Market Targeting and Strategic Positioning

Pertemuan 10Buku 1 Hal: 184-202

Matakuliah : J0504 - Strategi PemasaranTahun : 2009

Bina Nusantara

• Market Targeting StrategyMarket Targeting Strategy• Targeting in Different Market EnvironmentsTargeting in Different Market Environments• Positioning StrategyPositioning Strategy• Developing the Positioning StrategyDeveloping the Positioning Strategy• Determining Positioning EffectivenessDetermining Positioning Effectiveness

Learning Objective

POSITIONING STRATEGY

Deciding the desired perception/ association of an organization/ brand by market target buyers…and designing the marketing program to meet (and exceed) buyers’ value requirements.

MARKET TARGET

POSITIONING EFFECTIVENESS

POSITIONING STRATEGY

How well management’s

positioning objectives are achieved for the

market target

POSITIONING CONCEPT

The desired positioning of the product (brand) by targeted buyers

The combination of marketing actions

used to communicate the positioning concept

to targeted buyers

STRATEGIC POSITIONING INITIATIVES

How Positioning Works• Objective

– Match the organization’s distinctive capabilities with the customer value requirements for the market target (How do we want to be perceived by targeted buyers?)

• Desired result– Gain a relevant, distinct, and enduring position

by the targeted buyers that they consider important.

• Actions by the organization– Design and implement the positioning strategy

(marketing program) for the market target.

SELECTING THE POSITIONING

CONCEPT

Symbolic Functional

Experiential

The Perception or Association that Management Wants Buyers to Have Concerning the Brand

DEVELOPING THE POSITIONING STRATEGY

The Positioning Strategy Places the Marketing Program (mix) Components into a Coordinated Set of Actions Designed to Deliver Superior Customer

ValuePRODUCT

PROMOTION

PRICE

VALUE CHAIN

1. The positioning concept applies to a specific brand rather than all the competing brands that compose a product classification

2. The concept is used to guide positioning decisions over the life of the brand

3. Multiple concepts are likely to confuse buyers and may weaken the effectiveness of positioning actions

Positioning Issues

The positioning strategy indicates how (and why) the product mix, line, or brand is to be positioned for each market target. This strategy includes:

•The product strategy, indicating how the product(s) will be positioned against the competition in the product-market.

•The value chain (distribution) strategy to be used.

•The pricing strategy, including the role and positioning of price relative to competition.

•The advertising and sales promotion strategy and the objectives these promotion components are expected to achieve.

•The sales force strategy, direct marketing strategy, and the Internet strategy, indicating how they are used in the positioning strategy.

DETERMINING POSITIONING EFFECTIVENESS

The marketing offer (product, distribution, price, and promotion) is both distinct and valued in the minds of the customers in the market target.

Methods for Determining Positioning

Effectiveness

Analytical Positioning

Models

Test Marketing

Customer and Competitor Research

Customer and Competitor Research – Research Studies– Preference Maps

Test Marketing– Generates information about commercial

feasibility and marketing program– Provides market (sales forecasts) and

effectiveness measuresPositioning Models

– Incorporates research data into formal models of decision analysis

Positioning Errors• Under-positioning – customers have

only vague ideas about the company and do not perceive anything distinctive about it

• Over-positioning – Customers have too narrow an understanding of the company, product, or brand

• Confused positioning – Frequent changes and contradictory messages confuse customers

• Doubtful positioning – claims made for the product or brand are not regarded as credible

Positioning in Perspective

• Positioning is a central part of business strategy• Positioning analysis starts with an understanding

of the value proposition for the target segment• Value-driven positioning is the objective• Positioning seeks to differentiate the

organization’s offer from the competition• Positioning seeks to create a unique perception

in buyers’ minds of the target market segment• Positioning is the unifying dimension of market-

driven strategy

Illustrative Impacts of Changes in Business Strategy on Targeting and Positioning Strategies

Changes in Business Strategy

Market Targeting ImpactPositioning Impact

Rapid Growth/ Retrenchment

Market scope may not change although targets may be increased or reduced.

Substantial changes in resource allocation, (e.g. advertising expenditures

Changing the Product Mix No change is necessary unless increase in product scope creates opportunities in new segments.

Changes in product strategy, methods of distribution, and promotional strategies may be necessary.

Changing the Market Scope

Targeting is likely to change to include new targets.

Positioning strategy must be developed for each new target.

Repositioning Should not have a major effect on targeting strategy.

Product, distribution, price, and promotion strategies may be affected.

Value Chain Integration Should have no effect on targeting strategy.

Primary impact on channel, pricing and promotion strategies.

Diversification Targeting strategies must be selected in new business areas.

Positioning strategies must be developed (or acquired for the new business areas.

Strategic Alliance Targeting strategy may be affected based on the nature and scope of the alliance.

Operating relationships and assignment or responsibilities must be established.

Product Strategy

Promotion Strategy

Price Strategy

Distribution StrategyMarket Target

Positioning Strategy

Targeting and Positioning