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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
http://kummara.com
http://kummara.com
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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
http://kummara.com
@kummara
Kummara.com