Modul

5 SEGMENTASI
: &
PELETAKKAN PASARAN.
Segmentasi and sasaran pemasaran
#1 #
2
Segmentasi pasaran:
Membahagikan
pasaran ikut jenis
pelanggan.

Sasaran Pemasaran:
Memilih segmen
pasaran yang telah
dilakukan.
Bases for segmenting consumer markets
Psychographics:
Demograhics: • Lifestyle
• Age • Personality
• Family size • “AIO” profiles Behaviors:
• Family life • Benefits
cycle • Use occasions
• Gender Potential • User status
• Income Market • Usage rate
• Occupation Segments • Loyalty status
• Education •
• Buyer-readiness
Religion Geographics: stage
• Race • Region • Attitude toward
• Generation • City or metro product
• Nationality size
• Social class • Density
• Climate
Bases for segmenting business markets
Operating Demograhics:
• Industry
variables: • Company
• Technology size Purchasing
• User/nonuser • Location approaches:
• Customer • Purchasing org.
capabilities Potential • Power structure
Market • Existing
Personal Segments relationships
characteristics: • Purchase
• Buyer-seller Situational policies
similarity factors: • Purchasing
• Attitude toward • Urgency criteria
risk • Application
• Loyalty • Order size
 Good segmentation has
operational significance

• SIZE
• GROWTH
• AVAILABILITY
• SEPARABLE

LTE
Write down as many brands as you can think of.

Write down as many brands as you can think of.

Evoked set – the list of brands that come to
mind for a particular product category. The
first brand has “top-of-the-mind” awareness

Law of the Leaky Bucket – As a new brand enters your

evoked set, an old brand from the same product category
tends to drop out of your evoked set.
 What is product positioning?

The “position” is the place the product occupies in

consumers' minds relative to competing brands.

The organization selects a positioning strategy; the consumer

positions the product.
 Perceptual Mapping--Levi’s
High Price Vintage

Red Line
Slates
Red Tab
Red Tab Elesco

Designer
Dockers
Classic

Dry Goods Silver Tab

Premium

501
Dockers L2
Red Tab
Classics Basics

Old product
Low Price New product
 How could a Perceptual Map
for Labelle in Michigan look like?
6 Benefits of an effective positioning strategy
Maximum identification
Differentiation from competitors
Minimal cannibalization.
Cannibalization – a product (especially a new
product) achieves its sales by taking sales away
from another product in a company’s product line.
ANN TAYLOR …
Proctor & Gamble’s laundry detergents
Detergent that removes tough baby stains and protects
garment colors

Great cleaning power and the smell that says clean

A safe and easy way to get your dry clean only and special-
care clothes clean and fresh at home in only 30 minutes

Mild cleansing benefits for a pure and simple clean.

Provides powerful stain removal and pretreating for
physically active families
Powder detergent with fabric softening and pill/fuzz
removal.
Advanced fabric care conditioning that keeps clothes
feeling soft and smelling fresh.
Fabric cleaning and care at its best.
Helps protect against fading, color transfer, and fabric wear
in powder or liquid, with or without bleach.
 Alternative positioning strategies
Attribute positioning
The largest theme park in the world.
Benefit positioning
The park for people seeking a fantasy experience.
Use/application positioning
The park for people who can spend only an hour.
User positioning
The park for thrill seekers.
Competitor positioning
More animals than the Japanese Deer Park.
Product category positioning
The educational institution.
Quality/price positioning
The best value.
 Choosing a positioning strategy
1. Select the desired market segment.
2. Determine the positions held by competitors.
3. Consider the distinctive competence of the organization.
Steps 2 and 3 should help a company to find a sustainable
competitive advantage.
Time to reposition?
Is Hawaii overpositioned?
 Repositioning
A product may require repositioning if...

• a competitive brand is positioned next to the brand.

• consumer preferences change.
• new customer-preference segments are discovered.
• a mistake is made in the original positioning.
• the distinctive competence of the organization
changes.
 Cadillac: a car for the old folks!
Can Detroit make cars that baby boomers like?

