Transcript market segmentation, targeting & positioning

MARKET SEGMENTATION,
TARGETING & POSITIONING
Kotler, P. & Armstrong, G., 2006,
Principles of Marketing, New
Jersey: Pearson Education, Inc.,
Ch.7
THE STEPS
Market segmentation
• Identify bases for segmenting the market
• Develop segment profiles
Target marketing
• Develop measure of segment attractiveness
• Select target segments
Market positioning
• Develop positioning for target segments
• Develop a marketing mix for each segment
DEFINITIONS
 Market segmentation is dividing a market into smaller
groups of buyers with distinct needs, characteristics, or
behaviors who might require separate products or marketing
mixes.
 Target marketing is the process of evaluating each market
segment’s attractiveness and selecting one or more segments
to enter.
 Market positioning is the process of arranging for a
product to occupy a clear, distinctive, and desirable place
relative to competing products in the mind of target
consumers.
SEGMENTING CONSUMER
MARKETS
 GEOGRAPHIC SEGMENTATION. Dividing a market into
different geographical units.
 DEMOGRAPHIC SEGMENTATION. Dividing a market
into groups based on demographic variables.
 PSYCHOGRAPHIC SEGMENTATION. Dividing a
market into based on social class, lifestyle, or personality
characteristics.
 BEHAVIORAL SEGMENTATION. Dividing a market into
based on consumer knowledge, attitude, use, or response to a
product.
VALS – Life Style Classifications
Innovators
High Resources
Principle
Low Resources
Oriented
Status
Oriented
High innovation
Action
Oriented
Thinkers
Achievers
Experiencers
Believers
Strivers
Makers
Survivors
Low innovation
VALUE & LIFE-STYLES (VALS)
 SURVIVORS – elderly, passive people who are concerned about
change. Loyal to their favorite brands.
 INNOVATORS – successful, sophisticated, active people with
high self-esteem. Purchases often reflect cultivated tastes for
relatively upscale, niche-oriented products and services.
 EXPERIENCERS – young, enthusiastic, impulsive people who
seek variety and excitement. Spend a comparatively high
proportion of income on fashion, entertainment, and socializing.
 MAKERS – practical, down-to-earth, self-sufficient people who
like to work with their hands. Favor product with a practical or
functional purpose.
VALUE & LIFE-STYLES (VALS)
 ACHIEVERS – successful goal-oriented people who focus on
career and family. Favor premium products that demonstrate
success to their peers.
 STRIVERS – trendy and fun-loving people who are resourceconstrained. Favor stylish products that emulate the purchase of
those with greater material wealth.
 THINKERS – mature, satisfied, and reflective people who are
motivated by ideals and value order, knowledge, and responsibility.
Favor durability, functionality, and value in products.
 BELIEVERS – conservative, conventional, and traditional people
with concrete beliefs. Favor familiar products and are loyal to
established brands.
INDONESIAN CONSUMER MARKET
SEGMENTS:
1.
2.
3.
4.
5.
6.
7.
8.
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ESTABLISHED CONFIDENT (“ORANG ALIM”)
THE OPTIMISTIC FAMILY PERSON (IBU “PKK”)
THE CHANGE-EXPECTING LAD (‘ANAK NONGKRONG”)
CHEERFUL HUMANIST (“LEMBUT HATI”)
INTROVERT WALLFLOWER (“PASRAH”)
THE SAVVY CONQUEROR/CITY SLICKERS (“MAIN UNTUK
MENANG”)
THE NETWORKING PLEASURE SEEKER (“GAUL-GLAM”)
THE SPONTANEOUS FUN-LOVING (“BINTANG PANGGUNG”)
(SUMBER: LOWE INDONESIA)
INDONESIAN CONSUMER MARKET SEGMENTS:
“ORANG ALIM” (ESTABLISHED CONFIDVENT)
Demografi: Umumnya laki-laki, urban, usia matang, SES tinggi dan
berpendidikan tinggi.
