Target
General Strategy
Defense
Offense
Others
Tactics
Tactics
Tactics
Tactics
Components
Decision Maker Products Ex :
Need
Logical Basic Rice Car
Want
Emotional Variation Fried Rice BMW
Need
+
Want
+
+
-
Quality Perceived
Customer Value
Customer Satisfaction
Consumers always compare cost vs benefit at the 1st step
Customer Loyalty
PRODUCTS
- Feature - Quality - Design - Model - Technology - etc
PRICE
- Discount - Payment method - Installment - Bundling price - etc
PLACE
- Distribution - Selling Location - Online business - Direct Selling - Etc
PROMOTION
- Media - Gimmick - Publicity - Popularity - Etc
Rebates Discount
Cash Discount
Quantity Discount
Allowances
Psychology Discount
Source : Kotler, Philip, Marketing Management : An Asia Perspective
Customer Segment Pricing Time Pricing Product Form Pricing Image Pricing Location Pricing
for certain products, it takes some stages of distribution, until the products deliver to consumers
Distribution channels are the methods that companies use to enter the consumer market with their product. While many methods exist, they have changed over the years because of the Internet and global sales
Others
- Above & Below Mix - Word of Mouth - Direct Selling
SEGMENTATION
- Identify segmentation variables and segment the market - Develop Profiles of resulting segment
POSITIONING
What kind of image do you want to create For your product ?
TARGETING
- Evaluate the attactiveness of each segment - Select the target segment
GEOGRAPHIC
- Region - City Size - Climate
DEMOGRAPHIC
- Age - Generation - Family Size - Family Type - Gender - Income - Occupation - Education - Nationality - Social Class
BEHAVIORAL
PSYCHOGRAPHIC
- Life style
- Attitude
- Personality
Target
General Strategy
Defense
Offense
Others
Tactics
Tactics
Tactics
Tactics
Current Products
New Products
Products generally only featuring quality, low price, and durability. The idea is trying to give different values beside of those three things, to attract the attention of consumers.
- Price
- Quality
- Nationality - Community - Emotion - Experiental - Creativity, etc
EXPERIENCE about our products, Let them feel, and have EMOTIONAL TOUCH before they buy