Global Marketing Management Segmentasi, Targeting and Positioning
Tujuan pembelajaran Memahami tujuan dan kegunaan segmentasi pasar global Mengetahui pendekatan dalam segmentasi pasar global dan menggunakan kriteria segmen pasar yang berbeda untukmenentukan target pasar Mempelajari berbagai cara berbeda dalam positioning products di pasar global Keegan: Global Marketing Management Chapter 7 / 2
Segmentasi Pasar Global... Adalah proses membagi pasaran dunia menjadi subkelompok konsumen yang berbeda dari konsumen yang mempunyai kebutuhan yang sama into distinct subsets of customers that have similar needs (eg country groups or individual interest groups). Keegan: Global Marketing Management Chapter 7 / 3
Kriteria segmentasi pasar global Geographic segmentation Demographic segmentation Psychographic segmentation Behaviour segmentation Benefit segmentation Vertical v. horizontal segmentation Keegan: Global Marketing Management Chapter 7 / 4
Psychographic Segmentation... Berdasar pada sikap, nilai dan gaya hidup... is measured through extensive item batteries which cover activities, interests and opinions (AIO-studies) lifestyle surveys, Keegan: Global Marketing Management Chapter 7 / 5
Psychographic Profiles of Porsche s American Customers Category % of all owners Description Top Guns 27% Driven and ambitious; care about power and control; expect to be noticed Old money; a car even an expensive one is just a car, Elitists 24% not an extension of one s personality Ownership is what counts; a car is a trophy, Proud Patrons 23% a reward for working hard; being noticed doesn t matter Bon Vivants 17% Cosmopolitan jet setters and thrill seekers; car heightens excitement Fantasists 9% 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 Keegan: Global Marketing Management Chapter 7 / 6
Backer Spielvogel & Bates Global Scan (BSB Global Scan )... encompasses 18 countries, mostly in the Triad The researchers studied consumer attitudes & values, media viewership/readership, buying patterns, product use. 5 global psychographic segments represent 95% of the adult populations in the countries surveyed. Keegan: Global Marketing Management Chapter 7 / 7
The Target Groups of BSB s Global Scan Keegan: Global Marketing Management Chapter 7 / 8
D arcy Massius Benton & Bowles Euroconsumer Study... focuses on Europe... identified four lifestyle groups: Successful idealists Affluent materialists Comfortable belongers Disaffected survivors Keegan: Global Marketing Management Chapter 7 / 9
Behaviour and Benefit Segmentation Behaviour segmentation Focus pada saat kapan dan berapa banyak produk yang dibeli ataupun dignakan oleh konsumen tingkat penggunaan: sering, medium, light users, bukan pengguna status pengguna: pemakai potential, bukan pmakai, bekas pemakai, sering memakai, pemula & pemakai produk pesaing Benefit segmentation saat ini kebutuhan pokok konsumen telah terpenuhi. Meskipun demikian konsumen mencari nilai tambah dari pembelian yang dilakukan Keegan: Global Marketing Management Chapter 7 / 10
Global Targeting Setelah pasar dibuat segmen, penetapan pasar sasaran dilakkan lewat evaluasi dan membandingkan bebrapa segmen yang diidentifikasi untuk memilih satu atau lebih sasaran yang mempunyai potensi tertinggi. Keegan: Global Marketing Management Chapter 7 / 11
Kriteria untuk Targeting : 1. ukuran segmen pasar saat ini dan potensi pertumbuhan 2. kemampuan berkompetisi 3. kesuaian dan dapat dimasuki Keegan: Global Marketing Management Chapter 7 / 12
Selecting a Global Target Market Strategy standardised global marketing mass marketing, marketing mix yag sama untuk pasar luar negri yang potensial concentrated global marketing Sasaran pada segmen tunggal dari pasar global differentiated global marketing 2 atau lebih segmen yang berbeda Keegan: Global Marketing Management Chapter 7 / 13
Global Product Positioning Adalah penempatan produk di benak konsumen Sebagian dikontrol oleh pemasar (marketing mix) dan sebagian tidak! Digambarkan dengan sebuah positioning map 2 dimensi Atau multidimensional (MDS) Keegan: Global Marketing Management Chapter 7 / 14
Positioning Map of American Fast-Food- Restaurants 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 Keegan: Global Marketing Management Chapter 7 / 15
High-Tech Positioning Strategi Positioning untuk produk yang dibeli 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 Keegan: Global Marketing Management Chapter 7 / 16
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: soft drinks global village products: cosmetics or fashion products that use universal themes Keegan: Global Marketing Management Chapter 7 / 17
Ringkasan Sebelum perusahaan mengembangkan diri kep pasar luar negeri haruslah menganalisis lingkungan global Segmentasi pasar global bermaksud mengidentifikasi persamaan dan perbedaan konsumen potensial. Global targeting: segmen pasar dievaluasi dan dibandingkan kemudian disusun strategi targeting yang tepat. Untuk mencapai segmen pasar yang ditargetkan harus dipili strategi positioning, dalam konteks high-tech or high-touch positioning. Keegan: Global Marketing Management Chapter 7 / 18