1997
Current ride of
preference: a custom-
painted, W.R.A.-
monogrammed 2002
Cadillac Escalade.
Vanity plates:
HAYSUCE, an oblique
reference to Jesus
Shuttlesworth, his
character's name in He
Got Game.
14 Boyz and their toyz
Feb 7, 2005

“Today, it’s gotta be platinum chains, and 24-inch spinners

on an Escalade. Pimpin’ ain’t easy, and it ain’t sho cheap,
either. To sell a rap album, you gotta sing about your crib,
your cars, and your women.”
 What are the
Problems in Positioning
?
 Underpositioning—
Prospects allocate no position to the product.

What causes underpositioning?

Too little promotion
Positioning claims not meaningful to prospects
Position already occupied by a competitor
Overpositioning – the product has a very
clear position, but it is too limited

What causes overpositioning?

Positioning claims too specific
Product line too narrow
Confused positioning—
Prospects don’t have a clear position for the product

What causes confused positioning?

Too many claims made for a product
Positioning claims changed too frequently

• Doubtful positioning— Prospects are skeptical of

the positioning claims for the product.

• What causes doubtful positioning?

Inconsistent elements of the marketing mix
Positioning claims too extreme to be
believable
 Dairy Queen moves
upmarket with Grill & Chill
 One Face-Lift too many for Mademoiselle

Mademoiselle has been floundering Facing the Millennium

for more than 50 years. In 1993, Mademoiselle
former Parents editor was hired to was screaming, ‘We’re
give Mademoiselle a makeover; the changing, we’re changing.’
first thing she did was create a
Cosmo-like cover. In 1999, a new Last issue publish in the
editor began modeling fall of 2001.
Mademoiselle after Marie Claire.
Awareness of Trade Characters (1993)
Unaided Recall
The Energizer Bunny 99%
Ronald McDonald 99%
Tony the Tiger 96%
The Trix Rabbit 95%
The Keebler Elves 93%
The Jolly Green Giant 91%
Little Caesar 94%
JOE CAMEL 73%

Reaction of Joe Camel

He smokes/ smokes Camels/
has a cigarette in his mouth 37%
Really cool/acts cool 35%
He’s a camel 34%
Wears sunglasses 15%
Advertises/sells cigarettes 11%
He’s smooth/slick/suave 5%
Friendly/someone who has fun 5%
Tries to get kids to smoke 2%
 SEGMENTATION
• WHAT ARE THE MARKT SEGMENTS
FOR THE TOURIST INDUSTRY IN
HAWAII?
 STAGE I STAGE II
Segmentation base Customer profile
BENEFITS SOUGHT RELEVANT
ADDED VALUE CHARACTERISTICS

Evaluating segment attractiveness

STAGE III STAGE IV STAGE V
Market potential Competition Company profile

SIZE PORTER´S 5 FORCES

GROWTH SWOT-ANALYSIS
AVAILABILITY

Selecting target market(s)

STAGE VI
Choose target market(s)
= THE CALCULATED RISK
 STRATEGIES
TARGETS MARKETS & THE MARKETING MIX

PRODUCTS
- BRANDS PLACE
- LINES - COVERAGE
- LOGISTICS

PROMOTION PRICES
- PUSH/PULL - SKIM/PENETRATE
- BUDGET - DEMAND FACTORS
 MARKETING STRATEGIES
PLC

INTRODUCTION GROWTH MATURITY DECLINE

PRODUCT
STRATEGY

DISTRIBUTION
STRATEGY

PROMOTION
STRATEGY

PRICING
STRATEGY
 MARKETING STRATEGIES
PLC

INTRODUCTION GROWTH MATURITY DECLINE

FEW MODELS EXTEND MAX. PRODUCT ELIMINATE

PRODUCT MODELS MIX UNPROFITABLE
STRATEGY MODELS

LIMITED NO. EXPANSION AND EXTENSIVE PHASE OUT

DISTRIBUTION DISTRIBUTORS MARGINS DROPS
DEVELOPMENT UNPROFITABLE
STRATEGY SHELF SPACE
OF LONG TERM OUTLETS
RELATIONS STRUGGLE

