Global Marketing
Management
A European Perspective
Global Segmentation,
Targeting and Positioning
Warren J. Keegan
Bodo B. Schlegelmilch
Global Market Segmentation
... is the process of dividing
the world market
into distinct subsets of
customers
that have similar needs
(eg country groups or
individual interest groups).
Keegan/Schlegelmilch
Global Marketing Management: A European Perspective
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Learning Objectives
To understand the objectives and usefulness of
global market segmentation
To know the approaches to global market
segmentation using different segmentation criteria to
define target groups
To learn different ways of positioning products in
global markets
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Global Marketing Management: A European Perspective
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Overview
Global Market Segmentation
criteria: geographic, demographic, psychographic,
behaviour, and benefit segmentation
Global Targeting
Selecting a Global Target Market Strategy
Global Product Positioning
High-Tech or High-Touch Positioning
Summary
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Global Marketing Management: A European Perspective
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Segmentasi Global
Segementasi:pengelompokk
an pasar yg berifat
Heterogen ke dalam
kelompok pasar yang
Homogen
Segmentasi Global
merupakan kegitan
mensegmentasikan pasar
dunia berdasarkan beberapa
kriteria kunci.
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Kriteria Segmentasi Global
 1. Segmentasi Demografis
 Berdasarkan pada karakteristik populasi yang dapat diukur seperti: jenis
kelamin, umur, pendidikan ,pekerjaan dsb.
Misal: terdapat produk Nestle utk anak2 hingga orang tua seg.
Berdasarlkan Umur konsumen
 2. Segmentasi Psikografis
- Segmentasi berdasarkan : sikap, nilai yang dianut dan gaya hidup
konsumen. Misal: munculnya Nescafe 3 in 1, Gadsby Water Gloss, dll.
 3. Segmentasi Tingkah Laku
 Segmentasi berdasarkan pada apakah orang akan membeli dan
menggunakan suatu produk atau tidak., disamping seberapa sering dan
berapa banyak yang dipakainya.
 4. Segmentasi Manfaat
 Segmentasi dengan lebih memfokuskan pada nilai persamaan yaitu B
pada V=B/P.
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Psychographic Segmentation
... is based on attitudes, values and lifestyle
... is measured through extensive item batteries
which cover activities, interests and opinions
(AIO-studies)
lifestyle surveys, eg by
the Research Institute of Social Change (RISC)
the Centre de Communication Avancé (CCA) and
the Values and Life Styles (VALS) by SRI
International
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Global Marketing Management: A European Perspective
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Menetapkan Sasaran Global
Adalah tindakan mengevaluasi dan
membandingkan kelompok yg diidentifikasi dan
kemudian memilih satu atau beberapa
diantaranya sebagai calon dg potensi paling
besar.
Setelah menetapkan sasaran global, kemudian
bauran pemasaran dirancang shg memberikan
hasil yg terbaik thd penjualan dan menciptakan
nilai maks bagi konsumen.
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Global Marketing Management: A European Perspective
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Psychographic Profiles of
Porsche’s American Customers
Category % of all owners
Top Guns
27%
Elitists
24%
Proud Patrons
23%
Bon Vivants
17%
Fantasists
9%
Description
Driven and ambitious; care about power and control;
expect to be noticed
Old money; a car—even an expensive one—is just a car,
not an extension of one’s personality
Ownership is what counts; a car is a trophy,
a reward for working hard; being noticed doesn’t matter
Cosmopolitan jet setters and thrill seekers;
car heightens excitement
Car represents a form of escape;
don’t care about impressing others;
may even feel guilty about owning car
Source: ALEX III Taylor, „Porsche Slices up its Buyers“, Fortune, 16 January 1995, p. 24
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Backer Spielvogel & Bates’
Global Scan (BSB Global Scan )
... encompasses 18 countries, mostly in the Triad
The researchers studied
consumer attitudes and values,
media viewership/readership,
buying patterns,
product use.
5 global psychographic segments represent 95% of
the adult populations in the countries surveyed.
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Global Marketing Management: A European Perspective
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The Target Groups of
BSB’s Global Scan
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D’arcy Massius Benton & Bowles’
Euroconsumer Study
... focuses on Europe
... identified four lifestyle groups:
The first two groups represent the elite,
the latter two mainstream European consumers.




Successful idealists
Affluent materialists
Comfortable belongers
Disaffected survivors
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Kriteria Dalam Menentukan Target Sasaran Global
 Besar Segmen dan Potensi Pertumbuhan
- Apakah segmen pasar yg ada mmg cukup besar???
