DISKUSI

SEGMENTATION

Membagi pasar menjadi lebih kecil

(categorizing the value for the market)
 SEGMENTATION

Dividing market into Dividing market into

different geographical groups on the basis of
units, such as countries,
density, province, etc.
Geographic Demographic demographic variables,
such as age, sex, family life
cycle, income / expense,
occupation, etc.

Dividing market into different

Psychographic Behavioral Dividing market into
groups on the basis of
groups on the basis of behavioral variables, such
psychological/personality, as benefit sought,
lifestyle, or social class. customer status, loyalty,
etc.
“Proses mengevaluasi
kemenarikan setiap segmen pasar
dan memilih satu atau lebih segmen untuk dimasuki”
 TARGETING

Mencocokkan nilai kepada pasar

(fitting the value to the market)
MEMILIH TARGET PASAR

SEGMEN PASAR
2 3
KEKUATAN POTENSI
BERSAING PERTUMBUHAN

1 4
PETA UKURAN
KOMPETISI PASAR TARGET PASAR
UANG
TARGET PASAR ADALAH
OTORITAS
PEMBELI/PELANGGAN POTENSIAL KEBUTUHAN
YANG MEMILIKI DAYA BELI
“Kegiatan merancang penawaran
dan citra perusahaan
untuk memperoleh posisi yang berarti
dan kompetitif di benak target pasar”
POSITIONING

POSITIONING
Janji akan sebuah nilai kepada pasar
(promised value to the market)
 TAG LINE

POSITIONING STATEMENT
DEVELOPING POSITIONING
STATEMENT

“(Brand name) is a
(category) which delivers
BRAND NAME CATEGORY DIFFERENTIATION (differentiation) to the
customers”
 TAG LINE

POSITIONING STATEMENT
TYPE OF POSITIONING

EITHER IT’S:

MARKET LEADER
BRAND NAME CATEGORY DIFFERENTIATION MARKET FOLLOWER
MARKET NICHER
DIFFERENTIATION

Motif untuk merasakan sebuah nilai (motive to experience value)

 What to offer THE TANGIBLE ASPECT

Content

How to offer
Differentiation
THE ENABLER FACTOR
Infra-
Context
structure

THE INTANGIBLE ASPECT

Supporting the offer

(techno, people, facilities)
MARKETING MIX

Membangun nilai untuk pasar (constructing value for the market)

4P

Mewujudkan nilai untuk pasar (manifesting value for the market)

4P

Memberikan nilai nominal atas nilai untuk pasar

(rating value for the market)
4P

Menyediakan nilai untuk pasar

(providing value to the market)
 Common Type of Marketing Channel

High
‘High Touch’
Channels
Sales Force

Value-added
Partners

Distributors
Value-
add of
Sale Retail Stores

‘Low Touch’
Channels
Telemarketing

Internet
Place refers to distribution and methods of getting the product to the customers.
This includes the location of your business, shop front, distributors, logistics and the
Low potential use of internet to sell products directly to consumers
Low High
Cost per Transaction
4P

Mengkomunikasikan nilai untuk pasar

(communicating value to the market)
 Above the Line Promotion

Promosi dengan
menggunakan media
massa

Public Retail
Print
Space Ambience

Artifact Electronic Symbol

 Below the Line Promotion

Promosi dengan
menggunakan aktivitas

Public
Relation

Sales Sponsorship
Promotion
Community
Involvement
Direct
Marketing Personal
Selling
Online Promotion
Promosi dengan
menggunakan media
digital
SELLING
SELLING
SELLING

Menawarkan nilai untuk menciptakan ikatan

(offering value to create engagement)
SELLING
SELLING
SELLING

TRANSACTIONAL – CONSULTATIVE – ENTERPRISE

Functional Benefit +
Emotional Benefit

Price + Other Cost

BRAND

Brand
Parameter nilai potensial
untuk diyakini oleh pasar
(parameter of potential value to believed)
 ASSOCIATION
BUILDING A the desired potential
value to perceived

SOLID CHOOSE THE

BRAND RIGHT
ASSOCIATION
EQUITY MEDIA:
name, logo, mascot,
color, tag line, scent,
sound, etc.
 Territory Attribute

Competitor Intangibles

Category Benefit
BRAND
ASSOCIATION

Personality Price

Celebrity Use
User
 SERVICE

Memperkuat nilai untuk

memperkuat ikatan/hubungan
(reinforcing value to enhance engagement)
 R A T E R

RELIABILITY ASSURANCE TANGIBLE EMPATHY RESPONSIVENESS

Kehandalan sebuah Keamanan sebuah Tampilan fisik Perhatian personal Kecepatan dan
layanan layanan sebuah layanan dari sebuah layanan ketanggapan dari
sebuah layanan

Adapted from: Parasuraman, Berry, Zeithaml. Delivering Service Quality, 1990

 WHAT YOU SHOULD UNDERSTAND!

THE PROCESS
Elemen yang mempersatukan/
mengintegrasikan
seluruh elemen pemasaran

1 2 3

Memberikan Memberikan Memberikan

produk/jasa produk/jasa produk/jasa
yang memiliki dengan biaya dengan
kualitas baik yang efisien pelayanan prima

(Q) (C) (D)

THE SECRET OF MARKETING