SEGMENTASI PASAR : GEOGRAFIS, DEMOGRAFIS DAN PSIKOGRAFIS

Summary

This video introduces the concept of market segmentation, explaining how businesses divide a diverse market into smaller, homogenous groups based on shared characteristics and behaviors. It covers the purpose and benefits of segmentation, such as better-targeted marketing, improved customer service, and more effective product strategies. The video also explores various segmentation variables including demographic, geographic, and psychographic factors, with practical examples. By the end, viewers are encouraged to apply these concepts to create their own market segmentation profiles for products like baby formula or coffee, promoting deeper understanding of the topic.

Takeaways

• 😀 Segmenting the market helps companies succeed by identifying and analyzing customer segments based on shared characteristics and behaviors.
• 😀 The goal of market segmentation is to better understand different customer needs, making it easier to cater to their preferences and improve service delivery.
• 😀 Market segmentation allows for more targeted marketing strategies, improving the effectiveness of promotional efforts by aligning with specific customer groups.
• 😀 Segmentation helps businesses serve their customers more effectively by optimizing products and services for each defined market segment.
• 😀 Segmenting the market allows companies to identify new opportunities, customize their offerings, and align their marketing efforts to meet distinct customer needs.
• 😀 Successful market segmentation requires the market to be measurable, accessible, and substantial to ensure profitability and strategic effectiveness.
• 😀 Demographic segmentation includes criteria such as age, gender, income, education, and other population-based factors.
• 😀 Geographical segmentation divides the market based on factors like location, climate, and population density to tailor offerings to regional needs.
• 😀 Psychographic segmentation focuses on customer personalities, social status, lifestyles, and behaviors to develop more tailored and appealing products.
• 😀 In the example of Aqua, the product is segmented geographically across Indonesia and demographically to target all genders, ages, and social classes, with variations in packaging for different economic segments.
• 😀 Effective market segmentation enables businesses to align their product offerings with consumer demands, ensuring that both product development and marketing efforts are on point.

Q & A

What is market segmentation?

Market segmentation is the process of identifying and analyzing a market into potential customer segments based on similar characteristics and behaviors. It involves dividing a heterogeneous market into smaller, homogeneous groups.

Why is market segmentation important for a company?

Market segmentation helps companies tailor their marketing strategies more effectively. By understanding the needs of different customer segments, companies can offer better products, improve customer service, and enhance marketing efforts to reach the right audience.

What are the main objectives of market segmentation?

The main objectives of market segmentation include easier differentiation of markets, better service to customers, and more targeted marketing strategies. It allows for clearer identification of market segments and ensures that marketing efforts are more focused and effective.

What are some benefits of market segmentation?

The benefits of market segmentation include clearer marketing strategies, better product management, the ability to identify new market opportunities, and more efficient budget allocation. It also creates a stronger market position for companies.

What are the requirements for effective market segmentation?

Effective market segmentation requires that the segments be measurable (in terms of size and purchasing power), accessible (targetable with marketing efforts), actionable (able to effectively reach and serve the segment), and substantial (large enough to be profitable).

What are the key bases of market segmentation?

The key bases of market segmentation include geographic, demographic, and psychographic factors. These bases help identify and categorize consumers based on location, personal characteristics, and lifestyle traits.

How does geographic segmentation work?

Geographic segmentation divides the market based on location such as regions, countries, states, or cities. It also takes into account factors like population density, climate, and climate conditions, which may influence product preferences.

What does demographic segmentation involve?

Demographic segmentation involves dividing the market based on demographic factors such as age, gender, income, occupation, education level, family size, and other demographic characteristics. This helps companies target specific groups effectively.

Can you give an example of psychographic segmentation?

Psychographic segmentation divides the market based on lifestyle, personality traits, social status, and values. For example, a product aimed at health-conscious individuals would appeal to those with an active and health-focused lifestyle.

How does Aqua's market segmentation strategy reflect these concepts?

Aqua’s market segmentation strategy uses a combination of geographic, demographic, and psychographic factors. It is marketed across Indonesia, targeting all demographic groups, including different ages, genders, and income levels, with an emphasis on health-conscious individuals who live an active lifestyle.