Karakteristik:
1.
Ramah dan menyukai keharmonisan di lingkungan sekitarnya.
2.
Merasa senang jika dapat menolong orang lain.
3.
Konservatif dan normatif
4.
Bagi mereka sangat penting untuk dihargai dan dinaggap bertanggungjawab oleh lingkungannya.
5.
Umumnya sangat percaya diri dan merasa berada pada jalur yang benar
sesuai dengan yang mereka inginkan.
6.
Tidak menyukai TV dan iklan.
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INDONESIAN CONSUMER MARKET SEGMENTS:
“IBU PKK” (THE OPTIMISTIC FAMILY PERSON)
Demografi: Umumnya wanita, rural, usia matang, SES rendah.
Karakteristik:
1.
Menjalani hidup dengan bersahaja, realistik, kekeluargaan dan normatif.
2.
Menyukai memasak sebagai hobi tidak hanya sebagai satu kewajiban.
3.
Hidupnya hanya untuk keluarga dan orang di sekelilingnya.
4.
Di waktu senggang, melakukan tidur siang, mengunjungi keluarga,
berekreasi bersama keluarga, window shopping dan menyukai iklan.
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INDONESIAN CONSUMER MARKET SEGMENTS:
“ANAK NONGKRONG” (THE CHANGE-EXPECTING LAD)
Demografi: Umumnya laki-laki, urban, usia muda, SES rendah.
Karakteristik:
1.
Hidupnya berorientasi pada teman-teman/kelompok. Bagi mereka: “All
is one and one is all.”
2.
Menurut mereka, teman adalah segalanya.
3.
Tidak terlalu optimis akan masa depan mereka namun mengharapkan
perubahan.
4.
Cukup toleran terhadap seks.
5.
Suka menonton TV, mendengarkjan musik dan mengamati iklan.
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INDONESIAN CONSUMER MARKET SEGMENTS:
“LEMBUT HATI” (CHEERFUL HUMANIST)
Demografi: Umumnya perempuan, rural, usia muda, SES rendah.
Karakteristik:
1.
Cenderung tidak suka menjadi pusat perhatian walaupun diterima di
lingkungannya.
2.
Menyukai lingkungan yang damai dan penuh harmoni.
3.
Sangat menaruh perhatian dan berempati pada lingkungan dan orangorang di sekitarnya.
4.
Merasa dihargai jika lingkungannya menerima apa yang mereka lakukan.
5.
Tidak terlalu suka menonton TV dan memperhatikan iklan.
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INDONESIAN CONSUMER MARKET SEGMENTS:
“PASRAH” (INTROVERT WALLFLOWER)
Demografi: Perempuan, rural, usia matang, SES rendah dan berpendidikan
rendah.
Karakteristik:
1.
Tidak menginginkan banyak hal dalam hidupnya atau bisa dibilang bukan
tipe pemimpin.
2.
Umumnya introvert, memiliki sedikit teman tapi sangat loyal.
3.
Bijaksana, rendah hati dan pekerja keras.
4.
Tidak terlalu optimis akan masa depan mereka.
5.
Memasak dan berkebun menjadi hobi mereka, selain gemar menonton
TV, mendengarkan musik dan religius.
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“MAIN UNTUK MENANG”
(THE SAVVY CONQUERER/CITY SLICKERS)
Demografi: Umumnya laki-laki, urban (Jakarta A+), usia matang, SES tinggi
dan berpendidikan tinggi.
Karakteristik:
1.
Tujuan hidupnya adalah kejayaan dan kemakmuran.
2.
Menyenangi kompetisi dan senag dikagumi orang lain.
3.
Cenderungdominan dalam pergaulan.
4.
Senang bertindak (man of action), menyenangi tindakan spontan dan
menantang.
5.
Suka fashion, menikmati makanan, menyukai iklan dan produk serta
pandai berfilosofi.
6.
Menyukai travelling, penikmat makanan di luar rumah, menyenangi iklan
dan politik.
