Pengantar • Riset Pasar • Riset Geografi Pemasaran

• Pengantar
• Riset Pasar
• Riset Geografi Pemasaran
By Yudi Adha. ST. MMSI
Pengantar
MENGAPA DIPERLUKAN RISET
DALAM KEGIATAN
PEMASARAN ?
TEMUAN SAINTIFIK DAN TEKNOLOGI TELAH MENCIPTAKAN
EVOLUSI (REVOLUSI ?) KEHIDUPAN DI DUNIA
Temuan mesin beban dan
jangkauan
Temuan komputer
Temuan optik (mikroskop dan
teleskop)
Temuan alat audio
Temuan teknologi
pangan
Temuan teknologi kesehatan,
bersih, energi, material,
instrumentasi, dll.
Temuan alat transportasi
Knowledge is like light. Weightless and intangibles, it can easily travel
the world, enlightening the lives of people everywhere
Science for Life
Consumer Evolution
Question
Is there a new
economy?
What’s really
changed?
Who do
customers think
they are?
What is today ‘s
business cycle?
Who’s in
control?
What’s your
REAL value
proposition
Topic
Use of technology
changes our
psychology
Our perception of
time and space has
changed
Your products must
help people do
things better
Business is cycle
Everything is global
Commodities
aren’t sustainable
proportions
Theme
Basic business rules
still apply
We are in a period
of concentration
You can’t separate
yourself from your
customer
Your business must
operate in tune
with your
customers cycles
Scalable business
can’t survive in
niche markets
Don’t sell products,
sell something that
meets a need
Old psychology
The future is
predictable
Unlimited growth
was the goal of
business
Producers
controlled product
development
Business cycles
were a few years
long
Your could survive
in inches
Market
competitiveness is
based primarily on
price
New
psychology
We live in an
uncertain world
We can’t waste
resources and we
must be future
oriented
Customers need
products which
make them more
effective
There are several
cycles of change
running
simultaneously
To be sustainable
you must be global
Customers demand
products which are
effective when
they use them
Business
strategy
Don’t bet on
tomorrow
Retreat to your
core competency
Redo your brand
Get your cycles in
sync with cultural
change
Define a global
market
Find a universal
need; not a fad.
Sumber: Grantham dan Judith, 2002
PENGETAHUAN UNTUK
MEMBANGUN KORPORAT
Innovation and
value creation
Leading
Corporate
Learning
Process
Knowledge
Based
Management
Masalah : (nilai --> budaya)+ knowledge gaps
Science for Life
Membangun kemampuan daya saing
Competence
Creative
Connection
Commitment
Science for Life
(1950 -1980)
PRODUCT DRIVEN
(Production-driven, technology driven)
(1980s)
MARKET - DRIVEN
(Market focused, customer - driven)
(1990s)
MARKET DRIVING
(Innovation - driven)
Science for Life
Implementation
• Performance monitoring
• Refining strategies and program
Situation Analysis
• Understand the environment and the market
• Identify threats and opportunities
• Assess the competitive position
Strategy Development
• Define the business scope and served market segments
• Establish competitive advantages
• Set performance objective
Marketing Program Development
• Product and channel decision
• Communication decisions
• Pricing
• Personal selling decisions
Definisikan masalah dan
tujuan riset
Bangun Rencana Riset
Kumpulkan data dan
informasi
Analisis informasi
Sampaikan Temuan
Riset
Riset Pasar
• Tahapan
Identifikasi kebutuhan
Definisikan masalah
Rancangan Riset
Pengumpulan data
Analisis data
Interpretasi hasil
• Metode
Internal data
Observasi
Survei
Focus Groups
Interview
Eksperimen
Analisis Pasar
• Analisis Lingkungan
Tren Makro Bisnis
Perubahan Struktural
Kenali situasi “hulu”
Kenali situasi “hilir”
Analisis Probabilitas
Tingkat pengaruhnya
terhadap perusahaan
• Analisis Kompetitor
Definisikan kompetitor
SWOT
Identifikasi competitors:
prestasi, tujuan, strategi,
structur biaya
Konflik, kompetisi, koeksistensi,
kerjasama, kolusi
Analisis Internal
•
•
•
•
•
Strengths/ kekuatan
Weaknesses/ kelemahan
Constraints/ hambatan
Uncertainties/ ketidakpastian
Customer requirements/ kebutuhan pelanggan
Konsep-konsep Kunci
•
•
•
•
•
•
•
•
•
•
•
•
Marketing/ pemasaran
The marketing imagination
Marketing mix (4P)
Opportunity and market definition
(peluang dan definisi pasar)
Segmentation
Targeting
Positioning
Perceptual mapping (pemetaan persepsi)
Models of consumer buying (model
kebiasaan belanja konsumen)
Organizational buying (organisasi
pembelajaan )
Organization buying roles (peran
organisasi pembelanjaan)
Market plan (rencana pasar)
•
•
•
•
•
•
Methods of market research
Environmental analysis
SWOT
Internal analysis
Positioning strategies
Generic strategies for new, growth,
mature, and declining markets
Struktur Bangun Pemasaran
•
•
•
•
•
Peluang dan definisi pasar
Segmentation
Targeting
Positioning
Rancangan dan implementasi rencana pemasaran
Definisi Pasar



•
Apa Produk nya?
