ANALISIS SEGMENTING, TARGETING, POSITIONING PRODUK ( Kajian pada Kopi Bali Banyuatis)

Abstract

A company can not serve all customers in the vast market. It should observe the
market segment it can serve most effectively. A marketer should perform a strategy
of 3  (three) major steps; identify and classify different customers (segmenting);
choose one or more market segment to approach (targeting); and to make image or
opinion and to communicate the major benefit to the customers that distinguish it to
the other (positioning). And this research aims to formulate a particular marketing
strategy; which consist of segmenting, targeting and positioning of “ Kopi Bubuk
Bali Banyuatis† The study was done in Denpasar, 140 sample was taken using
non probability random sampling method, accidentally. Ordinal data 1 to 5 Likert
scale was taken using questionnaire, transformed into interval data using Interval
Successive Method. The market segment of Kopi Banyuatis was formulated based
on the analysis of  consumers behaviour and psychographic using Cluster Analysis
with K- Mean Cluster, result 3 clusters that are cross-tabulated with demographic
variable to obtain segmented consumer’s profile. The computer software SPSS
Ver 13.0 and Microsoft Excel-XP were used to assist all calculation steps in the
analysis. The output are: Segment-1, 42,9%, frequent consumption level, readiness
to buy is high because they understand the product, positive attitude toward the
product and its benefit. In terms of psychographic, segment-1 are active, modern,
optimistic and secure.Various income, from low into high class. Potential as main
target of the market. Segment-2, 35,7%, infrequent consumption level, moderate in
readiness to buy, positive attitude toward the product and its benefit. Psychographic:
simple, optimistic. Potential as market target next to segment-1. Segment-3, 21,4%,
consumption level rare, readiness to buy low, negative toward product and its benefit.
Psychographic: logic, normative, homebody. Less potential as market target. Based
on the market size, structure, and the goal and capacity of the company , segment-1
choosen as the target of the company. Product positioning on customers head and
their perception are mapped using Correspondent Analysis and Multi Dimensional
Scaling (MDS). It shows that Kopi Banyuatis is in tight competition with Kopi Bola
Dunia regarding quality, discount, gift, and product diversity.    Its advantages
in quality, discount, gifts and product diversity  will not be effective in the long
run, because Kopi Banyuatis could easily imitate by its competitors. That’s why its
marketing mix strategy upon the choosen segment, and product positioning should
be adjusted.  Outstanding packaging will distinguish it from others. Various taste for
those who always like to try new product, and equal price for the middle-low class
consumers should be considered. Outstanding outlets make them easily seen by the
customers and other promotion mix through advertising, sales promotion, public
relations and personal selling should also be considered.