POSITIONING AND

DIFFERENTIATION
 Susun Segmentasi dan Target Yang telah
dibuat dalam kertas plano yang tersedia
 Kemudian tentukan apa yang membedakan
produk kalian dengan pesaing
Target Marketing Strategies
Undifferentiated Marketing

 Focus is on common (not different) needs of

consumers.
 Product and marketing program are geared
to the largest number of buyers.
 Uses mass advertising and distribution.
Differentiated Marketing

 Firm targets several market segments and

designs separate offers for each.
 The goal is to have higher sales and a
stronger position with each market segment.
 This approach increases the costs of doing
business.
Concentrated Marketing

 The focus is acquiring a large share of one or

a few segments of niches.
 Generally, there are fewer competitors.
 The Internet is ideal for targeting small niche
markets.
 There is some risk in focusing on only one
market.
 Micromarketing

 Tailoring products and marketing programs to suit

the tastes of specific individuals and locations.
 Local Marketing: Tailoring brands and promotions to the
needs and wants of local customer groups—cities,
neighborhoods, specific stores.
 Individual Marketing: Tailoring products and marketing
programs to the needs and preferences of individual
customers.
 Sekarang sebutkan dan tuliskan produk anda
ingin dikenal masyarakat seperti apa???
Product Differentiation

 Product
Differentiation:
 Exists when a firm’s
offerings differ or are
perceived to differ from
those of competing firms
on any attribute, including
price.
 Positioning for Competitive
Advantage

 Product’s position is the way the product is defined

by consumers on important attributes.
 The place the product occupies in consumers’
minds relative to competing products.
Positioning

At Olive Garden
Restaurants, “When
You’re Here, You’re
Family.”
 Positioning Map

Positioning
map for large
luxury SUVs
Choosing a Positioning Strategy

#1 Identify a
set of possible #2 Choose the right
competitive advantages on competitive advantages
which to build a position

#3 Select an overall
positioning strategy
Identifying Possible Competitive
Advantages

 Key to winning target customers is to understand

their needs better than competitors do and to
deliver more value.
 Competitive advantage – extent to which a
company can position itself as providing superior
value.
Identifying Possible Competitive
Advantages
Product Services
Differentiation Differentiation
(e.g., consistency, durability, (e.g., speed, convenience,
reliability, repairability) careful delivery)

Channel
Differentiation
Image People
Differentiation Differentiation
(e.g., convey benefits and (e.g., hiring, training better
positioning) people than competitors)
 Positioning Errors

 Underpositioning:
 Failing to really position the company at all.
 Overpositioning:
 Giving buyers too narrow a picture of the company.
 Confused Positioning:
 Leaving buyers with a confused image of a company.
Choosing Right Competitive Advantages

Important
Profitable Distinctive

Affordable Superior

Communicable
Preemptive
Which Differences to Promote?

Unilever positioned
its bestselling Lever
2000 soap on three
benefits in one:
cleansing,
deodorizing, and
moisturizing benefits.
It’s good “for all of
your 2000 parts.”
Value Proposition

“Much more for much

more” value
proposition: Häagen-
Dazs offers its super-
premium ice cream at a
price never before
charged.
 Rest Stop: Reviewing the Concepts
 Define the three steps of target marketing: market
segmentation, market targeting, and market
positioning.
 List and discuss the major bases for segmenting
consumer and business markets.
 Explain how companies identify attractive market
segments and choose a target marketing strategy.
 Discuss how companies position their products for
maximum competitive advantage in the marketplace.
Basis of Differentiation
(1 of 7)

 A base of differentiation must fill some customer

need:
 Image, hunger, comfort, cleanliness, beauty, status,
style, taste, safety, quality, service, accuracy, furthering
a cause, reliability in use, nostalgia, belonging.
 A differentiated product fills one or more needs
better than the products of competitors

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24
Basis of Differentiation
(2 of 7)

 Almost anything can be a basis of differentiation

 The wide range of customer needs can be filled by a
wide range of bases of differentiation
 Tangible thing (product features, location, etc.)
 Intangible concept (reputation, a cause, an ideal, etc.)
 Limited only by managerial creativity.

Example: Fred Smith and FedEx

5-25
Basis of Differentiation
(3 of 7)

 Three Categories
 Product attributes
 Exploiting the actual product
 Firm—Customer Relationships
 Exploiting relationships with customers
 Firm Linkages
 Exploiting relationship with the firm and/or relationships with
other firms

5-
26
Basis of Differentiation
(4 of 7)

 Product Attributes
 Product Features
 The shape of the Oakley glasses
 Product Complexity
 Multiple features on a cell-phone
 Timing of Introduction
 Being first to market
 Location
 Locating next to a freeway exit

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Basis of Differentiation
(5 of 7)

 Firm-Customer Relationships
 Customization
 Creating a unique diamond bracelet for a customer
 Consumer Marketing
 Creating brand loyalty to a soap through image advertising
 Reputation
 Sponsoring the local homeless shelter to engender positive
community response

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Basis of Differentiation
(6 of 7)

 Firm Linkages
 Linkages among functions in the firm
 Using circuit board designed in one division in another division
 Linkages With Other Firms
 A sporting goods store sponsors a benefit race by donating
running shoes and receives free radio advertising in return
 Product Mix
 A furniture store begins to sell home gym equipment,
computers, and lawn mowers

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Basis of Differentiation
(7 of 7)

 Firm Linkages (continued)

 Distribution Channels
 A doughnut shop begins to sell its doughnuts through gas
stations
 Cobranding
 Starbucks inside a Barnes and Noble store

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