Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:

Objectives
 Identifying

Market Segments
 Choosing Target Markets

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Steps in Market Segmentation,
Targeting,and Positioning
Market
Segmentation
1. Identify
segmentation
variables and
segment the
market
2. Develop
profiles of
resulting
segments

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Market
Targeting
3. Evaluate
attractiveness
of each
segment
4. Select the
target
segment(s)

Market
Positioning
5. Identify
possible
positioning
concepts for
each target
segment

6. Select,
develop, and
communicate
the chosen
positioning
concept

Basic Market-Preference
Patterns

Sweetness
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(c) Clustered
preferences

Creaminess

(b) Diffused
preferences

Creaminess

Creaminess

(a) Homogeneous
preferences

Sweetness

Sweetness

Market-Segmentation
Procedure
Survey
Motivations
Attitudes
Behavior
 Analysis
Factors

Clusters
 Profiling


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Bases for Segmenting
Consumer Markets
Geographic
Region, City or Metro
Size, Density, Climate

Demographic
Age, Gender, Family size
and Fife cycle, Race,
Occupation, or Income ...

Psychographic
Lifestyle or Personality

Behavioral
Occasions, Benefits,
Uses, or Attitudes
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Bases for Segmenting
Business Markets
 Demographic
 Operating

Variables
 Purchasing Approaches
 Situational Factors
 Personal Characteristics

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Effective Segmentation
Measurable
Measurable

• Size, purchasing power,
profiles of segments can
be measured.

Substantial
Substantial

• Segments must be large or
profitable enough to serve.

Accessible
Accessible

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• Segments can be
effectively reached and
served.

Differential
Differential

• Segments must respond
differently to
different marketing mix
elements & actions.

Actionable
Actionable

• Must be able to attract and
serve
the segments.

Heavy and Light Users of
Common Consumer Products
PRODUCT (% USERS)
Soups and
detergents (94%)

HEAVY HALF

LIGHT HALF

75%

25%

Toilet tissue (95%)

71%

29%

Shampoo (94%)

79%

21%

Paper towels (90%)

75%

25%

Cake mix (74%)

83%

17%

Cola (67%)

83%

17%

Beer (41%)

87%

13%

Dog food (30%)

81%

19%

Bourbon (20%)

95%

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5%

Additional Segmentation

Criteria
 Ethical

Choice of Market Targets
 Segment Interrelationships &
Supersegments
 Segment-by-Segment Invasion Plans
 Intersegment Cooperation

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Five Patterns of Target Market
Selection
Single-segment
concentration

Product
specialization

Selective
specialization

M1 M2 M3

M1 M2 M3

M1 M2 M3

P1

P1

P1

P2

P2

P2

P3

P3

P3
Market
specialization

Full market
coverage

M1 M2 M3
P = Product
M = Market

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M1 M2 M3

P1

P1

P2

P2

P3

P3

Segment-by-Segment
Invasion Plan
Customer Groups

Product Varieties

Airlines

Railroads

Truckers

Large
computers
Mid-size
computers
Personal
computers

Company A

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Company B

Company C

Review
 Identifying

Market Segments
 Choosing Target Markets

©2000 Prentice Hall