Global Segmentation and

Positioning
GLOBAL MARKETING MANAGEMENT 6e
KOTABE & HELSEN
CHAPTER 7
Introduction

LENOVO CASE
 Early February 2009 Lenovo reported a loss of $97 million
for the fiscal quarter ending Dec. 31, 2008.
 Lenovo would refocus on China and other emerging
markets.
 Concentrate on consumers rather than the big corporate
customers.
Reasons for International Market
Segmentation

 Country screening: identifikasi awal potensi pasar

 Cultural similarity, economic prosperity (e.g., per capita GNP),
geographic proximity, economic infrastructure
 Global marketing research
 Entry decisions
 Positioning strategy
 Resource allocation
 Marketing mix policy
 BCG MATRIX

Nestle dapat berkonsentrasi pada:

 Negara dimana market share nya rendah namun banyak
mengkonsumsi kopi
 Negara dimana market share nya kuat namun belum banyak minum
kopi
International Market Segmentation
Approaches

 Country-as-Segment (Aggregate Segmentation)

 Classifies prospect countries geographically on a single
dimensions or on a set of multiple socioeconomic, political,
and cultural criteria.
 Utilize factor and cluster statistical analyses.
International Market Segmentation
Approaches

 Disaggregate International Consumer Segmentation

 Classifies individual consumer similarity with respect to the
chosen bases (e.g., lifestyle, demographic, values) regardless
of the location.

 Two-stage International Segmentation

 Macro-segmentation: classification of countries into different
groups.
 Micro-segmentation: segmenting consumers for each country-
cluster identified in the first step.
Segmentation Scenarios

 A common phenomenon is there is one universal segment

(A) and the other segments are either unique to a particular
country or exist in only two or three countries.
Segmentation Scenarios

 Universal (Global) Segments:

 Segments that transcend national boundaries in which the
customers have common needs.
 Global youth, international business travelers, global elite
Segmentation Scenarios

 Regional Segments:
 The similarity in customer needs and preferences exists at the
regional level.

 Unique (Diverse) Segments:

 The norm when gaps in cross-country customer needs and
preferences are so substantial that it becomes very hard to
derive meaningful cross-border segments.
 Marketing mix programs must be localized.
Bases for International Market Segmentation

 Pada umumnya, analis pemasaran perlu melakukan

beberapa percobaan untuk menemukan variabel2
segmentasi yang tepat.

1. Demographics
2. Socioeconomic variables
3. Behavior-based segmentation
4. Lifestyle & values
International Positioning Strategies

UNIFORM VS. LOCALIZED POSITIONING STRATEGIES

 Ketika menargetkan konsumen yang sangat serupa

“worldwide,” yang menunjukkan kesamaan core values dan
pola pembelian, uniform positioning strategy (theme) dapat
dilakukan.
 Project a shared, consistent brand or corporate image
worldwide. Urgent for brands with worldwide exposure and
visibility.
 Enable usage of global media.
 Kit Kat dengan “Have a Kit Kat break”
International Positioning Strategies

 Localized positioning strategy dimana sebagai mainstream di

negara asal menjadi premium di luar negeri terutama efektif
pada produk kategori dimana merek2 lokal telah menguasai
pasar dan produk impor memiliki potensial untuk
dipromosikan sebagai “imported”
 Pizza Hut sebagai “fashionable casual-dining restaurant” di
China.
International Positioning Strategies

UNIVERSAL POSITIONING APPEALS

Universal Positioning Appeals:
Tema pemosisian yang memiliki daya tarik bagi konsumen
dimanapun di dunia, apapun latar belakang budayanya.

 Superior quality, performance, atau productivity untuk produk

manufaktur (televisi, mesin cuci, dll.).
 Global leadership atau global presence untuk layanan perbankan,
asuransi, telekomunikasi.
 Emotional appeals sulit dijadikan universal theme.
 Exception: “protecting the family” appeals
Global, Foreign, and Local Consumer Culture
Positioning

 Global consumer culture positioning: memproyeksikan

merek sebagai simbol dari suatu global customer culture;
mendorong konsumen merasa sebagai bagian masyarakat
global.
 Nike’s “Just Do It”
 Local consumer culture positioning: memproyeksikan sebagai
bagian dari budaya lokal (dikonsumsi masyarakat lokal,
menggunakan komponen lokal, dll.)  multi-local status
 HSBC “The World’s Local Bank”
Global, Foreign, and Local Consumer Culture
Positioning

 Foreign consumer culture positioning: membangun “brand

mystique” melalui budaya asing tertentu, umumnya yang
memiliki konotasi sangat positif bagi produk.
 Siss untuk jam tangan
 Jerman untuk peralatan rumah tangga
 Jepang untuk elektronik
 Perancis untuk parfum