TA R G E T I N G

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A L V I N A O C T A V I A N I P 1 7 0 8 1 0 2 0 1 1 1 5

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 Our Contents

Definition of Targeting

The Role of Targeting

Alternative Strategies in Targeting

Study Case
 Definition of Target Market (Targeting)

Targeting is to determine the segment in the market to be targeted as a

service target, the selected segment, referred to as the target market
Three Basic Philosophy as Guidelines
for Approaching Markets

Mass Marketing

Various Products Marketing

Directed Marketing
 The Role of Targeting

According to Kertajaya (2004),

there are 4 main criteria that
can be used to select a market
segment that is right for the
company's resources. 4 These
criteria are as follows:

• Market size

• Market growth

• Competitive Advantage

• Competition Situation
 According to McCarthy (1990), ideally the market segments
which are then used as target markets must meet the following criteria:

HOMOGENEOUS WITHIN HETEROGENEOUS BETWEEN SUBSTANTIAL OPERATIONAL

that consumers in the
selected market segments
show the same possibility of
responding to marketing mix
stimuli
consumers in different
segments should be seen as
different consumers on the
basis of the possibility of a
response given from the
marketing mix stimulus
provided
the chosen market segment
should be large enough and
is expected to bring profits to
the company
the dimensions used to
segment the market are really
useful in identifying
consumers and marketing
mix variables
The target market needs to be set, because it is useful in:

Develop product position and marketing mix strategy

Facilitate the adjustment of marketed products and the marketing mix strategies
that are implemented (the right price, effective distribution channel, the right promotion)
with the target market

Targeting broader market opportunities, this is important when marketing new products

Using limited company resources as efficiently and effectively as possible

Anticipating competition, by identifying parts of the market that can be served effectively,
the company will be in a better position by serving certain consumers from the market
 Yo u r G r e a t S u b t i t l e H e r e
For the optimal selection of target markets,
it is necessary to pay attention to several criteria, namely:

Responsive

Sales potential

Adequate growth

Media reach
 According to Bradley quoted from Setiadi (2003),
in choosing which target market to take
there are factors that need to be considered, namely:

Organizational resources

Product type

The stage in the product life cycle

The competitor's strategy and the organization's competitive strategy

 ALTERNATIVE STRATEGY IN MARKETING

There are 3 alternative strategies:

1. Non-differentiating market strategies (undifferentiated marketing)

2. Differentiating marketing strategies

3. Concentrated marketing strategy

 Factors that influence the target market strategy
Product life cycle
The desire of consumers in the
entire market
Potential in the market
Structure and intensity of
competition
Resources
Economies of scale
Product growth stops or
decreases
The market desire is relatively
homogeneous
Competitors are less interested in
competing
When the market is much
interested
Resources for determining
targeting
Machine and technology capacity
Switch to competitors because of
better service
Limited opportunities to expand
segments
Has a competitive advantage
Must choose a strategic market
The greater the resources the wider the
opportunity
Whether or not many products are
produced
 ALTERNATIVE STRATEGY IN MARKETING

Targeting patterns :

1. Single target

2. Selective target

3. Market fokus

4. Mass market

Evaluation of target markets,information and data analysis are needed regarding :

1. Marketed products and marketing mix strategies are implemented.

2. Consumer satisfaction that is the target market.

3. Corporate profits.
 Yo u r G r e a t S u b t i t l e H e r e

ALTERNATIVE STRATEGY IN MARKETING

Determination of the target market by the company, which is done are :

• Perform market segmentation

• Develop a profile and attractiveness of existing market segments

• Select the target market segment

• Develop product positioning for each target market segment

Reasons must focus on targeting:

Given the limitations of serving consumers,

companies should choose:
a. Become a product specialist, or
b. Become a market specialist

The company only focuses on the chosen

market target

For consumers, focus causes a product

to be memorable
 AIDA
Determination of targeting

AWAERENESS INTEREST DESIRED ACTION

Based on the types, targeting can be grouped into:

 Short term targeting

 Future targeting

 Primary targeting

 Secondary Targeting
 WHY
do companies need to make arrangements?

 Useful for the development of product positions and marketing mix strategies

 Facilitate the adjustment of marketed products and marketing mix strategies that are
implemented

 Targeting broader market opportunities, this is very important for marketing new products

 Using company resources is as effective and efficient as possible

 Anticipate
 Yo u r G r e a t S u b t i t l e H e r e

EXAMPLE OF TARGETING ANALYSIS

Targeting Dancow Dairy Products
 Yo u r G r e a t S u b t i t l e H e r e

EXAMPLE OF TARGETING ANALYSIS

Targeting Pocari Sweat Products
 STUDY CASE
Indonesia, K-Beauty Section Market Target in Asia

https://tirto.id/indonesia-target-pasar-seksi-k-beauty-di-asia-
cyRj

https://tirto.id/drama-korea-memikat-penggemar-membeli-
produk-k-beauty-cyRk
THANK YOU !