Bab 7. Strategi Pemasaran Yang Digerakan Oleh Pelanggan Mencciptakan Nilai Bagi Pelanggan Sasaran

Manajemen Pemasaran ., by.
Soni Harsono (Chapter 7)
Chapter 7
Customer –Driven Marketing Strategy:
Creating Value for Terget Customers
1
Manajemen Pemasaran ., by. Soni Harsono (Chapter 7)
Segmentasi Pasar ?
Kegiatan Membagi Bagi Pasar Yang Bersifat

Heterogen Dari Suatu Produk Kedalam Satuan Pasar
Yang Bersifat Homogen.
Upaya membagi sebuah pasar kedalam kelompok-kelompok

pembeli yang berbeda berdasarkan kebutuhan, karakteristik
atau perilaku yang mungkin membutuhkan produk atau
bauran pemasaran yang terpisah
The Benefits of Segmentation
• Design the responsive products to meet the needs of

marketplace.
• Determine effective and cost-efficient marketing communications
strategies.
• Evaluate company’s market position and market competition.
• Provide insight on present marketing strategies.
GEOGRAPHIC SEGMENTATION
Geographic Sample Your customers’

Characteristics characteristics
City Size Under 1,000,000,

1,000,000-2,000,000;
>2,000,000
Density Urban, suburban,

rural
Region Java, Sumatra,

Kalimantan
DEMOGRAPHIC SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
BEHAVIOR SEGMENTATION
(kesempatan/ saat waktu

khusus/alasan)
Targeting : adalah proses mengevaluasi daya tarik tiap-tiap segmen
pasar dan menentukan satu atau beberapa segmen untuk dimasuki.
Sehingga dapat menentukan pasar mana yang akan dilayani.
The Process of Targeting

Evaluation of Market Segments for Targeting
• Market Size
• Market Growth
• Competitive Setting
• Competitive Advantage
Target Market Selections
Single Segment Concentration Selective Specialization Market Specialization

M1 M2 M3 M1 M2 M3 M1 M2 M3
P1 P1 P1
P2 P2 P2
P3 P3 P3
Product Specialization Full Market Coverage

M1 M2 M3 M1 M2 M3
P1 P1
P2 P2
P3 P3
Single Segment Concentration

Selective Specialization
Market Specialization
Product Specialization
Full Market Coverage

The Process
of Positioning
POSISIONING
Pengaturan produk
untuk menduduki
tempat yang jelas,
berbeda, dan
diinginkan
dibandingkan produk
pesaing dalam
pikiran konsumen
sasaran
Positioning Analysis:
Criteria for Selecting a Positioning Strategy
Consumer Factors
1. The compatibility of the desired positioning with
consumers’ needs, desired benefits, and current
perception of the product’s positioning versus its
competitors.
2. The “newness” of the considered basis for
positioning.
Criteria for Selecting a Positioning Strategy (Cont’d)
Competitor Factors
1. The current positioning strategy used by
competitors
2. The legal environment; likely defense against a
competitor’s legal actions against the proposed
positioning.
Criteria for Selecting a Positioning Strategy (Cont’d)
Company Factors
1. The company’s market position. Is the product a leader, a
contending Number Two, or one of the smaller brands?
2. The compatibility of the proposed positioning with the firm’s
marketing strategy.
3. The company’s ability to generate desired level of sales.
4. The firm’s desire to innovate versus “me-too” image.
5. The company’s ability to develop an effective and creative
marketing communications program for the proposed
positioning.
6. The human and financial resources available to execute the
proposed
positioning effectively.
Positioning Analysis: Positioning Benefit Factors
1. Performance Benefits Factor

The degree to which the product or service works and meet the specific
functional usage requirements and expectations of the target markets.
2. Convenience Factor
The convenience in buying the product, storing it, using it, monitoring its
performance, and disposing it.
3. Price - Value Factor
The degree to which the product offers the right price value. This
includes consideration both on the low (discount) side as well as on the
high (premium price) side.
4. Psychology Factor
The degree to which the product or service help achieve the consumers
needs for prestige, social acceptability, self-esteem, and self-actualization.
Convenience Factor
Price-Value Factor Performance Benefit Factor

Psychology Factor
The Positioning Mistakes
 Under Positioning
 Over Positioning
 Confused Positioning
 Doubtful Positioning
Over Positioning
Confused Positioning
Doubtful Positioning

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Bab 7. Strategi Pemasaran Yang Digerakan Oleh Pelanggan Mencciptakan Nilai Bagi Pelanggan Sasaran

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Hak Cipta:

Format Tersedia

Manajemen Pemasaran ., by.

Soni Harsono (Chapter 7)

Kegiatan Membagi Bagi Pasar Yang Bersifat

Upaya membagi sebuah pasar kedalam kelompok-kelompok

The Benefits of Segmentation

• Design the responsive products to meet the needs of

Geographic Sample Your customers’

City Size Under 1,000,000,

Density Urban, suburban,

Region Java, Sumatra,

(kesempatan/ saat waktu

The Process of Targeting

Evaluation of Market Segments for Targeting

Single Segment Concentration Selective Specialization Market Specialization

Product Specialization Full Market Coverage

Single Segment Concentration

Full Market Coverage

Positioning Analysis: Positioning Benefit Factors

1. Performance Benefits Factor

Price-Value Factor Performance Benefit Factor

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