MARKETING

MANAGEMEN
T

Akreditasi Internasional
Akreditasi Nasional
International Accreditation
National Accreditation

‘A’
 Fakultas Ekonomi dan Bisnis
School Economics and Business VISI, MISI Magister Manajemen

VISI
“Menjadi program studi Magister Manajemen berbasis teknologi informasi dan
komunikasi (TIK) yang unggul di Asia Tenggara pada tahun 2022”

MISI
Menumbuhkembangkan pemimpin, manajer dan peneliti yang unggul di Asia
Tenggara melalui pengajaran, penelitian dan pengabdian masyarakat dengan
memanfaatkan jejaring dan kapabilitas pemangku kepentingan yang kami
miliki di industri teknologi informasi dan komunikasi (TIK)

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 Fakultas Ekonomi dan Bisnis
School Economics and Business

Chapter 5
Positioning

Akreditasi Internasional
Akreditasi Nasional
International Accreditation
National Accreditation

‘A’

© 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. 3 Creating the great business leaders
 Fakultas Ekonomi dan Bisnis
School Economics and Business

Pokok Bahasan Capaian Bahasan

Video Animasi Kuis / Latihan Link

Kesimpulan Pustaka

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 Fakultas Ekonomi dan Bisnis
School Economics and Business

Learning outcome

© 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Creating the great business leaders
 Fakultas Ekonomi dan Bisnis
School Economics and Business Step 3: Positioning

 Positioning is the process by which marketers develop a marketing

strategy to influence how a particular market segment perceives a
good or service in comparison to the competition.

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Figure 7.5 Steps in a Positioning Decision

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Positioning Statement

 An expression of a product’s positioning that is internally developed

and maintained in order to support the development of marketing
communication that articulates the specific value offered by a
product

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Modifying Positioning Strategies

 Repositioning establishes a new position in response to market

changes.
 Commonly used to change the brand image
 Repositioning can breathe life into “retro” brands.

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Bringing a Product to Life: Brand Personality (1 of 2)

 Positioning strategies often try to create a brand personality.

 A distinctive image that captures a brand’s character and benefits.

© 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. 10 Creating the great business leaders
 Fakultas Ekonomi dan Bisnis
School Economics and Business Bringing a Product to Life:Brand Personality (2 of 2)

 Brand anthropomorphism
 Assigning human characteristics and qualities to a brand
 Pillsbury Doughboy is an example

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Figure 7.6 Perceptual Map

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 Fakultas Ekonomi dan Bisnis
School Economics and Business Positioned for Success

 Successful brand positioning should align clearly with the company’s

competitive advantage(s).
 In turn, marketing mix elements should support a distinctive brand image and
value proposition for the target market.
Think of your favorite restaurant chain. How would you describe its brand
personality? Why?

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Term to know
m

Creating the great business leaders

 Fakultas Ekonomi dan Bisnis
School Economics and Business

Reference
Buku Utama:
1. Solomon, Michael R, Greg W Marshal, and Elnora W Stuart, (2018), Marketing:
Real people, Real Choices, 9th Edition, Pearson Education; US
2. Kotler, Philip dan Kevin Lane Keller, (2016). Marketing Management. 15th
Global Edition. Pearson Education: Edinburgh Gate

Buku Tambahan:
1. Frost, Raymond, Alexa K Fox and Judy Strauss, (2019). e-Marketing, 8th Ed.,
Routledge, New York
2. Chaffey, Dave and Ellis-Chadwk, Flona (2015). Digital Marketing, Strategy
Implementation and Practice, 6th Edition. Pearson Educatio : Edinburgh Gate

© 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Creating the great business leaders
 Fakultas Ekonomi dan Bisnis
School Economics and Business

THANK YOU
Pamm.tebs2@gmail.com @mm.telkomuniversity

We are like trees. We must create new leaves, new directions, in order to grow.
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Creating the great business leaders