Weekly Paper 7 – Aditya Bagas Pratama (15122320022)

Market Segmentation is a really important thing for marketers. Imagine, you don’t know
what your market segment is when you try to sell products. Market segmentation will help you to
create a strategy to promote your products to a specific group of people. That group of people
could be anything that are align with the business. It can be divided by their income, age, attitude,
even the environment they live.
If you’ve found your ‘Market’, try to create a marketing strategy that is addressed for them.
Product positioning is the first step you can do. Product positioning is most likely what would your
product be? You can do product positioning by the attribute you sell on the product. For example,
if you sell foods/beverage, what materials you have that is different? You can do product
positioning by its use as well. For example, ‘Kopi ABC would be a really good choice to drink at
midnight’ and it is addressed for people who still have to work at night. Defining product
positioning by the user is also works, you could choose which class of users that align with your
product. Competitors could also be your reference for positioning your product, what could you
sell more or what is the difference between you and the competitors. The very least thing you can
do as a marketer is make a survey to consumers regarding other brands that related to your product
and you can define your product position.
In my experience before opening a coffeeshop, I have done a thing or two for this market
segmentation. I opened my coffeeshop in the East of Jakarta. I knew, before I make it official, I
have to segment a market of people that are going to my coffeeshop. I’m going to a different
coffeeshops around there and pay attention to every detail they have. From there, I knew what I
wanted for my coffeeshop, starting from the design all the way to the market segment. For the
market at first, I will go by the people that loves working from a café, so I choose that market. I
make the interior as cozy as possible for those people. From most coffeeshops I’ve gone to, mostly
they don’t have a smoking indoor place. That could be one of the differences that I have, let alone
we know East Jakarta have a really hot weather. So, I make my coffeeshop have that. People could
work, smoke, and also feels like they’re in their home by going for a homey interior. For the price,
I observe and almost imitate one coffeeshop that are around there, and change the price a bit. I do
that for the price is because the market that are going to that coffeeshop that I imitate, is more less
the same by social class. From there, so far my market segment is fulfilled.