Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Strategic Market Segmentation
Pertemuan 5
Buku 1 Hal: 83-109
Learning Objective
•
•
•
•
Mendefinisikan pasar konsumen
Menyebutkan faktor utama perilaku pembelian
Mendefinisikan jenis perilaku keputusan pembelian
Menggambarkan proses adopsi
Bina Nusantara
Strategic market segmentation (1)
• Levels and types of market segmentation
Levels and types of market segmentation
Strategic
Segmentation
Vision
Strategic intent
Product benefits
Managerial
Segmentation
Resource allocation
Alignment
Planning
Operational
Segmentation
Marketing programs
- Advertising
- Sales
- Distribution
From Mass Markets to Micro Markets
OLD
CONSUMERS
NEW
Passively receive
Empowered media users
whatever TV
control and shape content
networks
thanks to TiVo, iPod and
broadcast
Internet
ASPIRATIONS
To keep up with
To standout from the
the crowd
crowd
TV CHOICE
Three networks
Hundreds of channels
plus maybe a
plus video on demand
PBS station
MAGAZINES
Age of the big
Age of the special interest
glossies: Time,
magazine for every age
Life, Newsweek
and affinity group
ADS
Everyone hums
Talking to a group of
the Alka-Seltzer
one, ads go ever
jingle
narrower
BRANDS Rise of the big,
Niche brands, product
ubiquitous brands
extensions and mass
from Coca-Cola
customization mean many
to Tide
product variations
Strategic market segmentation (2)
• Market-driven strategy and segmentation
– Market segmentation, value opportunities and new market
space
– Market targeting and strategic positioning
Segmentation and Market-Driven Strategy
SEGMENTS
VALUE OPPORTUNITIES
CAPABILITIES/
SEGMENT
MATCH
TARGET(S)
POSITIONING
STRATEGY
Strategic market segmentation (3)
• Market-driven strategy and segmentation
– Market segmentation, value opportunities and new market
space
– Market targeting and strategic positioning
• Activities and decisions in market segmentation
Market Segmentation Activities and
Decisions
Market to be
Segmented
Strategic
Decide How
Analysis
to Segment
of Segments
Finer
Segmentation
Strategies
Form
Segments
Strategic market segmentation (4)
• Market-driven strategy and segmentation
– Market segmentation, value opportunities and new market
space
– Market targeting and strategic positioning
• Activities and decisions in market segmentation
• Defining the market to be segmented
Product Variant Segmentation
Product Type Segmentation
Generic Segmentation
Strategic market segmentation (5)
• Identifying market segments
– Segmentation variables
– Characteristics of people and organizations
• Consumer markets
• Organizational markets
• Product use situation segmentation
• Buyers’ needs and preferences
– Consumer needs
– Attitudes
– Perceptions
• Purchase behavior
Segmentation Variables
Purchase
Behavior
Buyers’ Needs/
Preferences
Characteristics
of People/
Organizations
Use
Situation
Illustrative Segmentation Variables
Consumer
Markets
Age, gender, income,
family size, lifecycle
stage, geographic
location,
lifestyle
Industrial/
Organizational Markets
Type of industry, size,
geographic location,
corporate culture, stage of
development, producer/
intermediary
Use situation
Occasion, importance of
purchase, prior
experience with product,
user status
Application, purchasing
Procedure (new task,
modified rebuy, straight
rebuy
Buyers’ needs/
preferences
Brand loyalty status, brand
preference, benefits sought,
quality, proneness to make
a deal
Performance requirements,
brand preferences, desired
features, service
requirements
Purchase
behavior
Size of purchase,
frequency of purchase
Volume, frequency
of purchase
Characteristics
of people/
organizations