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

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

3. 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.

4. 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

5. 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.

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

7. 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

8. 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

9. 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.

10. 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.

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

12. 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

13. 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

14. 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

15. 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.

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