DASAR-DASAR

PEMASARAN

Dosen: SUMIYATI, SE, MM

 BAB 7
Segmenting, Targeting, dan
Positioning
Segmenting - Segmentasi Pasar
Segmentasi Pasar :
Membagi pasar menjadi kelompok-kelompok
kecil dengan kebutuhan, karakteristik, atau
perilaku berbeda yang mungkin memerlukan
produk atau bauran pemasaran tersediri.
Targeting – Penetapan Target Pasar
Penetapan Target Pasar :
Proses mengevaluasi daya tarik masing-masing
segmen pasar dan memilih satu atau lebih
segmen pasar untuk dimasuki.
Positioning
Positioning :
Pengaturan produk untuk menduduki tempat
yang jelas, berbeda, dan diinginkan
dibandingkan produk pesaing dalam pikiran
konsumen sasaran.
Step 1. Market Segmentation
Levels of Market Segmentation
Mass Marketing
Same product to all consumers
(no segmentation)

Segment Marketing
Different products to one or more segments
(some segmentation)

Niche Marketing
Different products to subgroups within segments
( more segmentation)

Micromarketing
Products to suit the tastes of individuals or locations
(complete segmentation)
Step 1. Market Segmentation
Bases for Segmenting Consumer Markets

Geographic
Nations, states,
regions or cities

Demographic
Age, gender, family size and
life cycle, or income

Psychographic
Social class, lifestyle, or
personality

Behavioral
Occasions, benefits, uses,
or responses
Using Multiple Segmentation
Bases: Geodemographics
Step 1. Market Segmentation
Bases for Segmenting Business Markets

Personal Demographics
Characteristics

Bases
for Segmenting
Situational Business Operating
Factors Markets Characteristics

Purchasing
Approaches
Step 1. Market Segmentation
Bases for Segmenting International Markets

Industrial Markets

Political/
Geographic Economic
Legal

Cultural Intermarket
Step 1. Market Segmentation
Requirements for Effective Segmentation

Measurable • Size, purchasing power, profiles

of segments can be measured.

Accessible • Segments must be effectively

reached and served.

Substantial • Segments must be large or

profitable enough to serve.

Differential • Segments must respond

differently to different marketing mix
elements & actions.

Actionable • Must be able to attract and serve

the segments.
Step 2. Market Targeting
Evaluating Market Segments

• Segment Size and Growth

• Analyze sales, growth rates and expected profitability.

• Segment Structural Attractiveness

• Consider effects of: Competitors, Availability of Substitute
Products and, the Power of Buyers & Suppliers.

• Company Objectives and Resources

• Company skills & resources relative to the segment(s).
• Look for Competitive Advantages.
Step 2. Market Targeting
Market Coverage Strategies
Company
Marketing Market
Mix

A. Undifferentiated Marketing
Company
Marketing Mix 1 Segment 1
Company
Segment 2
Marketing Mix 2
Company
Segment 3
Marketing Mix 3
B. Differentiated Marketing

Segment 1
Company
Marketing Segment 2
Mix
Segment 3

C. Concentrated Marketing
Step 2. Market Targeting
Choosing a Market-Coverage Strategy

Company
Resources

Product
Variability

Product’s Stage
in the Product Life Cycle

Market
Variability

Competitors’
Marketing Strategies
Step 3. Positioning for Competitive
Advantage

• Posisi Produk – cara produk didefinisikan oleh

konsumen berdasarkan atribut penting –
tempat di mana produk berada dalam pikiran
konsumen dibandingkan dengan produk
pesaing.

• Marketers must:
• Merencanakan posisi untuk memberikan keunggulan
terbaik
• Mengembangkan bauran pemasaran untuk menciptakan
posisi yang direncanakan
Step 3. Positioning for Competitive
Advantage: Strategies

Product Product
Class Attributes

Away from Benefits

Competitors G Offered
H
C

D
Against a E
B
Usage
Competitor F
Occasions

Users
Steps to Choosing and Implementing
a Positioning Strategy

• Step 1. Memilih keunggulan kompetitif

yang tepat.
• Step 2. Memilih keseluruhan strategi
positioning.
• Step 3. Mengembangkan pernyataan
positioning.
• Step 4. Mengkomunikasikan dan
menyampaikan posisi yang dipilih.
Developing Competitive
Differentiation

Product Service

Areas for Competitive

Differentiation

Personnel Image
Selecting the Right Competitive
Advantages

Important

Profitable Distinctive
Criteria
for
Determining
Which
Differences
Affordable to Superior
Promote

Preemptive Communicable