Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Differentiation
Pertemuan 14
Learning Outcome
•Students are able to choose a proper strategy for
differentiation
Bina Nusantara
Material Outline
• Stages of developing differentiation
• Maintaining your differentiation
Bina Nusantara
Stages of Developing Differentiation
• Segmentation, targeting and positioning
– Segmentation is about identifying new market segment that can
be developed further. By doing so, a marketer is trying to find
something new that can be explored to be something unique
– Targeting is aiming a certain segment. After having market
segmented, a marketer decides which market and behavior he
plans to serve for.
– Positioning is how to place a uniqueness in consumer’s mind.
This is the base on which differentiation is laid. Since
differentiation reflects product positioning and positioning is
about something we do to consumer’s mind, therefore a
marketer has to be certain which target segment will be exposed
differentiation
Bina Nusantara
Stages of Differentiation
• Based on positioning established in consumer’s mind, a
marketer has to explore sources of differentiation that
can give added value to product, brand and company
image
– To do this, an analysis on content, context and infrastructure
which is currently managed, should be taken into consideration.
– A company needs to view its strength and weakness in
consumer’s perception. Based on this finding, company can
make an effort to develop a base of differentiation
• Laurier, offered its first product by offering new variants of pads
during which consumers were exhausted of old products. By doing
so, Laurier had presented Laurier wings, regular and maxi.
Bina Nusantara
Stages of Developing Differentiation
• Starbucks as a good example
– As Schultz traveled along Italy, he was formidably impressive by
the way people in Italy drank coffee. He first experienced how
coffee could be blend with romance. Being aware of the different
situation of drinking coffee which had not existed yet in US, he
brought that concept of Italian’s drinking coffee to US, by
designing coffee bar. This different concept of drinking coffee
was found to be a great success.
Bina Nusantara
Stages of Developing Differentiation
• Communication.
– In marketing everything seems so vague. The best product may
not be always the winner. What matters most in marketing is how
to create the best consumer’s perception. It is how a consumer
perceives what matters most. Therefore a good communication
can mean a lot as a good marketer tries to build his product
differentiation.
• A differentiation must be communicated in simple, meaningful and
well focused manner
Bina Nusantara
Maintaining Differentiation
• Focus on your core differentiation
– To some extent some marketers were seduced to extend their
brands to cover a group of products in a product line. However,
in doing so they neglect the core of their product differentiation.
This can damage the brand or product’s image in consumer’s
perception, leaving the brand or product abandoned by their
consumers.
• Dove is a good example of a brand that is consistent to the core
differentiation as it extends its brand. Though Dove has launched
new product variants, but its positioning to be moisturizing cream
product stays firm in consumer’s mind.
Bina Nusantara
Maintaining Differentiation
• Be consistent.
– To anticipate consumers confusion in perceiving product or
brand image, marketers must be consistent on core
differentiation. If its core differentiation is cleanliness, then in
producing products in different category, this concept of
cleanliness must be transferred, so that consumers can view
brand or product in the same perception.
Bina Nusantara
Maintaining Differentiation
• Evolve product differentiation.
– Differentiation must be relevant across ages. What it means? It
means that differentiation must be changed according to the
market demand. How to do so?
• Rinso keeps launching new variants of detergent to strengthen its
differentiation in laundry detergent. These new variants create a
good image of Rinso in consumer’s mind.
Bina Nusantara
Conclusions:
• There are three stages in developing differentiation,
those are: segmenting, targeting and positioning,
exploring sources of differentiation and communication.
• In maintaining differentiation, a marketer must be
focused on core differentiation, particularly as his brand
extends, be consistent and be relevant to market
demand.
Bina Nusantara