PROMOTION AWARENESS REPEAT BUYERS DEVELOP CUSTOMER

STRATEGY LEADS AND NEW RELATIONS PHASE OUT
SP BRANDING FIND NEW PROMOTION
FOR TRIALS SEGMENTS

MAREKT SHARE STRONG PRICE- PRICE FALL SURVIVAL

PRICING NEW PAYMENT
STRATEGY OR PROFIT QUALITY PRICE
SKIMMING? MODELS CASH COW
 In Summary:
The “position” is the place the
product occupies in
consumers' minds relative to
competing brands.
 USA: Beer Category Map
 Miller Light
 Amstel Light ▲ Most of the time I’m trying to lose weight
I am dieting ▲  Coors Light

▲ Important to attend
Make sure I exercise regularly ▲ religious services
Really enjoy shopping ▲  CoorsEnjoy watching ▲
 Bass for clothes religious TV programs
▲ Willing to volunteer environmental organization Heineken
 Samuel Adams
Corona   Molson Conservative Evangelical ▲
▲ Enjoy eating Christian
foreign foods  Becks
 Rolling Rock ▲ Money is best measure
of success
 Pete’s Wicked Ale  Molson Ice
▲ Like to do things unconventionalMichelob 
 Budweiser
Women are more suited to ▲
 Guinness running homes
▲ I like to be outrageous Red Dog  Little I can ▲
do to change my life
▲ No good at saving money
 Fosters
Not too concerned about ▲ Feel very alone in the world ▲ Busch 
my appearance
 Perceptual Map
High Cost
Hertz
Avis

Slow Service/ National Fast Service/

Inconvenient Convenient
Alamo

Auto
Europe
Low Cost
Promote the virtue of your lowly position

Car Rental:
• Hertz
• Avis We're #2, so
• National we try harder
• Enterprise
 Be #1 in a specific segment --
must be a dimension meaningful to consumers

The Product Product

Ladder LadderS
Aspirin: Children's aspirin:
• Bayer • St. Joseph's
• Bufferin
• St. Joseph's Gentle aspirin:
• Extranol • Bufferin
 Reposition your competitiors

Product
LadderS
Vodka: Russian vodka:
• Smirnoff • Stolichnaya
• Wolfschmidt
• Stolichnaya US vodka:
• Smirnoff
• Wolfschmidt
Encourage consumers to see products as a
“set” of a unit

The Product
Ladder
US Automobiles:
• General Motors
• Ford
• Chrysler We're the
Big Three
 STP

STP - STANDS FOR

THE CORE
OF MARKETING!
STRATEGY and ACTION ?

Every action
has long term
Consequences
HOW WOULD YOU POSITION
YOURSELF?
THE THREE PERSPECTIVES OF MARKETING

INTERACTION ORGANIZATION
MARKET
 DECISION CHAIN

• THE PRESENT SITUATION

• ANALYSIS OF THE FUTURE

• STRATEGIC CHOICES
• ACTION PROGRAMS
 The MIO MODEL
MARKET INTERACTION ORGANIZATION

BUSINESS
CONDITIONS

COMPANY
CHOICES

LTE
 The MIO MODEL
MARKET INTERACTION ORGANIZATION

CUSTOMERS PRODUCTS, PRICES, CAPACITY

PRESENT
SITUATION COMPETITORS PROMOTION, COMPETENCE
PLACES CAPABILITY

PEST-ANALYSIS OFFERINGS? VALUE PROCESSES

ANALYSIS OF
THE FUTURE WILLINGNESS TO PAY VALUE CHAIN
MESSAGES?
POSITIONING BRANDS, NETWORKS INVESTMENTS,
STRATEGIC SEGMENTS INNOVATIONS ALLIANCES
CHOICES MARKET COVERAGEPRICE MODEL INTERNAL MARKETING