Bagaimana tipe pelanggan?
Bagaimana situasi Geografis
Bagaimana Tahapan produksi dan sistem distribusi nya?
Segmentasi Pasar
• Variabel
Demografis
Geografi
Psycho-graphics
Benefit/ manfaat
• Pertanyaan kunci
Apa yang dibeli?
Bagaimana cara mereka
membeli?
Dimana mereka membeli?
Kapan mereka membeli?
Kenapa mereka membeli?
Siapa yang membeli?
Mengenal Pemasaran secara lebih
rinci pada segmen yang lebih kecil
•
•
•
•
Komunitas pembeli siapa saja?
Niche marketing (ceruk pemasaran)
One-to-one marketing (satu per satu)
Relationship marketing (hubungan pemasaran, mis.nya MLM/
Multi-Level Marketing atau Harley-Davidson Club)
Targeting
• Variabel Kunci
Ukuran dan potensi penjualan/
sales
Potensi pertumbuhan
Profitabilitas
Kekuatan dan kelemahan
pesaing
Pengorganisasian kekuatan dan
kelemahan
Ketepatan Strategi
Sumberdaya yang diperlukan
• Pendekatan
Fokus pada segmen tertentu/
single/tunggal
Fokus Produk
Fokus Pasar
Dominasi Pasar
Positioning
• Pendekatan
Atribut Produk dan Manfaatnya
Usage occasions (saat kejadian) atau fungsi
Kategori pengguna/ pelanggan
Keunggulan relatif terhadap pesaing
Perceptual Mapping
(pemetaan persepsi)
Heavy
Bitter
Mild
Light
Perilaku Pelanggan
(Consumer Behavior)
• Proses pengambilan keputusan, dimana para pelanggan
menjadi membeli dan menggunakan produk.
• Dipengaruhi oleh
Proses berpikir/ Thinking processes
Proses perasaan/ Feeling processes
Proses sosial/ Social processes
Bagaimana Pelanggan jadi
membeli?
• Stimulasi Eksternal dan internal – mengenal
permasalahan
• Mencari informasi dan alternatif dalam memenuhi
keperluannya/ kebutuhannya
• Evaluasi alternatif
Justifikasi Subjektif
Sikap dan pilihan
• Membeli/ purchase
• Perilaku setelah membeli/ Post-purchase behavior
Kategori Konsumsi
• Pemecahan masalah konsumsi
• Perilaku kebiasaan membeli/ belanja
• Pendorong belanja/ Impulse buying
Organizational Buying
• Different from consumer buying
Size and concentration
Multiple decision makers
Complexity of decisions
Close and intricate (many details) relations
Professional buyers
Organizational Buying Roles
• Per Webster and Wind,
Users
Gatekeepers
Influencers
Deciders
Approvers
Buyers
Organizational Buying
Situations
• Straight rebuy
• Modified rebuy
• New task buying
Problem recognition
Problem defined
Responsibilities assigned
Search and evaluation
Choice among alternatives
Types of Products and Services
• Raw materials
• Components and partially processed materials
• Capital goods
• Ancillary (additional services) equipment
• Supplies
• Services
“Society continuously expects new ideas, inventions and innovations from private citizens,
enterprises, as well as from persons working in scientific and technological development”
(International Small Business Congress, 2000)
Idea generation
Idea screening
Research
Concept development and testing
Marketing Strategy Development
Business analysis
teruskan
stop
Product Development
Market testing
Commercialization
Science for Life
Marketing Plan
• A detailed and focused strategy for designing a marketing
mix to meet consumer needs and wants and to realize a
sustainable competitive advantage
•Terstruktur vs Tidak Terstruktur
vs
vs
•Terprogram vs Tidak Terprogram
a
•Rasional vs Intuisi
1
2
b
c
* *
*
*
d
vs
DATA
Pengetahuan yang tersebar
INFORMASI
Mengumpulkan pengetahuan yang
tersebar
ANALISIS
Kategorisasi dan klasifikasi
informasi
INTELLIGENCE
Implikasi untuk pembuatan
keputusan
1. Metode Saintifik: observasi seksama, formulasi hipotesa, logika
