Segmenting, Targeting, dan Positioning (Pemasaran Internasional)

Summary

This video covers essential marketing concepts including segmentation, targeting, and positioning (STP). It explains how markets are divided into segments based on geographic, demographic, psychographic, behavioral, and benefit-driven criteria. The video also explores how companies target the most promising market segments and position their products using hi-tech or hi-touch approaches. Real-world examples, such as MTV, Adidas, and Nestlé, are provided to illustrate these strategies in action. Overall, the video offers a comprehensive overview of how to effectively segment, target, and position products in global markets.

Takeaways

• 😀 Market segmentation involves dividing the market into groups of customers with similar behaviors or needs.
• 😀 Global market segmentation divides the world market into groups with similar behaviors or needs, focusing on international customer patterns.
• 😀 Geographical segmentation focuses on dividing the market by geographical areas, with benefits like proximity and ease of travel but potential cultural differences between regions.
• 😀 Demographic segmentation divides the market based on measurable population characteristics like age, gender, income, education, and occupation.
• 😀 Psychographic segmentation groups people based on behavior, values, and lifestyle, as seen in how companies like credit card firms group their customers.
• 😀 Behavioral segmentation is based on customers' product usage patterns, such as frequency and amount of use, identifying users, non-users, and competitors' users.
• 😀 Benefit-based segmentation focuses on the shared value of products, often applied when businesses understand the problems their products solve, like Nestlé's Friskies cat food.
• 😀 Targeting is the process of evaluating and selecting the most promising market segments based on factors like segment size, growth potential, competition, and compatibility.
• 😀 There are three main global targeting strategies: standardized global marketing, concentrated global marketing, and differentiated global marketing, each catering to different market approaches.
• 😀 Positioning is the final step in the marketing process, involving creating a specific product image in the minds of consumers through strategies like hi-tech or hi-touch positioning.

Q & A

What is market segmentation?

Market segmentation is the process of dividing a market into distinct groups of consumers who have similar needs, behaviors, or characteristics.

What is global market segmentation?

Global market segmentation refers to the process of dividing the world market into specific customer groups with similar behaviors or needs, considering different geographical regions.

What are the key factors influencing market segmentation?

The key factors influencing market segmentation include geographic, demographic, psychographic, behavioral, and benefit-based considerations.

Can you explain geographic segmentation?

Geographic segmentation divides the market based on geographic regions, such as countries, states, or cities. It enables companies to target customers who are geographically closer to each other.

What is demographic segmentation and give an example?

Demographic segmentation is based on measurable characteristics of a population, such as age, gender, income, education, and occupation. For example, MTV segments its market based on age groups.

What does psychographic segmentation involve?

Psychographic segmentation focuses on grouping people based on their lifestyle, values, and behavior. An example is how credit card companies segment their market based on different lifestyles.

How do companies use behavioral segmentation?

Behavioral segmentation divides customers based on their behavior towards a product, such as frequency of use, brand loyalty, or user status. For example, Campbell Soup segments its market by highest-consuming countries.

What is benefit-based segmentation?

Benefit-based segmentation focuses on grouping customers based on the benefits they seek from a product. For instance, Nestlé created Friskies cat food by recognizing the shared behavior of cat owners in feeding their pets.

What are the main criteria for targeting in marketing?

The main criteria for targeting include segment size, growth potential, competitive presence, and the alignment with the company's resources and goals.

What are the three main strategies for global target marketing?

The three strategies are standardized global marketing (creating a uniform marketing mix for a broad market), concentrated global marketing (focusing on a single market segment), and differentiated global marketing (targeting multiple segments with tailored strategies).