POSITIONING & DIFERENSIASI SERTA PRODUCT LIFE CYCLE M WELLY NAILIS, SE MM www.wellynailis.web.id

POSITIONING “Tindakan yang dilakukan marketer untuk membuat citra produk dan hal-hal yang ingin ditawarkan kepada pasar berhasil memperoleh posisi yang jelas dan mengandung arti dalam benak konsumen sasarannya.” (Philip Kotler)

Table 11.1: Examples of Value Propositions Demand States and Marketing Tasks Company and Product Target Customers Benefits Price Value Proposition Perdue (chicken) Quality-conscious consumers of chicken Tenderness 10% premium More tender golden chicken at a moderate premium price Volvo (station wagon) Safety-conscious “upscale” families Durability and safety 20% premium The safest, most durable wagon in which your family can ride Domino’s (pizza) Convenience-minded pizza lovers Delivery speed and good quality 15% premium A good hot pizza, delivered to your door door within 30 minutes of ordering, at a moderate price

Positioning Strategy Positioning According to Ries and Trout Penetapan positioning dimulai dengan produk………. tetapi positioning bukanlah kegiatan yg anda lakukan terhadap produk. Positioning adalah kegiatan yg anda lakukan terhadap pikiran calon pelanggan. Jadi, anda memposisikan produk tsb ke dalam pikiran pelanggan. Produk terkenal memiliki posisi yg khas di benak konsumen, Strategi pesaing al : Strengthen own current position. Avis (We are No 2), 7up (Uncola) Grab an unoccupied position. Yamaha Mio (Motor Wanita) De-position atau Re-position. Marlboro

JARINGAN MEMORI SEMANTIK

POSITIONING TEH BOTOL SOSRO Pelepas Dahaga Asli Hari-Hari Teh Botol Hari-Hari Teh Sosro Aslinya Teh 1997 Ahlinya Teh Apapun Makanannya, Minumnya Teh Botol Sosro

KESALAHAN POSITIONING (Major positioning errors) UNDERPOSITIONING : Konsumen tidak mengenali kekhususan merek/produk yang dikomunikasikan. Penetapan posisi yang kurang, tidak ada gregetnya. OVERPOSITIONING : Konsumen memiliki citra yang terlalu sempit terhadap merek tertentu. (Misal : Toyota  Hanya Kijang) CONFUSED POSITIONING : Penetapan posisi yang membingungkan, misal karena terlalu banyak pengakuan atau sering berubah. (Suzuki Baleno, Jamu Komplit) DOUBTFUL POSITIONING : Konsumen tidak mempercayai pengakuan merek tertentu berkenaan dgn harga, fitur, dll. How about Repositioning ? Case Marlboro (move to a better segment), Vicks / Pantene ?

Figure 11.1: Perceptual Map

POSITIONING STRATEGI Menurut Ciri Produk (Lampu Philip  Ketahanan) Menurut Manfaat (Close Up  Gigi Putih & Harum) Menurut Penggunaan (Fuso  Angkutan) Menurut Pemakai (Nike  Soccer) Menurut Pesaing (Naturade  Lebih baik) Menurut Katagori Produk (Panasonic  Elektronik) Menurut Mutu/Harga (Lion Air  Murah)

POSITIONING OTOMOTIF Volkswagen menjadi mobil yang kuat dengan menjadi yang pertama dalam katagori baru yang disebut Mobil Kecil. Jeep  Sport Utility Vehicles Hummer  Kendaraan Militer Chrysler  Minivan Cadillac  Mobil Mahal Amerika Corvette  Mobil Sport Amerika Porsche  Mobil Sport Mahal Volvo  Mobil Aman Mercedes Benz  Mobil Impor Mahal Rolls Royce  Mobil Milyuner

Table 11.2: Method for Competitive-Advantage Selection (1) (2) (3) (4) (5) Competitive Advantage Company Standing Competitor Standing Importance of Improving Standing (H-M-L)* Affordability and Speed (H-M-L) Technology 8 L Cost 6 H M Quality Service 4 3 H=high, M=medium, L=low

SYARAT Differentiation PENTING JELAS UNGGUL DAPAT DIKOMUNIKASIKAN MENDAHULUI TERJANGKAU MENGUNTUNGKAN

Table 11.3: Differentiation Variables Product Services Personnel Channel Image Form Ordering ease Competence Coverage Symbols Features Delivery Courtesy Expertise Media Performance Installation Credibility Atmosphere Conformance Customer training Reliability Events Durability Customer consulting Responsiveness

Home page Peapod, the largest online grocer

HP’s online support page

Table 11.4: Measuring Customer Effectiveness Value Company Cost Customer Value Customer Value/Customer Cost Feature (a) (b) (c=b/a) Rear-window defrosting $100 $200 2 Cruise control 600 1 Automatic transmission 800 2,400 3

PRODUCT LIFE CYCLE

Product Life-Cycle Marketing Strategies To say that a product has a life cycle asserts four things Products have a limited life. Product sales pass through distance stages, each posing different challenges, opportunities, and problems to the seller. Profits rise and fall at different stages of the product life cycle. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life-cycle stage.

Figure 11.3: Sales and Profit Life Cycles

Figure 11.4: Cost Product Life-Cycle Patterns Product Life-Cycle Marketing Strategies Figure 11.4: Cost Product Life-Cycle Patterns

Product Life-Cycle Marketing Strategies

LEGO GROUP’S “family entertainment” Web site.

ZOMBIE MARKETING (BRAND REVITALIZATION) Teori umum penyebab matinya suatu merek atau produk adalah ketidakmampuan merek atau produk tersebut memuaskan kebutuhan konsumennya. ZM  Menghidupkan kembali merek yang mati dgn mengoptimalkan kemampuannya Green Sands, Puyer 16 Bintang Toedjoe, Sampoerna Hijau, Pagoda Pastilles.

SEKIAN