Modul 4 Segmentasi Peletakkan Pasaran

 

Modul & 5 SEGMENTASI : PELETAKKAN PASARAN.

 

 

Segmentasi and sasaran pemasaran #1 Segmentasi pasaran: Membahagikan pasaran ikut jenis pelanggan.

Sasaran Pemasaran: Memilih segmen  

pasaran yang telah dilakukan.

# 2

 

 

 

Bases for segmenting consumer markets Psychographics: • Lifestyle Demograhics: • Age • • Family size • Family life cycle • Gender  • Income • Occupation • Education •• • • •  

Religion Race Generation  Nationality Social class

Personality • “AIO” profiles

Potential Market Segments Geographics:

• Region • City or metro size • • Density Climate

Behaviors: • • • • • •

Benefits

Use Useroccasions status Usage rate Loyalty status Buyer-readiness stage • Attitude toward  product

 

Bases for segmenting business markets Demograhics: • Industry • Company • Technology size • User/nonuser  • Location • Customer  capabilities Potential

Operating variables:

Personal characteristics:

 

Market Segments

• Buyer-seller  Situational similarity factors: • Attitude toward • Urgency risk  • Application • Loyalty • Order size

Purchasing approaches: • Purchasing org. • Power structure • Existing relationships • Purchase  policies • Purchasing criteria

 

Good segmentation has operational significance • SIZE • GROWTH • AVAILABILITY • SEPARABLE

 

LTE

 

 

 

Write down as many brands as you can think of.

Write down as many brands as you can think of.

 

 

Evoked set – the list of brands that come to mind for a particular product category. The  first brand has “top-of-the-mind” awareness

 Law of the Leaky Bucket – As a new brand enters your  evoked set, an old brand from the same product category tends to drop out of your evoked set.

 

 

What is product positioning? The “position” is the place the product occupies in consumers' minds relative to competing brands. The organization selects a positioning strategy; the consumer   positions the product.

 

 

Perceptual Mapping--Levi’s High Price Price

Vintage Red Line

Slates      c      c i          i      s      s        s      s        a      a         l       l       C       C  

Dockers Premium

Red Tab Dry Goods

Red Tab Elesco Silver Tab

501 Dockers Classics

Red Tab Basics

L2

D D              e e             s s            i  g  i                    g      n n            e e                 r r     

Old product  

Low Price Price

New product

 

How could a Perceptual Map for Labelle in Michigan look like?

 

 

6

Benefits of an effective positioning strategy  Maximum identification  Differentiation from competitors

Minimal cannibalization. Cannibalization – a product (especially a new  product) achieves its sales by taking sales away from another product in a company’s product line.

 

 

ANN TAYLOR …

 

 

Proctor & Gamble’s laundry detergents Detergent that removes tough baby stains and protects garment colors Great cleaning power and the smell that says clean A safe and easy way to get your dry clean only and specialcare clothes clean and fresh at home in only 30 minutes Mild cleansing benefits for a pure and simple clean. Provides powerful stain removal and pretreating for  physically active families Powder detergent with fabric softening and pill/fuzz removal. Advanced fabric care conditioning that keeps clothes feeling soft and smelling fresh. Fabric cleaning and care at its best.  

Helps protect against fading, color transfer, and fabric wear  in powder or liquid, with or without bleach.

 

Alternative positioning strategies Attribute positioning The largest theme park in the world. Benefit positioning  The park for people seeking a fantasy experience. Use/application positioning  The park for people who can spend only an hour. User positioning  positioning  The park for thrill seekers. Competitor positioning More animals than the Japanese Deer Park. Product category positioning  positioning  The educational institution. positioning   Quality/price positioning  

The best value.  

Choosing a positioning strategy 1. Select the desired market segment. 2. Determine the positions held by competitors. 3. Consider the distinctive competence of the organization.  Steps 2 and 3 should help a company to find a sustainable competitive advantage.

 

 

Time to reposition? Is Hawaii overpositioned?

 

 

Repositioning A product may require repositioning if... • a competitive brand is positioned next to the t he brand. • • • •

 

consumer preferences change. new customer-preference segments are discovered. a mistake is made in the original positioning. the distinctive competence of the organization changes.

