Transcript Concept PDB
Concept: Positioning,
Differentiation, & Brand Triangle
MEETING 5
The Triangle
Singapore Airline:
impeccable service around the world
Example
9 Elements of Marketing
Segmentation
See the market creatively & divide them into several
segments based on psychographic or behavior
Targeting
Choosing one or more than one segment, based on
market size, market growth, competitive advantage,
and competitive situation
Positioning
Reason for being
Promise that your product, brand, and company give
Example:
Kijang mobil dambaan keluarga Indonesia
Clear: Ketombe.. Siapa Takut
Differentiation
Tools to fulfill your promise
Effort to differentiate your company with
competitors
How to:
Content (what to offer)
Context (how to offer)
Infrastructure (the enabler: technology, facilities, HRM)
Example: Mc. Donald
Marketing Mix
Integrate what the company offers (product,
price) with access (place/distribution channel,
promotion)
Example: Unilever (Lux, Rinso, Pepsodent)
Selling
Tactic to create long term relationship with customer
Three levels of selling:
Feature Selling
Benefit Selling
Solution Selling
Brand
Value indicator for company and product
“UMBRELLA” to represent product/service
Example: Kompas
Service
Value enhancer (paradigm to create continuous
value for customer through our products and
services)
Process
Value enabler (manage value added supply chain
process)
Requirement of good process: Quality, Cost, Delivery
Example: Lippo Shop