Identifying Market Segments and Selecting Target Markets Target

Identifying Market Segments and Selecting Target Markets

Target marketing requires marketers to take three major steps: segmenting targeting positioning

Market segmentation n Identifying and profiling distinct groups of buyers who differ in their needs and preferences. Segmenting adalah aktivitas membuat pasar relatif lebih homogen yaitu dengan mengelompokkan pangsa pasar, sehingga kita bisa membeda-bedakan secara spesifik antara satu dan yang lainnya.

Market targeting Selecting one or more market segments to enter. mengevaluasi segment yang berbeda – beda untuk memutuskan seberapa banyak dan segment mana yang akan dilayani.

Pendekatan dalam segmentasi geographics demographics geodemographics Psychographics

Segmenting Consumer Markets Bases for Segmentation Geographic membedakan pasar berdasarkan jangkauan geografis. target market dibedakan berdasarkan tempat tinggalnya. Nation or country State or region City or metro size small, big or metropolitan Density (kepadatan penduduk) : padat atau jarang Climate ( iklim) –tropic or sub tropic

Segmenting Consumer Markets Age, race (mongoloid, Bases for Segmentation Geographic Demographics reflect measurable population characteristics such as age, income, and ethnicity. negroid), gender (M/F) Income, education Family size and lifecycle Occupation : teacher, model, director, artist Religion, nationality moslem, agnostic, budha , etc ; java, kaukasian, mongoloid Generation th 60 vs 80 vs 2000 Social class Socialite, moderate, lower class, white collar vs blue collar

Segmenting Consumer Markets Bases for Segmentation Geographic Geo. Demographic based on demographic characteristics of consumers who reside within geographic clusters ZIP Code areas and neighborhoods.

Segmenting Consumer Markets Activities Interests Opinions Personality (ciri-ciri psikologis seseorang yang menimbulkan tanggapan secara relatif dari lingkungannya) Core values kepercayaan akhir tentang pernyataan akhir dan tindakan yang ideal (John C. Mowen, 1995) Bases for Segmentation emographic Psychographic : Information about consumers’ attitudes, values, motivations, and lifestyles as they relate to buying behavior in a particular product category.

Psychographics For example : a psychographic study of sports utility vehicles (SUVs) would assess the types of activities owners of SUVs participate in (e. g. , camping and fishing, tailgating at sporting events, hauling lawn care items and do-it -yourself building materials) and measure their values and attitudes toward issues related to owning or not owning an SUV (e. g. , how much value they place on safety, their views toward the environment, and their need for control).

Psychographics This information would be useful in designing advertising messages and selecting appropriate media outlets.

Activities Interests Opinions Work Hobbies Social Events Vacation Entertainment Club membership Community Shopping Sports Family Home Job Community Recreation Fashion Food Media Achevement Themselves Social Issues Politics Business Economics Education Products Future Culture

Segmenting Consumer Markets Bases for Segmentation hographic Behavioral Target adopters dibagi kedalam kelompok berdasarkan pengetahuan, sikap, penggunaan, atau tanggapan mereka akan suatu produk atau isu tertentu. Occasions Benefits User status Usage rate Loyalty status Buyer-readiness Attitude

targeting ”analyzing, evaluating, and proirizing those market segments deemed most profitable to pursue” Duncan (2000: 238).

Langkah-langkah Targeting

Basic strategy of Selecting target segment Undifferentiated Marketing (Mass Marketing) Focuses on what consumers have in common rather than what's different. The original Coca-Cola was marketed to everyone. Differentiated Marketing (Segmented Marketing) Prepares many separate offerings for many different markets. Coca-Cola today offers dozens of different kinds of coke, including this one that I drank safely when I was pregnant - no caffeine, no sugar. Concentrated Marketing (Niche Marketing) A product for one small group. The drink EQUIL is aimed at a very small target market (only for high class); Gadis magz only for teenage girls. Micro Marketing (Local or Individual Marketing) One special bottled drink for one special person or group. A soft drink manufacturer might bottle a drink in a special memorial bottle for a local high school to sell at a fund-raising event. This would be micromarketing.

Mass Marketing Henry Ford offered any colour "as long as it's black" Undifferentiated Segment Marketing GM offers a different kind of car for all kinds of different people Differentiated Niche Marketing Ferrari is something special for a very small special group Concentrated Something special just for you, yes, just you! Local or Individual Micromarketing - Local and Individual 1 -on-1

task 1. Analysis your products segmentations 2. Targeting