1. 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

2. 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

3. 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

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

5. 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

6. 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

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

8. 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

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

10. 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

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

12. 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

13. 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

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

15. 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