Positioning Differentiation and Brand
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PELATIHANLAUNDRY.COM
POSITIONING, DIFFERENTIATIONPOSITIONING, DIFFERENTIATIONPOSITIONING, DIFFERENTIATIONPOSITIONING, DIFFERENTIATION, , , , andandandand BRANDBRANDBRANDBRAND
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BISNIS ADALAH ....
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Bisnis itu, bukan ....
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ela
tih
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Lau
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ry.c
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Bukan ....
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Lau
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ry.c
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Bukan ....
ww
w.P
ela
tih
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Lau
nd
ry.c
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Bukan ....
ww
w.P
ela
tih
an
Lau
nd
ry.c
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•BISNIS adalah:
Bukan KantorBukan Mr. Hi TechBukan Produk atau JasaBukan PegawaiBukan Modal Banyak
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Tapi bisnis adalah ....
ww
w.P
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tih
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Lau
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ry.c
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ENTREPRENEUR
Bondo Optimis ….
BISA
(Trial & Error)www.PelatihanLaundry.com
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ENTREPRENEUR
Bondo Optimis ….
PROBABILITAS & PENCAPAIAN
KEBERHASILAN LEBIH BESAR
++++
MARKETingMARKETingMARKETingMARKETing
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ATM
ATMAmati, Tiru, Modifikasi
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ATM
ATM2
Amati, Tiru, Modifikasi
+
MARKETingiwww.PelatihanLaundry.com
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MARKETing
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MARKETing:
1.MARKET lebih penting daripada
Marketing
2.MARKET bersifat dinamis
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MARKeting:
Peranan penting
seorang pemasar
adalah memberi
tanda (MARK) atau
jati diri/karakter
terhadap
produk/jasa yang
dikelola
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markeTHINK:
Karena pasar bersifat
dinamis, maka
seorang pemasar
dituntut untuk
berpikir terus-
menerus
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SEGITIGA P-D-B
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POSITIONING
Adalah:
Kesan (janji) apa yang ingin
Anda tancapkan di benak
konsumen (pasar sasaran)
Mengapa POSITIONING penting?
LEDAKAN jumlah:
� PRODUK
� IKLANIKLANIKLANIKLAN �MEDIAMEDIAMEDIAMEDIA
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www.PelatihanLaundry.com
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www.PelatihanLaundry.com
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DIFFERENTIATION
Adalah:
Merancang perbedaan
PRODUK atau jasa kita
secara KONKRITKONKRITKONKRITKONKRITdibandingkan dengan pesaing.
Catatan:
Perbedaan yang kita rancang
harus sesuai dengan positioning
yang telah ditetapkan
sebelumnya.
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www.PelatihanLaundry.com
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BRAND
Adalah:
namanamanamanama atau
simbolsimbolsimbolsimbol yang
membedakan
produk/jasa suatu
perusahaan
dibandingkan dengan
perusahaan lain.
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MengapaBrand atau merek memiliki nilai yang
tidak terhingga di dalam marketing?
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MINUMAN APA?
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POSITIONING: The Battle for Your Mind
�Karena perang konsep, yang terpenting
adalah: berani mengklaim dan
mengkomunikasikan posisi produk Anda.
�Ingat: Christopher Columbus dan Amerigo
Vespucci. The Market is already Flat
menunjukkan pentingnya klaim ini.
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BERTARUNG
MELAWAN
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PERTARUNGAN PERMOBILAN
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VOLVO
“Safety”
Ingin lebih menekankan pada aspek keamanan
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BMW “The Ultimate Driving Machine”
Jarang sekali orang yang punya BMW
lalu menggunakan sopir
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MERCEDES-BENZ
“A Symbol of Luxury”Untuk orang-orang yang merasa
status dan hidupnya telah mapan
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THE NEVERTHE NEVERTHE NEVERTHE NEVER----ENDING ENDING ENDING ENDING
COLA WARCOLA WARCOLA WARCOLA WAR
COKE Vs PEPSI
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Coca Cola
“The Real Thing”
Cola yang orisinil dan klasik
Selain Coca Cola, minuman cola lainnya
adalah: pasti palsu
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Pepsi
“Generation Next”
Menganggap Coca Cola sebagai terlalu tua
dan kuno
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* Gerakan Cuci Tangan Lifebuoy
Ingin mengidentikkan diri sebagai:
sabun kesehatan
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Indomie Pernah Berkuasa Lama
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Namun, Keajaiban Terjadi.
Semua itu Tiba2 Diruntuhkan Oleh ….
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Concept
•Context
•Contents
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Berhasil meraih penghargaan TOP Brand
untuk kategori Mi Instan
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PERANG DALAM MARKETing
• Perang Udara (Concept)
• Perang Darat (Execution)
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KONSEP BISNIS
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<Ini contoh produk yang memiliki brand (merek dan simbol), namun tidak memiliki possitioning dan
differentiation>
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www.PelatihanLaundry.com
<Ini contoh produk yang memiliki brand (merek dan simbol), juga memiliki possitioning dan
differentiation>
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Anda Harus Memiliki Produk Usaha
Laundry yang Memiliki Positioning,
Differentiation, and Brand!
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<Ini contoh produk usaha laundry yang tidak
memiliki positioning, differentiation, dan brand>
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<Sudah memiliki brand (merek), namun tidak memiliki simbol (gambar merek), tidak memiliki
possitioning dan differentiation>
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“Low Cost Professional Laundry Pertama Di Pasuruan”