sistematik, prediction, dan pengujian
2. Aktifitas Riset: melalui jalan inovatif untuk mengatasi permasalahan
3. Metode ganda (Multiple methods): nilai dalam memanfaatkan lebih
dari satu metode dalam rangka menambah hasil yang lebih dipercaya
4. Interdependensi model dan data
5. Nilai dan biaya informasi
6. Skeptisme yang Sehat: skeptisme yang sehat dengan memanfaatkan
asumsi yang tepat yang ditetapkan oleh pengelola tentang bagaimana
pasar itu ‘bekerja’
7. Etika pemasaran: memberikan manfaat, baik yang berasal dari
sponsor maupun dari pelanggan
FMIPA UI
(Research and Product
Development)
- Idea generating
- idea screening
- concept dev. & testing
- product development
New Product
derivatives 1,
2, 3…dst
Center of
excellent
for LIDAH
BUAYA
Reinvestment
MSLB
“KAVERA”
Pengmbg bisnis
per-LIDAH
BUAYA-an
PT BTL
(Investasi dan
Pemasaran)
- Marketing strategy
- Market testing
- Product development
- Commercialization
Net-Profit
Share
FMIPA UI, PT BTL, Inovator
Science for Life
Contoh 2
MODEL PENINGKATAN POSITIONING
KORPORAT
Model Komunikasi Merek
Korporat
 Identitas korporat
 Komunikasi pemasaran
 Citra Korporat
Voiceshare
Mindshare
POSITIONING
The act of designing the
company’s offering an image to
occupy a distinctive place in
the target market’s mind
Strong
Positio
n
3 langkah mencapai
POSISI YANG KOKOH
•
•
•
•
Positioning
Elements:
Pricing
Prod. Quality
Service
Distribution
1. Merumuskan model nilai nasabah
(customer value)
2. Mengembangkan hirarki customer value
3. Menetapkan paket customer value
Contoh 3
K
O
G
N
I
T
I
F
Heartshare
Afektif
Marketshare
ROI
Konatif
Customer
Relation
Management
LANGKAH TAKTIS YANG DIPERLUKAN
Review Visi, Misi, Tujuan
dan Strategi BUKOPIN
RISET TERHADAP NASABAH UNTUK:
MERUMUSKAN MODEL
NILAI NASABAH BANK
1. Nasabah Bank Bukopin
2. Nasabah bank kompetitor
MENGEMBANGKAN
HIRARKI
CUSTOMER VALUE
MENETAPKAN STRATEGI
DAN TAKTIK PAKET
CUSTOMER VALUE
1. Mengetahui awarerness level dan
pemahaman terhadap korporat berikut
produk/ jasa
2. Mengetahui kebiasaan nasabah dalam
memanfaatkan jasa bank
3. Mengetahui ekspektasi nasabah
terhadap elemen positioning
4. Membandingkan dengan pesaing
(perceptual mapping)
Strategi
Komunikasi
Pemasaran
HARVESTING
Contoh 4
METODOLOGI
Survey kuantitatif dengan face to face interview
menggunakan kuesioner terstruktur
Lokasi
pengambilan sampel:
di kantor bank/ATM
wawancara:
di rumah/kantor responden
Metode Sampling:
Non-Probability Sampling
--------Practical Area Sampling &
Convenient Sampling
POTRET - Perceptual Mapping
Bank Bukopin & bank kompetitor
Contoh 5
BANK UTAMA YANG DIGUNAKAN
Nasabah [n = 550]
Non Nasabah [n = 550]
Bank Bukopin 78%
Bank BCA
Bank Mandiri
Bank BNI 46
0%
22%
7%
15%
5%
23%
3%
7%
Bank Lippo
2%
Bank Danamon
1%
4%
Bank BTN
1%
4%
Bank Niaga
1% 1%
Bank Jabar
1% 0%
Bank BRI
1%
12%
BANK YANG DIKETAHUI ( TOP OF MIND )
Nasabah [n = 550]
Bank Bukopin
Bank BCA
Bank BNI 46
Bank BRI
Bank Mandiri
Non Nasabah [n = 550]
2%
47%
32%
19%
23%
10%
8%
11%
7%
11%
3%
Bank Bali
2%
Bank Lippo
2%
Bank Jabar
1% 0%
6%
3%
Bank Danamon
1%
Bank BTN
1%
2%
Bank BII
1%
2%
Bank Astra Graha
1% 0%
PERTIMBANGAN DALAM MEMILIH BANK
Nasabah [n = 550]
Lokasi yang strategis
Kecepatan pelayanan
Keamanan
(tingkat kesehatan bank)
Jaringan ATM yang luas
Jumlah Outlet/kantor bank
Bank pemerintah
Non Nasabah [n = 550]
74%
64%
45%
36%
39%
44%
23%
47%
11%
9%
24%
17%
APAKAH PERNAH BERPINDAH BANK
Non Nasabah [n = 550]
Nasabah [n = 550]
Ya
29%
Tidak
71%
Tidak
68%
Ya
32%
Mengapa Pindah Bank ?
