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Positioning
Market Segmentation
1. Identifikasi dasar segmentasi
pasar
2. Mengembangkan profil
segmen
Market Targeting
3. Evaluasi daya tarik tiap segmen
4. Memilih segmen pasar
Market positioning
5. Mengembangkan posisioning
untuk segmen target
6. Mengembangkan bauran
pemasaran utk tiap segmen
Market Segmentation
Suatu proses pembagian pasar suatu barang
atau jasa yang heterogen ke dalam beberapa
segmen/kelompok yang memiliki karatkeristik
yang hampir sama (homogen)
Merupakan suatu filosofi yang berorientasi
kepada konsumen sehingga diharapkan akan
memenuhi kebutuhan dan keinginan pasar
Demographic
Psychographic
Geographic
Age
Gender
Life cycle
Education
Social class
Religion
Ethnicity
Income
Residence
Personality
Introvert
Extrovert
Confident etc
Lifestyle
Conservative
Liberal
Health etc
Psychological
Values
Lifestyle etc
Membagi pasar
kedalam unit
geografis yg
berbeda
Product related
variables
Level of Use
Brand Loyalty
Benefit
Friend
Voyeur
Med/Hi
Med
Med
Var
Low
Var
None or
Soc
None or
Soc
Var
Var
Social needs
Low
Med
Low
High
High
Low
Level of
identification
Med
High
Low
Low
Var
Low
Appreciation of
talent
High
Med
High
Low
Var
Low
NA
NA
NA
NA
NA
High
Sex appeal
High
Socialite
Five partisipant
segmen
Excitement-seeking competitors: are prone to engage in risk
activities. Male, relatively young, single
Getaway activities: are vacation prone. Men and women,
based on upon social objective
Fitness driven:require strenght and stamina. Running, aerobic
Health conscious sociable: seek activities that foster good
health. the average age is higher, walking
Unstressed and unmotivated:
Dapat Diakses
Substansial
Diferensial
Dapat Ditindaklanjuti
Market Targeting
Strategi Cakupan Pasar
Company
Marketing
Mix
Market
A. Undifferentiated Marketing
Company
Marketing Mix 1
Company
Marketing Mix 2
Company
Marketing Mix 3
Segment 1
Segment 2
Segment 3
B. Differentiated Marketing
Segment 1
Company
Marketing
Mix
Segment 2
Segment 3
C. Concentrated Marketing
Positioning
Differentiation Strategies
Product
Personnel
Service
Image
Case study
Cari website tentang team olahraga
profesional, lalu Analisis segmen pasar dari
team olahraga profesional tersebut.
Pilih salah satu olahraga dan identifikasi
segmen berdasarkan segmentasi fans, lalu
tentukan segmentasi yang dianggap paling
penting pada olahraga tersebut dan berikan
alasannya.