Ps) aims to construct, manifest, rate, and provide value to the market through product, price, place, and promotion.
1. Segmentation involves dividing the market into smaller groups based on geographical, demographic, psychographic, or behavioral factors. Targeting is the process of evaluating each market segment and selecting one or more segments to enter.
2. Positioning involves designing the company's offering and image to achieve a meaningful and competitive position in the target market's mind. It promises a certain value to the market through elements like branding, differentiation, and marketing mix.
3. The marketing mix (4Ps) aims to construct, manifest, rate, and provide value to the market through product, price, place, and promotion.
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DISKUSI
SEGMENTATION
Membagi pasar menjadi lebih kecil
(categorizing the value for the market) SEGMENTATION
Dividing market into Dividing market into
different geographical groups on the basis of units, such as countries, density, province, etc. Geographic Demographic demographic variables, such as age, sex, family life cycle, income / expense, occupation, etc.
Dividing market into different
Psychographic Behavioral Dividing market into groups on the basis of groups on the basis of behavioral variables, such psychological/personality, as benefit sought, lifestyle, or social class. customer status, loyalty, etc. “Proses mengevaluasi kemenarikan setiap segmen pasar dan memilih satu atau lebih segmen untuk dimasuki” TARGETING
Mencocokkan nilai kepada pasar
(fitting the value to the market) MEMILIH TARGET PASAR
SEGMEN PASAR 2 3 KEKUATAN POTENSI BERSAING PERTUMBUHAN
1 4 PETA UKURAN KOMPETISI PASAR TARGET PASAR UANG TARGET PASAR ADALAH OTORITAS PEMBELI/PELANGGAN POTENSIAL KEBUTUHAN YANG MEMILIKI DAYA BELI “Kegiatan merancang penawaran dan citra perusahaan untuk memperoleh posisi yang berarti dan kompetitif di benak target pasar” POSITIONING
POSITIONING Janji akan sebuah nilai kepada pasar (promised value to the market) TAG LINE
Motif untuk merasakan sebuah nilai (motive to experience value)
What to offer THE TANGIBLE ASPECT
Content
How to offer Differentiation THE ENABLER FACTOR Infra- Context structure
THE INTANGIBLE ASPECT
Supporting the offer
(techno, people, facilities) MARKETING MIX
Membangun nilai untuk pasar (constructing value for the market)
4P
Mewujudkan nilai untuk pasar (manifesting value for the market)
4P
Memberikan nilai nominal atas nilai untuk pasar
(rating value for the market) 4P
Menyediakan nilai untuk pasar
(providing value to the market) Common Type of Marketing Channel
High ‘High Touch’ Channels Sales Force
Value-added Partners
Distributors Value- add of Sale Retail Stores
‘Low Touch’ Channels Telemarketing
Internet Place refers to distribution and methods of getting the product to the customers. This includes the location of your business, shop front, distributors, logistics and the Low potential use of internet to sell products directly to consumers Low High Cost per Transaction 4P
Mengkomunikasikan nilai untuk pasar
(communicating value to the market) Above the Line Promotion
Promosi dengan menggunakan media massa
Public Retail Print Space Ambience
Artifact Electronic Symbol
Below the Line Promotion
Promosi dengan menggunakan aktivitas
Public Relation
Sales Sponsorship Promotion Community Involvement Direct Marketing Personal Selling Online Promotion Promosi dengan menggunakan media digital SELLING SELLING SELLING
Menawarkan nilai untuk menciptakan ikatan
(offering value to create engagement) SELLING SELLING SELLING
TRANSACTIONAL – CONSULTATIVE – ENTERPRISE
Functional Benefit + Emotional Benefit
Price + Other Cost
BRAND
Brand Parameter nilai potensial untuk diyakini oleh pasar (parameter of potential value to believed) ASSOCIATION BUILDING A the desired potential value to perceived
SOLID CHOOSE THE
BRAND RIGHT ASSOCIATION EQUITY MEDIA: name, logo, mascot, color, tag line, scent, sound, etc. Territory Attribute
Competitor Intangibles
Category Benefit BRAND ASSOCIATION
Personality Price
Celebrity Use User SERVICE
Memperkuat nilai untuk
memperkuat ikatan/hubungan (reinforcing value to enhance engagement) R A T E R
Kehandalan sebuah Keamanan sebuah Tampilan fisik Perhatian personal Kecepatan dan layanan layanan sebuah layanan dari sebuah layanan ketanggapan dari sebuah layanan
Adapted from: Parasuraman, Berry, Zeithaml. Delivering Service Quality, 1990
WHAT YOU SHOULD UNDERSTAND!
THE PROCESS Elemen yang mempersatukan/ mengintegrasikan seluruh elemen pemasaran
1 2 3
Memberikan Memberikan Memberikan
produk/jasa produk/jasa produk/jasa yang memiliki dengan biaya dengan kualitas baik yang efisien pelayanan prima
