Market segmentation, Determine Market Target  and Positioning is one entity. Of course, to increase our sales. This positioning is core of this strategy. According to Michael Porter, strategy is an attempt to produce a unique and valuable position for customers. So it is no exaggeration if we call positioning as the core of our sales strategy.

You already know the sense of positioning? Positioning in classical era is often defined as a strategy to win and control minds of customers through our products or services. But according to Hermawan Kertajaya-business experts from Indonesia, positioning is "the strategy to lead your costumer credible". Your efforts to build and gain customer confidence. Simply language is a promise that you offer to  your customers and you must meet.



In simple, positioning is one, two or maybe three benefits desired by consumers and you can provide a higher level than your competitors. The benefits can be functional, emotional and economical.

There are 4 recipes from Hermawan about how to build proper positioning,

1. Positioning should be perceived positively by customers and a "reason to buy" or reason for them to buy your product or service. This will happen when you describe positioning value you provide to your customers and your value really is an asset for them. Something they really need!
2. Positioning should reflect the strengths and competitive advantages of your business. Don’t you ever formulate positioning, but you were not able to do so. This is very dangerous. Why? Due to over-promise, under-deliver. And if you have this, customers will taste you have lied! If it so, drop your credibility in the eyes of customer.
3. Positioning must be unique so it can easily differentiate yourself from competitors. When your positioning are unique, you are not easily imitated by competitors. As a result, positioning you will survive in a long long time!
4. Positioning should be continuous and always relevant to the various changes in business environment. Whether it's a change in competition, customer behavior, socio-cultural changes, and so on. The point is this. If you postioning is not relevant to business environment, you must quickly change. In other words, you do repositioning!

I hope the above article could give us some idea of positioning. Hopefully we can continue to increase sales. See you ...

Once we define our market segment as it has been written before. Now we begin to define the right target market, or referred to as Targeting. Targeting more specific than segmentation or can be said that targeting is a continuation of segmentation.

We have to understand that basically every product has its own consumers. Create a product for all types of consumers is impossible. Why? Since everyone has different tastes and needs vary.

Simply like this, if our neighbors like motor sport, if we also love motor sport? Not necessarily right? It may be that we prefer a lighter bike such as motor matic. Or worse, we don’t like both. Perhaps we prefer the car.

To successfully determine the right target market, there are two initial steps we have to do, that is;

1. Determine Buyers Groups

First, you specify buyers groups. In determining the purchaser (see previous article about the market segmentation), we do not get caught grouping based solely on demographics alone. We also have to look them in the habit of making a purchase.

For example, we select a buyers group of t-shirt clothing for kids. From here we can still narrow down again, called it a niche market, for example, might be a buyer's market segments football fans shirts for kids?

2. Determining Benefits Key Required By  Buyer We Become Targeted.

After the first point we have set, the next step is to figure out main benefits of the most sought by our earlier target consumers. Still using the example of a buyer's market segment jersey boys are football fans, we have to find out what they most want.

What they most want is a shirt of their favorite football team. So we have to figure out the most favorite football team in the area of our target. Or they want is a shirt of their favorite football team with their child's name on his back. How can the quality and service? In my opinion, a matter of quality and good service is a basic service that should you serve, any existing segment and target shoot.

And remember, both of the above may be obtained if and only if we carry out market research. So we should not speculate without any valid data. The result can be fatal. Please read my article about market research.

See you and always learn to increase sales ...

Market segmentation is a sentence that quite scary and seem complicated for some people who jumped to build a business. In fact, market segmentation is one important element in our efforts to increase sales.

Well, I will explain in simple language and easy to understand what it is market segmentation. Some say market segmentation is a method of how to view market creatively. That is still ambiguous for business beginners, so it's simply a process of market segmentation is to determine the primary target of product or service will we sell.

You are still confused with definition of market segmentation above? Well, one of the effects if you don’t know who is right for market segmentation of your product is what you will do and no matter how great marketing costs already incurred will be useless, even if your product have high quality.

The easiest example of market segmentation is that you are selling a luxury car (product) at a price of $ 100,000 (price) and then you sell to a beggar (targeting & segmentation). Although that luxury car you have crazy discounts up to 75% (promotion),  beggar will not buy. Why? Because he was not need. It's different if you are selling to the luxury car lovers market segmentation, the result will different.

It was also same as when you sell chicken meat to the market segment of people who are vegetarian or you are selling shark fin to the traditional markets are not necessarily the people who love to eat seafood and the deep pockets of consumers come to the place.



The result must be zero, even though prices have you down furiously until well below market prices. This is because the behavior of different markets.

Suppose we want to set up a boutique business. The first question is whether we are going to sell the women's or men? For parents, adults, teenagers or children? Once we decide on one of them, such as women's clothing. Congratulations we have made a meaningful segmentation. This is because the level of a certain age and gender differences is the different markets and we have to choose one of the group is to segment the market.

Then how do I find the right market segment? Market Research!  Once you know who your target market, you will be much easier to do deals and make sales. So, look at your market segmentation is always creative. Determine which market group that you select, design and marketing tactics you, then do the sales. That way you are likely to be larger to increase sales, right?