9/9/20141 Five types of customer needs – Stated needs (the customer wants an inexpensive car) – Real needs (the customer wants a car whose operating cost, not its initial cost, is low) – Unstated needs (the customer expects good service from the dealer) – Delight needs (the customer buys the car and receives a complimentary country’ road atlas) – Secret needs (the customer wants to be seen by friends as a value-oriented savvy consumer)
MEMILIH TARGET PASAR AGREGASI SEGMENTASI
Steps in Market Segmentation, Targeting and Positioning Market segmentation Market Targeting Market Positioning 1.Identify segment variables 2.Develop profile of resulting segments 1.Evaluate the attractiveness of each segment 2.Select the Target Segment (s) 1.Identify the possible positioning concept for each target segment 2.Select, develop and communicate the chosen post. concept
9/9/20144 DASAR SEGEMENTASI PASAR KONSUMEN Geographic segmentation Demographic Segmentation Behavioral segmentation
EVOLUSI ATRIBUT KEPUASAN KONSUMEN CostQualityDelivery Flexibility/ Responsiveness Innovation
KEBUTUHAN KONSUMEN kualitas nilai Kepuasan konsumen Service
STRAWBERRY BUSSINESS COMMERCIALLY STRAWBERRY TRANSPLANTS PRODUCTION JUICE STRAWBWERRY SELAI STRAWBERRY
BUSSINES NURTURING COMMERCIALLY HYDROPONICS VEGETABLE PRODUCTION
MENJAGA & MENGEMBANGKAN PASAR
Contoh Kasus PT Japfa (daging olahan) menciptakan Sozzis (sosis sebagai snack di blue ocean market) Bank Muamalat Indonesia (BMI) meluncurkan Shar’e (revitalisasi/reposisi pasar)