Strategy to maintain the market share

Target
General Strategy

Defense

Offense

Others

Tactics

Tactics

Tactics

Tactics

Components
Decision Maker Products Ex :

Need
Logical Basic Rice Car

Want
Emotional Variation Fried Rice BMW

Need
+

Want
+

+
-

Which do you use to influence your customers ?

Quality Perceived

Customer Value

Customer Satisfaction
Consumers always compare cost vs benefit at the 1st step

Customer Loyalty

PRODUCTS
- Feature - Quality - Design - Model - Technology - etc

PRICE
- Discount - Payment method - Installment - Bundling price - etc

PLACE
- Distribution - Selling Location - Online business - Direct Selling - Etc

PROMOTION
- Media - Gimmick - Publicity - Popularity - Etc

Rebates Discount

Cash Discount

Quantity Discount

Allowances

Psychology Discount
Source : Kotler, Philip, Marketing Management : An Asia Perspective

Customer Segment Pricing Time Pricing Product Form Pricing Image Pricing Location Pricing

Source : Kotler, Philip, Marketing Management : An Asia Perspective

for certain products, it takes some stages of distribution, until the products deliver to consumers

Distribution channels are the methods that companies use to enter the consumer market with their product. While many methods exist, they have changed over the years because of the Internet and global sales

Above the line

- TV commercial - Billboard - Radio, newpaper adv - etc.

Below the line

- Leaflet, Brochures - Promotional program - Sponsporship - etc.

Others
- Above & Below Mix - Word of Mouth - Direct Selling

Source : Kotler, Philip & Team, Marketing Management : An Asia Perspective

SEGMENTATION
- Identify segmentation variables and segment the market - Develop Profiles of resulting segment

POSITIONING
What kind of image do you want to create For your product ?

TARGETING
- Evaluate the attactiveness of each segment - Select the target segment

GEOGRAPHIC
- Region - City Size - Climate

DEMOGRAPHIC
- Age - Generation - Family Size - Family Type - Gender - Income - Occupation - Education - Nationality - Social Class

BEHAVIORAL

- Benefits - Usage Rate - Loyalty Status

PSYCHOGRAPHIC
- Life style

- Attitude

- Personality

Source : Kotler, Philip & Team, Marketing Management : An Asia Perspective

Target
General Strategy

Defense

Offense

Others

Tactics

Tactics

Tactics

Tactics

 Fix Marketing mix Segmentation & Targeting Re-positioning Re-branding, etc

T urn your positioning to the NEW image

Repositioning

Current Products

New Products

- Segmentation - Targeting - Positioning - Value, brand - logo, etc

T urn your positioning to the NEW image

T urn your positioning to the NEW image

"Minumlah Coca-Cola" (1990) "Semangat Coca-Cola" (2000) "Segarnya Mantap" (2002) "Hidup ala Coca-Cola" (2007) "Brrr... Hidup ala Coca-Cola" (2009) "Buka Coca-Cola, Buka semangat baru" (2010)

Products generally only featuring quality, low price, and durability. The idea is trying to give different values beside of those three things, to attract the attention of consumers.

- Price

- Quality
- Nationality - Community - Emotion - Experiental - Creativity, etc

As The Marketing Trends In Millenium Era

Let the potential customer have the

EXPERIENCE about our products, Let them feel, and have EMOTIONAL TOUCH before they buy