1. IDENTIFYING MARKET SEGMENTS AND TARGETS Citra Kusuma Dewi SE., MBA
Manajemen Pemasaran: 5
Dosen:
Citra Kusuma Dewi SE., MBA

2. ..\Video\Customer Segmentation Examples.mp4

3. EFFECTIVE MARKETING
To compete effectively, companies must be the owner of "rifle"(sniper) rather than "shotgun“.
Identify and profile distinct group of buyers who differ in their needs and preferences (market segmentation)
Select one or more market segments to enter (market targeting)
For each target segment, establish and communicate the distinctive benefits of the company’s marketing offering (market positioning)
Perusahaan tidak dapat berhubungan dengan semua jenis konsumen di pasar. Akan tetapi perusahaan dapat membagi pasar ke dalam kelompok konsumen/segmen dengan keinginan dan kebutuhan yang berbeda2. perusahaan harus melakukan identifikasi segmen mana yang akan dilayani, kemudian mempelajari perilaku konsumen pada segmen tersebut. Perusahaan harus paham bahwa setiap segmen itu unik dan berbeda

4. Steps in Market Segmentation, Targeting, and Positioning
1. Identify bases for
segmenting the market
2. Develop segment profiles
Market Targeting
3. Develop measure of
segment attractiveness
4. Select target segments
Market positioning
5. Develop positioning for
target segments
6. Develop a marketing
mix for each segment

5. Levels of Market Segmentation
Mass Marketing
Mass production, mass distribution, mass promotion.
Micro Marketing
Ford Model T Ford  All Black
Coca Cola  6.5 ounce bottle
Mass marketing: largest potential market (lower cost  lower price/higher margin)  market is emerging, it is difficult and expensive to reach mass audience

6. Micromarketing Levels
Segment
Marketing
Niche
Marketing
Local
Marketing
Individual
Marketing

7. 1. Segment Marketing
Consists of a group of customers who share a similar set needs and wants The marketer's task is to identify them and decide which one(s) to target.
Target

8. 2. Niche Marketing
A niche is a more narrowly defined customer group seeking a distinctive
mix of benefits.
Attractive niche:
Customers have a distinct set of needs
Willing to pay a premium to the firm that best satisfies them
Small but has size
Profit and growth potential
Unlikely attract many other competitor
Specialization  gains economies
Contoh: travel prima jasa (airport)

9. Niche Marketing

10. 3. Local Marketing
Marketing programs tailored to the needs and wants of local customer groups in trading areas, neighborhoods, even individual stores.

11. 4. Individual Marketing
Ultimate level of segmentation leads to “segment of one”, “customized marketing”, or “one-to-one marketing”. Customerization: Combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.

12. Bases for Segmenting Consumer Markets
Geographic
Demographic
Psychographic
Behavioral

13. Geographic Segmentation
Nations
States
Regions
Counties
Nations: negara
States: negara bagian
Regions: daerah
Counties: kabupaten
Cities: kota
Neighboorhood: lingkungan tetangga (RT, RW)
Cities
Neighborhood

14. Demographic Segmentation
Age and Life Cycle
Life Stage
Gender
Income
Age n Life Cycle: pasta gigi: kids, adults, older consumer
Generasi: 80an, 90an
Generation
Social Class

15. Psychographic Segmentation
Buyers are divided into different groups on the basis of psychological/personality traits, lifestyle or values
People within the same demographic group can exhibit very different psychographic profiles.
VALS segmentation

16. Psychographic Segmentation: The VALS Segmentation System
The main dimensions of the VALS segmentation framework are consumer motivation (the horizontal dimension) and consumer resources (the vertical dimension). Consumers are inspired by one of three primary motivations: ideals, achievement, and self-expression. Those primarily motivated by ideals are guided by knowledge and principles. Those motivated by achievement look for products and services that demonstrate success to their peers. Consumers whose motivation is self-expression desire social or physical activity, variety, and risk.
The four groups with higher resources are:
1. Innovators—Successful, sophisticated, active, “take-charge” people with high self-esteem. Purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services.
2. Thinkers—Mature, satisfied, and reflective people motivated by ideals and who value order, knowledge, and responsibility. They seek durability, functionality, and value in products.
3. Achievers—Successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers.
4. Experiencers—Young, enthusiastic, impulsive people who seek variety and excitement.
They spend a comparatively high proportion of income on fashion, entertainment, and Socializing.
The four groups with lower resources are:
1. Believers—Conservative, conventional, and traditional people with concrete beliefs. They prefer familiar, U.S.-made products and are loyal to established brands.
2. Strivers—Trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth.
3. Makers—Practical, down-to-earth, self-sufficient people who like to work with their hands. They seek U.S.-made products with a practical or functional purpose.
4. Survivors—Elderly, passive people concerned about change and loyal to their favorite brands.

17. Buyer readiness stage Unaware Aware Informed Interested, Desire
Intend to buy

18. Loyalty Status Hard Core Split Shifting Switchers
buy only one brand all the time
Hard Core
loyal to two or three brands
Split
Shifting
one brand to another
Switchers
no loyalty to any brand

19. Effective Segmentation Criteria
Size, purchasing power, profiles
of segments can be measured.
Segments can be effectively
reached and served.
Segments are large or profitable enough to serve.
Measurable
Accessible
Substantial
Differential
Actionable
Segments must respond differently to different marketing mix elements & programs.
Effective programs can be designed to attract and serve the segments.

20. Crafting Brand Positioning
Perusahaan menemukan perbedaan kebutuhan dan kelompok di pasar (segmentation), kemudian memilih target market yang dapat dilayani dan menguntungkan bagi perusahaan (targeting), kemudian memposisikan offering sehingga target market mengenali offering dan image yang berbeda dari perusahaan (positioning). Jika perusahaan melakukan positioning yang salah, maka pasar akan bingung.

21. Marketing Strategy
Segmentation
Targeting
Positioning

22. What Is Positioning?
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
Locate the brand in the minds of consumers to maximize the potential benefit of the firm
GOAL
Positioning adalah tindakan merancang penawaran (offering)  dan citra (image) perusahaan untuk menempati tempat khusus dalam pikiran target markets.

23. Choosing a Positioning Strategy
Step 1. Identifying Possible Competitive Advantages
Step 2. Selecting the Right Competitive Advantage
Step 3. Communicating and Delivering the Chosen Position
Contoh: Amanda jual brownies
Brownies bakar, panggang, kukus
Brownies kukus
Iklan

24. Defining Associations
Points-of-difference (PODs)
Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand
Apple (design, ease-of-use, and irreverent attitude),
Nike (performance, innovative technology, and winning)
Points-of-parity (POPs)
Associations that are not necessarily unique to the brand but may be shared with other brands
travel agency
POP:
Consumers might not consider a travel agency truly a travel agency unless it is able to make air and hotel reservations, provide advice about leisure packages, and offer various ticket payment and delivery options.

25. Differentiation Strategies
Product
Personnel
Channel
Image
Supaya bisa menetapkan positioning di pikiran konsumen, maka kita harus bisa dipersepsikan berbeda dibanding kompetitor.

26. Product Differentiation
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance

27. Personnel Differentiation:
Companies can have better-trained employees.
Singapore Airlines

28. Channel Differentiation
Companies can more effectively and efficiently design their distribution channel’s coverage, expertise and performance.

29. Image Differentiation
Companies can craft powerful, compelling images
Macho cowboy

30. Thank You