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“GAUL-GLAM”
(THE NETWORKING PLEASURE SEEKER)
Demografi: Umumnya perempuan, urban (Jakarta A+), SES tinggi dan
berpendidikan rata-rata.
Karakteristik:
1.
Sangat memuja materi dan ingin bisa tampil dalam majalah.
2.
Kerap tampil di berbagai acara informal untuk menambah dan membina
jaringan/nerworking.
3.
Bagi mereka, berteman adalah investasi.
4.
Mereka menunggu terjadinya perubahan di Indonesia.
5.
Mengikuti setiap perkembangan fashion, menyukai iklan dan mengamati
bidang-bidang lain seperti lingkungan, sejarah dan ilmu-ilmu sosial.
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“BINTANG PANGGUNG”
(THE SPONTANEOUS FUN-LOVING)
Demografi: Umumnya laki-laki, urban, usia matang dan SES tinggi.
Karakteristik:
1.
Suka diperhatikan seperti halnya seorang bintang.
2.
Suka bergaul, pamer dan menyenangi aktivitas di luar rumah seperti
pesta dan kumpul-kumpul.
3.
Menyukai hal-hal baru yang sedang menjadi trend seperti fashion,gadget
dan hal-hal baru lain.
4.
Sangat menikmati hidup.
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BEHAVIORAL SEGMENTATION
 OCCATION SEGMENTATION. Dividing a market into groups




according to occasions when buyers get the idea to buy, actually
make their purchase, or use the purchased item.
BENEFIT SEGMENTATION. Dividing a market into groups
according to the different benefits that consumers seek from the
product.
USER STATUS. Dividing a market into groups of non-users, exusers, potential users, first-time users, and regular users of a
product.
USAGE RATE. Dividing a market into light, medium, and heavy
product users.
LOYALITY STATUS. Dividing a market into groups based on
consumers’ degree of brand loyalty: switchers, shifting loyalists,
split loyalists, and hard-core loyalists.
BUSINESS MARKET
SEGMENTATION
MACRO/MICRO SEGMENTATION PROCESS
1.
2.
3.
4.
5.
DEMOGRAPHICS
OPERATING VARIABLES
PURCHASING APPROACH
SITUATION FACTORS
PERSONAL CHARACTERISTICS
BUSINESS MARKET SEGMENTATION
 MACRO VARIABLES
 INDUSTRY CHARACTERISTICS : mining, agriculture, etc.
 ORGANIZATIONAL CHARACTERISTICS
 DEMOGRAPHICS : e.g. customer’s level of risk taking, desire
to innovate, types of supplier relationships, number of
suppliers,
 SIZE & LOCATION: e.g. business volume, growth record,
convenient to transportation, degree of operational
decentralization.
 ECONOMIC FACTORS: e.g. state of market economy;
industry growth rate & cyclicality; customer’s market share,
ability & desire to expand.
BUSINESS MARKET SEGMENTATION
 MACRO VARIABLES (cont’d)
 COMPETITIVE FORCES: e.g. number & strength of
competitors, ease of entry into market, ease of penetrating
potential customers.
 PURCHASING TACTICS: e.g. decision makers & their
priorities, centralized or decentralized, major influences on
final purchase decision.
 END USE MARKETS: e.g. manufacturers of end-products,
commercial contractors, wholesalers & retailers, banks &
other financial institutions.
 PRODUCT APPLICATION: e.g. component in specific endproducts, consumer home or recreational usage, resale, etc.
