define your market, define your business - kummara · define your market, define your business “a...

DEFINE YOUR MARKET, DEFINE YOUR BUSINESS

“a basic approach to understand on how to get your GAMES to the right people”

ANDRE DUBARI – BUSINESS MANAGER OF MANIKMAYA GAMES

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SEGMENTATION TARGETING POSITIONING

Segmentation : divideTargeting : evaluate & choosePositioning : make it to be desired

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Segment the market

Asses attractiveness

Select

Position

• Identify• Specify criterias

• Determine size & potentials

• Which to target• Define strategies

• Decide point of differentiation• Create unique place in

consumer’s mind

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THE GAMEAction #1 : Segment the Market

MARKET

MARKET SEGMENT

MARKET SEGMENTATION

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THE GAMEAction #1 : Segment the Market

• Common needs• Similar respond

MEASURABLE

ACCESSIBLE

SUBSTANTIAL

DIFFERENTIABLE

ACTIONABLE

Develop segments that meet the following criteria :

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Action #1 : Segment the Market

MARKET SEGMENTATION

GEOGRAPHIC

DEMOGRAPHIC

PSYCHOGRAPHIC

BEHAVIORAL

BENEFIT SOUGHT

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Type Segmentation Base Possible Market Segments

Pasta Gigi Benefit Sought Pemutih, gigi sensitif, menghilangkankarang, nafas wangi

Cafe Behavioural Meeting bisnis, me time / getaway, reading spot, gathering spot dll

Operator Seluler

Demographic Mobile atau aktif bergerak, aktif di social media, mencari opsi paket data terbaik, mudaBehaviour

Benefit sought

ParfumDemographic Pria/wanita, pekerjaan, tidak

menimbulkan alergi, status sosial dllBenefit Sought

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Segmenting Differences in the Same Market

BOARD GAME

Kids

Adult

Dexterity

Story Telling

Decision Making

Dexterity

Story Telling

Decision Making

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Segmenting Differences in the Same Market

BOARD GAME

North Am.

Europe

Family

Party

Individual

Family

Individual

Party

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THE GAMEGeographic

Regional / negara / daerah

Ukuran pasar

Kepadatan pasar

Suhu / iklim / cuaca

Urban / rural

GEOGRAPHIC

Negara / Benua

Area

Kota

Urban / rural

Iklim

Gunung / pantai

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THE GAMEGeographic

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THE GAME

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THE GAMEDemographic

AgeGenderIncome

OccupationEducation

Family Ethnicity

Space Toons, Kosmetik, GilleteLV, RolexPC, Tablet

Insurance, Food

DEMOGRAPHIC

Age Group

Generation

Gender

Status

Keluarga (ukuran/posisi)

Pekerjaan

Agama

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THE GAMEDemographic

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THE GAMEDemographic

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THE GAMEPsychographic

• Based on social class,lifestyles, attitude,interest & opinion

• How they spend theirtime

• Belief

PSYCHOGRAPHIC

Lifestyle

Values

Social Class

Personality

Activities

Interest

Opini

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THE GAMEBehavioral

BENEFIT SOUGHT

SEGMENTATION

OCCASIONS

USAGE RATE

BEHAVIORAL

Occasions

Buying Stage

User Status

Usage Rate

Loyalty

Brand Knowledge

Shopping Style

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Action #2 : Assesments

Evaluating Market Segments

Segment size & growth

Competitive positions

Cost of reacting the segments

Compatibility with organization’s objective & resource

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Action #2 : Assesments

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I’ve made up my mind, now what??

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Action #3 : Select

• Undifferentiated

• Differentiated / Segmented

• Individual

Selecting Market Segments

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Action #3 : Select

UNDIFFERENTIATED > MASS MARKETING MIX

DIFFERENTIATED / SEGMENTED : Multi Segment

MARKETING MIX ENTIRE MARKET

MARK. MIX #1 MARKET #1

MARK. MIX #2 MARKET #2

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Action #3 : Select

DIFFERENTIATED / SEGMENTED : Niche

INDIVIDUAL

MARKETING MIX SEGMENT

MARKETING MIX INDIVIDUAL

market

segment

MIX

Niche

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Choosing a target marketing strategy

Resource

Variabilitas produk

Life cycle produk

Variabel pasar

Strategi kompetitor

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Action #4 : Positioning

“How the product/brand’s certain attribute perceived by group of

customers.”

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• Identify set of competitive products

• Identify determinant attributes

• Collect information about perception

• Determine brand/product position

• Determined preferred combination

• Examine fit

• Identify position to be placed

• Write positioning statement / VP

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Value Curve

Ex :Determining attributes are • Price• Visual• Components• Gameplay• Distribution

Target sample• Fantasy Flight Games• Queen Games• HABA• IELLO

Price Visual Components Gameplay Distribution

Fantasy Flight Games 3 5 5 4 4

Queen Games 3 4 4 5 3

HABA 4 3 4 5 3

IELLO 4 5 3 3 4

3

5 5

4 4

3

4 4

5

3

4

3

4

5

3

4

5

3 3

4

0

1

2

3

4

5

6

Value Curve : Board Game Publisher

Fantasy Flight Games Queen Games HABA IELLO

PT Arka Buana KummaraJl. Sidomukti No. T1

Sukaluyu, Bandung

Jawa Barat, Indonesia 40123

CONTACT INFORMATION

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info@kummara.com

@kummara

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