•
•
•
•
•
•
Nasabah
Lokasi Bank/ATM jauh
(24%)
Kurang puas pelayanannya
(17%)
Potongan administrasi besar
(13%)
Karena ada kasus rush/likuidasi
(13%)
Lokasi bank yang dituju mudah dijangkau(12%)
Rekomendasi kantor
(10%)
Non-nasabah
(18%)
(22%)
(17%)
(16%)
(10%)
(6%)
LOKASI KANTOR BANK YANG BIASA DI DATANGI
Nasabah [n=550]
Non Nasabah [n=550]
54%
Lokasi dekat kantor/tempat usaha
34%
37%
Lokasi dekat rumah
49%
4%
Lokasi dekat kampus/sekolah
11%
3%
Lokasi dekat tempat belanja
5%
Riset Geografi Pemasaran
• Dalam pendekatan Marketing Mix (4P), Geografi Pemasaran
menitikberatkan pada salah satu P yaitu PLACE
• Bagaimana kita dapat merumuskan PLACE dalam kaitannya
dengan urusan Pemasaran / Pasar ?
• Komponen dasar PLACE (geografi):
a. Titik
b. Garis
c. Ruang/Area
d. Kombinasi diantara ketiga komponen di atas
• Metode Penelitian yang digunakan pada prinsipnya sama
dengan Riset Pemasaran dan Penelitian Geografi lainnya
• Teknik Analisisnya menggunakan pendekatan keruangan/
spatial
Knowledge
Level
of
Year
1
2
3
Synthesis
Evaluation
Creativity
Professionalism
Broad knowledge and
understanding of areas of
Geography.
Fluency in subject vocabulary
Problem solving ability.
Evidence of understanding.
Ability to apply concepts to
novel situations.
Ability to bring together
different facets of material,
and to draw appropriate
conclusions.
Ability to review, assess
and criticise one's own
work and that of others
in a fair and professional
manner.
Ability to make an
original, independent,
personal contribution
to the understanding
of the subject.
Ability to act as a
practising geographer, to
present argument in a
skilled and convincing
manner and to work alone
or in teams
Demonstrate a basic
understanding of core subject
areas, happy with geographical
terminology. Demonstrate a
knowledge of appropriate
supporting analytical
techniques (stats., computing,
lab and field techniques ..)
Apply geographical
techniques to real
situations through class
and field examples.
Be able to handle material
that presents contrasting
views on a topic and
develop personal
conclusions.
Draw conclusions from
results and identify the
relative significance of a
series of results.
Offer original comment
on geographical
material.
Be effective in planning
time, use of geographical
resources including library,
computer packages
including databases.
Demonstrate a comprehensive
knowledge of specific subject
areas. Be able to question the
accuracy and completeness of
information. Appreciate how
different parts of the subject
inter-relate.
Apply geographical theories
to individual situations
critically examine the
results. Understand that it
may be appropriate to draw
on
multi- disciplinary
approaches to analyse and
solve geographical
problems.
To locate and comment on
diverse material, add
personal research
observations and integrate
literature based information
with personal results.
Demonstrate a deep
understanding of a limited
number of specialised subject
areas and methods. Appreciate
the provisional state of
knowledge in subject areas.
Understand how to solve
problems with incomplete
information, how to make
appropriate assumptions.
To develop appropriate
research hypotheses.
Question and verify results.
Appreciate the breadth of
information available.
Demonstrate a broad, deep
understanding of specialised
subject areas and methods.
Demonstrate ability to
propose solutions to
geographical problems
involving appreciation of
different approaches, gaps
and contradictions in
knowledge or data.
Differentiation of unique
and non-unique answers.
Appreciation of reliability of
a proposal or result given
constraints and
assumptions involved.
Be able to collate material
from a wide range of
appropriate geographical
and non - geographical
sources, integrate personal
research material and collate
the whole in a coherent,
thoughtful and professionally
appropriate manner.
Understand where this
knowledge dovetails withthe
subject in general.
