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Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Market Targeting and Strategic
Positioning
Pertemuan 10
Buku 1 Hal: 184-202
Learning Objective
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Market Targeting Strategy
Targeting in Different Market Environments
Positioning Strategy
Developing the Positioning Strategy
Determining Positioning Effectiveness
Bina Nusantara
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.
STRATEGIC POSITIONING INITIATIVES
POSITIONING CONCEPT
The desired positioning of the
product (brand) by targeted buyers
MARKET TARGET
POSITIONING
EFFECTIVENESS
How well
management’s
positioning objectives
are achieved for the
market target
POSITIONING
STRATEGY
The combination of
marketing actions
used to communicate
the positioning concept
to targeted buyers
How Positioning Works
• Objective
– 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.
The Perception or Association that Management
Wants Buyers to Have Concerning the Brand
Symbolic
Functional
SELECTING THE
POSITIONING
CONCEPT
Experiential
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
Positioning Issues
The positioning concept applies to a specific brand
rather than all the competing brands that compose a
product classification
2. The concept is used to guide positioning decisions over
the life of the brand
3. Multiple concepts are likely to confuse buyers and may
weaken the effectiveness of positioning actions
1.
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.
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.
Customer and
Competitor Research
Methods for
Determining
Positioning
Effectiveness
Analytical
Positioning
Models
Test Marketing
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
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
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 marketdriven strategy
Illustrative Impacts of Changes in Business Strategy on Targeting and Positioning
Strategies
Changes in Business
Strategy
Rapid Growth/
Retrenchment
Market Targeting Impact
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.
Targeting strategies must be selected in
new business areas.
Positioning strategies must be developed
(or acquired for the new business areas.
Targeting strategy may be affected
based on the nature and scope of the
alliance.
Operating relationships and assignment
or responsibilities must be established.
Diversification
Strategic Alliance
Positioning Impact
Targeting and Positioning
Product Strategy
Positioning Strategy
Promotion Strategy
Distribution Strategy
Market Target
Price Strategy