 

 

 

Cadillac: a car for the old folks! Can Detroit make cars that baby boomers like?

 

1997  

 

Current ride of  preference: a custompainted, W.R.A.monogrammed 2002 Cadillac Escalade. Vanity plates: HAYSUCE, an oblique reference to Jesus Shuttlesworth, his character's name in He Got Game.  Game. 

 

 

14

Boyz and their toyz  toyz  Feb 7, 2005 

“Today, it’s gotta be platinum chains, and 24-inch spinners on an Escalade. Pimpin’ ain’t easy, and it ain’t sho cheap, either. To sell a rap album, you gotta sing about your crib,  your cars, and your women.”   

 

 

 

What are the Problems in Positioning  Positioning  ?

 

 

Underpositioning— Prospects allocate no position to the product. What causes  causes underpositioning ? Too little promotion Positioning claims not meaningful to prospects Position already occupied by a competitor

Overpositioning – the product has a very clear position, but it is too limited

What causes  causes overpositioning overpositioning? ? Positioning claims too specific  

Product line too narrow

 

Confused positioning— positioning— Prospects don’t have a clear  clear position position for the produc  

What causes  causes confused positioning ? Too many claims made for a product Positioning claims changed too frequently  

• Doubtful positioning— positioning— Prospects are skeptical of  the positioning claims for the product. • What causes  causes doubtful positioning ? Inconsistent elements of the marketing mix Positioning claims too extreme to be believable  

 

Dairy Queen moves upm up market with Grill & Chill

 

 

for Mademoiselle One Face-Lift too many for Mademoiselle

Mademoiselle has been floundering for more than 50 years. In 1993,  former  Parents editor was hired to give Mademoiselle a makeover; the first thing she did was create a Cosmo-like cover. In 1999, a new editor began modeling Mademoiselle after Marie Claire.  

Facing

the

Millennium

  Mademoiselle was screaming, ‘We’re changing, we’re changing.’  Last issue publish in the fall of 2001.

 

 

 

Awareness of Trade Characters (1993) Unaided Recall  The E En nergizer Bunny 99% Ronald McDonald 99% Tony the Tiger 96% The Trix Rabbit 95% The Keebler Elves 93% The JJo olly Green G Giiant 91 91% % Little Caesar 94% JOE CAMEL 73% Reaction of Joe Camel He smokes/ smokes Camels/ hass a ci ha ciga gare rett ttee iin nh his is mout outh Really cool/acts cool He’s a camel Wears sunglasses Advertises/sells cigarettes He’s smooth/slick/suave

37 37% % 35% 34% 15% 11% 5%

Friend Frie ndly ly/s /som omeo eone ne wh who o ha hass fu fun n T  ries to get kids to smoke

5% 2%

 

SEGMENTATION • WHAT ARE THE MARKT SEGMENTS FOR THE TOURIST INDUSTRY IN HAWAII?

 

 

STAGE I Segmentation base

STAGE II Customer profile

 BENEFITS SOUGHT   ADDED VALUE

 RELEVANT  CHARACTERISTICS  

Evaluating segment attractiveness STAGE III Market potential

SIZE  GROWTH   AVAILABILITY 

STAGE IV Competition

PORTER´S 5 FORCES 

 

Selecting target market(s) STAGE VI Choose target market(s)

= THE CALCULATED RISK   

STAGE V Company profile

SWOT-ANALYSIS  

 

STRATEGIES TARGETS MARKETS & THE MARKETING MIX

PRODUCTS - BRANDS - LINES

PLACE - COVERAGE - LOGISTICS

PROMOTION

PRICES

 

PUSH/PULL - BUDGET

- SKIM/PENETRATE SKIM/PENETRATE - DEMAND FACTORS

 

MARKETING STRATEGIES PLC INTRODUCTION

PRODUCT STRATEGY

DISTRIBUTION STRATEGY

PROMOTION STRATEGY

PRICING STRATEGY

GROWTH

MATURITY

DECLINE

   

