Segmenting, Targeting and Positioning Seminar Pemasaran Segmenting, Targeting and Positioning
Steps in Market Segmentation, Targeting, and Positioning 5. Identify possible positioning concepts for each target segment 6. Select, develop, and communicate the chosen concept Market Positioning 1. Identify segmentation variables and segment the market 2. Develop profiles of resulting segments Market Segmentation 3. Evaluate attractiveness of each segment 4. Select the target segment(s) Market Targeting
Segment Marketing Targeting a group of customers who share a similar set of needs and wants.
Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral
Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation Social Class
Behavioral Segmentation Decision Roles Initiator Influencer Decider Buyer User Behavioral Variables Occasions Benefits User Status Usage Rate Buyer-Readiness Loyalty Status Attitude
Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
Steps in Segmentation Process Needs-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Marketing mix strategy
Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable
Targeting Pemilihan Pasar Sasaran (Targeting) * Konsentrasi segmen pasar tunggal * Spesialisasi selektif * Spesialisasi pasar * Spesialisasi produk * Peliputan pasar secara penuh
Positioning Adalah tindakan merancang penawaran dan citra pemasaran sehingga menempati suatu posisi kompetitif yg berarti dan berbeda dalam pemikiran konsumen sasarannya.
Strategi Positioning Menurut Atribut Menurut Manfaat Menurut Penggunaan Menurut Pemakaian Menurut Pesaing Menurut Kategori produk Menurut Kualitas / harga