Targeting and Positioning

The first step is to construct doing segmentasi- targeting differentiation followed the formulation of the product positioning, brand and your company. Why must segmentation and targeting first? You still remember that positioning is how your products are perceived by consumers. So the real key is in the consumer. Positioning is not how a tamper – tweaking your product. What is more important is how to put yourself in the consumer’s mind.

For this reason, you should start with the first segment. Segmentation means you start mapping the consumer market and creatively. Once consumers become indivisible for various groups, then you must have the courage to determine which group will be the target market.

By knowing the target market you want to target, then you can verify everything that is inside consumers. That way, you can specify a unique positioning in the minds of consumers that will differentiate you with competitors

Phase 2, from the positioning of analysis with both sources of differentiation that allows, either existing now or that have the potential to be a differentiation basis in the future. After determining your positioning in the minds of consumers, then it is time to do a more in-depth analysis of the various sources you have. As we explained above, the source of differentiation can be generated through the content, context and infrastructure.

For that, you have to look at the extent to which companies possess the advantages or disadvantages of the three components diatas.Tetapi you have to be careful not to get stuck to analyze what the current course, still think also what is not there and that might be there in the future . That way the company can determine the source of differentiation that will make it superior to competitors

Stage 3, your differentiation test whether sustainable or not. After analyzing the possibilities difenersiasi base that can be produced by the company both in terms of content, context and infrastructure, do not forget that differentiation is not only for one of the two days. You should see the differentiation whether you choose can make your products stand in the market Some things you can pay attention to see the extent to which you belong sustainable differentiation or differentiation apaila not difficult to imitate you.

When urine easily mimic your differentiation, is not ultimately going to be a commodity. Even if you choose something that is somewhat different, but easily replicated then you become meaningless differentiation

Stage 4, communicate your differentiation. Good product does not mean it will be the winner of the most important is a better perception. For that you should be able to communicate your differentiation and well every aspect of your communications program must demonstrate that you possess differentiation. Here are some criteria to communicate about differentiation.
≮ Simple. Communicate diferensiaasi you offer in simple language and short words
≮ meaningfull, but you must be careful not to overly simple and the poor even words lose their meaning, or in other words, choose words that are short but meaningful.
≮ Focus.
The latter is no less important should be simple and meaningful, but not too much meaning to be communicated, the consumer could be confused. Communication you should actually lead to a point where you look different and leave competitors. Similarly, the description proposed by Hermawan. Furthermore, the uniqueness of the product that has been owned by the company and is inherent in the minds of consumers must be maintained kontinyuitasnya. If not then the customer loyalty will slowly fade. Therefore differentiation that has been held to be always maintained with less means, among others:
≮ Focus
In terms of doing the differentiation must always focus on the core / core differentiation. It te rsebut a major guideline in product development. For example, Coca-Cola or Pepsi cola product differentiation always on soft drinks. Similarly, the development of differentiation Sosro always on the type of tea beverages with different flavors. However, it is possible to develop a product on a different path. This can be done if the product brand is well known that anything that can be made acceptable to consumers. In the following picture is product differentiation in core / core product origin.

To maintain differentiation must be consistent in the sense not confused the consumers. Consistent in terms of the message and the fact the field. Examples declare any food sosro Tea drinking bottled tea sosro.

Thus, companies should always keep the drinks distribution to the stalls and shops should be smooth. Therefore sosro using intensive distribution to spread its products. Thus wherever the consumer is always available Sosro products as shown below, a display sosro tea at a stall simple meal