SEGMENTATING,

TARGETING,
POSITIONING

Difa Bike
City Tour &
Transport
(Ojek
Difabel) BIMA INDRA
FRIDA NURUL ARIFAH
VERA SETYANITAMI
Tentang
Difa Bike City & Tour PT DIFABIKE INOVASI INDONESIA

2015

Founded by Triyono as CEO, which was

inaugurated precisely in December to
coincide with international disability day.

2016

Starting to employ 100% disabled

employees in all positions at Difa Bike-– City
Tour & Transport.
 Difabike

Jumlah Driver Difabike

26
(Disabilitas)

Difabike, 2022
Data Penyandang Disabilitas di
DIY
Tahun Jumlah

2016 26.177

2017 29.530

2018 27.094

2019 27.129

Bappeda Provinsi DIY,2020

RATA-RATA PENGGUNA LAYANAN
DIFABIKE PER HARI (PASCA
COVID)

10-15 order/hari

Difabike, 2021
 Why Segment the Market?

All customers are not the same

They vary in terms of their needs, wants

and demands; price-sensitivity;buying
behavior; product usage style and
frequency; etc

The same product and marketing

strategy will not suit all the customers
equally

So, they should be grouped, such that,

customers within a group are "similar"
and customers across groups are
"dissimilar"
 The Major Segmentation Variables

Source: dawningdigital.com
Major Segmentation Variables for Business Markets

1. What geographical areas should we serve? (Demographic)

Provinsi DI Yogyakarta

2. What customer technologies should we focus on? (Operating Variables)

Untuk Teknologi yang difokuskan adalah menghubungkan konsumen
dengan driver difabike

3. Should we serve heavy users, medium users, light users, or nonusers?

(Operating Variables)
Sebagian besar pengguna difabike hanya sesekali menggunakan layanan,
kendati begitu ada beberapa yang secara frekuensi sering menggunakan
Major Segmentation Variables for Business Markets

4. Should we serve customers needing many or few services? (Operating

Variables)
Difabike turut menyediakan beberapa jenis layanan untuk mengakomodasi
kebutuhan pengguna

5. Should we serve customers that are seeking quality? Service? Price?

(Purchasing Approaches)
Layanan Difabike tentunya telah disesuaikan dengan kebutuhan calon
pengguna dengan tetap mempertimbangkan kualitas dan harga yang
mudah dijangkau
Major Segmentation Variables for Business Markets
6. Should we focus on a certain application of our product rather than all
applications? (Situational Factors)
Dalam hal ini difabike memiliki tendensi pada layanan difatour dan
antarjemput

7. Should we serve customers whose values are similar to ours? (Personal

Characteristics)
Difabike melayani konsumen yang memiliki nilai yang sama dengan
perusahaan dengan menyediakan transportasi yang mudah diakses

8. Should we serve risk-taking or risk-avoiding customers? (Personal

Characteristics)
Secara umum, konsumen percaya dengan kemampuan difabel
mengemudi. Ditambah lagi semua driver sudah memiliki SIM D
 Effective Segmentation Criteria
Measurable: Besaran market adalah masyarakat penyandang disabilitas
yang ada di DIY

Substantial: belum ada layanan serupa yang melayani pasar sehingga

tentu menguntukan untuk dilayani

Accessible: market mampu mengakses layanan dengan mudah

Differentiable: melayani pasar yang memiliki sifat dan preferensi yang

sama (dari difabel dan untuk difabel). Baru pada tahun 2021 turut
merespon pasar yang lebih luas yaitu masyarakat non disabilitas

Actionable: Membantu difabel dalam menunjang aktivitas sehari-hari

Evaluating and Selecting the Market
Segments

Full Market Coverage

Multiple Segments
Single Segments
Individual as Segments
 Difa Bike's Market Segment

Multiple Segment Specialization

Supersegment: using the same vehicle, they provide

services for city tour, online motorcycle taxi, and cargo.
 Difa Bike's Target Market
1. Primary target market
People with disabilities
Tourists

2. Secondary Target Market

Workers
Students
 Deciding on A Positioning

1. Choosing a frame of reference by identifying the

target market and relevant competitor
2. Identifying the optimal points-of-parity and points-of-
difference
3. Creating a brand mantra
 Choosing a Competitive Frame of
Reference
Identifying Competitor
 Analyzing Competitors
Provide services for people who are looking for quick
access to public transportation
Provide reliable services at reasonable price
Provide services that are safe, consumers can track
their ride and driver identity
Secure payment method
 Identifying Potential Points-of-
Difference and Points-of-Parity
Difa Bike PODs
Hiring disabled people as drivers, provide services to
people with dissabilities, provide city tour, and unique
vehicle

Difa Bike POPs

Category points-of-parity: on-demand ride-hailing
 Choosing Specific POPs and PODs

Means of Differentiation
Services are provided by disabled drivers

Customer benefit:
Supporting people with disabilities to get a job
 Choosing Specific POPs and PODs
high
price

Difa Bike

low high
social image social image

Grab Gojek

Maxim low
price
 Brand Mantras

Immobility for Better Life

Branding Guidelines for Small
Businesses
Find a compelling product or service performance
advantage
Focus on building one or two strong brands based
on one or two key associations
Encourage product or service trial in any way
possible
Develop cohesive digital strategy to make the
brand "bigger and better"
 Positioning DCTT
SEGMEN PASAR HARGA & KUALITAS SUASANA EXPERIENCE PRODUK
Wisatawan Memiliki keunggulan dalam jasa Suasana internal Terus mengembangkan
Penyandang disabilitas pengiriman barang yang lebih murah
perusahaan dibangun layanan jasa terbaru mereka
Pekerja, pelajar, & dan tidak mempertimbangkan berat
seperti keluarga.
masyarakat umum angkutan yang akan dipindahkan.

KARAKTERISTIK LOGO, SLOGAN & TAGLINE KOMPETITOR

DCTT menentukan
karakter yang berbeda
dengan memodifikasi
kendaraan dan warna
dasar dari brand
Memiliki logo yang
disempurnakan agar lebih
mudah diingat dan
membangun image untuk
membuat ciri khas sendiri
DCTT memiliki
keunikan tersendiri
dengan modifikasi
motornya dan tidak
ada satupun ojek
online lain yang
menggunakan.
 Kesimpulan
1. Strategi Segmenting --> multiple segment specialization,

supersegment

2. Strategi Targeting --> primary market: disabled people, tourists;

secondary market: workers, students.

3. Strategi Positioning --> build brand awareness with unique

characteristics of vehicle
Thank
YOU !