Pengertian Positioning
Positioning adalah image atau citra yang
terbentuk di benak seorang konsumen dari
sebuah nama perusahaan atau produk.
Company Positioning
Product Positioning
LANGKAH RISET PERUMUSAN
STRATEGI POSITIONING
Mengidentifikasi Sumber Competitive
Differentiation
Mengevaluasi Sumber Competitive
Differentiation
Menentukan Competitive Differentiation
Merumuskan Positioning Statements
PENDEKATAN RISET
TOTAL CUSTOMER VALUE
ANALYSIS COMPETIVE
DIFFERENTIATION PESAING
SURVEY PREFERENSI KONSUMEN
SUMBER COMPETITIVE
DIFFERENTIATION
Teknik Riset : Deduksi Teori atau Focus
Group Discussion
TOTAL CUSTOMER VALUE :
PRODUCT DIFFERENTIATION
SERVICE DIFFERENTIATION
PERSONNEL DIFFERENTIATION
IMAGE DIFFERENTIATION
DIFFERENSIASI PRODUK
Features
Performance
Conformance
Durability
Reliability
Repairability
Style & Design
DIFFERENSIASI SERVICE
Delivery
Installation
Customer Training
Consulting Service
Repair
Miscellaneous Services
DIFFERENSIASI PERSONIL
Kompetensi (Competence)
Keramahan (Courtesy)
Kepercayaan (Credibility)
Keandalan (Realiability)
Kesigapan (Responsiveness)
Komunikasi (Communication)
DIFFERENSIASI CITRA
Symbols
Written & Audio / Visual Media : Logo
Atmosphere
Events
MENGEVALUASI COMPETITIVE
DIFFERENTIATION
Important : Preferensi
Distinctive : Karakteristik Produk Pesaing
Superior : Karakteristik Produk Pesaing
Communicable
Preemptive :
Affordable
Profitable
Teknik Riset : Metode Rating Scale atau
Analytical Hierarchy Process (AHP)
MERUMUSKAN POSITIONING
Upaya yang ditempuh perusahaan untuk
membangun citra / nilai di benak konsumen.
Dua aktivitas penting dalam membangun
postioning :
1. Menentukan Jumlah Competitive Differentiation
2. Mengkomunikasi Competitive Differentiation
MENENTUKAN JUMLAH
COMPETITIVE DIFFERENTIATION
Single Positioning
Double Positioning
Triple Positioning
MENGKOMUNIKASIKAN
POSITIONING
Bentuk : Slogan
Syarat :
1. Jelas
2. Mudah diingat
3. Mempunyai asosiasi yang dekat dengan
Keunggulan Perusahaan.
Teknik Riset Perumusan
Positioning
Survey
Teknik :
- Pronounciation Test
- Recognition Test
- Association Test