MARKETING STRATEGIES PLC INTRODUCTION

PRODUCT STRATEGY

DISTRIBUTION STRATEGY

FEW MODELS

LIMITED NO. DISTRIBUTORS

PROMOTION STRATEGY

AWARENESS LEADS SP FOR TRIALS

PRICING STRATEGY

MAREKT SHARE OR PROFIT

GROWTH

EXTEND MODELS

MATURITY

MAX. PRODUCT MIX

DECLINE

ELIMINATE UNPROFITABLE MODELS

EXPANSION AND DEVELOPMENT

EXTENSIVE MARGINS DROPS

PHASE OUT UNPROFITABLE

OF LONG TERM RELATIONS

SHELF SPACE STRUGGLE

OUTLETS

REPEAT BUYERS AND NEW BRANDING

STRONG PRICEQUALITY

DEVELOP CUSTOMER  RELATIONS PHASE OUT FIND NEW PROMOTION SEGMENTS PRICE FALL NEW PAYMENT MODELS

SURVIVAL PRICE

 

SKIMMING?

 

In Summary: The “position” is the place the  product occupies in consumers' minds relative to competing brands. brands.

CASH COW

   

USA: Beer Category Map  Miller Light  Amstel Light

v Most

 I am dieting  v

of the time I’m trying to lose weight 

 Coors Light v Important

 Make sure I exercise regularly

 Bass v

to attend  religious services

v

 CoorsEnjoy watching v

 Really enjoy shopping  v for clothes



religious TV programs

Willing to volunteer environmental organization Adams  Samuel

Corona    Becks  Rolling Rock   Pete’s Wicked Ale v Enjoy

eating   foreign foods

Heineken v  Molson Conservative Evangelical  Christian v Money

is best measure of success

 Molson Ice

v

 Like to do things unconventional Michelob

Women are more suited to v running homes

 Guinness v I

   Budweiser 

like to be outrageous

Red Dog   Little I can v

do to change my life v No good at saving money

 Fosters

 Not too concerned about v

Feel very alone in the world  v

Busch  

 

my appearance

 

Perceptual Map High Cost

Hertz

Avis Slow Service/ National Inconvenient Alamo Auto Europe

Fast Service/ Convenient

 

Low Cost

 

Promote the virtue of your lowly position

Car Rental: • Hertz We're #2, so • Avis • National we try harder Enterprise

   

Be #1 in a specific segment -must be a dimension meaningful to consumers

The Product Ladder Aspirin: • • • •

Bayer Bufferin St. Joseph's Extranol

Product Ladder S   S  Children's aspirin: • St. Joseph's

• Bufferin Gentle aspirin:

   

Reposition your competitiors

Product Vodka:

• Smirnoff  • Wolfschmidt

• Stolichnaya

Ladder S   S   Russian vodka: • Stolichnaya

• Smirnoff  US vodka: US  vodka:

• Wolfschmidt

   

Encourage consumers to see products as a “set” of a unit

The Product Ladder US Automobiles:

• General Motors • Ford We're the • Chrysler Big Three

   

STP STP - STANDS FOR THE CORE OF MARKETING!

   

STRATEGY and ACTION ?

Every action has long term Consequences

   

HOW WOULD YOU POSITION YOURSELF?

   

THE THREE PERSPECTIVES OF MARKETING

MARKET

INTERACTION

ORGANIZATION

   

DECISION CHAIN • THE PRESENT SITUATION • ANALYSIS OF THE FUTURE • STRATEGIC CHOICES • ACTION PROGRAMS

   

 

The MARKET

BUSINESS CONDITIONS

COMPANY CHOICES

MIO

MODEL

INTERACTION

ORGANIZATION

 

LTE

 

 

The MARKET

PRESENT SITUATION

NALYSIS OF HE FUTURE

MIO

CUSTOMERS COMPETITORS PEST-ANALYSIS

MODEL

INTERACTION

ORGANIZATION

PRODUCTS, PRICES, CAPACITY PROMOTION, COMPETENCE PLACES CAPABILITY OFFERINGS? VALUE PROCESSES WILLINGNESS TO PAY VALUE CHAIN MESSAGES?

