Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:

(1)

(2)

Objectives

 Identify Differentiating AttributesIdentify Differentiating Attributes

 Choosing & Communicating Effective Choosing & Communicating Effective Positioning

Positioning

 Marketing Strategies Along the Product Marketing Strategies Along the Product Life Cycle

Life Cycle

(3)

The BCG Competitive

Advantage Matrix

The BCG Competitive

Advantage Matrix

Volume Fragmented Stalemated Specialized S iz e o f th e S iz e o f th e A d v a n ta g e A d v a n ta g e Small Small Large Large

Number of Approaches Number of Approaches

to Achieve Advantage to Achieve Advantage

Few

(4)

Product Differentiation

Form _turesFea- _mancePerfor- Quality

Conform-ance Quality

Dura-bility

Relia-bility

(5)

DeliveryDelivery

Services Differentiation

Ordering Ease Ordering

Ease

Maintenance & Repair Maintenance

& Repair Customer

Training Customer

Training

InstallationInstallation Customer Consulting

Customer

Consulting Mis

ce

lla

ne

ou

s

S

er

vic_e

(6)

Differentiation

(7)

Media Atmosphere Symbols

Events

Image Differentiation

(8)

Differences Worth

Differences Worth

Establishing

Establishing Affordable

Affordable Superior_Superior

Profitable Profitable

Preemptive Preemptive

Distinctive Distinctive Important

(9)

Positioning

is the act of

designing the company’s

offering and image to

occupy a distinctive

place in the the target

market’s mind.

(10)

Perceptual Map

0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6

-1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2

1.0 1.0 0.8 0.8 0.6 0.6 0.4 0.4 0.2 0.2 -0.2 -0.2 -0.4 -0.4 Magic Magic Mountain Mountain Japanese Deer Park Knott’s Knott’s Berry Berry Farm Farm Lion Lion Country Country Marineland Marineland of the of the Pacific Pacific Disneyland Disneyland Fun rides Fun rides Exercise Exercise Fantasy

FantasyGood foodGood food

Easy to reach

(11)

Sales & Profit Life Cycles

Introduction

Introduction GrowthGrowth MaturityMaturity DeclineDecline

Time

S

al

es

S

al

es

&

p

ro

fi

ts

p

ro

fi

ts

(

$

)

(

$

(12)

Four Introductory

Marketing Strategies

Four Introductory

Marketing Strategies

Rapid-skimming skimming strategy strategy Rapid-skimming skimming strategy strategy Rapid-penetration

penetration penetrationpenetrationSlow-Slow-Slow- Slow-skimming skimming strategy strategy Slow-skimming skimming strategy strategy Price Price High High Promotion Promotion High

(13)

Maturity Stage

 Market ModificationMarket Modification  Product ModificationProduct Modification

(14)

Decline Stage

 Increase investmentIncrease investment

 Resolve uncertainties - stable Resolve uncertainties - stable investment

investment

 Selective nichesSelective niches  HarvestingHarvesting

(15)

Market Evolution

 EmergenceEmergence  GrowthGrowth

(16)

Market-Fragmentation and

Market-Consolidation Strategies

Market-Fragmentation and

Market-Consolidation Strategies

(a) Market-fragmentation

(a) Market-fragmentation

stage

C

J _XYZ

K FG

DE

AB H

(b) Market-consolidation

stage

X

C

AB DE

JK

(17)

Review

 Identify Differentiating AttributesIdentify Differentiating Attributes

 Choosing & Communicating Effective Choosing & Communicating Effective Positioning

Positioning

 Marketing Strategies Along the Product Marketing Strategies Along the Product Life Cycle

Life Cycle