SEGMENTATION,

TARGETING
AND POSITIONING
Day 1
Day 1
 TANPA TUBUH YANG SANTAI TIDAK
MUNGKIN KITA MENGAKSES FUNGSI
OTAK YANG LEBIH TINGGI
(meningkatkan penyerapan informasi)

BRAIN GYM (Paul Dennison)

FUN STORY
ALPHA
ICE BREAKING ZONE
MUSIK

Day 1
 WELCOME TO ENGLISH II
BUSINESS
BUSINESS

SEGMEN
TING
TARGETIG PRODUCT
PRODUCT
LIFE
LIFE
CYCLE
CYCLE
POSITIO
NING

Day 1
Definition of marketing strategy
A marketing strategy is a process or
model to allow a company or
organization to focus limited
resources on the best opportunities
to increase sales and thereby
achieve a sustainable competitive
advantage.

Day 1
 BUSINESS
BUSINESS
Marketing
Marketing Strategy
Strategy

SEGMEN PRODUCT
PRODUCT
TING TARGETING LIFE
LIFE
CYCLE
CYCLE

POSITI0NING

Day 2
Definition of Segmentation
 Segmentation is the process of
understanding why people buy
products and services like yours,
which of those people you can
best satisfy and what you can do
to make your product simply
irresistible to their Knowledge
shared by.

Day 2
Market Segmentation
 Dividing a market into distinct
groups with distinct needs,
characteristics, or behavior who
might require separate products or
marketing mixes.
Markets differ in their degree of heterogeneity . At one extreme they are
homogeneous (Similar) and at the other extreme they are heterogeneous
(Substantially different).
Market Segmentation is the process of identifying group of buyers with
different buying desires or requirements.
There may be three basic market preferences: 1.Homogeneous, 2.
Diffused, and 3. Clustered
Day 2
 BASIC MARKET PREFERENCE PATTERNS

::::::::::::::
::::::::::::::
Attribute ::::::::::::::
Attribute :::::::::::::: Attri.
:::::::::::::
:::::::::::::
Y Y ::
::::::::::::::::
:::::::::::: Y
::::::::::::::
::::::::::::::

Attribute X Attribute X Attribute X

A.Homogeneous B.Diffused C.Clustered
Preferences Preferences Preferences

Day 2
What do you think this product based on
basic market preference patterns ?

let_s_go_girl.wmv
let_s_go_girl.wmv

Day 2
ADVANTAGES OF MARKET SEGMENTATION

 It improves a company’s understanding of why

consumers do or do not buy certain products.
Therefore prepares a company to meet
changing market demands.
 Information gained from segmentation allows
the organization to plan a systematic and
effective marketing program to satisfy the
consumer needs.
 Better assessment of the strengths and
weaknesses of the competition.
 Better allocation of marketing resources.

Day 3
SEGMENTATION ANALYSIS (BASIS OF
SEGMENTATION)

 CONSUMER CHARACTERISTICS
(1) Geographic ( Region; subarb, city, rural and semi-urban
areas )
(2) Demographic ( age, life cycle stage, generation, family
size, gender, income, occupation, education, socio-
economic classification )
(3) Psychographic ( life style, psychological/personality traits,
values)
 CONSUMER RESPONSES
(4) Behavioral Segments (Buyer readiness stage, Benefits
sought, Usage rate, Attitude, Loyalty, Occasions, User status)

Day 3
! FATIES XI VS W
Day 3
 O F G
ND I N
E N T
M E
E G
S