STRATEGIC CHOICES

POSITIONING BRANDS, NETWORKS INVESTMENTS, ALLIANCES SEGMENTS INNOVATIONS INTERNAL MARKETING MARKET COVERAGEPRICE MODEL TARGET GROUP

CAMPAIGNS

MARKETING MIX ACTIVITIES

TEAM, BUDGET AND TIME PLAN

 

LTE

 

MIO MODEL The MI MARKET ORGANIZATION COMPANY CONDITIONS

COMPANY CHOICES

INTEGRATION

   

LTE

   

The Course Process THE TRADITIONAL FRAME OF REFERENCE A NEW VIEW OF MARKETING APPLYING THE NEW VIEW OF MARKETING CONCLUSION

   

 IF YOU HAD BEEN   AT THE NORTH POLE  YOU WOULD HAVE SEEN  THE MIDNIGHT SUN  - BUT ENJOY THE WEEKEND  AS LIFE IS LOCATED

WHERE YOU ARE 

   

The positioning defines the space a brand occupies in the consumers’ minds relative to its competition Product Attributes

Brand Needs States

Performance

Positioning

Price Expectation

Service Reliability

 

55  

A strong positioning should meet four criteria

1 2

Believability Is the benefit believable? Are there specific reasons to believe?

3

Size of Audience Is the target audience large enough to support a business?

Motivating Benefits

New and Different

Is there a clear and

Is the benefit

Compelling benefit for the Consumer?

new to the market place or simply “me-too”?

4

Source: Eureka Ranch Ideation Consultants

 

56  

The Importance of Information Marketing Environment

Customer

Why Information Is

Needs

Needed Strategic Planning

Competition

   

Market segmentation What is a market? Different types of markets: •• • •

consumers industrial resellers government

Approaches to the market – see fig 13.3

Requirements for successful segmentation: • Identifiable and measurable • Substantial

 

Accessible • Responsive

 

Requirements for Effective Segmentation Measurable Measurable

• Size, purchasing power, profiles of segments can be measured.

Accessible Accessible

• Segments must be effectively  reached and served.

Substantial Substantial

• Segments must be large or  profitable enough to serve.

Differential Differential

• Segments must respond differently to different marketing mix elements & actions. • Must be able to attract and serve

 

Actionable Actionable

the segments.

 

Bases for segmentation Demographic – Who they are Geographic – Where they are Psychographic – What they think they are Behavioural – How do they behave All of the above determine the consumer profile – draw a picture

 

Targeting and positioning

 

Bases for Segmenting Consumer Markets Geographic Nations, states, regions or cities, density

Demographic Age, gender, family size and life cycle, or income

Psychographic Social class, lifestyle, or personality

Behavioral Occasions, benefits, uses, or responses

   

Steps in Segmentation, Targeting, and Positioning 6. Develop Marketing Mix for Each Target Segment 5. Develop Positioning for Each Target Segment 4. Select Target Segment(s) 3. Segment Develop Measures of Attractiveness

Market Positioning Market Targeting

2. Develop Profiles of Resulting Segments 1. Identify Bases for Segmenting the Market

Market Segmentation

   

Defining & Setting the Objective

Do you know your  Customers?……….

   

What Is Market Segmentation? Definition: “The process of dividing a market into meaningful, similar and identifiable groups.” 3 Reasons That Segmentation Is Important: 1) Enable Enables s marke marketer ters s to iden identif tify y custom customers ers with with simila similarr needs, needs, buying behavior. 2) Allows Allows for the tailori tailoring ng of of the the “Marke “Marketing ting mix” mix” to specif specific ic segments (also cost effective). 3) Consis Consisten tentt with with marke marketin ting g conce concept pt of of satis satisfyin fying g custo customer  mer  wants and needs. Source: Marketing, 7th ed., by Lamb et al., 2004.

   

What Is Market Segmentation (con’t)? Segmentation for Consumer Markets: • Geographic: by region, country, climate. • Demographic : by age, gender, income, ethnicity, family lifecycle (single, married). • Psychographic: by personality or lifestyle. • Benefit: by the benefits customers seek. • Usage-rate: by the amount of product bought or  consumed. Source: Marketing, 7th ed., by Lamb et al, 2004.

   

Product Positioning High

Nordstrom

Q U A L I T  Y

  Medium

Low

Macy’s

Walmart Low

Medium

High

PRICE    

Eleman Analisis Persekitaran Pasaran.

