Kelompok 4 - Chapter 8
Kelompok 4 - Chapter 8
Manajemen Pemasaran
Anggota Kelompok 4
Manajemen Pemasaran
Nada Nafilsah Salsabila_2110527006
Fadhilla_2110521021
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Analisis lah coffee shop Janji Jiwa berdasarkan
demographic segmentation secara lengkap
Mei
Janji Jiwa pertama kali didirikan di ITC
Kuningan.
Apa itu Ge-
ograpic Seg-
Geograpic
Segmentation?
Dilihat dari segi
Lokasi mentation?
segmentasi geografis
mengelompokan targetnya
Kita ketahui bahwasanya Analisis lah coffeshop Janji Jiwa ini
sepanjang pertengahan tahun
berdasarkan aspek lokasi, berdasarkan geographic segmentation, uraikan
2019, sudah ada 300 outlet
contohnya tempat tinggal dengan lengkap
kedai kopi “Janji Jiwa” di 50
calon konsumen. Jenis
kota besar yang ada di
segmentasi ini bisa
Indonesia.
dipertimbangkan karena
kebutuhan dan kegunaan
suatu produk atau jasa akan
berbeda-beda tergantung
pada keadaan tempat dan
lokasinya.
Analisislah coffee shop Janji Jiwa
dengan “ segmentation variable of
customer markets”
Geographic region Education
City or metro size Religion
Density Race
Climate Generation
Demographic age Nationality
Family size Social Class
Family life cycle Psychographic lifestyle
Gender Personality
Income Benefits
Occupation User Status
Usage Rate Readiness stage
Loyalty status Attitude toward product
Janji Marketing
Management
Jiwa "Advertising in the final analysis should be
news. If it is not news it is worthless." —
Adolph Ochs
segmentation variable
of customer markets
"You cannot get anybody to do something if they're not paying
attention to you." — Brian Carter
Jkt, Pdg, Bdg,
Mdn, Dumai,
Geographic
Palgkrya,
region
sibolga,
Other.
under 20,000;
20,000–50,000; City or metro
50,000+ size
Urban, Density
Major City. (Kepadatan)
Tropical. Climate
segmentation variable
of customer markets
"Your culture is your brand." — Tony Hsieh
Under 6, 6–
11, 12–17, 18–
34, 35–49, 50– Demographic
64, 64+ age
Young, single;
young,
married, no Family life
children; child cycle
under 6;
older; under
18; other
segmentation variable
of customer markets
Under Rp. 1.000.000;
"Business has only two functions—marketing and innovation." — 1.000.000-2.000.000;
Milan Kundera
2.000.000-3.000.000;
4.000.000-5.000.000;
5.000.000- Income
10.000.000;
10.000.000+
Students,
Colleges,
managers, Occupation
officials;
homemakers;
Catholic,
unemployed
Protestant,
buddishm,
Muslim, Hindu, Religion
Kong-Hu-Cu,
other
Grade school or
less; some high
Education
school; high
school graduate;
some college;
college graduate;
post college
segmentation variable
of customer markets
"Clients don't care about the labor pains; they want to see the baby."
— Tim Williams
Jawa, bugis,
papuans,
sunda, borneo, Race
dayak, chinese,
asmat, other
Millenials, Z. Generation
Indonesia Nationality
Lower lowers,
upper lowers,
working class, Social class
middle class,
upper middles,
lower uppers,
upper uppers
Benefits
Psychographic lifestyle
Quality, experience,
Culture-oriented, sports-oriented, service, economy,
outdoor-oriented, Trend-oriented. speed
Usage rate
Under 1 hour. 1-2; User status
2-3; 3+ Nonuser, ex-user, potential user, first-
time user, regular user.
Attitude toward
product
Readiness stage
Enthusiastic,
positive, indifferent, Unaware, aware, informed interested,
negative. desirous, intending to buy
:)
Ibu Kota Urban, Major City Urban, Major City Urban, Major City Urban, Major City Suburban, Urban
Under 6, 6–11, 12– Under 6, 6–11, 12– Under 6, 6–11, 12– Under 6, 6–11, 12– Under 6, 6–11, 12– Under 6, 6–11, 12–
17, 18–34, 35–49, 17, 18–34, 35–49, 17, 18–34, 35–49, 17, 18–34, 35–49, 17, 18–34, 35–49, 17, 18–34, 35–49,
50–64, 64+ 50–64, 64+ 50–64, 64+ 50–64, 64+ 50–64, 64+ 50–64, 64+
1–2, 3–4, 5-6,7 1–2, 3–4, 5-6,7 1–2, 3–4, 5-6,7 1–2, 3–4, 5-6,7 1–2, 3–4, 5-6,7 1–2, 3–4, 5-6,7
Young, single, Young, single, Young, single, Young, single, Young, single, Young, single,
married, other married, other married, other married, other married, other married, other
Students, Colleges, Students, Colleges, Students, Colleges, Students, Colleges, Students, Colleges,
Students, Colleges,
managers, officials; managers, officials; managers, officials; managers, officials; managers, officials;
Fisherman, Trader,
homemakers; homemakers; homemakers; homemakers; homemakers;
unemployed, Other
unemployed, Other unemployed, Other unemployed, Other unemployed, Other unemployed, Other
Analisis lah coffee shop Janji Jiwa berdasarkan demographic segmentation secara
lengkap
Segmentasi
Demografik
Behavioral
Decission Roles Variabless
VALS didasarkan pada ciri-ciri
psikologis untuk orang-orang dan
mengklasifikasikan orang dewasa
AS menjadi delapan kelompok
utama berdasarkan tanggapan
terhadap kuesioner yang
menampilkan empat demografis
dan 35 pertanyaan sikap. Sistem
VALS terus diperbarui dengan data
baru dari lebih dari 80.000 survei
per tahun. Anda dapat mengetahui
tipe VALS Anda dengan membuka
situs Web SBI(Strategic Business
Insight’s).
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