Re-positioning problem (part II)
Written by dogosh on 11/22/2010Oke now we continue the Re-positioning problem that repositioning, not merely improved the quality so as hoped the consumer & setting of the exact price , but the process that more important again was how to communicate this to the market, like what was done by samsung as their competitor . In this case the role of the promotion will really be needed. What will be communicated? That is differentiation" that would in deliver to the target market was aim..... so as brand the image that was formed on the consumer's marrow will easily help to increase the sale. So..... rather was difficult to boost the sale if being not supported by the promotion fund.
But how this monitor could arrive at end-user? How his relations with this retailer ? Had the incentive that was interesting for them every time they achieved the certain sale? Possibly was available.. Whether his relations with them were good enough? So close to them? Or even had never met them completely!
For example, As big the effect from the severing of Metrodata relations with the Principal this monitor influenced the interest retailer to recommend your this brand returned to the buyer? Possibly this must be communicated with your retailer . Because of the certain prospective buyer will ask to seller,"what kind of brand monitor was good ?
Although the prospective buyer came and said,"I wanted to buy the brand A monitor. The certain then seller would said,"Did not the brand A , the Brand B better, were "you convinced the brand B indeed better than brand A.is it possible the seller recommended Brand B, only because of relations he with the distributor" of the "brand B , better than relations with the distributor" of the "brand A ."
You must be know how the sellers interacted in the centres of the computer, like Mangga Dua, Gajah Mada, (sorry, this of all the centres of the computer in Jakarta) etc.. This opinion was I given in scoup the sale retail, if corporate, possibly will be different. Depended you as the distributor more the where of focus . Please occasionally gave also your attention to your retailer , so as your brand more recommended. The as simple as that!
There are those that had heard from someone who took part in distributing the product of Samsung & LG. their said that the strength of two brand this was seriousness as well as the ambition subsidiary and the power supported HQ. this was proven by Samsung that could fold GTC only in the calculation of time 1 year (2000-2001). Afterwards was followed by LG that folded GTC. Samsung as the player No.1 Monitor in the world had the OEM business with IBM and other PC brand , marketed officially by Subsidiary in moment that was exact.
At the time: LG was as the rival GTC experiencing the problem network, GTC was the king that was long weekend on his authority, Market was at that time being satisfied with varians GTC, other Brand in general not yet the focus and was not as serious as Samsung. From the side marketing & sales did not have the new blow from the two Korean products. The ambition and the strength of the budget their main weapon. I could see this in each exhibition, all blue with the Samsung attribute or red with the attribute of LG. and all the doors to the buyer in approached by them.
All brand the monitor in fact had the potential to become no.1, because of the acceleration of the innovation of monitor technology really slow in the equal pheriperal other. Everything of Trend Monitor at this time was located in convergence of the function, that notebene was not in his essence. Where the content monitor technology at this time almost all same and respectively the producer could develop. So at this time to become market leader really depended on the strength of his penetration, not to his product.
According me, Brand with the quality of the product that good together (such as, Philips, NEC, AOC, TVM, etc.) in fact really had chance to drag GTC. caused until this of GTC as the player local still was so slow and was increased with awareness brand local him that increasingly strengthened in the eyes of end user.
Likewise with LG that was potential to no.1, because Brand Awareness Samsung and LG in the market were same. If more serious to increase his activity, in year of 2002-2003 this LG possibly could become no.1. LG had system distribution that really was good with the line service that more in the Samsung equal. In the contributor's class sales biggest (14 and 15), LG had the variant more and was of quite good quality in the Samsung equal.
Whereas Samsung still often was canning be heard had the problem of the interpersonal price war channel. In the exhibition and the other promotion, Samsung not yet was as great and was as incessant in 2001.. Possibly was caused by Samsung at this time was more concentrating arranged the market with pricing strategy. And one matter more, Samsung still more focuses invested their brand awareness in the class future market 17”” above type the tube flat and the TFT LCD class that trend him began to be moving in this year. This could be seen by us clearly in market, the advertisement, and the other form promo.
If in estimated, the target achievement Samsung or LG last year possibly around 170000an the unit (30%). If the condition budgeting they between 1%-5% sales on average 70% 14 and 15 as well as 25% up 17, possibly their budget and $ 1Million. I was thought was enough to maintain and increase the market. And they must increase the budget again for the open war . from here the beginning stage for us was repositioning the goal, 15 big, 10 big, or 5 big. All that depended Principal's seriousness the monitor that was your marketed .
To brand, with the budget 1% from sales, in fact enough methods.. But must be formulated thoroughly. I suggested to as thoroughly as possible gather information about the success story your competitor available in big Five, especially Samsung and LG. as I knowledge of metrodata then had the role increased Samsung or Sony monitor in 2000-2001. Why did not try to dig up information to your workmate.
The practical step, as the player who just rose, really agreed if concentrating to sales network before. This to continue to strengthened brand preference you in sales network. The fund 1% of this sales was better given priority to for the incentive network .
