differentiation and positioning_rev.pdf

7/27/2019 Differentiation and positioning_rev.pdf

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Differentiation and positioningstrategy

Eka Ardianto

[email protected]

Create the value:

Marketing Management



The Four P Components of the Marketing Mix

SalesforceAdvertising

Communicate the value

Salespromotion

ProductDevelop-

ment

Pricing Distribu-ting

Provide the valueChoose and createthe value

Customer segmentation

Differen-tiation

MarketSelection/

focus

ValuePositi-oning

Branding

Value creation process



Rasa dan

penampilan

kemasan

Anak-anak

Penyuka

rasa mint atau

Buah-buahan

Colgate, Stripe

Sangat terlibat

1. rasa

2. penampilan

kemasan

Manfaat yang dicari

Demografi

Karakter khusus

Merek

Kepribadian

Customer value

DESKRIPSI

Gigi bersih

dan putih

Mencegah

kerusakan

gigi

Harga

Pasangan

muda dan

remaja

Keluarga Pria

Perokok Pemakai

berat

CrestYang

memberi

diskon

MacIeans

Sangat

bersosialisasi

Sangat

Peduli

kesehatan

Sangat

independen

Pemakai

berat

( Haley 1972 dan Kasali 1998 , dimodifikasi)

CONTOH

PROFIL

SEGMEN

PASTA GIGI

SENSORY

SEGMENT SOCIABLESEGMENT CONSERVATIVESEGMENT

INDEPENDENT

SEGMENT

1. gaul

2. penampilan

diri

1. sehat

2. konservatif

1. ekonomis

2. kalkulatif



Differentiation

Consumers or organizational customers choose

the product different from others they could

have chosen

Differentiation is a pre-emptive business

strategies, as well as in marketing, it can not be

easily copied by competitors



Physicalgoods

ConformancesPerformances

FeaturesDurability

ReliabilityRepairabilityStyle

Design

Ordering easeDelivery

InstallationCustomer training

Customer consultingMaintenance & repair

Services

CompetenceCourtesyCredibilityReliability

ResponsivenessCommunicationEmpathy

Personnel

CoverageExpertise

Performance

Channel

Symbol AtmosphereEventsWritten and

Audiovisual media

ImagePrice

Price levelTerms of payment

Variety

Variety

Differentiation variables



Points-of-difference

Attributes or benefits

consumers strongly

associate with a

brand, positively

evaluate, and believe

they could not find tothe same extent with

a competitive brand

Points-of-parity

Associations that are

not necessarily

unique to the brand

but may be shared

with other brands



Figure 10.1b

Hypothetical Beverage Perceptual Map:

Possible Repositioning for Brand A

Figure 10.1a

Hypothetical Beverage Perceptual Map:

Current Perceptions



Desirable

Deliverable

Differentiating

Point-of-Difference Criteria



• Important to a sufficient number of buyers

Effective differentiation

•

Communicable to a sufficient number of buyers

• Affordable. The buyer can pay for the difference

• Distinctive (it is not offered by others)

•

Preemptive, it can not be easily copied by competitors

• Superior to other ways of obtaining the same benefit

• Profitable. The company will find it profitable



Perceptual Positioning

• Consumers often know very little about the essential

physical attributes of the brands they buy

• The same is true for many services

• Even if they did, they might not understand the physical

attributes well enough to use them as a basis for

choosing between competitive offerings

• The evaluation of many goods and services is subjective



atribut

merek

Peta persepsi produk blender

Canonical normalizationDimension 1

43210-1-2-3-4

D i m e n s i o n 2

2.0

1.5

1.0

.5

0.0

-.5

-1.0

-1.5-2.0

Maspion

harga

terjangkau

mudah

diperoleh

kebiasaan

National

terkenal,

dapat

diandalkan awet

Philips performa baik,

banyak pilihan model,

baik utk. prod. elektronik

kualitas

Hitachi

Cosmos

Black & Dekker

CoA (Correspondence Analysis)

Brand association



• Single-benefit

• Double-benefit

• Triple-benefit

How many differences

to communicate ?

B

CA

1

2

3

4

5

6

7

8

9

10

11

12

A-C = differentiation (core) as positioning

1-12 = differentiation (elaborated) as thematic



• Attribute positioning

Value positioning strategy

•

Benefit positioning

• Use/application positioning

• User positioning

• Competitor positioning

• Product category positioning

• Quality/ price positioning



End of slide

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