Segmentasi, Targeting & Positioning
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This document discusses market segmentation, targeting, and positioning. It defines these three concepts and explains the process of segmentation. Specifically, it describes how markets can be segmented based on geographic, demographic, psychographic, and behavioral factors. Common bases for segmenting consumer markets include age, gender, income level, lifestyle, and usage patterns. The document also differentiates between segmenting consumer versus business markets and notes that demographic segmentation is the most popular approach.
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Segmentasi, Targeting & Positioning
- 1. Week 2Week 2 Segmentation, Targeting, and Positioning Hospitality Marketing Nur Agustinus Segmentation, Targeting, and Positioning Hospitality Marketing Nur Agustinus
- 2. ObjectivesObjectives • Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. • Understand the major bases for segmenting consumer and business markets. • Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. • Understand the major bases for segmenting consumer and business markets. • Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. • Understand the major bases for segmenting consumer and business markets. • Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. • Understand the major bases for segmenting consumer and business markets. • Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. • Understand the major bases for segmenting consumer and business markets.
- 3. IntroductionIntroduction • Market - Group of people with sufficient purchasing power, authority, and willingness to buy • Target market - Group of people a firm believes is most likely to buy its goods and services • Market - Group of people with sufficient purchasing power, authority, and willingness to buy • Target market - Group of people a firm believes is most likely to buy its goods and services • Market - Group of people with sufficient purchasing power, authority, and willingness to buy • Target market - Group of people a firm believes is most likely to buy its goods and services • Market - Group of people with sufficient purchasing power, authority, and willingness to buy • Target market - Group of people a firm believes is most likely to buy its goods and services 3
- 5. Types of MarketsTypes of Markets • Consumer products - Products bought by ultimate consumers for personal use • Business products - Goods and services purchased for use either directly or indirectly in the production of other goods and services for resale • Consumer products - Products bought by ultimate consumers for personal use • Business products - Goods and services purchased for use either directly or indirectly in the production of other goods and services for resale • Consumer products - Products bought by ultimate consumers for personal use • Business products - Goods and services purchased for use either directly or indirectly in the production of other goods and services for resale • Consumer products - Products bought by ultimate consumers for personal use • Business products - Goods and services purchased for use either directly or indirectly in the production of other goods and services for resale 5
- 6. The STP Process • Segmentation is the process of classifying customers into groups which share some common characteristic • Targeting involves the process of evaluating each segments attractiveness and selecting one or more segments to enter • Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the mind of the consumer • Segmentation is the process of classifying customers into groups which share some common characteristic • Targeting involves the process of evaluating each segments attractiveness and selecting one or more segments to enter • Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the mind of the consumer • Segmentation is the process of classifying customers into groups which share some common characteristic • Targeting involves the process of evaluating each segments attractiveness and selecting one or more segments to enter • Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the mind of the consumer • Segmentation is the process of classifying customers into groups which share some common characteristic • Targeting involves the process of evaluating each segments attractiveness and selecting one or more segments to enter • Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the mind of the consumer • Segmentation is the process of classifying customers into groups which share some common characteristic • Targeting involves the process of evaluating each segments attractiveness and selecting one or more segments to enter • Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the mind of the consumer
- 7. DefinitionDefinition • Market Segmentation: – Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. • Market Segmentation: – Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. • Market Segmentation: – Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. • Market Segmentation: – Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.