The further action could apply the dirt cheap promotion that peered directly to end user. Moreover this was related to IT hardware, the newcomer if saw / tried him directly. The Samsung example or LG often did this, their network often borrow the PC and the monitor if the student or the other organisation was workshop or the seminar. Without must go out money, we also were happy they also profit….. Underground movement then often was carried out by them if one of the they were to played the sponsor.
based on the Samsung experience and LG as the Korean noble who was most insensitive.. already the price of the student was still being more counteracted was not the prestige and cared about all was bashed and gained. They spread the wings with many ideas ….. they were great. Proven.
If being connected by us, marketing that had three mashab/stream of thinking currently or the dominant approach or that like that...
- 1: MANAGERIAL MASHAB, so the process of the marketing was more gazed at as part of the process of the management of the company on the whole, possibly the example of his theory was 4P as well as Balance Score Card that united the activity marketing as the integral part of efforts to carry out the assessment of the achievement of the company comprehensively and decisive re-engineering if necessary (? )
- 2: CUSTOMER BEHAVIOR MASHAB, so the process of the marketing tended more referred in the behaviour of consumption as well as from the consumer's point of view including any criterion that became important for them in buying decision, and indeed like the mashab this more often relied on results of quantitative market research.
- 3: COMMUNICATION MASHAB, where the process of communication in the marketing was it was considered more dominant in determining results of the match of the end, so the study and his work program were more aimed in ~most~ the process of the promotion of guiding Perception of Market... possibly it seems the Brand Management of the Aaker was born from this mashab ...
That just to share that I was read ..., but henceforth the thereof this mashab did not stand in a mutually manner exclusive, only the problem of the centre of gravity of thinking, so if back to the case above, so determined first Value Segmentation that could target eventually... Value Segementation! , so few differences to that more dripped cause problems for in Segmentation based on the Product... Value Segmentation would aim in order to determine any attribute that to points-of- concerns from the prospective consumer, the price, heavy, inch, the flat screen or what next that could be made the parameter in the monitor industry...
For example if in motor, I had Value Segment the "Sensitive Down Payment" person, "retail Sensitive", or "Quality Sensitive " or "Discount Sensitive " in fact until "advs. Sensitive"..., (SORRY! By chance was given by his given name was SENSITIVE all for show in their any area was indeed more SENSITIVE... HEHEHE...! ) so as afterwards, while I did not advertise then I will not approach the Sensitive Segment of the Advertisement, worked hard and resources ! Now for Leasing Package I will then have two first package kinds indeed his instalment that was cheap and that was second DP was cheap... to always could satisfy respectively the segment that SENSITIVity differed earlier... :)
The method to get this could be, Focus-Group-Discussion or if having the budget was somewhat big (more expensive few of his intentions) was kept being carried out by yourself for Quantitative Research... From results of the research afterwards was known by his parameter sorts, then grouping according to your judgement , the name love for example S-1, S-2, S-3 or S-n. Afterwards from the groups whichever that approximately their demand evidently could agree with the character of your monitor product, so your MARKET TARGET... Who they are ? Saw in their Profile Part already diset previously in Questionaire you, they the student or the official, in Bandung or Jakarta, etc.... etc.... but they must be far more SENSITIv to the area of the SUPERIORITY of your product... SO CUSTOMER DRIVEN would...!? Was like this the presentation from the CUSTOMER BEHAVIOR GROUP...
It was again further, the MARKET TARGET that has been identified, this existence where (geographically) then guided Channel of Distribution you there should not forget the process of his selection the agency and the shop also needed a long time right including the compilation of his agreement, then the set at what Price the level incl. discount scheme etc...., don't forget to pay attention also your Internal Business Process, offering you there in accordance with policy in the company or not..., so neat also the process of his management... including for example AFTER SALES SERVICE etct.... Such was the MANAGERIAL MASHAB PRESENTATION.
Finally, just we could determine re position of your monitor on the consumer's marrow why finally? Because you have known precisely the target market him whichever afterwards the infrastructure of his marketing has been ready, just was communicated... remembered right that was sold that precisely BRAND as well as not only the SPECIFICATION of the PRODUCT that was owned by ACER... If previously indeed was perceived bad, now we know any segment that needed and wanted our thing (in a manner Value) so as the activity of the promotion could be just right and effective..., possibly the bad perception previously emerged because you offering your monitor that the character of LESS to the segment that hoping MORE, then was that gap caused the perception of the NEGATIVE... tried if you knew one segment that his hope was relative LESS from what your monitor could give, his impression will be MORE, then was GAP available took the form of the POSITIVE perception... In the segment, then FOCUS !
Also could be tried by using the function public relation, used rumours that previously could fail to be made the standard, such as garuda as the good example (at least to be the reference), except if having the change in technology like fitur or the other function could be properly to be the added value .
The characteristics of the heterogeneous consumer could be made the opportunity, especially could be wrought first on by the consumer existing, before did repositioning from the side of the product also must be paid attention to services him that possibly more could be increased, and I believed not all the consumers who were sensitive to the price, precisely for the quite sensitive electronics product concerning service before until after sales, like metrodata definitely has had database the customer personally, counted with CRM, more frugal with the budget that has been budgeted for.
As follower (sorry, adapted the condition) the step in the competitor could be copied, the replacement of the monitor with the price was cheaper than the monitor just completely, could be aimed for the user of the relevant product or the product that came from metrodata and was not expensive.
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