Matakuliah : J0504 - Strategi Pemasaran Tahun : 2009 Market Targeting and Strategic Positioning Pertemuan 10 Buku 1 Hal: 184-202

Learning Objective Market Targeting Strategy Targeting in Different Market Environments Positioning Strategy Developing the Positioning Strategy Determining Positioning Effectiveness Bina Nusantara

POSITIONING STRATEGY Deciding the desired perception/ association of an organization/ brand by market target buyers…and designing the marketing program to meet (and exceed) buyers’ value requirements.

STRATEGIC POSITIONING INITIATIVES POSITIONING EFFECTIVENESS POSITIONING CONCEPT The desired positioning of the product (brand) by targeted buyers MARKET TARGET POSITIONING EFFECTIVENESS POSITIONING STRATEGY How well management’s positioning objectives are achieved for the market target The combination of marketing actions used to communicate the positioning concept to targeted buyers

How Positioning Works Objective Desired result Match the organization’s distinctive capabilities with the customer value requirements for the market target (How do we want to be perceived by targeted buyers?) Desired result Gain a relevant, distinct, and enduring position by the targeted buyers that they consider important. Actions by the organization Design and implement the positioning strategy (marketing program) for the market target.

Symbolic Functional Experiential The Perception or Association that Management Wants Buyers to Have Concerning the Brand Symbolic Functional SELECTING THE POSITIONING CONCEPT Experiential

DEVELOPING THE POSITIONING STRATEGY The Positioning Strategy Places the Marketing Program (mix) Components into a Coordinated Set of Actions Designed to Deliver Superior Customer Value PRODUCT VALUE CHAIN PROMOTION PRICE

Positioning Issues The positioning concept applies to a specific brand rather than all the competing brands that compose a product classification The concept is used to guide positioning decisions over the life of the brand Multiple concepts are likely to confuse buyers and may weaken the effectiveness of positioning actions

The positioning strategy indicates how (and why) the product mix, line, or brand is to be positioned for each market target. This strategy includes: The product strategy, indicating how the product(s) will be positioned against the competition in the product-market. The value chain (distribution) strategy to be used. The pricing strategy, including the role and positioning of price relative to competition. The advertising and sales promotion strategy and the objectives these promotion components are expected to achieve. The sales force strategy, direct marketing strategy, and the Internet strategy, indicating how they are used in the positioning strategy.

DETERMINING POSITIONING EFFECTIVENESS The marketing offer (product, distribution, price, and promotion) is both distinct and valued in the minds of the customers in the market target.

Customer and Competitor Research Methods for Determining Positioning Effectiveness Analytical Positioning Models Test Marketing

Customer and Competitor Research Research Studies Preference Maps Test Marketing Generates information about commercial feasibility and marketing program Provides market (sales forecasts) and effectiveness measures Positioning Models Incorporates research data into formal models of decision analysis

Positioning Errors Under-positioning – customers have only vague ideas about the company and do not perceive anything distinctive about it Over-positioning – Customers have too narrow an understanding of the company, product, or brand Confused positioning – Frequent changes and contradictory messages confuse customers Doubtful positioning – claims made for the product or brand are not regarded as credible

Positioning in Perspective Positioning is a central part of business strategy Positioning analysis starts with an understanding of the value proposition for the target segment Value-driven positioning is the objective Positioning seeks to differentiate the organization’s offer from the competition Positioning seeks to create a unique perception in buyers’ minds of the target market segment Positioning is the unifying dimension of market-driven strategy

Illustrative Impacts of Changes in Business Strategy on Targeting and Positioning Strategies Market Targeting Impact Positioning Impact Rapid Growth/ Retrenchment Market scope may not change although targets may be increased or reduced. Substantial changes in resource allocation, (e.g. advertising expenditures Changing the Product Mix No change is necessary unless increase in product scope creates opportunities in new segments. Changes in product strategy, methods of distribution, and promotional strategies may be necessary. Changing the Market Scope Targeting is likely to change to include new targets. Positioning strategy must be developed for each new target. Repositioning Should not have a major effect on targeting strategy. Product, distribution, price, and promotion strategies may be affected. Value Chain Integration Should have no effect on targeting strategy. Primary impact on channel, pricing and promotion strategies. Diversification Targeting strategies must be selected in new business areas. Positioning strategies must be developed (or acquired for the new business areas. Strategic Alliance Targeting strategy may be affected based on the nature and scope of the alliance. Operating relationships and assignment or responsibilities must be established.

Targeting and Positioning Product Strategy Positioning Strategy Promotion Strategy Distribution Strategy Market Target Price Strategy