- 8. Segmentation ProcessSegmentation Process • Marketers follow two methods to determine the bases on which to identify markets: – Segments are predefined by managers based on their observation of the behavioral and demographic characteristics of likely users – Segments are defined by asking customers which attributes are important and then clustering the responses • Marketers follow two methods to determine the bases on which to identify markets: – Segments are predefined by managers based on their observation of the behavioral and demographic characteristics of likely users – Segments are defined by asking customers which attributes are important and then clustering the responses • Marketers follow two methods to determine the bases on which to identify markets: – Segments are predefined by managers based on their observation of the behavioral and demographic characteristics of likely users – Segments are defined by asking customers which attributes are important and then clustering the responses • Marketers follow two methods to determine the bases on which to identify markets: – Segments are predefined by managers based on their observation of the behavioral and demographic characteristics of likely users – Segments are defined by asking customers which attributes are important and then clustering the responses • Marketers follow two methods to determine the bases on which to identify markets: – Segments are predefined by managers based on their observation of the behavioral and demographic characteristics of likely users – Segments are defined by asking customers which attributes are important and then clustering the responses
- 9. Step 1. Market Segmentation Bases for Segmenting Consumer Markets Step 1. Market Segmentation Bases for Segmenting Consumer Markets Geographic Nations, states, regions or cities Step 1. Market Segmentation Bases for Segmenting Consumer Markets Demographic Nations, states, regions or cities Demographic Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Behavioural Occasions, benefits sought, user status, usage rate, loyalty Occasions, benefits sought, user status, usage rate, loyalty
- 10. Market SegmentationMarket Segmentation • Geographical segmentation – Marketing mixes are customized geographically • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Segmenting International Markets • Requirements for Effective Segmentation • Geographical segmentation – Marketing mixes are customized geographically • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Segmenting International Markets • Requirements for Effective Segmentation • Geographical segmentation – Marketing mixes are customized geographically • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables • Segmenting Consumer Markets • Segmenting Business Markets • Segmenting International Markets • Requirements for Effective Segmentation • Geographical segmentation – Marketing mixes are customized geographically • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables • Segmenting Consumer Markets • Segmenting Business Markets • Segmenting International Markets • Requirements for Effective Segmentation • Geographical segmentation – Marketing mixes are customized geographically • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables • Segmenting Consumer Markets • Segmenting Business Markets • Segmenting International Markets • Requirements for Effective Segmentation
- 12. Market SegmentationMarket Segmentation • Geographical segments • Demographic segmentation – Most popular type – Demographics are closely related to needs, wants and usage rates • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Geographical segments • Demographic segmentation – Most popular type – Demographics are closely related to needs, wants and usage rates • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Geographical segments • Demographic segmentation – Most popular type – Demographics are closely related to needs, wants and usage rates • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables • Segmenting Consumer Markets • Segmenting Business Markets • Geographical segments • Demographic segmentation – Most popular type – Demographics are closely related to needs, wants and usage rates • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables • Segmenting Consumer Markets • Segmenting Business Markets • Geographical segments • Demographic segmentation – Most popular type – Demographics are closely related to needs, wants and usage rates • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables • Geographical segments • Demographic segmentation – Most popular type – Demographics are closely related to needs, wants and usage rates • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables
- 14. No Market SegmentationNo Market Segmentation
- 15. Segmented by GenderSegmented by Gender
- 16. Segmented by AgeSegmented by Age
- 17. Market SegmentationMarket Segmentation • Geographic segments • Demographic segmentation • Psychographic segmentation – Lifestyle, social class, and personality-based segmentation • Behavioral segmentation • Using multiple segmentation variables Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Geographic segments • Demographic segmentation • Psychographic segmentation – Lifestyle, social class, and personality-based segmentation • Behavioral segmentation • Using multiple segmentation variables Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Geographic segments • Demographic segmentation • Psychographic segmentation – Lifestyle, social class, and personality-based segmentation • Behavioral segmentation • Using multiple segmentation variables • Segmenting Consumer Markets • Segmenting Business Markets • Geographic segments • Demographic segmentation • Psychographic segmentation – Lifestyle, social class, and personality-based segmentation • Behavioral segmentation • Using multiple segmentation variables • Segmenting Consumer Markets • Segmenting Business Markets • Geographic segments • Demographic segmentation • Psychographic segmentation – Lifestyle, social class, and personality-based segmentation • Behavioral segmentation • Using multiple segmentation variables
