Kesalahan Target Market Ini Bisa Bikin Bisnismu Gagal! The Insight Factory#3

Summary

In this video, the importance of Segmentation, Targeting, and Positioning (STP) in marketing is discussed. The STP framework helps businesses define their target audience by segmenting the market based on demographics, psychographics, shopping behavior, and cultural factors. It emphasizes the need to focus on one or two key segments that are large, accessible, and capable of purchasing your product. The video uses the example of Indomie, highlighting how it tailors its products and communication to various segments, ensuring relevance and connection with its audience, ultimately boosting brand positioning and marketing effectiveness.

Takeaways

• 😀 Understand the importance of segmentation, targeting, and positioning (STP) in marketing to focus on the right audience.
• 😀 Businesses should avoid the assumption that their products and services are suitable for everyone; different segments have different needs.
• 😀 Demographic factors (age, gender, location) are the most visible and easiest to analyze when segmenting your market.
• 😀 Psychographics, such as lifestyle, interests, and daily habits, require more effort to segment but provide deeper insights into your audience.
• 😀 Analyzing shopping behavior, including where and how consumers shop, can offer valuable insights into your target market.
• 😀 Cultural differences are an important aspect of segmentation, especially in diverse markets like Indonesia, where cultural background affects consumer needs.
• 😀 After segmenting the market, businesses must choose which segments to target based on size, accessibility, and purchasing power.
• 😀 Once target segments are identified, marketing efforts should focus on creating tailored communication to meet their specific needs.
• 😀 Positioning involves crafting a brand message that resonates deeply with the target audience, based on their demographics, psychographics, and cultural context.
• 😀 Brands like Indomie effectively use segmentation and targeting to cater to specific market segments, such as university students or young professionals, by emphasizing convenience and cultural relevance.
• 😀 Successful brands understand the value of segmenting their audience and building relevant messaging, rather than trying to appeal to everyone at once.

Q & A

What is the importance of segmentation in marketing?

Segmentation helps businesses identify specific groups within their target market with distinct needs, behaviors, and characteristics, allowing for more effective marketing strategies and better alignment with customer needs.

What are the four key factors to segment a market?

The four key factors to segment a market are demographic, psychographic, shopping behavior, and cultural differences.

How does demographic segmentation work?

Demographic segmentation is based on observable characteristics such as age, gender, location, and life stage. It’s a straightforward method as these factors are easily identifiable and measurable.

What is psychographic segmentation and why is it important?

Psychographic segmentation divides the market based on lifestyle, interests, values, and concerns. It’s important because it provides deeper insights into customer motivations and helps businesses tailor their messaging and products accordingly.

How can shopping behavior impact market segmentation?

Shopping behavior refers to where, when, and how consumers make purchases, such as online vs. in-store, or preferences for payment methods. Understanding this helps businesses target customers who have the purchasing habits that align with their offerings.

Why is cultural segmentation important, especially in diverse markets like Indonesia?

Cultural segmentation is crucial because it recognizes the diverse values, customs, and preferences across different groups. Understanding cultural differences allows businesses to offer more relevant products and marketing that resonate with the target audience.

How do you choose the target segments after segmentation?

To choose target segments, businesses look for groups that have a large enough volume, easy access to the product, and the financial means to purchase it. These criteria ensure that the segment is viable and profitable.

What is the role of positioning in marketing?

Positioning refers to how a brand is communicated to the target audience to highlight its unique value and relevance. Effective positioning creates a clear and distinct identity for the brand that resonates with the target market.

Can a business successfully target everyone in the market?

No, trying to target everyone can dilute a brand’s messaging. Focusing on specific segments allows for more tailored marketing efforts and ensures a stronger connection with the intended audience.

How does Indomie successfully target its market?

Indomie uses a mix of demographic, psychographic, and cultural segmentation. For example, it targets university students and young professionals who value convenience and affordability, while also customizing flavors to appeal to regional tastes, such as Soto Lamongan or Acehnese Fried Rice.