CAMPAIGNS
TARGET GROUP MARKETING MIX TEAM, BUDGET AND
ACTIVITIES TIME PLAN
LTE
 The MIO MODEL
MARKET INTEGRATION
ORGANIZATION

COMPANY
CONDITIONS

COMPANY
CHOICES

LTE
The Course Process

THE TRADITIONAL
FRAME OF
REFERENCE
A NEW VIEW OF
MARKETING

APPLYING THE NEW

VIEW OF MARKETING

CONCLUSION
IF YOU HAD BEEN
AT THE NORTH POLE
YOU WOULD HAVE SEEN
THE MIDNIGHT SUN
- BUT ENJOY THE WEEKEND
AS LIFE IS LOCATED
WHERE YOU ARE
 The positioning defines the space a brand occupies in the
consumers’ minds relative to its competition

Product Attributes

Brand

Needs States
Positioning Price Expectation

Performance Service Reliability

55
 A strong positioning should meet four criteria

1 3
Believability Size of Audience
Is the benefit believable? Is the target audience large
Are there specific reasons enough to support
to believe? a business?

Motivating Benefits New and Different

2 Is there a clear and

Compelling benefit for
the Consumer? 4 Is the benefit
new to the market
place or simply
“me-too”?

Source: Eureka Ranch Ideation Consultants

56
The Importance of Information

Marketing
Environment

Why
Information Competition
Customer Is
Needs Needed

Strategic
Planning
 Market segmentation
What is a market?
Different types of markets:
• consumers
• industrial
• resellers Approaches to the
• government market – see fig 13.3

Requirements for successful segmentation:

• Identifiable and measurable
• Substantial
• Accessible
• Responsive
 Requirements for
Effective Segmentation

Measurable
Measurable • Size, purchasing power, profiles
of segments can be measured.

Accessible
Accessible • Segments must be effectively
reached and served.

• Segments must be large or

Substantial
Substantial profitable enough to serve.

• Segments must respond

Differential
Differential differently to different marketing
mix elements & actions.

Actionable
Actionable • Must be able to attract and serve
the segments.
 Bases for segmentation
Demographic – Who they are
Geographic – Where they are
Psychographic – What they think they are
Behavioural – How do they behave

All of the above determine the consumer profile – draw a picture

Targeting and positioning

 Bases for Segmenting
Consumer Markets
Geographic
Nations, states,
regions or cities,
density

Demographic
Age, gender, family size
and life cycle, or income

Psychographic
Social class, lifestyle,
or personality

Behavioral
Occasions, benefits,
uses, or responses
 Steps in Segmentation,
Targeting, and Positioning

6. Develop Marketing
Mix for Each Target Segment Market
5. Develop Positioning Positioning
for Each Target Segment
4. Select Target
Segment(s)
Market
3. Develop Measures
of Segment Attractiveness
Targeting
2. Develop Profiles
of Resulting Segments
1. Identify Bases Market Segmentation
for Segmenting the Market
 Defining & Setting the Objective

Do you know your

Customers?……….
 What Is Market
Segmentation?
Definition: “The process of dividing a market into meaningful,
similar and identifiable groups.”

3 Reasons That Segmentation Is Important:

1) Enables marketers to identify customers with similar needs,
buying behavior.
2) Allows for the tailoring of the “Marketing mix” to specific
segments (also cost effective).
3) Consistent with marketing concept of satisfying customer
wants and needs.

Source: Marketing, 7th ed., by Lamb et al., 2004.

 What Is Market Segmentation
(con’t)?
Segmentation for Consumer Markets:
• Geographic: by region, country, climate.
• Demographic: by age, gender, income, ethnicity,
family lifecycle (single, married).
• Psychographic: by personality or lifestyle.
• Benefit: by the benefits customers seek.
• Usage-rate: by the amount of product bought or
consumed.
Source: Marketing, 7th ed., by Lamb et al, 2004.
 Product Positioning
High
Nordstrom
Q
U
A Medium
Macy’s
L
I
T
Low
Y Walmart
Low Medium High

PRICE
Eleman Analisis Persekitaran Pasaran.