MA
MSc
Analysis
Understand the current limits of
knowledge.
Understand that there may
be unique or multiple
solutions to any issue.
Appreciate relative validity
of results.
Evaluate the accuracy
and reliability of
information, results and
conclusions.
Review existing literature
and identify gaps,
appraise the significance
of results and
conclusions.
Display or present
information in different
ways.
Develop original
independent research
skills, interpret data
and offer personal
comment.
Be able to display
information in a variety
of ways.
To identify and tap into key
elements of the material.
Produce coherent reports.
Be able to work to a
specified brief.
Skills matrix for geographers, University of Leeds, 1998
Present information orally,
and written to a high
standard.
Confident use of computer
packages for analysis and
information presentation.
Confident worker in group
and collaborative activities.
Produce written work to a
high professional standard.
Critically appraise
information, evidence
and conclusions from
personal and others
work.
Gather new
information through
personal research,
draw personal
conclusions and show
where these insights
link to the main
subject areas.
Be able to set objectives,
focus on priorities, plan
and execute project work
to deadlines. Produce
structured, well argued
reports. Demonstrate
fluency in personal
presentations and
electronic communication.
Perform independent
critical evaluation of
information, evidence
and conclusions,
including their reliability,
validity and significance.
Offer insights into the
material under
discussion that are
independent of data
immediately available.
Propose investigative
approaches to
geographical problems
utilising geographical
and non-geographical
methods as
appropriate.
Be able to make effective
confident
presentations, answer
detailed questions
thoughtfully and clearly.
Be able to form and
justify judgements in the
light of contradictory
information.
Produce substantive
reports that are well
structured, well reasoned,
well
presented and clear. Work
effectively as a team
member and team leader
Ilustrasi Analisis Spatial
Titik : lokasi / tempat layanan
Garis: jaringan transportasi (jalan,
sungai, garis layanan
transporatsi udara  dapat
mempengaruhi alokasi
tempat layanan atau
sebaliknya
Area: wilayah layanan jasa/ produk
tertentu untuk segmen pasar pada
entitas wilayah layanan tersebut
Range: batas
jangkauan wilayah
layanan (jarak)
Threshold: batas
optimal pasar
(jumlah potensi
pasar)
Sumber : bahan kuliah dari Washington Univ. untuk topik Economic and Spatial Structure of Transportation System
(Dr. Jean –Paul Rodrigue)
Profitable Market Area
Jika target pasar ada dalam
wilayah jangkauan layanan
Not (always)-Profitable
Market Area
Jika masih ada target pasar ada
diluar jangkauan layanan
(Pendekatan Teori Christaller)
Melayani hanya
satu jenis segmen
pasar ( only one
kind of demand)
Melayani lebih dari
satu jenis segmen
pasar ( more than one
kind of demand)
Asumsi:
Supply tetap
Jika harga barang
murah maka
permintaan akan
meningkat dan
sebaliknya
Asumsi:
Demand tetap
Jika harga barang
murah maka
supply/ penawaran
barang akan
semakin rendah
dan sebaliknya
Namun situasi di atas pada kenyataannya (diantaranya ) dipengaruhi oleh faktorfaktor manfaat barang, tingkat pendapatan, inflasi, pajak, dan tabungan
(Penurunan kapasitas layanan kepada konsumen karena aspek jarak)
• Dipengaruhi oleh
aksesibilitas dan prinsip2
Supply-Demand-Price di
atas
• Semakin jauh semakin
sedikit jumlah
pelanggan/ konsumen
yang dapat dilayani
Area persaingan ketat: antara
convenience, grocery, dan superstore
Area persaingan antara grocery, dan
superstore
(Contoh Lokasi mempengaruhi Kompetisi dari aspek harga)
Contoh: Intervensi
Hotel A terhadap
market area Hotel
B
Competitiveness
market area yg tinggi
Untuk menghitung perkiraan titik ‘kritis’ jarak persaingan
antara “a” dan “b”
Reilly’s Law and Market Areas
b
35
km
a
a
b
c
d
21.4 19.7 9.4
b
14.6
c
10.3
d
5.6
e
12.7
30
30 km
35 km
a
55
e
e
15 km
17.3
30 km
15
c
20
d
37,5 km
Pa
Biasanya digunakan untuk mengkaji profitabilitas pelanggan relatif terhadap
satu lokasi layanan. Dalam kasus di atas Pelanggan di lokasi A lebih
memiliki/mendapat manfaat ketimbang di lokasi B  P(Ca) > P(Cb)
Contoh Kasus Menentukan Lokasi
Outlet Pizza Hut