STPApril 03 ‘2012 | 4/15Segmentation, Targeting, and PositioningPrinciples Of ADV and IMC, Chap. 7

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Onov Siahaan• Patuan Onov Yohansen Siahaaan• Bochum, 12 November 1978• Adhyaksa (TK) Charitas (SD, SMP) Gonzaga (SMU) Atma

Jaya (S1, SE) Binus Business School (S2, MM)• Marketing dan Strategic Marketing Communication• MSM KoTTak Communication Lingkom Plaza Indonesia

fX lifestyle X’nter clientside• Menikah, 2006, 2 orang anak, Darren & Karren• Facebook: www.facebook.com/onovsiahaan• LinkedIn: onovsiahaan• Twitter: @onovsiahaan• Foursquare: Onov Siahaan• Blog: www.onovsiahaan.net

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STP• Segmentation• Targeting• Positioning

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To get a product or service to the right person

or company, a marketer would

firstly segment the market, then target a single

segment or series of segments, and

finally position within the segment(s).

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SEGMENTATION

Segmentation, Targeting, and Positioning | Principles Of ADV and IMC, Chap. 7 | April 03 ‘2012

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7 billion human

Looking for..Similar needs behaviorAnd buyer behavior

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• Is the segment viable? Can we make a profit from it?

• Is the segment accessible? How easy is it for us to get into the segment?

• Is the segment measurable? Can we obtain realistic data to consider its potential?

The are many ways that a segment can be considered. For example, the auto market could be segmented by: driver age,

engine size, model type, cost, and so on. However the more general bases include:by geography - such as where in the world was the product bought.by psychographics - such as lifestyle or beliefs.by socio-cultural factors - such as class.by demography - such as age, sex, and so on.

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A company will evaluate each segment based upon potential business success. Opportunities will depend upon factors such as: the potential growth of the segment the state of competitive rivalry within the segment how much profit the segment will deliver how big the segment is how the segment fits with the current direction of the company and its vision.

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Segmentation• A market segment is a classification of potential private or corporate customers by one or more characteristics, in order

to identify groups of customers, which have similar needs and demand similar products and/or services concerning the recognized qualities of these products, e.g. functionality, price, design, etc.

• An ideal market segment meets all of the following criteria:• It is internally homogeneous (potential customers in the same segment prefer the same product qualities).• It is externally heterogeneous (potential customers from different segments have basically different quality preferences).• It responds similarly to a market stimulus.• It can be cost-efficiently reached by market intervention.• The term segmentation is also used when customers with identical product and/or service needs are divided up into

groups so they can be charged different amounts for the services.• A customer is allocated to one market segment by the customer´s individual characteristics. Often cluster analysis and

other statistical methods are used to figure out those characteristics, which lead to internally homogeneous and externally heterogeneous market segments.

• Examples of characteristics used for segmentation:• Gender• Price• Interests• Location• Religion• Income• Size of Household• While there may be theoretically 'ideal' market segments, in reality every organization engaged in a market will develop

different ways of imagining market segments, and create Product differentiation strategies to exploit these segments. The market segmentation and corresponding product differentiation strategy can give a firm a temporary commercial advantage.

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TARGETING

Segmentation, Targeting, and Positioning | Principles Of ADV and IMC, Chap. 7 | April 03 ‘2012

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1. The first is the single segment with a single product.

2. Secondly the marketer could ignore the differences in the segments, and choose to aim a single product at all segments i.e. the whole market.

3. Finally there is a multi-segment approach.

How to targeting?

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1. The first is the single segment with a single product.

2. “Secondly the marketer could ignore the differences in the segments, and choose to aim a single product at all segments i.e. the whole market.”

3. Finally there is a multi-segment approach.

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Targeting• Targeting is the second stage of the SEGMENT "Target" POSITION (STP) process.

After the market has been separated into its segments, the marketer will select a segment or series of segments and 'target' it/them. Resources and effort will be targeted at the segment.

• The first is the single segment with a single product. In other word, the marketer targets a single product offering at a single segment in a market with many segments. • For example, British Airway's Concorde is a high value product aimed specifically at

business people and tourists willing to pay more for speed.• Secondly the marketer could ignore the differences in the segments, and choose

to aim a single product at all segments i.e. the whole market. This is typical in 'mass marketing' or where differentiation is less important than cost. • An example of this is the approach taken by budget airlines such as Go.

• Finally there is a multi-segment approach. Here a marketer will target a variety of different segments with a series of differentiated products.• This is typical in the motor industry. Here there are a variety of products such as diesel,

four-wheel-drive, sports saloons, and so on.• Now have a look at the final stage, positioning.

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POSITIONING

Segmentation, Targeting, and Positioning | Principles Of ADV and IMC, Chap. 7 | April 03 ‘2012

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positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

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Segmentation Targeting Positioning

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Image / identity

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Positioning• In marketing, positioning has come to mean the process by

which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

• Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.

• De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.

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Study Case

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• STP of Jakarta’s Shopping Center• Segmentation:• Jakarta people Gender Age Class place of live shopping

& Hang out• Targeting:•

• Positioning:•

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The Kawah“Food and Games Center”

• MALL BARU DI INDONESIA• 200juta penduduk indonesia• Demographi: Jakarta, 20 juta• Gaya berpakaian: • Eksekutif• Kaos, celana pendek, sendal• Kemeja, skinny jeans, sneakers.

• Age: 20 50 (usia bekerja)• Gender: male / female• Pengeluaran shopping: Rp. 100,000,- • Positioning: F & G, Food and Games Center.

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Next…

Komunikasi Pemasaran untuk Brand Building• Bahan: • Principles of Advertising & IMC, Chapter 1, 3.• LP: Strategic IMC, Chapter 10-11.

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• 0813 8400 5920• 26BF8DA6• onov.siahaan@gmail.com

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