Affirm And Sharpen Your Tag Line

You can choose one segment or more segments to be targeted. One target is better than multiple layers. Positioning is made according to the target selection. After you choose a target, you have to research its insight. Multiple layer or multiple segments means multiple insights. There are not identical segments. Different segments will show different characteristics. Insights are influenced by attitude and behavior.
Insights are a set of belief and habit combination, so each person differently react to the product offering. Insights are influenced by many factors. The factors may be the role person of reference, knowledge, age life cycle, environment, family, and many other factors else. After you choose a target, you have to identify what dominant insight that is kept by your target.
The insights will influence customer perceive value, buying decision process, buying methods, loyalty, etc. Customer insight will drive a group to the suitable product. So, product positioning must be declared. How do we declare our positioning? Usually, it is declared by a tag line. A tag line is not suddenly statement. A tag line is meaningful. A tag line is an estuary of your segmenting, targeting, and positioning process. You have to plan and state your tag line consistently.

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Sniper Will Shoot Accurately

Three older posts reviewed about segmenting, targeting, and positioning. Segmenting. targeting, and positioning are the elements of marketing strategy. Why are those called as strategically elements? Whatever your product, segmenting, targeting and positioning will clearly drive you. Targeting is correlated to the segmenting. Segments are like objects. What will you do when your objects was definitely briefed? Targeting is the way to sightseer your objects. You will choose either one object or more, won’t you?
This review will discuss about “sniper role” in the marketing strategy. When you address more objects, you are like a foolhardy soldier. You are going to shoot two or more objects in the same time. In the early, you may be passionately attracted by the amount of potential customer. But, surely you will serve better in the single segment. The illustration below will tell us.


When you target double segments, you will face a sheer gap. The A Segment’s perceive values will be not precisely same to the B Segment’s perceive values. A sheer gap refracts the differences.

When market trend occurs, the gap will be widening. A Segment may turn to left, and B Segment may turn to right. Your product will face a dilemma. What segment will you serve? Will you follow A Segment or B Segment? Stay in the middle of the gap means absolutely stag. Serving two segments will be followed by product enlargement, and will be threaten by many competitors. That is an illustration why experts recommend targeting single segment. You will be a sniper. Single segment means single focus, single task, and more accurately efforts.

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Positioning Is Your Promise

We have talked about segmenting and targeting in the past reviews. Segmenting will be followed up by targeting. Once you have to slice the market into any layers. Each of the layers must be analyzed. The analyzing process is called as segmenting, and the layers are called as segments. You can target a layer or more layers as potential customer. Surely, choose the segment or segments where your strength can be exploited well, where your weakness can be neglected, where the threat can be bounded. Wherever, you will face a competitor or any competitors. You will not play alone. If you enter the segments first, you will be followed or challenged by any competitors. If you see an attractive layer or layers with lonely player inside, surely you will follow or challenge the player. The principle is going to choose the layer or layers where you can serve better than your competitor or competitors and able to win the competition. Targeting is both choosing the layer or layers and the competitor or competitors all at once.

Targeting will be followed up by positioning. Positioning is an effort to put positive image that occur customer consumption desire. Positioning addresses target customer buying decision process. The final address is to be number one in share of mind and share of heart. Most peoples say that advertisement is positioning tools. That is a wrong statement. Positioning is about creating perception, by treating your product, price, promotion, distribution, physical evidence, human resource, and process.
How the product features are, how much the price is, how the promotion is, where your coverage distribution is, how your people serve, how your ingoing process is, how your physical evidence looked is all of them will create customer perception. You have to set a combination well and fit the customer perceive value. Your positioning is your promise.

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Psychographic Segmentation

Existing market is easier to be segmented than new market. That is easy to cut existing market to any slices because existing market has cluttered by competitors. Customer’s needs, wants, and demands have emerged and satisfied. If your product include to the slices, you can segments well because surely you have measured the market’s SWOT. If you are going to enter the slices, it will be harder.

Market is sliced by demographic, geographic, psychographic, and behavioral. Old market paradigm focuses on demographic segmentation. Demographic segmentation includes age, gender, life-cycle stage, occupation, and income. Modern market paradigm lays psychographic as the segmentation focus. Psychographic segmentation includes social class and lifestyle. Company can address both social class and lifestyle, or partially of them. Fun and fashion products usually address lifestyle segmentation. Lifestyle can be broken down into struggler, mainstreamer, succeeder, reformer, or early adopter. Early adopter is a trial market type. Early adopter try to be number one to use a new product offering.

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Threat Pushes Creativity

Threat must be detected before thinking about opportunities. Threat will be barriers for all company. Your company’s weakness is not a threat. Threat comes from outside. It may come from competitor efforts, government’s rules, the changing of customer’s trend, and other business environment elements.
Old marketing paradigm allows each of company avoid the threats. New marketing paradigm allows every company to face the threats. Competitor effort can be disaster. There is lot of examples about that. Fast technology development will change the market competition environment. Who is become first, it will become more popular. Government rules may also become a huge threat. There are only few of examples that explaining about threat that is occurred by society changing.

Society changing is evolutionary, that is may be a reason. In Indonesia, milk industry was threatened by family planning trend. The reduction of birth has relieved of milk purchasing. How will milk industry avoid the threat? The threat can not be avoid. They had to face the threat. SGM is a milk producer that tries to play smart. SGM extended the product to the any segment layers. SGM offers different product for 1 year old baby until 6 years old baby. The product extension purpose each of the year’s level consuming different products. SGM decided to penetrate existing product in the existing market. One month ago, SGM sponsored the family gathering that talk about family healthy. SGM consistently distinguish each of year’s level products by launches different core benefits. The core benefits are differed by contents that are like DHA, Prebiotic, etc.

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