MEETING 5 Concept: Positioning, Differentiation, & Brand Triangle.

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Presentation transcript:

MEETING 5 Concept: Positioning, Differentiation, & Brand Triangle

The Triangle

Singapore Airline: impeccable service around the world

Example

9 Elements of Marketing

Segmentation See the market creatively & divide them into several segments based on psychographic or behavior

Targeting Choosing one or more than one segment, based on market size, market growth, competitive advantage, and competitive situation

Positioning Reason for being Promise that your product, brand, and company give

Example: Kijang  mobil dambaan keluarga Indonesia

Clear: Ketombe.. Siapa Takut

Differentiation Tools to fulfill your promise Effort to differentiate your company with competitors How to:  Content (what to offer)  Context (how to offer)  Infrastructure (the enabler: technology, facilities, HRM)  Example: Mc. Donald

Marketing Mix Integrate what the company offers (product, price) with access (place/distribution channel, promotion) Example: Unilever (Lux, Rinso, Pepsodent)

Selling Tactic to create long term relationship with customer Three levels of selling:  Feature Selling  Benefit Selling  Solution Selling

Brand Value indicator for company and product “UMBRELLA” to represent product/service Example: Kompas

Service Value enhancer (paradigm to create continuous value for customer through our products and services)

Process Value enabler (manage value added supply chain process) Requirement of good process: Quality, Cost, Delivery Example: Lippo Shop