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Strategy to maintain the market share

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Target

GeneralStrategy

Defense

Tactics

Offense

Tactics Tactics

Others

Tactics

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Components Need WantDecisionMaker

Logical Emotional

Products Basic Variation

Ex : Rice Fried Rice

Car B M W

Need Want- -

+ +

- +

+ -

Which do you useto influence your customers ?

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Quality

Perceived

Customer

Value

Customer

Satisfaction

Customer

Loyalty

Consumers always compare cost vs

benefit at the 1st step

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PRODUCTS PROMOTIONPLACEPRICE

- Feature- Quality

- Design- Model- Technology- etc

- Discount- Payment method

- Installment- Bundling price- etc

- Distribution- Selling Location

- Online business- Direct Selling- Etc

- Media- Gimmick

- Publicity- Popularity- Etc

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

Cash Discount

AllowancesQuantity Discount

Rebates Discount

Psychology Discount

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

Customer Segment Pricing

Product Form Pricing

Image Pricing

Location Pricing

Time Pricing

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for certain products,it takes some stagesof distribution, until

the products deliver

to consumers

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Distribution channels arethe methods that

companies use to enter theconsumer market with theirproduct.While many methods exist,

they have changed overthe years because of theInternet and global sales

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Above the line- TV commercial

- Billboard- Radio, newpaper adv- etc.

Below the line- Leaflet, Brochures- Promotional program

- Sponsporship- etc.

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

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

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- Identify segmentation variablesand segment the market

- Develop Profiles ofresulting segment

SEGMENTATION

- Evaluate the attactivenessof each segment

- Select the target segment

TARGETING

What kind of image do you

want to createFor your product ?

POSITIONING

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- Region

- City Size

- Climate

GEOGRAPHIC

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

- Age

- Generation- Family Size

- Family Type

- Gender

- Income

- Occupation

- Education

- Nationality

- Social Class

DEMOGRAPHIC

- Life style

- Personality

PSYCHOGRAPHIC

- Benefits

- Usage Rate

- Loyalty Status

- Attitude

BEHAVIORAL

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Target

GeneralStrategy

Defense

Tactics

Offense

Tactics Tactics

Others

Tactics

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Fix Marketing mix

Segmentation & Targeting

Re-positioning

Re-branding, etc

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Current ProductsNew

Products

- Segmentation

- Targeting

- Positioning

- Value, brand

- logo, etc

Repositioning

T urn your positioning to the NEW image

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T urn your positioning to the NEW image

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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)

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+ =

+ =

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Products generally only featuringquality, low price, and durability. Theidea is trying to give different

values beside of those three things,to attract the attention ofconsumers.

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- Price

- Quality

- Nationality

- Community

- Emotion

- Experiental

- Creativity, etc

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A s T h e M a r k e t i n g T r e n d s

I n M i l l e n i u m E r a

Let the potential customer have the

EXPERIENCE about our products,Let them feel, and haveEMOTIONAL

TOUCHbefore theybuy