PEMASARAN STRATEGIK/TS/GENAP 1213 Strategic Marketing Minggu 5 1. Imperatives for Market-Driven Strategy 2. Markets and Competitive Space 3. Capabilities for Learning about Customers and Markets 4. Strategic Customer Relationship Management 5. Strategic Market Segmentation 6. Capabilities for Learning about Customers and Markets 7. Market Targeting and Strategic Positioning 8. Strategic Relationships 9. Innovation and New Product Strategy 10. Strategic Brand Management 11. Value Chain Strategy 12. Pricing Strategy 13. Promotion, Advertising and Sales Promotion Strategies 14. Sales Force, Internet, and Direct Marketing Strategies 15. Designing Market-Driven Organizations 16. Marketing Strategy Implementation And Control PEMASARAN STRATEGIK/TS/GENAP 1213

From Mass Markets to Micro Markets OLD NEW CONSUMERS Passively receive Empowered media users whatever TV control and shape content networks thanks to TiVo, iPod and broadcast Internet ASPIRATIONS To keep up with To standout from the the crowd crowd TV CHOICE Three networks Hundreds of channels plus maybe a plus video on demand PBS station MAGAZINES Age of the big Age of the special interest glossies: Time, magazine for every age Life, Newsweek and affinity group ADS Everyone hums Talking to a group of the Alka-Seltzer one, ads go ever jingle narrower BRANDS Rise of the big, Niche brands, product ubiquitous brands extensions and mass from Coca-Cola customization mean many to Tide product variations PEMASARAN STRATEGIK/TS/GENAP 1213

Strategic market segmentation (2) Market-driven strategy and segmentation Market segmentation, value opportunities and new market space Market targeting and strategic positioning PEMASARAN STRATEGIK/TS/GENAP 1213

Segmentation and Market-Driven Strategy SEGMENTS VALUE OPPORTUNITIES CAPABILITIES/ SEGMENT MATCH TARGET(S) POSITIONING STRATEGY PEMASARAN STRATEGIK/TS/GENAP 1213

Strategic market segmentation (3) Market-driven strategy and segmentation Market segmentation, value opportunities and new market space Market targeting and strategic positioning PEMASARAN STRATEGIK/TS/GENAP 1213

Market Segmentation Activities and Decisions Market to be Segmented Strategic Analysis of Segments Decide How to Segment Finer Segmentation Strategies Form Segments PEMASARAN STRATEGIK/TS/GENAP 1213

PEMASARAN STRATEGIK/TS/GENAP 1213 Product Variant Segmentation Product Type Segmentation Generic Segmentation

Strategic market segmentation (5) Identifying market segments Segmentation variables Characteristics of people and organizations Consumer markets Organizational markets Product use situation segmentation Buyers’ needs and preferences Consumer needs Attitudes Perceptions Purchase behavior PEMASARAN STRATEGIK/TS/GENAP 1213

Segmentation Variables Purchase Behavior Characteristics of People/ Organizations Buyers’ Needs/ Preferences PEMASARAN STRATEGIK/TS/GENAP 1213 Use Situation

Illustrative Segmentation Variables Consumer Markets Industrial/ Organizational Markets Characteristics of people/ organizations Age, gender, income, family size, lifecycle stage, geographic location, lifestyle Type of industry, size, geographic location, corporate culture, stage of development, producer/ intermediary Use situation Occasion, importance of purchase, prior experience with product, user status Application, purchasing Procedure (new task, modified rebuy, straight rebuy Buyers’ needs/ preferences Brand loyalty status, brand preference, benefits sought, quality, proneness to make a deal Performance requirements, brand preferences, desired features, service requirements Purchase behavior Size of purchase, frequency of purchase Volume, frequency of purchase PEMASARAN STRATEGIK/TS/GENAP 1213

Requirements for Segmentation Identifiable segments Response differences Actionable segments Segmentation Requirements Stability over time Favorable cost/benefit PEMASARAN STRATEGIK/TS/GENAP 1213

Illustrative Consumer Perception Map Expensive GROUP II Brand A Brand E Brand B GROUP V PEMASARAN STRATEGIK/TS/GENAP 1213 Low Quality High Quality GROUP I GROUP III Brand C Brand D GROUP IV Inexpensive

Strategic market segmentation (8) Selecting the segmentation strategy Deciding how to segment Strategic analysis of market segments Customer analysis Competitor analysis Positioning analysis Estimating segment attractiveness Segmentation “fit” and implementation PEMASARAN STRATEGIK/TS/GENAP 1213

Strategic Analysis of Market Segments Customer Analysis Financial and Market Attractiveness Competitor Analysis PEMASARAN STRATEGIK/TS/GENAP 1213 Positioning Analysis

Segmentation “Fit” for Implementation Segment Attractiveness and Internal Compatibility Internal Compatibility High Low Attractive segments that match with company capabilities Attractive segments but with poor match with company capabilities High Market Segment Attractiveness Unattractive segments but with match to company capabilities Unattractive segments that do not match with company capabilities Low PEMASARAN STRATEGIK/TS/GENAP 1213