BUSINESS MARKET SEGMENTATION
 MICRO VARIABLES
 ORGANIZATIONAL VARIABLES
 PURCHASING SITUATION/PHASE
 CUSTOMER EXPERIENCE (or PLC CONSIDERATIONS)
 CUSTOMER INTERACTION NEEDS
 CUSTOMER BENEFITS
 ORGANIZATIONAL CAPABILITIES
BUSINESS MARKET SEGMENTATION
 MICRO VARIABLES (Cont’d)
 PURCHASE SITUATION VARIABLES
 INVENTORY REQUIREMENTS
 PURCHASE IMPORTANCE
 PURCHASING POLICY
 PURCHASING CRITERIA
 STRUCTURE OF THE BUYING CENTER
 INDIVIDUAL VARIABLES
 PERSONAL CHARACTERISTICS
 POWER STRUCTURES
REQUIREMENTS for EFFECTIVE
SEGMENTATION
 MEASURABLE
 ACCESSIBLE
 SUBSTANTIAL
 DIFFERENTIABLE
 ACTIONABLE
TARGET MARKETING
 EVALUATING MARKET SEGMENS
1. SEGMENT SIZE & GROWTH
2. SEGMENT STRUCTURAL ATTRACTIVENESS
3. COMPANY OBJECTIVE & RESOURCES
 SELECTING TARGET MARKET SEGMENTS
 UNDIFFERENTIATED/MASS MARKETING
 DIFFERENTIATED MARKETING
 CONCENTRATED MARKETING
 MICROMARKETING
 LOCAL MARKETING
 INDIVIDUAL MARKETING
POSITIONING
POSITIONING
COMMUNICATION
IMAGE
DIFFERENTIATION
COMPETITIVE
ADVANTAGES
positioning
process
POSITIONING
STATEMENT
POSITIONING
 DIFFERENTIATION
 PRODUCT & SERVICES
 DISTRIBUTION
 PERSONNEL
 IMAGE (EVENTS/SPONSORSHIPS)
 COMPETITIVE ADVANTAGE. An advantage over
competitors gained by offering consumers greater value,
either through lower prices or by providing more benefits
that justify higher prices.
 HOW MANY DIFFERENCES TO PROMOTE?
 WHICH DIFFERENCES TO PROMOTE?
POSITIONING
COMPETITVE ADVANTAGE’S CRITERIA
 IMPORTANT. Delivers a highly valued benefit to target buyers.
 DISTINCTIVE. Competitors to not offer the advantage.
 SUPERIOR
 COMMUNICABLE and VISIBLE to buyers.
 PREEMPTIVE. Competitors cannot easily copy the advantage.
 AFFORDABLE. Buyer can afford to pay for the advantage.
 PROFITABLE
POSITIONING
 POSITIONING STATEMENT. A statement that
summarizes company or brand positioning – it takes this
form: To (target segment and need) our (brand) is (concept) that
(point-of-difference).
“To young, active soft-drink consumers who have little time for sleep,
Mountain Dew is the soft drink that gives you more energy than any
other brand because it has the highest level of caffeine. With Mountain
Dew, you can stay alert and keep going even when you haven’t been
able to get a good night’s sleep.”
 VALUE PROPOSITION. The full positioning of a brand –
the full mix of benefits upon which it is positioned.
POSITIONING
POSITIONING
STATEMENT
VALUE PROPOSITION
 FOR UPSCALE AMERICAN
AMERICAN FAMILIES
 BENEFITS OFFERED: SAFETY,
DURABILITY
 PRICE RANGE: 20%
PREMIUM OVER SIMILAR
CARS
FAMILIES, VOLVO IS THE
AUTOMOBILE THAT OFFERS
THE UTMOST IN SAFETY
AND DURABILITY
 TARGET MARKET: UPSCALE
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POSITIONING
 ISSUES
OVER-POSITIONING when customers have too narrow an
understanding of the company, product, or brand.
 UNDER-POSITIONING when customers only vague ideas about
the company and its products and do not perceive anything
distinctive about them.
CONFUSED POSITIONING when frequent changes and
contradictory messages confuse customers regarding the
positioning of the brand.
 DOUBTFUL POSITIONING when the claims made for the
product or brand are not regarded as credible by the customer.
(Cravens, D.W. & Piercy, N.F., 2006, Strategic Marketing, New York:
McGraw-Hill/Irwin, p.185)