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Seminar Pemasaran
Segmenting, Targeting and
Positioning
Steps in Market Segmentation,
Targeting,
and Positioning
Market
Segmentation
1. Identify
segmentation
variables and
segment the
market
2. Develop
profiles of
resulting
segments
Market
Targeting
3. Evaluate
attractiveness
of each
segment
4. Select the
target
segment(s)
Market
Positioning
5. Identify
possible
positioning
concepts for
each target
segment
6. Select,
develop, and
communicate
the chosen
positioning
concept
Segment Marketing
Targeting a group of customers
who share a similar set of
needs and wants.
Segmenting Consumer Markets
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Geographic
Demographic
Psychographic
Behavioral
Demographic Segmentation
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Age and Life Cycle
Life Stage
Gender
Income
Generation
Social Class
Behavioral Segmentation
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Decision Roles
Initiator
Influencer
Decider
Buyer
User
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Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
Segmenting for Business
Markets
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Demographic
Operating Variable
Purchasing Approaches
Situational Factors
Personal Characteristics
Steps in Segmentation Process
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Needs-based segmentation
Segment identification
Segment attractiveness
Segment profitability
Segment positioning
Segment acid test
Marketing mix strategy
Effective Segmentation Criteria
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Measurable
Substantial
Accessible
Differentiable
Actionable
Pemilihan Pasar Sasaran (Targeting)
* Konsentrasi segmen pasar
tunggal
* Spesialisasi selektif
* Spesialisasi pasar
* Spesialisasi produk
* Peliputan pasar secara penuh
Positioning
Adalah tindakan merancang
penawaran dan citra pemasaran
sehingga menempati suatu posisi
kompetitif yg berarti dan berbeda
dalam pemikiran konsumen
sasarannya.
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Atribut
Manfaat
Penggunaan
Pemakaian
Pesaing
Kategori produk
Kualitas / harga