Market Position

Currently all companies realize that their production will not be able to attract all consumers. Total consumer and very much scattered in various regions as well as the rapidly changing tastes coupled with banyakya competition. The company are looking for a very advantageous position in serving consumers with a way to identify the segments most attractive so it can serve effectively. Thus the company divert mass marketing and product marketing differentiation toward target marketing through the following steps

Marketing Bulk
Mass marketing that is characterized by producing, distributing and promoting mass to all consumers. Is a single product marketed with hopes of fulfilling all the desires of consumers and can save financing. Mass marketing strategy tidakbanyak currently used by the company, except by a limited company customers

Product Marketing differentiated
This strategy is widely used by companies. In this case the company tries to identify the specific buyer groups by dividing the market into two or more groups of segments and for each segment the different types of products offered by other groups. The differentiator for example quality, sizes, models and so forth.

For example, initially only produce mineral water Aqua mineral water for all people. When have to differentiate through packaging, flavor, size. Likewise sosro Tea bottle that was originally only one product today has evolved in a variety of products and brands

Target Marketing
In this case the company has focused its marketing efforts on one or a few groups of particular market segments. This strategy pursued by developing products and distinguishing and conduct product mix, pricing, distribution and promotion for certain groups.

This strategy is mostly done, because of the level of competition is very high. Thus, making product differentiation is becoming very important. Some marketing experts explain about the product differntiation. Philip Kother said that the strategy for product differentiation activities can be carried through;
≮ The products, which include; features, performance, design and lairkan.
≮ Service that include speed, convenience, delivery time, empathy and others.
≮ distribution channels that include forms of distribution channels, the ability of the seller and others.
≮ human resources including work culture, skills, and other
≮ image per company includes brands, logos, characters and other associations. Other marketing expert Rosabeth Moss Kanter explains that product differentiation efforts can be done in three asset

The main companies namely;
≮ Concept. The definition of the concept is the company’s ability to generate ideas and innovation due to the efforts of continuous innovation
≮ Competence. The definition of competence is the ability to make the process of adding value to the customer by producing increasing competency standards
≮ conection. What is meant is the ability konektion in cooperation with partners or associates Kartajaya Hermawan, Indonesian marketing expert in his book Winning the competition with a triangle brand positioning- diferensiasi- explained that there are three requirements in performing the differentiation;
Differentiation ≮ h currents are able to bring a high added value to customers. In this case the product must have a difference with the others but not different origin. The difference that is made must have meaning to the customer. Niali be offered to consumers is selling power. The higher meaning of the product it will be the hit anyway minds of customers.

Examples Isuzu declared himself as a fuel efficient car with Diesel called himself king. This statement is gradually create the perception that the Isuzu is a frugal diesel cars. Fuel-efficient or economical is the differentiation that can clearly add value for the consumer. Diferensaiasi to be an advantage from a competitor No product is without competitors. For that differentiation is done should have more value than competitors.

Thus the product has a more solid position than competitors. An interesting example is Komix. Originally every cough is always packaged in bottles or tablet. Komix create excellence through changes to the sachet bottle. Komix core differentiation is to provide convenience can be consumed anytime and anywhere Differentiation must have a unique Uniqueness is defined as something different but these differences are very distinctive and difficult to imitate others.

One of the ways that are not easily replicated then the differentiation should be a set of system activity related to each other. In this case not only the uniqueness of the product alone but all the attributes that support the product must be unique and not easily imitated by competitors. Example of Honda motorcycle is now rivaled by many motorcycle china.