Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Segmenting, Targeting and Product Positioning
Pertemuan 9
Learning Outcomes
•Students can choose bases for segmentation
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Material Outline
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Market segmentation
Purpose of segmentation
Segmentation procedure
Segmentation, branding and experiential marketing
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Market Segmentation
• Dividing the market into smaller groups of
buyers with distinct needs, characteristics or
behaviors who might require separate
products or marketing mixes.
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Market Segmentation
• Awareness that companies cannot appeal to all buyers
in the marketplace, or at least not to all buyers in the
same way
• Many companies are being more choosy about the
customers with whom they wish to build relationships.
• Firms are focusing on the buyers who have greater
interest in the values they create best.
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Purpose of Segmentation
• Identify new segments:
– Finding unmet needs and opportunities
– Finding new behavior from consumers
• Identify new marketing strategies:
– Based on findings, identify new market strategies to differentiate your
offering
• Identify newly developed differentiation values:
– Based on new consumer behavior, develop concepts of differentiation
• Focus on certain marketing strategies and objectives
• Allocate budget more efficiently
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Segmentation Procedure
• Identify segmentation objectives:
• Setting goals of doing segmentation
• What do you wish to achieve by doing segmentation?
• For example: increasing sales to 15%, increasing product
awareness 15%
• Identify market or industry characteristics:
• Study market behavior: how consumers, competition, regulation
play important role in market or industries.
• Example: consumer electronic products can be divided according to
life style and income.
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Segmentation Procedure
• Find out proper basis for dividing markets:
• Choose amongst many variables which variables best divide market
into smaller groups
• This can be done by doing a thorough analysis of market or industry
characteristics
• Determine number of variables used to segment markets. This can
be learnt from market, business or industry characteristics.
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Segmentation Procedure
• Implementation:
– Dividing the market according to business and industry characteristics
and variables used
• Targeting market:
• Develop measure of segment attractiveness
• Select target segments
• Evaluation:
• Analyze the achievement of current goals in comparison to expected goals
• Analyze whether segments formed show differences across segments and
familiarity within segments
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Segmentation, Branding and Experiential
Marketing
• Segmentation:
– Finding new segment
– Finding new ideas for differentiation
– Finding new positioning
• Branding:
– Offering new value proposition
– Creating new image
– Creating new personality
• Experiential Marketing:
– Inducing consumers through sensory elements
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Conclusions:
• Segmentation is about dividing market into smaller
groups of consumers showing distinct needs,
characteristics, behaviors.
• Companies have to select and focus on consumers
whom they want to serve for, in order to be more efficient
• Companies cannot appeal all buyers with the same
marketing strategy
• Segmentation results in new segment that can be the
source of differentiation, brand personality creation.
Thus, it will create new experience for consumers.
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