EKMA4216 Manajemen Pemasaran - Segmenting, Targeting, Positioning

Summary

This educational session from Universitas Terbuka explores the crucial concepts of Segmenting, Targeting, and Positioning (STP) in Marketing Management. It defines the market, highlights the importance of market segmentation in catering to diverse consumer needs, and discusses the benefits, criteria, and strategies for effective targeting. The lecture emphasizes the connection between segmentation and positioning, illustrating how companies can differentiate their products to build strong brand identities. Real-world examples, including Garuda Indonesia's marketing strategies, illustrate these principles, providing students with practical insights into effective marketing approaches.

Takeaways

• 😀 A market is composed of individuals and institutions with the desire and ability to purchase goods or services.
• 😀 Market segmentation is essential for aligning products with consumer needs and involves grouping buyers with similar characteristics.
• 😀 The heterogeneity of markets necessitates segmentation, as consumers have varied needs and behaviors.
• 😀 Key benefits of segmentation include better customer satisfaction, increased revenue potential, and opportunities for niche market growth.
• 😀 Segmentation can be based on geographic, demographic, and psychographic factors.
• 😀 Targeting involves selecting the appropriate market segments to focus marketing efforts on, which can be mass, niche, or concentrated strategies.
• 😀 Positioning establishes a brand's place in consumers' minds relative to competitors and is vital for effective marketing.
• 😀 Effective positioning requires understanding the target market, producing desired products, and differentiating from competitors.
• 😀 Repositioning may be necessary when a brand's market position is threatened or needs to adapt to changing consumer preferences.
• 😀 Understanding STP (Segmentation, Targeting, Positioning) is crucial for creating effective marketing strategies and achieving competitive advantage.

Q & A

What is the main focus of the program discussed in the transcript?

The program focuses on segmenting, targeting, and positioning (STP) within marketing management.

What is market segmentation?

Market segmentation is the process of dividing a heterogeneous market into distinct groups of consumers with similar needs or behaviors.

Why is segmentation important for companies?

Segmentation allows companies to allocate resources more effectively, develop targeted marketing strategies, and gain a competitive advantage.

What are the key criteria used for segmenting markets?

The key criteria for segmenting markets include geographic, demographic, and psychographic factors.

What is the difference between mass market strategy and niche market strategy?

A mass market strategy targets the entire market without segmentation, while a niche market strategy focuses on a specific, defined segment of the market.

What role does positioning play in marketing?

Positioning helps create a unique impression of the product in the consumer's mind, influencing their perception and establishing brand identity.

How can companies achieve effective positioning?

Companies can achieve effective positioning by differentiating their products from competitors and ensuring that their positioning aligns with consumer perceptions.

What is the process of repositioning?

Repositioning involves changing consumer perceptions of a brand in response to market changes or a declining brand image.

What benefits does segmentation provide to producers?

Segmentation allows producers to better meet customer needs, increase revenue by identifying premium segments, and create opportunities for growth.

How does segmenting, targeting, and positioning interrelate?

Segmenting identifies distinct groups within the market, targeting selects which segments to focus on, and positioning establishes how the product will be perceived in relation to competitors.