Aspek politik
Pesaingan Dan persekitaran

The Firm & It's Marketing Plan

 Plans
Economi  StrategiesBudaya dan
 Decisions Sosial.

Teknologi.
 SEGMENTASI PASARAN
Ciri Segmen Pasaran.
1. Lokasi Geografi.
2. Penggunaan produk.
3. Saluran Pengedaran.
4. Ciri perlakuan pembeli
Proses Segmentasi pasaran adalah untuk
merangsang pemasaran melalui.
• Membezakan satu kumpulan pasaran.
• Dpt menerang pasaran sasaran & cirinya.
• Menggubal konsep produk serasi dgn
citarasa pasaran.
• Merancang strategi campuran pasaran
(4P)
• Mengurang kebarangkalian pembaziran
sumber keran ada pengetahuan pasaran.
Strategi Penyasaran pemasaran
1. Pemasaran tak berbeza – tidak ambil
kira perbezaan pengguna. Andaian :
pengguna dlm satu pasaran kelebihan
strategic – sykt dpt mengurang kos
krn satu strategi sama utk pasaran.
2. Pemasaran berbeza – andaian
kehendak sama ttp cara mrk
memenuhi kehendak berbeza.
Menawar produk kpd berbeza segmen
pasaran dgn strategic berbeza –
kelebihan dpt ditingkatkan jualan dan
keutgan dgn satu produk ttp berbeza
pemasaran.
3. Strategic Niche – menumpukan satu
segmen pasaran & cuba menawar
sebesar mungkin. Kelebihan sykt
berjaya mengenalpasti secara tepat
apakah kehendak & profil pengguna.
Dpt wujudkan hubungan lebih rapat
dgn pengguna
 CIRI CIRI PERBEZAAN STRATEGIK SEGMENTASI

Tidak Berbeza Berbeza Niche

KEHENDAK PASARAN sama Berbeza Khusus

SAIZ PASARAN Besar Kecil Kecil

PENYELIDIK PEMASARAN Kurang Penting Amat Penting Amat Penting

KOS OPERASI & PENGELUARAN Rendah Tinggi Tinggi

JENIS STRATEGI PEMASARAN sama berbeza khusus

IKLAN sama berbeza sama

 STRATEGIK PERLETAKAN (POSITIONING)

Perletakan bermula dgn produk dan produk ini merangkumi

perkhidmatan,syarikat dan mungkin seorg insan. Tetapi perletakan itu bukanlah
apa yang anda lakukan terhadap produk tersebut. Perletakan ialah apa yang
anda beritahu dan sematkan dalam minda pengguna.

PROSES MENETAPKAN STRATEGI

JENIS STRATEGIK
PERLETAKAN PRODUK
• berasas sifat produk.
• berasas manfaat.
• berasas persaingan.
• berasas pengguna.
• berasas teknologi.
PERLETAKAN
• kenalpasti pesaing.
• kaji persepsi pasaran thdp penawaran
pesaing.
• camkan strategi perletakan pesaing.
• analisis pengguna.
• pilih strategi perletakan.
• pantau reaksi pasaran
 PELAKSANAAN STRATEGI SASARAN PASARAN

PRODUK
PASARAN SEMASA BARU

PENEMBUSAN PASARAN PEMBANGUNAN PRODUK

SEMASA • meningkatkan kadar penggunaan • memperbaiki produk.
produk.
• pemasaran kpd pelanggan sediada
• menarik pelanggan pesaing.
dgn ubahsuai
• menarik pasaran yang belum
menjadi pengguna.

PEMBANGUNAN PASARAN. STRATEGI PELBAGAIAN

BARU • meluas pasaran global. • menceburi perniagaan baru.
• menarik segmen pasaran lain
dgn mengeluar versi produk baru
utk pasaran baru