Aspek politik Pesaingan

Dan persekitaran

The Firm & It's Marketing Plan  Plans Economi StrategiesBudaya dan Decisions Sosial.  

 Teknologi.

   

SEGMENTASI PASARAN Ciri Segmen Pasaran.

Strategi Penyasaran pemasaran

1. Lok okas asii Geo eogr graf afi. i.

1.

Pema Pemasa sara ran n tak tak berb berbeza eza – tid tidak ak a amb mbil il kira perbezaan pengguna. Andaian : pengguna dlm satu pasaran kelebihan strategic – sykt dpt mengurang kos krn satu strategi sama utk pasaran.

2.

Pe Pema masa sara ran n ber berbe beza za – anda andaia ian n kehendak sama ttp cara mrk memenuhi kehendak berbeza. Menawar produk kpd berbeza segmen pasaran dgn strategic berbeza – kelebihan dpt ditingkatkan jualan dan keutgan dgn satu produk ttp berbeza pemasaran.

3.

Stra St rate tegi gic cpasaran Ni Nich che e –& menu me nump mpuka ukan n satu satu segmen cuba menawar  sebesar mungkin. Kelebihan sykt berjaya mengenalpasti secara tepat apakah kehendak & profil pengguna. Dpt wujudkan hubungan lebih rapat dgn pengguna

2. Pe Peng nggu guna naan an prod produk uk.. 3. Sa Salu lura ran n Pe Peng nged edar aran an.. 4. Ci Ciri ri pe perrlaku lakuan an pe pem mbe beli li

Proses Segmentasi pasaran adalah untuk merangsang pemasaran melalui. • Membezakan satu kumpulan pasaran. • Dpt menerang pasaran sasaran & cirinya. • Menggubal konsep produk serasi dgn citarasa pasaran. • Merancang strategi campuran pasaran (4P) • Mengurang kebarangkalian pembaziran sumber keran ada pengetahuan pasaran.

   

CIRI CIRI PERBEZAAN STRATEGIK SEGMENTASI Tidak Berbeza

Berbeza

Niche

KEHENDAK PASARAN

sama

Berbeza

Khusus

SAIZ PASARAN

Besar

Kecil

Kecil

PENYELIDIK PEMASARAN KOS OPERASI & PENGELUARAN

Kurang Penting

Amat Penting Amat Penting

Rendah

Tinggi

Tinggi

JENIS STRATEGI PEMASARAN

sama

berbeza

khusus

IKLAN

sama

berbeza

sama

   

STRATEGIK PERLETAKAN (POSITIONING) (POSITIONING) Perletakan

bermula

dgn

produk

dan

produk

ini

merangkumi

perkhidmatan,syarikat dan mungkin seorg insan. Tetapi perletakan itu bukanlah apa yang anda lakukan terhadap produk tersebut. Perletakan ialah apa yang anda beritahu dan sematkan dalam minda pengguna. PROSES MENETAPKAN STRATEGI PERLETAKAN JENIS STRATEGIK PERLETAKAN PRODUK

• kenalpasti pesaing.

• berasas sifat produk.

• kaji persepsi pasaran thdp penawaran pesaing.

• berasas manfaat.

• camkan strategi perletakan pesaing.

• berasas persaingan. • berasas pengguna.

• analisis pengguna. • pilih strategi perletakan.

• berasas teknologi.

• pantau reaksi pasaran

   

PELAKSANAAN STRATEGI SASARAN PASARAN

PASARAN

SEMASA

SEMASA

PRODUK

BARU

PENEMBUSAN PASARAN • meningkatkan kadar penggunaan

PEMBANGUNAN PRODUK

produk. • menarik pelanggan pesaing. • menarik pasaran yang belum menjadi pengguna.

• pemasaran kpd pelanggan sediada dgn ubahsuai

• memperbaiki produk.

PEMBANGUNAN PASARAN. STRATEGI PELBAGAIAN BARU

• meluas pasaran global. • menceburi perniagaan baru. • menarik segmen pasaran lain dgn mengeluar versi produk baru utk pasaran baru