Product Positioning in the Market

Positioning is the act of a company to design products and marketing assimilation in order to create a certain impression diingatan consumers. Thus consumer segments to understand and appreciate what the firm does in relation to its competitors. For companies act to investigate or identify the position of a competitor and decided to take a position on par with competitors' position or looking for opportunities in the market. If the company positions itself close to other competitors, the company must select and then seek further distinction through its own differences.

The move comes after determining the segmentation strategy used. In other words, positioning is an action or steps of the manufacturer to design the image of the company and value offering which consumers within a particular segment to understand and appreciate what a certain segment, understand and appreciate what a company, compared with its competitors.

Product Positioning Strategy

Product positioning is very closely linked to the segmentation of the market for the product placement aimed at serving specific target market. Therefore, understanding product positioning strategy as a strategy digubakan to implant a product image in the minds of consumers, so that these products stand out compared with competitors' products.

Its main focus is how so consumers have the same perception in the hope of manufacturers of products offered. product positioning are several ways to do marketers to market products to consumers targeted, among others:

1. Positioning by attributes

This occurs when a company positioned to highlight product attributes more Superior than its competitors, such as size, length of existence and so on. Example: Disneyland can advertise as the largest amusement parks in the world.

2. Penentuang position according benefit

In this sense the product is positioned as a leader in a particular benefit. Example: Knotts Berry Farm amusement park position themselves as for those who are looking for a fantasy experience, like living in the golden age of Old West cowboy.

3. Determination of the position according to the use or application of the

A set of values ​​the use or application of this is used as the elements which make than its competitors. Example: Japanesse Deer Park positioning itself to tourists who just want to get a brief entertainment.

4. Determination of the position according to user

This means positioning the product as the best for a number of user groups. In other words, the target market is more directed at one or more communities, both in the narrow and broad sense. Example: Magic Mountain can advertise themselves as an amusement park for challenge seekers.

5. Pententuan position by a competitor

Here the overall product as a whole highlight its brand name and better positioned than competitors. Example: Lion Country Safari can advertise to have more kinds of animals than the Japanesse Deer Park.

6. Positioning by product category

Here the product is positioned as a leader in a product category. Example: Marineland of the Pacific can position themselves not as "Recreation" but as "Institutions".

7. Determination of the position of price or quality

Here the product is positioned as offering the best value. Example: Busch Gardens can position itself as the best value for the price (compared to the determination of posisis such high quality / high price or low price).

How to Determine Positioning

In determining the positioning of four stages, namely:

1. Identify the target

By identifying it will give the company an idea of ​​how the right way to build a brand image. Example: A beauty product, should be able to identify the target market appropriate products on offer whether these products to whiten the skin or soften the skin.

2. Determine the customer's frame of reference,

Ideas / assumptions that can be accepted by consumers. Example: Hoka-Hoka Bento which uses a pair of iconic children's characters in the style of Japanese manga image, so that people can remember Hoka-Hoka Bento as a Japanese cuisine restaurant.

3. Formulate a point of differentiation

Things that must be taken to ensure that consumers choose companies. Example: Ice pocong known in the community because the name is strange and unique. Thus attracting the attention of consumers.

4. Assign the product a competitive advantage

Where these products can be enjoyed as something beda.Contoh: Seller A sell ice pop pop ice with a mixture of cheese, milk, oreo and chocolate candy. While the ice pop sellers B at the same price just menmbahkan cheese and astor are certainly seller A superior ice pop and would be more desirable.

To communicate the positioning of a product the company should consider the following factors:

1. Be creative

Companies have to be creative to steal the attention of consumers or target market. Example: A dairy product for small children design doll-shaped packaging.

2. Simplicity

Communication submitted should be as simple and clear as possible. Example: in Bodrex ads that use the word "Bodrex, the ultimate choice overcome headache" is quite short and clear.

3. Consistent yet flexible

4. Own, dominate, protect.

In communications companies must have one or several powerful word in the minds of customers. Example: Tea Bottle Sosro who uses the phrase "Whatever food, drinking bottled tea sosro".

5. User Reviews their language

In communicating the positioning of the company should use the language of the customer. Example: Product snacks for young children, the language used is understood by small children.