- 19. Market SegmentationMarket Segmentation • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation – Typically done first • Using multiple segmentation variables Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation – Typically done first • Using multiple segmentation variables Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation – Typically done first • Using multiple segmentation variables • Segmenting Consumer Markets • Segmenting Business Markets • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation – Typically done first • Using multiple segmentation variables • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation – Typically done first • Using multiple segmentation variables
- 21. Market SegmentationMarket Segmentation • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables • Segmenting Consumer Markets • Segmenting Business Markets • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Using multiple segmentation variables
- 22. Market SegmentationMarket Segmentation • Demographic segmentation – Industry, company size, location • Operating variables – Technology, usage status, customer capabilities • Purchasing approaches • Situational factors – Urgency, specific application, size of order • Personal characteristics – Buyer-seller similarity, attitudes toward risk, loyalty Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Demographic segmentation – Industry, company size, location • Operating variables – Technology, usage status, customer capabilities • Purchasing approaches • Situational factors – Urgency, specific application, size of order • Personal characteristics – Buyer-seller similarity, attitudes toward risk, loyalty Key TopicsKey Topics • Segmenting Consumer Markets • Segmenting Business Markets • Demographic segmentation – Industry, company size, location • Operating variables – Technology, usage status, customer capabilities • Purchasing approaches • Situational factors – Urgency, specific application, size of order • Personal characteristics – Buyer-seller similarity, attitudes toward risk, loyalty • Segmenting Consumer Markets • Segmenting Business Markets • Demographic segmentation – Industry, company size, location • Operating variables – Technology, usage status, customer capabilities • Purchasing approaches • Situational factors – Urgency, specific application, size of order • Personal characteristics – Buyer-seller similarity, attitudes toward risk, loyalty • Demographic segmentation – Industry, company size, location • Operating variables – Technology, usage status, customer capabilities • Purchasing approaches • Situational factors – Urgency, specific application, size of order • Personal characteristics – Buyer-seller similarity, attitudes toward risk, loyalty • Demographic segmentation – Industry, company size, location • Operating variables – Technology, usage status, customer capabilities • Purchasing approaches • Situational factors – Urgency, specific application, size of order • Personal characteristics – Buyer-seller similarity, attitudes toward risk, loyalty
- 24. Target MarketingTarget Marketing • Choosing a Target- Marketing Strategy Requires Consideration of: – Company resources – The degree of product variability – Product’s life-cycle stage – Market variability – Competitors’ marketing strategies • Choosing a Target- Marketing Strategy Requires Consideration of: – Company resources – The degree of product variability – Product’s life-cycle stage – Market variability – Competitors’ marketing strategies • Choosing a Target- Marketing Strategy Requires Consideration of: – Company resources – The degree of product variability – Product’s life-cycle stage – Market variability – Competitors’ marketing strategies • Choosing a Target- Marketing Strategy Requires Consideration of: – Company resources – The degree of product variability – Product’s life-cycle stage – Market variability – Competitors’ marketing strategies • Choosing a Target- Marketing Strategy Requires Consideration of: – Company resources – The degree of product variability – Product’s life-cycle stage – Market variability – Competitors’ marketing strategies
- 25. Target MarketingTarget Marketing • Evaluating Market Segments – Segment size and growth – Segment structural attractiveness • Level of competition • Substitute products • Power of buyers • Powerful suppliers – Company objectives and resources • Evaluating Market Segments – Segment size and growth – Segment structural attractiveness • Level of competition • Substitute products • Power of buyers • Powerful suppliers – Company objectives and resources • Evaluating Market Segments – Segment size and growth – Segment structural attractiveness • Level of competition • Substitute products • Power of buyers • Powerful suppliers – Company objectives and resources • Evaluating Market Segments – Segment size and growth – Segment structural attractiveness • Level of competition • Substitute products • Power of buyers • Powerful suppliers – Company objectives and resources • Evaluating Market Segments – Segment size and growth – Segment structural attractiveness • Level of competition • Substitute products • Power of buyers • Powerful suppliers – Company objectives and resources
- 27. Target MarketingTarget Marketing • Socially Responsible Targeting – Some segments are at special risk: • Children • Inner-city minority consumers • Internet shoppers – Controversy occurs when the methods used are questionable. • Socially Responsible Targeting – Some segments are at special risk: • Children • Inner-city minority consumers • Internet shoppers – Controversy occurs when the methods used are questionable. • Socially Responsible Targeting – Some segments are at special risk: • Children • Inner-city minority consumers • Internet shoppers – Controversy occurs when the methods used are questionable. • Socially Responsible Targeting – Some segments are at special risk: • Children • Inner-city minority consumers • Internet shoppers – Controversy occurs when the methods used are questionable. • Socially Responsible Targeting – Some segments are at special risk: • Children • Inner-city minority consumers • Internet shoppers – Controversy occurs when the methods used are questionable.
