ASISTENSI MP 2

©chika
 Defining the market
• Market: a group of potential customers with
similar needs who are willing to do the
exchange with the company

• You cannot define the market only based on

the product that you sell
 Type of market
• Generic Market: broadly similar needs,
doesn’t specify the product type
• Product Market: Very similar needs, specify
the product type
 Relationship Between Generic and Product- Market
Definitions

Customer user
needs

Generic
market Customer types
Product
definition
market
definition
Geographic area

Product type
(good and/or service)
 MARKET SEGMENTATION

All customer needs

Narrowing down
Some generic market to specific
product-market
One broad product-
market

Homogeneous Segmenting into

(narrow) product- possible target
markets markets

Single Multiple Combined

Selecting target
target target target marketing
market markets markets approach
 Market Segmentation Defines Possible Target
Market

Submarket 1
(Gamers) Submarket 3 Submarket 4
(Hi-Tech) (Socializers)

Submarket 2
(Utilitarian) Submarket 5
(Environmentalists)
4 important criteria in segmenting the
market
1. Homogeneous  similar within
2. Heterogeneous  different between
3. Substantial  profitable
4. Operational  can be useful
 Segmentation Dimension
• Very abundant: behavioral, demographic,
geographic
• Qualifying dimension: what kind of customer
that will buy our product?
• Determining dimension: what will trigger our
customer to buy our product?
 Faces of Indonesia Survey
• Dilakukan oleh Lowe Indonesia bersama lembaga riset
Prompt diakhir tahun 2004
• 8 Segmen Psikografis konsumen:
1. Confident Established (15,2%)
2. The Optimistic Domestic Goddes (13,5%)
3. The Chance-Expectanting Lad (10,5%)
4. The Cheerful Humanist (12,1%)
5. The Introvert Wallflower ( 8,1%)
6. The Savvy Conqueror/City Slickers (16 %)
7. The Networking Pleasure Seeker (11 %)
8. The Spontaneous Fun-Loving (13,6%)
Survey Markplus & co

• Indonesia satu : tingggal di daerah terpencil, berprofesi sebagai pemburu, dan

kebutuhan utamanya hanyalah bertahan hidup (survive)

• Indonesia dua : tinggal di pedesaan, berprofesi sebagai petani, dan
kebutuhan utamanya hanyalah masalah keamanan.
• Indonesia tiga : tinggal di sub-urban (Bekasi atau Tangerang misalnya)
berprofesi sebagaiburuh kasar, kebutuhan utamanya adalah bersosialisasi.
• Indonesia empat : tinggal di perkotaan, berprofesi sebagai pekerja kantoran,
dan kebutuhan utamanya adalah statusnya di masyarakat.
• Indonesia lima : tinggal di metropolitan, berprofesi sebagai wirausahawan
atau pekerja kreatif ( konsultan, seniman, pekerja IT), kebutuhan utamanya
adalah aktualisasi diri.