Presentation on theme: "Matakuliah : J Strategi Pemasaran"— Presentation transcript:
1 Matakuliah : J0504 - Strategi Pemasaran Tahun : 2009Market Targeting and Strategic Positioning Pertemuan 10 Buku 1 Hal:
2 Learning Objective Market Targeting Strategy Targeting in Different Market EnvironmentsPositioning StrategyDeveloping the Positioning StrategyDetermining Positioning EffectivenessBina Nusantara
3 POSITIONING STRATEGYDeciding the desired perception/ association of an organization/ brand by market target buyers…and designing the marketing program to meet (and exceed) buyers’ value requirements.
4 STRATEGIC POSITIONING INITIATIVES POSITIONING EFFECTIVENESS POSITIONING CONCEPTThe desired positioning of the product (brand) by targeted buyersMARKET TARGETPOSITIONING EFFECTIVENESSPOSITIONING STRATEGYHow well management’s positioning objectives are achieved for the market targetThe combination of marketing actions used to communicate the positioning concept to targeted buyers
5 How Positioning Works Objective Desired result Match the organization’s distinctive capabilities with the customer value requirements for the market target (How do we want to be perceived by targeted buyers?)Desired resultGain a relevant, distinct, and enduring position by the targeted buyers that they consider important.Actions by the organizationDesign and implement the positioning strategy (marketing program) for the market target.
6 Symbolic Functional Experiential The Perception or Association that Management Wants Buyers to Have Concerning the BrandSymbolicFunctionalSELECTING THEPOSITIONINGCONCEPTExperiential
7 DEVELOPING THE POSITIONING STRATEGY The Positioning Strategy Places theMarketing Program (mix)Components into a CoordinatedSet of Actions Designed toDeliver Superior CustomerValuePRODUCTVALUE CHAINPROMOTIONPRICE
8 Positioning IssuesThe positioning concept applies to a specific brand rather than all the competing brands that compose a product classificationThe concept is used to guide positioning decisions over the life of the brandMultiple concepts are likely to confuse buyers and may weaken the effectiveness of positioning actions
9 The positioning strategy indicates how (and why) the product mix, line, or brand is to be positioned for each market target. This strategy includes:The product strategy, indicating how the product(s) will be positioned against thecompetition in the product-market.The value chain (distribution) strategy to be used.The pricing strategy, including the role and positioning of price relative to competition.The advertising and sales promotion strategy and the objectives these promotioncomponents are expected to achieve.The sales force strategy, direct marketing strategy, and the Internet strategy, indicating how they are used in the positioning strategy.
10 DETERMINING POSITIONING EFFECTIVENESS The marketing offer (product, distribution, price, and promotion) is both distinct and valued in the minds of the customers in the market target.
11 Customer and Competitor Research Methods for Determining Positioning EffectivenessAnalytical Positioning ModelsTest Marketing
12 Customer and Competitor Research Research StudiesPreference MapsTest MarketingGenerates information about commercial feasibility and marketing programProvides market (sales forecasts) and effectiveness measuresPositioning ModelsIncorporates research data into formal models of decision analysis
13 Positioning ErrorsUnder-positioning – customers have only vague ideas about the company and do not perceive anything distinctive about itOver-positioning – Customers have too narrow an understanding of the company, product, or brandConfused positioning – Frequent changes and contradictory messages confuse customersDoubtful positioning – claims made for the product or brand are not regarded as credible
14 Positioning in Perspective Positioning is a central part of business strategyPositioning analysis starts with an understanding of the value proposition for the target segmentValue-driven positioning is the objectivePositioning seeks to differentiate the organization’s offer from the competitionPositioning seeks to create a unique perception in buyers’ minds of the target market segmentPositioning is the unifying dimension of market-driven strategy
15 Illustrative Impacts of Changes in Business Strategy on Targeting and Positioning Strategies Market Targeting ImpactPositioning ImpactRapid Growth/ RetrenchmentMarket scope may not change although targets may be increased or reduced.Substantial changes in resource allocation, (e.g. advertising expendituresChanging the Product MixNo change is necessary unless increase in product scope creates opportunities in new segments.Changes in product strategy, methods of distribution, and promotional strategies may be necessary.Changing the Market ScopeTargeting is likely to change to include new targets.Positioning strategy must be developed for each new target.RepositioningShould not have a major effect on targeting strategy.Product, distribution, price, and promotion strategies may be affected.Value Chain IntegrationShould have no effect on targeting strategy.Primary impact on channel, pricing and promotion strategies.DiversificationTargeting strategies must be selected in new business areas.Positioning strategies must be developed (or acquired for the new business areas.Strategic AllianceTargeting strategy may be affected based on the nature and scope of the alliance.Operating relationships and assignment or responsibilities must be established.