Materi pelajaran kelas Lab. Komunikasi Pemasaran FIA Bisnis Komunikasi Atma Jaya Pertemuan ke 4

1. STP
April 03 ‘2012 | 4/15
Segmentation, Targeting, and Positioning
Principles Of ADV and IMC, Chap. 7

2. Onov Siahaan
• Patuan Onov Yohansen Siahaaan
• Bochum, 12 November 1978
• Adhyaksa (TK)  Charitas (SD, SMP) Gonzaga (SMU) 
4/3/2012
Atma Jaya (S1, SE)  Binus Business School (S2, MM)
• Marketing dan Strategic Marketing Communication
Onov Siahaan, SE.,MM.
• MSM  KoTTak Communication  Lingkom  Plaza
Indonesia  fX lifestyle X’nter  clientside
• Menikah, 2006, 2 orang anak, Darren & Karren
• Facebook: www.facebook.com/onovsiahaan
• LinkedIn: onovsiahaan
• Twitter: @onovsiahaan
• Foursquare: Onov Siahaan 2
• Blog: www.onovsiahaan.net

3. Twit this!
• Hari ini sharing STP bersama
@onovsiahaan, pertemuan ke 4 dari 15
4/3/2012
#FIABIKOMUAJ
Onov Siahaan, SE.,MM.
• Today, @onovsiahaan sharing STP
#fiabikomUAJ
• Pelajaran: STP, Bahan:…., Pertemuan
ke:…..dari berapa…, Oleh: @onovsiahaan,
Hashtag: #fiabikomUAJ
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4. STP
• Segmentation
• Targeting
4/3/2012
• Positioning
Onov Siahaan, SE.,MM.
To get a product or service to the right person
or company, a marketer would
firstly segment the market, then target a single
segment or series of segments, and
finally position within the segment(s).
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5. 4/3/2012
Onov Siahaan, SE.,MM.
Segmentation, Targeting, and Positioning | Principles Of ADV and IMC, Chap. 7 |
April 03 ‘2012
SEGMENTATION 5

6. 7 billion human
4/3/2012
Onov Siahaan, SE.,MM.
Looking for..
Similar needs behavior
And buyer behavior
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7. The are many ways that a segment can be
considered.
For example, the auto market could be segmented by: driver age,
engine size, model type, cost, and so on.
However the more general bases include:
by geography - such as where in the world
was the product bought.
by psychographics - such as lifestyle or
beliefs.
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by socio-cultural factors - such as class.
by demography - such as age, sex, and so
on.
Onov Siahaan, SE.,MM.
• Is the segment viable? Can we make a
profit from it?
• Is the segment accessible? How easy is
it for us to get into the segment?
• Is the segment measurable? Can we
obtain realistic data to consider its
potential?
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8. A company will evaluate each segment based upon potential business
success.
Opportunities will depend upon factors such as:
4/3/2012
the potential growth of the segment the state of competitive rivalry within
the segment how much profit the segment will deliver how big the segment
is how the segment fits with the current direction of the company and its
Onov Siahaan, SE.,MM.
vision.
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9. Segmentation
• A market segment is a classification of potential private or corporate customers by one or more characteristics, in
order to identify groups of customers, which have similar needs and demand similar products and/or services
concerning the recognized qualities of these products, e.g. functionality, price, design, etc.
• An ideal market segment meets all of the following criteria:
• It is internally homogeneous (potential customers in the same segment prefer the same product qualities).
4/3/2012
• It is externally heterogeneous (potential customers from different segments have basically different quality
preferences).
• It responds similarly to a market stimulus.
• It can be cost-efficiently reached by market intervention.
Onov Siahaan, SE.,MM.
• The term segmentation is also used when customers with identical product and/or service needs are divided up
into groups so they can be charged different amounts for the services.
• A customer is allocated to one market segment by the customer´s individual characteristics. Often cluster analysis
and other statistical methods are used to figure out those characteristics, which lead to internally homogeneous
and externally heterogeneous market segments.
• Examples of characteristics used for segmentation:
• Gender
• Price
• Interests
• Location
• Religion
• Income
• Size of Household
• While there may be theoretically 'ideal' market segments, in reality every organization engaged in a market will
develop different ways of imagining market segments, and create Product differentiation strategies to exploit
these segments. The market segmentation and corresponding product differentiation strategy can give a firm a 9
temporary commercial advantage.