- 29. Exercise • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation • Geographic segments • Demographic segmentation • Psychographic segmentation • Behavioral segmentation
- 30. PositioningPositioning • Positioning: – The place the product occupies in consumers’ minds relative to competing products. – Typically defined by consumers on the basis of important attributes. • Positioning: – The place the product occupies in consumers’ minds relative to competing products. – Typically defined by consumers on the basis of important attributes. • Positioning: – The place the product occupies in consumers’ minds relative to competing products. – Typically defined by consumers on the basis of important attributes. • Positioning: – The place the product occupies in consumers’ minds relative to competing products. – Typically defined by consumers on the basis of important attributes. • Positioning: – The place the product occupies in consumers’ minds relative to competing products. – Typically defined by consumers on the basis of important attributes.
- 31. PositioningPositioning • Choosing a Positioning Strategy: – Identifying possible competitive advantages -- many potential sources of differentiation exist: • Products • Services • Channels • People • Image • Choosing a Positioning Strategy: – Identifying possible competitive advantages -- many potential sources of differentiation exist: • Products • Services • Channels • People • Image • Choosing a Positioning Strategy: – Identifying possible competitive advantages -- many potential sources of differentiation exist: • Products • Services • Channels • People • Image • Choosing a Positioning Strategy: – Identifying possible competitive advantages -- many potential sources of differentiation exist: • Products • Services • Channels • People • Image • Choosing a Positioning Strategy: – Identifying possible competitive advantages -- many potential sources of differentiation exist: • Products • Services • Channels • People • Image
- 32. Developing Competitive Differentiation Developing Competitive Differentiation Product ServiceProductProduct ServiceService Areas for Competitive Differentiation Areas for Competitive Differentiation Areas for Competitive Differentiation Areas for Competitive Differentiation ImageImage PeoplePeople
- 33. PositioningPositioning • Choosing a Positioning Strategy: – Choosing the right competitive advantage • How many differences to promote? – Unique selling proposition – Positioning errors to avoid • Which differences to promote? • Choosing a Positioning Strategy: – Choosing the right competitive advantage • How many differences to promote? – Unique selling proposition – Positioning errors to avoid • Which differences to promote? • Choosing a Positioning Strategy: – Choosing the right competitive advantage • How many differences to promote? – Unique selling proposition – Positioning errors to avoid • Which differences to promote? • Choosing a Positioning Strategy: – Choosing the right competitive advantage • How many differences to promote? – Unique selling proposition – Positioning errors to avoid • Which differences to promote? 8- 33
- 34. PositioningPositioning Criteria for Meaningful DifferencesCriteria for Meaningful Differences • Important • Superior • Preemptive DistinctiveDistinctive CommunicableCommunicable AffordableAffordable • Important • Superior • Preemptive DistinctiveDistinctive CommunicableCommunicable AffordableAffordable • Important • Superior • Preemptive DistinctiveDistinctive CommunicableCommunicable AffordableAffordable ProfitableProfitable 8- 34 ProfitableProfitable
- 39. Group Assignment (Max 5 Students)Group Assignment (Max 5 Students) Make Positioning Matrix of at least 5 restaurants in a mall (specify the mall) by discussing it among groups based on the criteria on the left and making some possible matrix. Make Positioning Matrix of at least 5 restaurants in a mall (specify the mall) by discussing it among groups based on the criteria on the left and making some possible matrix. Make Positioning Matrix of at least 5 restaurants in a mall (specify the mall) by discussing it among groups based on the criteria on the left and making some possible matrix. Make Positioning Matrix of at least 5 restaurants in a mall (specify the mall) by discussing it among groups based on the criteria on the left and making some possible matrix. Make Positioning Matrix of at least 5 restaurants in a mall (specify the mall) by discussing it among groups based on the criteria on the left and making some possible matrix.