- Apakah pasar memiliki potensi pertumbuhan ???
 Persaingan Potensial
- sebuah segmen pasar yg mempunyai karakteristik
persaingan keras kemungkinan segmen pasar harus
dihindari.
 Kecocokan dan Kelayakan
- Apabila pasar sasaran global cukup besar dan bila tidak
ada persaingan ketat dan tidak dipandang sebagai
sebagai hambatan, maka pertimbangan akhir adalah
perusahaan dapat menjadikan pasar tersebut sebagai
Keegan/Schlegelmilch
pasar sasaran.
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Global Marketing Management: A European Perspective
Europanel’s Eurostyles
Source: adapted from Josef Mazanec, “Exporting Eurostyles to the USA,” International Journal of
Contemporary Hospitality Management, 5,4 (1993): p.4
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Global Marketing Management: A European Perspective
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Behaviour and Benefit
Segmentation
Behaviour segmentation
Focus on whether and how much people buy or use a product;
eg usage rates: heavy , medium, and light users, and nonusers
eg user status: potential users, nonusers, ex-users, regulars, first
timers, and users of competitors’ products
Benefit segmentation
Today, consumers basic needs are fulfilled. Therefore, consumers
seek additional value from purchase decisions;
eg cars: in addition to movement buyers seek personal safety,
image, superior engine power (speed) etc.
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Global Targeting
After markets have been segmented, targeting
aims at evaluating and comparing the indentified
segments in order to select one or more as
prospect(s) with the highest potential.
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Criteria for Targeting
As in single-country targeting, the most important
criteria are:
Current size of the segment and anticipated
growth potential
Competitive intensity and potential competition
Compatibility with the company’s overall
objectives and the feasibility of successfully
reaching a designated target
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Memilih Strategi Pasar Sasaran Global
Pemasaran Global Yang Tidak Membeda-bedakan (
Standardised Global Marketing).
- berupa pemasaran massal di berbagai negara.
Pemasaran Global Terkosentrasi ( Cocentrated
Global Marketing)
- yaitu dengan menetapkan sasaran global mencakup
menyiapkan bauran pemasaran utk membidik segmen
tunggal dari pasar global.
Pemasaran Global Yang Membeda-bedakan (
Differentiated Global Marketing).
Strategi di sini dilakukan dg membidik dua atau lebih
pasar sasaran yang berbeda dengan berbagai penawaran
bauran pemasaran.
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Global Product Positioning
is the location of a product in the mind of the
consumer
is partly controlled by the marketer (marketing
mix) and partly not!
is visualised by a “positioning map”
2 dimensions
or multidimensional (MDS)
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Positioning Map of American Fast-FoodRestaurants in the Mind of Consumers
Source: adapted from James H.
Myers, Segmentation and
Positioning for Strategic Marketing
Decisions (American Marketing
Association, Chicago, 1996), S. 187
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Global Marketing Management: A European Perspective
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High-Tech Positioning
Positioning stragtegy for products which
are purchased on concrete product features;
buyers typically already possess or wish to
acquire considerable technical information
Suitable for
technical products, such as computers or
chemicals,
special-interest products, such as sporting
goods,
products that can be demonstrated easily.; eg
polaroid cameras
Keegan/Schlegelmilch
Global Marketing Management: A European Perspective
Polaroid Z2300
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High-Touch Positioning
The emphasis lies more on the
product’s image; specialised
information appears of minor
relevance
Suitable for
products that solve a common problem;
e.g., soft drinks
global village products, such as cosmetics
or fashion
products that use universal themes; e.g.
„heroism“ in Levis ads (jeans)
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Menentukan Posisi Produk di pasar Global
Menentukan posisi
Tehnologi Lebih
Tinggi ( Hi-Tech
Positioning)
Produk Teknik
Komputer
Produk untuk Peminta
Khusus
Produk Yang Dapat
Ditunjukkan
Kegunaannya.
Menentukan Posisi
Sentuhan Canggih
( Hi-Touch
Positioning)
Produk yang
memecahkan masalah
Umum
Produk Desa Global
Produk yang
menggunakan Tema
Universal
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Summary
 Global market segmentation aims at identifying
similarities and differences of potential customers.
 Global targeting: The market segments are evaluated
and compared and an appropriate targeting strategy is
developed.
 To reach the targeted market segment(s) a positioning
strategy must be chosen; in a global context high-tech
or high-touch positioning are promising.
 Before a company expands to foreign markets it must
analyse the global environment.
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