Pengertian Segmentasi Geografis (Geographic segmentation) Berserta Kajian Pustaka
Artikel ini ditujukan kepada manajemen, manajemen bisnis agar dapat memahami secara praktis manajemen pemasaran khususnya konsep Segmenting Targeting dan Positioning.
Untuk artikel manajemen pemasaran targeting dapat dibaca di blog ini sedangkan untuk ebook manajemen pemasaran pdf dapat diunduh di blog pada halaman Download Ebook.
Geographic segmentation (segmentasi geografis) secara keilmuan merupakan bagian dari market segmentation atau segmentasi pasar.
Segmentasi geografis membagi pasar berdasarkan benua, regional, wilayah, negara, provinsi, kota dan lingkungan sekitar secara geografis.
Pasar asia, pasar afrika, pasar eropa, pegunungan, perkotaan, kepulauan atau pantai pada dasarnya memiliki perbedaan karakteristik georgrafis sehingga memerlukan strategi yang berbeda untuk melakukan promosi dan pemasaran.
Untuk artikel manajemen pemasaran targeting dapat dibaca di blog ini sedangkan untuk ebook manajemen pemasaran pdf dapat diunduh di blog pada halaman Download Ebook.
Geographic segmentation (segmentasi geografis) secara keilmuan merupakan bagian dari market segmentation atau segmentasi pasar.
Segmentasi geografis membagi pasar berdasarkan benua, regional, wilayah, negara, provinsi, kota dan lingkungan sekitar secara geografis.
Pasar asia, pasar afrika, pasar eropa, pegunungan, perkotaan, kepulauan atau pantai pada dasarnya memiliki perbedaan karakteristik georgrafis sehingga memerlukan strategi yang berbeda untuk melakukan promosi dan pemasaran.
Data-data dan informasi-informasi segmentasi georafis dapat diunduh di situs resmi pemerintahan kota, provinsi, BPS atau Wikipedia. Dari data tersebut dapat diketahui :.
Koordinat wilayah, sehingga dapat dipastikan iklim disuatu daerah, iklim berhubungan dengan usaha-usaha yang berhubungan dengan perkebunan, pertanian, kehutanan, garment yang sesuai dengan iklim di daerah tersebut dan lain-lain.
Koordinat wilayah, sehingga dapat dipastikan iklim disuatu daerah, iklim berhubungan dengan usaha-usaha yang berhubungan dengan perkebunan, pertanian, kehutanan, garment yang sesuai dengan iklim di daerah tersebut dan lain-lain.
Batas-batas kota, jarak antara kota, kota-kota tetangga, dan lain-lain. Batas-batas kota bermanfaat untuk mengetahui areal pemasaran didaerah tersebut, jarak antara kota berguna untuk penentuan biaya transportasi untuk trayek antara kota atau provinsi, karakteristik geografis kota tetangga berguna untuk target pasar.
Contoh kota tetangga adalah perkotaan maka dapat dimanfaatkan untuk memasarkan barang-barang yang tidak dapat diproduksi di perkotaan seperti sayur, buah, dll.
Kondisi tanah, jenis tanah dan yang berhubungan dengan struktur tanah lainnya. Informasi kondisi tanah dan jenis tanah bermanfaat untuk pemasaran sektor pengembang property hotel, kontraktor pengembang perkebunan besar dan industri pupuk.
Lokasi pegunungan, pantai, perkotaan atau pedesaan berguna untuk pemasaran parawisata, akomodasi perhotelan, industri makanan dan minuman.
Kepadatan penduduk disuatu daerah berfungsi untuk mengetahui besaran potensi pasar untuk produk-produk FMCG dan lain-lain.
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| Pengertian Segmentasi Geografis. |
Implementasi segmentasi geografis biasanya sering dikombinasikan dengan segmentasi demografis, segmentasi psikografis, dan segmentasi perilaku agar penerapan strategi pemasaran lebih tepat.
Sumber Kajian Pustaka Pengertian Segmentasi Geografis.
Kajian Pustaka dan Rangkuman Pengertian Segmentasi Geografis Menurut Buku Philip Kotler 15th Global Edition Beserta Referensi Kutipan.
Keterangan buku:.
Judul Buku : Marketing Management 15th Global Edition.
Pengarang : Philip Kotler, Kevin Lane Keller.
Penerbit : Pearson Education, Inc.
Lokasi : Edinburgh Gate, Harlow, Essex CM20 2JE, England.
Tahun Terbit : 2016.
Key Words:.
Georaphic Segmentation, PRIZM Cluster.
Geographic Segmentation.
Geographic segmentation divides the market into geographical units such as nations, states, regions, counties, cities, or neighborhoods. The company can operate in one or a few areas, or it can operate in all but pay attention to local variations. In that way it can tailor marketing programs to the needs and wants of local customer groups in trading areas, neighborhoods, even individual stores. In a growing trend called grassroots marketing, such activities concentrate on getting as close and personally relevant to individual customers as possible.(Kotler dan Keller, 2016:268).
Much of Nike’s initial success came from engaging target consumers through grassroots marketing efforts such as sponsorship of local school teams, expertconducted clinics, and provision of shoes, clothing, and equipment to young athletes. Citibank provides different mixes of banking services in its branches depending on neighborhood demographics. Retail firms such as Starbucks, Costco, Trader Joe’s, and REI have all found great success emphasizing local marketing initiatives, and other types of firms have also jumped into the action. (Kotler dan Keller, 2016:268).
