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Segmenting, Targeting and Product Positioning Pertemuan 10 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008
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Bina Nusantara Learning Outcomes Students can choose proper targeted segments
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Bina Nusantara Material Outline Basis segmentation Ways of selecting market Purpose of selecting market
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Bina Nusantara Basis Segmentation Demographics: –Age and life cycle stage: McDonalds targets different age groups from children, teens and adults. Marketers must be careful to guard against stereotypes when using age and life-cycle. –Gender: Clothing Cosmetics magazines –Income: Commercial banks Automobiles Cloth Financial services
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Bina Nusantara Basis Segmentation Psychographic Segmentation: –Divide buyers into different groups abase on lifestyle, characteristics. –People in the same demographic group can have very different psychographic makeups comprising their activities, interests, and opinions. Geographic Segmentation Behavioral Segmentation: –Divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product.
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Bina Nusantara Basis of Segmentation Read Marketing text book, Kotler & Amstrong, Exhibit. 8.1 Page 197
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Bina Nusantara Basis Segmentation –Occasions: Buyers can be grouped according to occasions when they get the idea to buy. Example: Valentine’s day, Christmas’ day, Mother’s day. –Benefits sought: Buyers can be grouped according to the different benefit that they seek from the product. Example: toothpaste market, soap segments –Usage rates: Markets can also be segmented into light, medium and heavy product users. Example: airlines, hotels. –User status: Markets can be segmented into groups of nonusers, ex-users, potential users, first users, and regular users.
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Bina Nusantara Ways of Selecting Market Evaluating Market Segments: –Segment size and growth –Segment structural attractiveness –Company objectives and resources. The largest, fastest-growing segments are not always the most attractive ones for every company. The company also needs to examine number of competitors, strength of competitors within the segment, availability of substitute products.
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Bina Nusantara Ways of Selecting Market Selecting target market segments: –Undifferentiated marketing A firm targets the whole market with one offer. Example: coca cola It relies on mass distribution and mass advertising It aims to give the product a superior image in people’s mind –Differentiated marketing: A firm decides to target several market segments and designs separate offers for each. Example: Toyota, Nike Differentiated marketing also increases the costs of doing business. The company must weigh increased sales against increased costs
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Bina Nusantara Ways of Selecting Market –Concentrated marketing: It is appealing as company resources are limited. Example: Swarovski, a global leader in crystal ornaments Company can gain greater knowledge of consumer needs. Thus it makes the firm position to be strong. It involves higher than normal risks since company may suffer if its segment turns sour. –Micro marketing: Is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. It is called individual and local marketing Example: amazon, Kinokuniya, Japanese bookstore chain.
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Bina Nusantara Purpose of Selecting Market To gain more sales and profits To gain more brand loyalty To be stronger against competitors To build long lasting business Companies need to consider many factors: –Product life cycle –Market variability –Competitor’s marketing strategy
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Bina Nusantara Conclusion: Markets can be divided into smaller groups of consumers by geography, demography, psychography, and behavior. Evaluating Market Segments: –Segment size and growth –Segment structural attractiveness –Company objectives and resources. The largest, fastest-growing segments are not always the most attractive ones for every company. As companies set up some purposes or goals for targeting new segments, they have to consider: –Product life cycle –Market variability –Competitor’s marketing strategy
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