Target Markets Akatsuki

In setting the target market, the company must first do market segmentation, with a way to classify consumers into groups with characteristics similar. Each consumer groups can be selected as a target market will be achieved. Determination of the target market is very important because the company can not serve all customers or buyers on the market.

As is the target market is a group of Drivers who have characteristics or properties almost identical (homogeneous) selected the company and that will be achieved with the marketing mix strategy. Target markets need to be established, because it is useful in:

1. Develop product positioning and marketing mix strategy.

2. Facilitate adjustment marketed product and marketing mix strategy is executed (right price, effective distribution channels, promotion of the right) with the target market.

3. Shoot a wider market opportunities, it is important when marketing a new product.

4. Utilizing the limited resources of the company as efficiently and effectively as possible.

5. Anticipating competition.

Determining the Target Market

1. Single Segment Concentration

It means companies can choose only one segment, the company focuses on one segment only. For example: Harley Davidson concentrating only on large motorcycle market.

2. Multi-segment Marketing

Company meant choosing two or more market segments and develop pemasaranyang mix for each segment separately. This strategy provides benefits include: volume of sales, profit and market share larger and economies of scale in marketing. Example: Bicycles United not only focus on the bicycle market for adults but also for a small child's bicycle.

There are three general strategies in selecting target markets, namely:

1. Mass-Market Strategy

Business market uses two ways to enter the same market. The first is do not notice any difference existing segments as well as a single product design, and establish a marketing program that will serve all market groups, or so-called undifferentiated marketing. This mass marketing strategy requires resources and capabilities to produce great and marketing capabilities for mass products. The second approach in a mass marketing strategy, namely dividing the product and marketing programs for different segments, or also called differentiated marketing.

2. Niche-Market Strategy

This strategy is done by targeting marketing efforts on one or more segments. The goal of this strategy is to avoid direct competitors that are in a larger segment. For example the establishment of small-scale supermarket in a residential area residents / complex.

3. Concentrated Marketing / Market Growth Strategy

This market growth strategy implemented by small companies to avoid direct confrontation with the big companies. Implementation of this strategy requires research and development department reliable and marketing capabilities to identify and develop and introduce new product features to the target (target) target market.

Sasuke Market Segmentation

Market segmentation is to divide the activities of heterogeneous market of a product into units that are homogeneous market. In other words, market segmentation is the activity of dividing the market into groups of buyers are distinguishable to the needs, characteristics or different behavior that may require separate products or marketing mix.

Market segmentation grouped into three, namely:

1. Static Segmentation Attributes

Grouping market based on attributes similar static, which does not necessarily reflect the purchasing behavior or use and do not directly affect the consumer's decision to purchase. These attributes include the type of geographic and demographic variables.

2. Dynamic Segmentation Attributes

Grouping dynamic market based on similar attributes, or attributes that reflect the characteristics of the consumers. These attributes include psychographics and behavioral variables.

3. Individual Individual Segmentation

Grouping the market over the smallest unit or individual.

Role Segmentation

Based on the above it can be concluded that the segmentation has an important role in a company for several reasons;

1. Segmentation allows companies to focus on allocating resources. By dividing the market into segments will provide an overview for the company to establish which segments will be served. Besides segmentation enables companies to get a clearer picture of the map of the competition and determine the company's market position.

2. Segmentation is the basis for determining the components of the strategy. Segmentation is accompanied by a selection of target market will provide guidance in determining positioning. Third, segmentation is a key factor to beat the competition, with regard to the market from a unique angle and a different way from what the competitor.

Levels of Market Segmentation

1. Mass marketing

In mass marketing to mass marketing programs conducted as bulk distribution, bulk and other promotion or in other words one product for all. However, mass marketing is not always successful in serving its market as a marketing program can not serve heterogeneous market so pelu do segmentation, marketing niche and individual market.

Segmentation of the market consists of an attempt to identify a group that has the distinction of being a group have in common. Segmentation is a middle way between mass marketing to individuals. In the market segmentation within a single segment is assumed to actually have something in common, but no two people who truly have equality in a case. However, market segmentation has several advantages compared to mass market, among others, the company can create products and services that fit the target market. The company will also be easier to establish distributions canel and in setting marketing communications.

