1. Segmentation and Positioning Principles
Buku : MARKETING STRATEGY
AND COMPETITIVE POSITIONING
Bab 10

2. Key issues
Competition positioning
Market segmentation
Customer needs

3. Competitive positioning and market segmentation
How
customers
perceive
alternative
How
marketers
identify
groups of
customers
Competitive
positioning
Market
segmentation
Customer
needs
Market
offerings
Market

4. Positioning and segmentation
Market segmentation
Choice of target markets
Competitive positioning
Iteration

5. Stages in segmentation and positioning

6. Principles of competitive positioning
Positioning is the act of designing the company’s offering and image so that they occupy a meaningful and distinct competitive position in the target customers’ minds (Kotler, 1997)

7. Principles of competitive positioning
The essential principle of competitive positioning is that it is concerned with how customers in different parts of the market perceive the competing companies, products / services or brands.
It is important to bear in mind that positioning may apply to any of these levels:
Companies
Products and services
Brands

8. Criteria to create differentiation
Importance
Distinctive and pre-emptive
Superior
Communicable
Affordable
Profitable

9. The four pillars of company’s distinctive value proposition :
D i r e c t
Hassle free
Peace of mind
C o u r t e s y

10. Kesalahan Utama Positioning
Under-positioning
Over-positioning
Confused positioning
Doubtful positioning
Kesalahan Utama Positioning

11. Positioning risk and errors
Uniqueness claimed
Credibility
Narrow
Broad
Believable
Over-positioning
Too exclusive or narrow
Under-positioning Nothing special
Less believable
Doubtful positioning
Improbable claims
Confused positioning
Unclear what the position is

12. The underlying premises of market segmentation – three basic propositions
Differ from one another
Identified by measurable characteristics
Isolate

13. Major issues in market segmentation
The methodology of market segmentation
The criteria for testing segments as robust market targets
The strategic segmentation decision itself
The implementation of segmentation strategy in the company

14. Segmenting consumer markets
Background customer characteristics
Customer attitudes
Customer behaviour
Objective measures
Subjective measures
Non-marketing specific
Demographics
Sex, age, geography, subculture, etc.
Socio economics
Occupation, income, education
Psychographics
Personality inventories
Marketing specific
Consumer life cycle
ACORN
media usage
lifestyle

15. The Warner index of status characteristics
Class name
Description
Consumption characteristics
Upper-upper
Elite social class with inherited social position
Expensive, irrelevant, but purchase decision not meant to impress; conservative
Lower-upper
Nouveau riche; highly successful business and professional; position acquired through wealth
Conspicuous consumption to demonstrate wealth, luxury cars, large estates, etc.
Upper-middle
Successful business and professional
Purchases directed at projecting successful image
Lower-middle
White-collar workers, small businesspeople
Concerned with social approval; purchase decisions; conservative; home and family oriented
Upper-lower
Blue-collar workers, technicians, skilled workers
Satisfaction of family roles
Lower-lower
Unskilled labour, poorly educated poorly off
Attraction to cheap, ‘flashy’, low-quality items; heavy exposure to TV

16. Stages of the family life cycle
Financial Circumstances And Purchasing Characteristics
Bachelor
Few financial burdens, recreation oriented; holidays; entertainment outside home
Young, single, not living at parental home
Newly wed
Better off financially, two incomes; purchase home, some consumer durables
Young couples, no children
Full nest 1
Home purchasing peak; increasing financial pressures, may have only one income earner; purchase of household ‘necessities’
Youngest child under 6
Full nest II
Financial position improving; some working spouses
Youngest child over 6
Full nest III
Financial position better still; update household products and furnishings
Older married couples with dependent children
Empty nest I
Home ownership peak; renewed interest in travel and leisure activity; buy luxuries
Older married couples, no children at home
Empty nest II
Drastic cut in income; medical services bought
Older couples, no children at home, retired
Solitary survivor
Income good, but likely to sell home
Still in labour force
Special needs for medical care, affection and security
Retired

17. Customer attitudinal characteristics for segmentating markets
Benefit segmentation
Perceptions and preferences
Summary of attitudinal bases of segmentation

18. Customer behavioural characteristics for segmenting markets
Purchase behaviour
Innovators
Brand loyalty
Consumtion behaviour
Communication behaviour
Response to element of the marketing mix
Relationship – seeking characteristic *
Summary of behavioural bases for segmentation

19. Relationship – seeking characteristic *
Variables
Segments
Relationship seekers
Deal-makers
Relationship exploiters
Price-seekers
Loyal buyers
Brand loyalists
Arm’s – length transaction customers
Luxury innovator

20. Segmenting business markets
Background company characteristics
Industry type
Company size
Customer location
Company technology
Customer capabilities
Purchasing organisation
Power structures
Purchasing policies
Product application
Attitudinal characteristics
Behavioural characteristics
Buyer-seller similarity
Buyer motivation
Buyer risk perceptions
Summary of bases for segmenting business markets

21. The benefits of segmenting markets
Identifying and describing market segments First order and second order segmentation
The benefits of segmenting markets
Segmentation is a particularly useful approach to marketing for the smaller company
It helps to identify gaps in market
In mature or declining markets it may be possible to identify specific segments that are still in growth
Segmentation enables the marketer to match the product or service more closely to the needs of the target market
The dangers of not segmenting the market when competitors do should also be emphasised

22. IMPLEMENTING MARKET SEGMENTATION
The scope and purpose of market segmentation
Strategic intent,
vision and mission
Marketing planning,
budgeting and
resource allocation
Operational sales,
marketing and
distribution management
Levels of segmentation

23. IMPLEMENTING MARKET SEGMENTATION
2. Strategic, managerial and operational levels of segmentation
Strategic segmentation
Managerial segmentation
Operational segmentation

24. IMPLEMENTING MARKET SEGMENTATION
3. Sources of implementation problems
Organisation structure
Internal politics
Corporate culture
Information and reporting
Decision-making processes
Corporate capabilities
Operational systems

25. MARKET SEGMENT ATTRACTIVENESS AND ORGANISATIONAL RESOURCE STRENGTH
High
Low
Best prospects
Attractive segments that fit well with organisational resources
Build strength first Attractive markets but with poor fit with organisational resources
Poor prospects
Unattractive segments that fit well with organisational resources
Worst prospects
Unattractive segments with a poor fit with organisational resources

26. Novellis - 29 April 2010