IDENTIFIKASI SEGMEN PASAR DAN TARGET Scrummy x Mundhutto

Summary

This video explains the concept of market segmentation and its importance for businesses in targeting the right consumer groups. The speaker highlights different levels of segmentation, including mass marketing, segmented marketing, niche marketing, and micro-marketing, and discusses various methods such as geographic, demographic, psychographic, and behavioral segmentation. The video also covers the steps for identifying target markets and effective segmentation criteria. Additionally, it emphasizes the need for businesses to assess the market's long-term attractiveness based on competition, barriers to entry, and supplier power to make informed decisions on target audiences.

Takeaways

• 😀 Segmenting a market is crucial for businesses to target specific consumer needs and wants effectively.
• 😀 Market segmentation helps companies identify which consumer groups they can serve best, increasing marketing effectiveness and resource efficiency.
• 😀 The four levels of market segmentation are mass marketing, segment marketing, niche marketing, and micro-marketing.
• 😀 Mass marketing involves producing and promoting a product uniformly for all consumers, like Coca-Cola's mass-produced 185 ML bottles.
• 😀 Segment marketing adapts offerings for specific market segments, as seen with Unilever's four different shampoo brands for diverse consumer needs.
• 😀 Niche marketing focuses on smaller, high-value segments with unique demands, like Pocari Sweat's targeting of a specific segment for isotonic drinks.
• 😀 Micro-marketing tailors products and marketing efforts to the individual level, such as local or personalized marketing strategies.
• 😀 Businesses can segment markets geographically, demographically, psychographically, and behaviorally to better understand consumer needs.
• 😀 Effective segmentation must be measurable, substantial, accessible, differentiable, and actionable for it to deliver value.
• 😀 In selecting a target market, businesses should consider factors like competition, entry barriers, substitutes, buyer power, and supplier power to determine attractiveness.

Q & A

What is market segmentation?

Market segmentation is the process of dividing a large, diverse market into smaller groups of consumers with similar needs, behaviors, or characteristics. This helps businesses target their marketing efforts more effectively.

Why is market segmentation important for businesses?

Market segmentation allows businesses to tailor their marketing strategies to specific groups of consumers, making them more efficient and effective. It helps businesses better understand their customers' needs and allocate resources more effectively.

What are the four levels of market segmentation?

The four levels of market segmentation are: 1) Mass marketing, 2) Segment marketing, 3) Niche marketing, and 4) Micro marketing. Each level targets a different degree of market specificity, from all consumers to individual customers.

Can you give an example of mass marketing?

An example of mass marketing is Coca-Cola. The company produces and distributes a single product for all consumers, without distinguishing between different market segments.

What is segment marketing, and can you give an example?

Segment marketing focuses on specific segments within the market. An example is Unilever, which has different shampoo brands such as Sunsilk for women and Clear for young people, targeting different consumer needs.

What is niche marketing?

Niche marketing focuses on targeting smaller, specialized market segments. For example, Pocari Sweat targets a niche market of consumers who seek isotonic drinks, a small but profitable segment.

What does micro marketing involve?

Micro marketing involves tailoring marketing efforts to individual consumers or very small local groups. An example is Joger, a company offering unique products like Mercedez in Bali, catering to local preferences.

What are the key steps involved in identifying and targeting market segments?

The key steps include: 1) Market segmentation—identifying different buyer profiles; 2) Market targeting—choosing the most attractive segment to focus on; and 3) Market positioning—communicating the product’s benefits to the selected target segment.

What are the five criteria for effective market segmentation?

The five criteria for effective market segmentation are: 1) Measurable—can the market be quantified? 2) Substantial—large enough to be profitable? 3) Accessible—can it be effectively reached? 4) Differentiable—are the segments distinct? 5) Actionable—can the segment be served with available resources?

What factors should businesses consider when selecting a target market?

Businesses should consider the level of competition, potential for new entrants, the presence of substitute products, the bargaining power of buyers and suppliers, and the overall attractiveness of the segment in terms of profitability and long-term sustainability.