2. Niche marketing

In niche marketing is more focused on market niches that have not been well served. This is done by identifying existing segments into smaller sub-segments. With the niche market companies to understand customers well. An interesting feature of consumers in the niche market is a niche market has a strong demand, the consumer is willing to pay a premium price to companies that can satisfy them well. Nice market has growth potential and profitable so that the company can serve this segment.

3. The individual markets

Is the last in the segment, each individual has a unique individual. Individual market, also known as custumized marketing or one-to-one marketing where consumers are served individually. The company can serve markets individual customized so as to meet the needs of consumers as they had hoped.

Market Segmentation pattern

There are three patterns of market segmentation. This pattern is used to mengidentifikasai segment preference. The pattern is:

1. Homogeneus preference

A pattern showing that consumers have the same preferences to the products or services offered.

2. Diffused preference

A pattern showing that consumers have varying preferences for a product or service offered.

3. Clustered preference

A pattern showing that consumers have a preference in groups. Where consumers who are in a group have similar preferences.

Procedures and Process Market Segmentation

Segmentation procedure, there are three phases:

1. Survey Stage

An exploration stage either through focus group discussions or interviews with several consumer groups to obtain information concerning the motivations, attitudes and behavior of students of Master of Management Program. With the initial picture of consumer preferences researchers can dig further by using a questionnaire.

2. Analysis Stage

A phase of analysis of the information that has been obtained through the survey. Analysis can be done by applying factor analysis to examine which variables are correlated higher then apply the cluster analysis to create or know groups that are significantly market has different characteristics.

3. Profiling Stage

A stage for identifying frofil each cluster is formed. These differences will be identified with each cluster based on attitudes and behavior, demographic, psychographic, benefit or value expected from a program MM, then each cluster are named based on the characteristics that stand out.

Things to Look For In Doing Segmentation

Employers who do market segmentation will try to classify customers into several segments that have relatively homogeneous properties and then treat each segment with a different way or services. Such factors include the following:

• Variables Segmentation

As we know that consumers have a variety of dimensions that can be used as a basis for market segmentation. Proper use of basic segmentation and efficient will be better able to ensure the success of a strategic marketing plan. One dimension is seen to have a major role in determining the market segmentation variables is contained in the segmentation itself, and therefore needs to be studied. In classifying the types of segmentation variables, as follows:

1. Segmentation Geography

In the geography segmentation grouping is done by region of origin or residence of the consumer as well as to know the social life in the consumer area. Example: Bandung known as the Paris Van Java, suitable as shopping, make a company engaged in the field of fashion glance at Bandung as the target market. So with this segmentation, marketers gain certainty where or where the product is to be marketed.

2. Segmentation Demographics

Demographic segmentation grouping is done based on age, sex, family and life cycle, race, education and employment or income consumers. Example: Shopie Martin makes women with high income as the target market.

3. Psychographic Segmentation

Psychographic segmentation groupings based on the characteristics of each customer, such as motivation, personality, perception, interest, interests and attitudes. At this segmentation buyers are divided into groups based on, as follows:

• Social status, for example: leaders, communities, educators, the elite, the middle class and lower class.

• Lifestyle, example: modern, traditional, old-fashioned, wasteful, frugal and luxurious.

• Personality, for example: fans, addicts and observers divulging products

Example: Honda issued a scooter matic motorcycle Honda Beat for women among the more girly, moreover there is a pink color that many preferred by women, especially teenagers who girly fashionable.

4. Segmentation Behavior

In the grouping buyer behavior segmentation based on knowledge, attitudes, usage or their reaction to a product. Many marketers believe that behavior variables are the most excellent beginning to form a market segment. Segmentation behavior can be measured using the following indicators:

• Benefits sought

One powerful form of segmentation is to group buyers according to different benefits they are looking for from the product. Benefit segmentation requires the discovery of the major benefits that people look for in a product class, the kind of people who are looking for every advantage and major brands that have any benefits. Companies can use segmentation to clarify the benefits they want the benefits segment, its characteristics as well as major brands that compete. They can also search for new benefits and launching brands that provide these benefits.