More and more, regional marketing means marketing right down to a specific zip code. Many companies use mapping software to pinpoint the geographic locations of their customers, learning, say, that most customers are within a 10-mile radius of the store and are further concentrated within certain zip+4 areas. By mapping the densest areas, the retailer can rely on customer cloning, assuming the best prospects live where most of the customers already come from. (Kotler dan Keller, 2016:268).
Some approaches combine geographic data with demographic data to yield even richer descriptions of consumers and neighborhoods. Nielsen Claritas has developed a geoclustering approach called PRIZM (Potential Rating Index by Zip Markets) NE that classifies more than half a million U.S. residential neighborhoods into 14 distinct groups and 66 distinct lifestyle segments called PRIZM Clusters.3 The groupings take into consideration 39 factors in five broad categories: (1) education and affluence, (2) family life cycle, (3) urbanization, (4) race and ethnicity, and (5) mobility. The neighborhoods are broken down by zip code, zip+4, or census tract and block group. The clusters have descriptive titles such as Blue Blood Estates, Winner’s Circle, Hometown Retired, Shotguns and Pickups, and Back Country Folks. The inhabitants in a cluster tend to lead similar lives, drive similar cars, have similar jobs, and read similar magazines. Table 9.2 has examples of three PRIZM clusters. (Kotler dan Keller, 2016:268).
Geoclustering captures the increasing diversity of the U.S. population. PRIZM has been used to answer questions such as: Which neighborhoods or zip codes contain our most valuable customers? How deeply have we already penetrated these segments? Which distribution channels and promotional media work best in reaching our target clusters in each area? Barnes & Nobles placed its stores where the “Money & Brains” segment hangs out. Hyundai successfully targeted a promotional campaign to neighborhoods where the “Kids & Cul-de-Sacs,” “Bohemian Mix,” and “Pool & Patios” could be found. (Kotler dan Keller, 2016:268).
Marketing to microsegments has become possible even for small organizations as database costs decline, software becomes easier to use, and data integration increases. Going online to reach customers directly can open a host of local opportunities, as Yelp has found out. (Kotler dan Keller, 2016:270).
Those who favor such localized marketing see national advertising as wasteful because it is too “arm’s length” and fails to address local needs. Those against local marketing argue that it drives up manufacturing and marketing costs by reducing economies of scale and magnifying logistical problems. A brand’s overall image might be diluted if the product and message are too different in different localities. (Kotler dan Keller, 2016:271).
Much of Nike’s initial success came from engaging target consumers through grassroots marketing efforts such as sponsorship of local school teams, expertconducted clinics, and provision of shoes, clothing, and equipment to young athletes. Citibank provides different mixes of banking services in its branches depending on neighborhood demographics. Retail firms such as Starbucks, Costco, Trader Joe’s, and REI have all found great success emphasizing local marketing initiatives, and other types of firms have also jumped into the action. (Kotler dan Keller, 2016:268).
More and more, regional marketing means marketing right down to a specific zip code. Many companies use mapping software to pinpoint the geographic locations of their customers, learning, say, that most customers are within a 10-mile radius of the store and are further concentrated within certain zip+4 areas. By mapping the densest areas, the retailer can rely on customer cloning, assuming the best prospects live where most of the customers already come from. (Kotler dan Keller, 2016:268).
Some approaches combine geographic data with demographic data to yield even richer descriptions of consumers and neighborhoods. Nielsen Claritas has developed a geoclustering approach called PRIZM (Potential Rating Index by Zip Markets) NE that classifies more than half a million U.S. residential neighborhoods into 14 distinct groups and 66 distinct lifestyle segments called PRIZM Clusters.3 The groupings take into consideration 39 factors in five broad categories: (1) education and affluence, (2) family life cycle, (3) urbanization, (4) race and ethnicity, and (5) mobility. The neighborhoods are broken down by zip code, zip+4, or census tract and block group. The clusters have descriptive titles such as Blue Blood Estates, Winner’s Circle, Hometown Retired, Shotguns and Pickups, and Back Country Folks. The inhabitants in a cluster tend to lead similar lives, drive similar cars, have similar jobs, and read similar magazines. Table 9.2 has examples of three PRIZM clusters. (Kotler dan Keller, 2016:268).
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| PRIZM Cluster. |
Geoclustering captures the increasing diversity of the U.S. population. PRIZM has been used to answer questions such as: Which neighborhoods or zip codes contain our most valuable customers? How deeply have we already penetrated these segments? Which distribution channels and promotional media work best in reaching our target clusters in each area? Barnes & Nobles placed its stores where the “Money & Brains” segment hangs out. Hyundai successfully targeted a promotional campaign to neighborhoods where the “Kids & Cul-de-Sacs,” “Bohemian Mix,” and “Pool & Patios” could be found. (Kotler dan Keller, 2016:268).
Marketing to microsegments has become possible even for small organizations as database costs decline, software becomes easier to use, and data integration increases. Going online to reach customers directly can open a host of local opportunities, as Yelp has found out. (Kotler dan Keller, 2016:270).
Those who favor such localized marketing see national advertising as wasteful because it is too “arm’s length” and fails to address local needs. Those against local marketing argue that it drives up manufacturing and marketing costs by reducing economies of scale and magnifying logistical problems. A brand’s overall image might be diluted if the product and message are too different in different localities. (Kotler dan Keller, 2016:271).
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