Concept: Positioning,
Differentiation, & Brand Triangle
MEETING 5
The Triangle
Singapore Airline:
impeccable service around the world
Example
9 Elements of Marketing
Segmentation
 See the market creatively & divide them into several
segments based on psychographic or behavior
Targeting
 Choosing one or more than one segment, based on
market size, market growth, competitive advantage,
and competitive situation
Positioning
 Reason for being
 Promise that your product, brand, and company give
Example:
Kijang  mobil dambaan keluarga Indonesia
Clear: Ketombe.. Siapa Takut
Differentiation
 Tools to fulfill your promise
 Effort to differentiate your company with
competitors
 How to:
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Content (what to offer)
Context (how to offer)
Infrastructure (the enabler: technology, facilities, HRM)
Example: Mc. Donald
Marketing Mix
 Integrate what the company offers (product,
price) with access (place/distribution channel,
promotion)
 Example: Unilever (Lux, Rinso, Pepsodent)
Selling
 Tactic to create long term relationship with customer
 Three levels of selling:
 Feature Selling
 Benefit Selling
 Solution Selling
Brand
 Value indicator for company and product
 “UMBRELLA” to represent product/service
 Example: Kompas
Service
 Value enhancer (paradigm to create continuous
value for customer through our products and
services)
Process
 Value enabler (manage value added supply chain
process)
 Requirement of good process: Quality, Cost, Delivery
 Example: Lippo Shop