10. 4/3/2012
Onov Siahaan, SE.,MM.
Segmentation, Targeting, and Positioning | Principles Of ADV and IMC, Chap. 7 |
April 03 ‘2012
TARGETING 10

11. How to targeting?
4/3/2012
Onov Siahaan, SE.,MM.
1. The first is the single segment with
a single product.
2. Secondly the marketer could ignore
the differences in the segments,
and choose to aim a single product
at all segments i.e. the whole
market.
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3. Finally there is a multi-segment
approach.

12. 4/3/2012
Onov Siahaan, SE.,MM.
1. The first is the single segment with
a single product.
2. “Secondly the marketer could
ignore the differences in the
segments, and choose to aim a
single product at all segments i.e.
the whole market.”
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3. Finally there is a multi-segment
approach.

13. Targeting
• Targeting is the second stage of the SEGMENT "Target" POSITION (STP)
process. After the market has been separated into its segments, the
marketer will select a segment or series of segments and 'target'
it/them. Resources and effort will be targeted at the segment.
4/3/2012
• The first is the single segment with a single product. In other word, the
marketer targets a single product offering at a single segment in a
market with many segments.
Onov Siahaan, SE.,MM.
• For example, British Airway's Concorde is a high value product aimed
specifically at business people and tourists willing to pay more for speed.
• Secondly the marketer could ignore the differences in the segments,
and choose to aim a single product at all segments i.e. the whole
market. This is typical in 'mass marketing' or where differentiation is less
important than cost.
• An example of this is the approach taken by budget airlines such as Go.
• Finally there is a multi-segment approach. Here a marketer will target a
variety of different segments with a series of differentiated products.
• This is typical in the motor industry. Here there are a variety of products such
as diesel, four-wheel-drive, sports saloons, and so on. 13
• Now have a look at the final stage, positioning.

14. 4/3/2012
Onov Siahaan, SE.,MM.
Segmentation, Targeting, and Positioning | Principles Of ADV and IMC, Chap. 7 |
April 03 ‘2012
POSITIONING 14

15. positioning has come to mean the
process by which marketers try to
create an image or identity in the
minds of their target market for
4/3/2012
its product, brand, or organization.
Onov Siahaan, SE.,MM.
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16. Segmentation Targeting Positioning
4/3/2012
Onov Siahaan, SE.,MM.
Image / identity
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17. Positioning
• In marketing, positioning has come to mean the process by
which marketers try to create an image or identity in the
minds of their target market for its product, brand, or
4/3/2012
organization.
• Re-positioning involves changing the identity of a product,
Onov Siahaan, SE.,MM.
relative to the identity of competing products, in the collective
minds of the target market.
• De-positioning involves attempting to change the identity of
competing products, relative to the identity of your own
product, in the collective minds of the target market.
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18. Study Case
• STP of Jakarta’s Shopping Center
• Segmentation:
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• Jakarta people  Gender  Age  Class  place of live 
shopping & Hang out
• Targeting:
Onov Siahaan, SE.,MM.
• 
• Positioning:
• 
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19. The Kawah
“Food and Games Center”
• MALL BARU DI INDONESIA
• 200juta penduduk indonesia
4/3/2012
• Demographi: Jakarta, 20 juta
• Gaya berpakaian:
Onov Siahaan, SE.,MM.
• Eksekutif
• Kaos, celana pendek, sendal
• Kemeja, skinny jeans, sneakers.
• Age: 20  50 (usia bekerja)
• Gender: male / female
• Pengeluaran shopping: Rp. 100,000,-
• Positioning: F & G, Food and Games Center. 19

20. Next…
Komunikasi Pemasaran untuk Brand Building
• Bahan:
4/3/2012
• Principles of Advertising & IMC, Chapter 1, 3.
• LP: Strategic IMC, Chapter 10-11.
Onov Siahaan, SE.,MM.
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21. • 0813 8400 5920
• 26BF8DA6
4/3/2012
• onov.siahaan@gmail.com
Onov Siahaan, SE.,MM.
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