• User Status

The market can be segmented into groups of non-users, ex-users, potential users, first-time users and regular users of a product. Potential users and regular users may require different marketing appeal.

• Level of Use

The market can also be segmented into user groups light, medium and heavy. The number of heavy users often only a small percentage of the entire market, but it produces a high percentage of total purchases. Users of products is divided into two equal parts a lot, mostly light users and heavy users partly by the level of purchases of specific products.

• Loyalty Status

A market can also be segmented by consumer loyalty. Consumers can be loyal to the brand, the store and company. Buyers can be divided into several groups according to the degree of their loyalty. Some consumers are really loyal, they always buy the kind of brand. Another group rather loyal, they are loyal to the two brands or more than one product or a loved one brand but sometimes buy other brands. Other buyers do not show loyalty to any brand. They might want something new every time they purchase or sale of any.

Terms Effective Segmentation

1. Measurable

Measurable means that market segment can help natural perusahaand measure market potential, consumer purchasing power and resource allocation size daya.Contoh: Food Products bulam infants aged 6-12 can certainly be measured how many times eating infants aged 6-12 months.

2. Substantial

Substantial means the segment of large and profitable to be served, Example: Tea teapot that set up shop in the area of ​​Jakarta, which tends to heat.

3. Accessible

Accessible means that segment should be easily accessible to be served. Example: Restaurants that sell food Sundanese in Jakarta, while the target utamannya Sunday ang bernotaben many people live in Bandung.

4. differentiable

Differentiable means that these segments can be distinguished.

5. Actionable

Actionable means that these segments can be served with the resources in the possession of the company. Example: ice cream shops in the mall are aimed at consumers teenagers and young children, of course, with cangkupan 1 mall with teenagers and young children who like to eat ice cream can be estimated how much yangharus sold.

Benefits Segmentation

1. The Company has the motivation to maintain and improve the level of sales and more importantly that the company's operations in the long term to be sustainable and competitive.

2. The Company will be able to detect early and precise about the trends in the changing market.

3. Can design products that are truly in accordance with market demand.

4. Can determine and advertising campaigns are most effective.

5. Can direct the promotional funds available through the appropriate media for the segment is expected to generate greater profits.

6. Can be used to measure the promotional efforts according to the period or periods in which the market reaction is quite large.

Naruto Marketing Strategy

The marketing strategy is very important for the company which owns the marketing strategy of a way of achieving the goals of a company. The strategy is a series of great designs that describe how a company should operate for mencapaitujuannya. So that in running a small business in particular has required the development through its marketing strategies. Due to the critical condition justu USAA kecillah capable of providing growth to income.
Every step made in formulating marketing strategy should be oriented in an effort to achieve customer satisfaction. Customer satisfaction is a key element of the marketing concept and marketing strategy. This means that the process adopted by each party yng may vary according to the abilities and characteristics of each, but the goal remains ultimately will lead to the achievement of customer satisfaction or consumer satisfaction.

Naruto Business Marketing Process

Marketing process begins of finding what is desired by consumers. At the end of marketing has a purpose, namely:

1. Potential customers know in detail the products that we produce and the company can provide all of their requests for our product.

2. Companies can explain in detail all the activities related to marketing. These marketing activities include a variety of activities, ranging from the description of the product, product design, promotional products, advertising products, communication to consumers, until delivery of the products to reach the hands of consumers quickly.

3. Know and understand the customer so that the product is suitable and can be sold by itself.

From what has been discussed above there are several things that can be concluded, that the manufacture of the products or services desired by consumers should be the focus of operational activities and the planning of a company. Marketing sustainable there must be good coordination with various epartemen, so as to create synergy in efforts to conduct marketing activities marketing concept consists of four main pillars, namely the target market, customer needs, coordinated marketing, and profitability. The marketing concept oriented to consumers, so that all the marketing strategy should be developed based on the needs and desires of consumers. Without an understanding of consumer behavior, marketing strategy using marketing concepts can not be compiled, so it will not be able to meet the needs and desires of consumers and achieving the economic objectives of the company.