Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:
Objectives
Identify
Differentiating Attributes
Choosing & Communicating Effective
Positioning
Marketing Strategies Along the Product
Life Cycle
Marketing Strategy & Market Evolution
©2000 Prentice Hall
The BCG Competitive
Advantage Matrix
Size of the
Advantage
Number of Approaches
to Achieve Advantage
©2000 Prentice Hall
Few
Many
Large
Volume
Specialized
Small
Stalemated
Fragmented
Product Differentiation
©2000 Prentice Hall
Form
Features
Performance
Durability
Reliability
Repairability
Quality
Style
Conformance
Quality
Design
Services Differentiation
Installation
Installation
Delivery
Delivery
Customer Maintenance
Maintenance
Customer
Training
Repair
Training
&&Repair
©2000 Prentice Hall
Customer
Customer
Consulting
Consulting
Miscellaneous
Services
Ordering
Ordering
Ease
Ease
Differentiation
Personnel
Channel
©2000 Prentice Hall
Image Differentiation
Media
Atmosphere
Symbols
Events
©2000 Prentice Hall
Important
Important
Profitable
Profitable
Distinctive
Distinctive
Differences Worth
Establishing
Affordable
Affordable
Superior
Superior
Preemptive
Preemptive
©2000 Prentice Hall
Positioning is the act of
designing the company’s
offering and image to
occupy a distinctive
place in the the target
market’s mind. P 298
©2000 Prentice Hall
Perceptual Map
Live shows
Easy to reach
Good food
Fantasy
Exercise
Fun rides
Disneyland
Knott’s
Berry
Farm
-1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2
-0.2
Magic
Mountain
Little waiting
0.8
Educational,
animals
Marineland
0.4
of the
Japanese
Pacific
0.2
Deer Park
0.6
0.2
0.4
0.6 0.8 1.0 1.2 1.4 1.6
-0.4
-0.6
©2000 Prentice Hall
1.0
-0.8
Busch
Gardens
Economical
Lion
Country
Safari
Sales & profits ($)
Sales & Profit Life Cycles
Introduction
©2000 Prentice Hall
Growth
Maturity
Time
Decline
Four Introductory
Marketing Strategies
High
Promotion
Low
High
RapidRapidskimming
skimming
strategy
strategy
SlowSlowskimming
skimming
strategy
strategy
Low
RapidRapidpenetration
penetration
strategy
strategy
SlowSlowpenetration
penetration
strategy
strategy
Price
©2000 Prentice Hall
Maturity Stage
Market
Modification
Product Modification
Marketing-Mix Modification
©2000 Prentice Hall
Decline Stage
Increase
investment
Resolve uncertainties - stable
investment
Selective niches
Harvesting
Divesting
©2000 Prentice Hall
Market Evolution
Emergence
Growth
Maturity
Decline
©2000 Prentice Hall
Market-Fragmentation and
Market-Consolidation Strategies
(a) Market-fragmentation
stage
C
H
J
©2000 Prentice Hall
C
H
AB
DE
DE
X
FG
L
AB
JK
XYZ
K
M
(b) Market-consolidation
stage
M
YZ
FG
L
Review
Identify
Differentiating Attributes
Choosing & Communicating Effective
Positioning
Marketing Strategies Along the Product
Life Cycle
Marketing Strategy & Market Evolution
©2000 Prentice Hall
Identify
Differentiating Attributes
Choosing & Communicating Effective
Positioning
Marketing Strategies Along the Product
Life Cycle
Marketing Strategy & Market Evolution
©2000 Prentice Hall
The BCG Competitive
Advantage Matrix
Size of the
Advantage
Number of Approaches
to Achieve Advantage
©2000 Prentice Hall
Few
Many
Large
Volume
Specialized
Small
Stalemated
Fragmented
Product Differentiation
©2000 Prentice Hall
Form
Features
Performance
Durability
Reliability
Repairability
Quality
Style
Conformance
Quality
Design
Services Differentiation
Installation
Installation
Delivery
Delivery
Customer Maintenance
Maintenance
Customer
Training
Repair
Training
&&Repair
©2000 Prentice Hall
Customer
Customer
Consulting
Consulting
Miscellaneous
Services
Ordering
Ordering
Ease
Ease
Differentiation
Personnel
Channel
©2000 Prentice Hall
Image Differentiation
Media
Atmosphere
Symbols
Events
©2000 Prentice Hall
Important
Important
Profitable
Profitable
Distinctive
Distinctive
Differences Worth
Establishing
Affordable
Affordable
Superior
Superior
Preemptive
Preemptive
©2000 Prentice Hall
Positioning is the act of
designing the company’s
offering and image to
occupy a distinctive
place in the the target
market’s mind. P 298
©2000 Prentice Hall
Perceptual Map
Live shows
Easy to reach
Good food
Fantasy
Exercise
Fun rides
Disneyland
Knott’s
Berry
Farm
-1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2
-0.2
Magic
Mountain
Little waiting
0.8
Educational,
animals
Marineland
0.4
of the
Japanese
Pacific
0.2
Deer Park
0.6
0.2
0.4
0.6 0.8 1.0 1.2 1.4 1.6
-0.4
-0.6
©2000 Prentice Hall
1.0
-0.8
Busch
Gardens
Economical
Lion
Country
Safari
Sales & profits ($)
Sales & Profit Life Cycles
Introduction
©2000 Prentice Hall
Growth
Maturity
Time
Decline
Four Introductory
Marketing Strategies
High
Promotion
Low
High
RapidRapidskimming
skimming
strategy
strategy
SlowSlowskimming
skimming
strategy
strategy
Low
RapidRapidpenetration
penetration
strategy
strategy
SlowSlowpenetration
penetration
strategy
strategy
Price
©2000 Prentice Hall
Maturity Stage
Market
Modification
Product Modification
Marketing-Mix Modification
©2000 Prentice Hall
Decline Stage
Increase
investment
Resolve uncertainties - stable
investment
Selective niches
Harvesting
Divesting
©2000 Prentice Hall
Market Evolution
Emergence
Growth
Maturity
Decline
©2000 Prentice Hall
Market-Fragmentation and
Market-Consolidation Strategies
(a) Market-fragmentation
stage
C
H
J
©2000 Prentice Hall
C
H
AB
DE
DE
X
FG
L
AB
JK
XYZ
K
M
(b) Market-consolidation
stage
M
YZ
FG
L
Review
Identify
Differentiating Attributes
Choosing & Communicating Effective
Positioning
Marketing Strategies Along the Product
Life Cycle
Marketing Strategy & Market Evolution
©2000 Prentice Hall