• 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, Temuan alat transportasi
instrumentasi, dll.

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 What’s really Who do What is today ‘s Who’s in What’s your
economy? changed? customers think business cycle? control? REAL value
they are? proposition

Topic Use of technology Our perception of Your products must Business is cycle Everything is global Commodities
changes our time and space has help people do aren’t sustainable
psychology changed things better proportions

Theme Basic business rules We are in a period You can’t separate Your business must Scalable business Don’t sell products,
still apply of concentration yourself from your operate in tune can’t survive in sell something that
customer with your niche markets meets a need
customers cycles

Old psychology The future is Unlimited growth Producers Business cycles Your could survive Market
predictable was the goal of controlled product were a few years in inches competitiveness is
business development long based primarily on
price

New We live in an We can’t waste Customers need There are several To be sustainable Customers demand
psychology uncertain world resources and we products which cycles of change you must be global products which are
must be future make them more running effective when
oriented effective simultaneously they use them

Business Don’t bet on Retreat to your Redo your brand Get your cycles in Define a global Find a universal
strategy tomorrow core competency sync with cultural market need; not a fad.
change

Sumber: Grantham dan Judith, 2002

 PENGETAHUAN UNTUK
MEMBANGUN KORPORAT
Innovation and
value creation

Leading
Corporate

Learning Knowledge
Based
Process 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 • Metode
Identifikasi kebutuhan Internal data
Definisikan masalah Observasi
Rancangan Riset Survei
Pengumpulan data Focus Groups
Analisis data Interview
Interpretasi hasil Eksperimen
Analisis Pasar
• Analisis Lingkungan • Analisis Kompetitor
Tren Makro Bisnis Definisikan kompetitor
SWOT
Perubahan Struktural
Identifikasi competitors:
Kenali situasi “hulu” prestasi, tujuan, strategi,
Kenali situasi “hilir” structur biaya
Konflik, kompetisi, koeksistensi,
Analisis Probabilitas
kerjasama, kolusi
Tingkat pengaruhnya
terhadap perusahaan
Analisis Internal
• Strengths/ kekuatan
• Weaknesses/ kelemahan
• Constraints/ hambatan
• Uncertainties/ ketidakpastian
• Customer requirements/ kebutuhan pelanggan
Konsep-konsep Kunci
• Marketing/ pemasaran • Methods of market research
• The marketing imagination • Environmental analysis
• Marketing mix (4P)
• SWOT
• Opportunity and market definition
(peluang dan definisi pasar) • Internal analysis
• Segmentation • Positioning strategies
• Targeting • Generic strategies for new, growth,
• Positioning mature, and declining markets
• 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)
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 • Pertanyaan kunci
Demografis Apa yang dibeli?
Geografi Bagaimana cara mereka
Psycho-graphics membeli?
Benefit/ manfaat 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 • Pendekatan
Ukuran dan potensi penjualan/ Fokus pada segmen tertentu/
single/tunggal
sales
Fokus Produk
Potensi pertumbuhan Fokus Pasar
Profitabilitas
Dominasi Pasar
Kekuatan dan kelemahan
pesaing
Pengorganisasian kekuatan dan
kelemahan
Ketepatan Strategi
Sumberdaya yang diperlukan
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

Concept development and testing

Research
Marketing Strategy Development

Business analysis

Product Development
teruskan
stop Commer-
Market testing cialization

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 b c d

•Rasional vs Intuisi 1 * * vs
2 * *
 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
 New Product
Center of
derivatives 1,
FMIPA UI 2, 3…dst
excellent
for LIDAH
(Research and Product
Development) BUAYA
- Idea generating Reinvestment
- idea screening
- concept dev. & testing
- product development
MSLB
“KAVERA”
Pengmbg bisnis
PT BTL per-LIDAH
(Investasi dan BUAYA-an
Pemasaran) Net-Profit
- Marketing strategy
- Market testing
- Product development
- Commercialization Share FMIPA UI, PT BTL, Inovator

Science for Life

Contoh 2
 MODEL PENINGKATAN POSITIONING
KORPORAT
Model Komunikasi Merek K
Korporat Voiceshare O
 Identitas korporat
G
 Komunikasi pemasaran
 Citra Korporat N
Mindshare I
T
POSITIONING I
The act of designing the F
Strong
company’s offering an image to Heartshare
Positio
occupy a distinctive place in Afektif
n
the target market’s mind

3 langkah mencapai Marketshare Konatif

POSISI YANG KOKOH

1. Merumuskan model nilai nasabah

Positioning (customer value)
Elements: 2. Mengembangkan hirarki customer value ROI
Customer
• Pricing 3. Menetapkan paket customer value Relation
• Prod. Quality Management
• Service
• Distribution
Contoh 3
 LANGKAH TAKTIS YANG DIPERLUKAN
Review Visi, Misi, Tujuan
dan Strategi BUKOPIN

RISET TERHADAP NASABAH UNTUK:

MERUMUSKAN MODEL 1. Mengetahui awarerness level dan
NILAI NASABAH BANK
pemahaman terhadap korporat berikut
1. Nasabah Bank Bukopin
produk/ jasa
2. Nasabah bank kompetitor
2. Mengetahui kebiasaan nasabah dalam
memanfaatkan jasa bank
3. Mengetahui ekspektasi nasabah
terhadap elemen positioning
MENGEMBANGKAN 4. Membandingkan dengan pesaing
HIRARKI
(perceptual mapping)
CUSTOMER VALUE

MENETAPKAN STRATEGI
DAN TAKTIK PAKET Strategi
Komunikasi HARVESTING
CUSTOMER VALUE
Pemasaran

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% 0%

Bank BCA 7% 22%

Bank Mandiri 5% 15%

Bank BNI 46 3% 23%

Bank Lippo 2% 7%

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] Non Nasabah [n = 550]
Bank Bukopin 2%
47%
Bank BCA 19% 32%
Bank BNI 46 10% 23%
Bank BRI 8% 11%
Bank Mandiri 7% 11%
Bank Bali 2% 3%
Bank Lippo 2% 6%
Bank Jabar 1% 0%
Bank Danamon 1% 3%
Bank BTN 1% 2%
Bank BII 1% 2%
Bank Astra Graha 1% 0%
 PERTIMBANGAN DALAM MEMILIH BANK
Nasabah [n = 550] Non Nasabah [n = 550]

Lokasi yang strategis 74% 64%

Kecepatan pelayanan 45% 36%

Keamanan 39% 44%

(tingkat kesehatan bank)

Jaringan ATM yang luas 23% 47%

Jumlah Outlet/kantor bank 11% 24%

Bank pemerintah 9% 17%

 APAKAH PERNAH BERPINDAH BANK
Nasabah [n = 550] Non Nasabah [n = 550]

Tidak Ya Ya Tidak
71% 29% 32% 68%

Mengapa Pindah Bank ?

Nasabah Non-nasabah
• Lokasi Bank/ATM jauh (24%) (18%)
• Kurang puas pelayanannya (17%) (22%)
• Potongan administrasi besar (13%) (17%)
• Karena ada kasus rush/likuidasi (13%) (16%)
• Lokasi bank yang dituju mudah dijangkau(12%) (10%)
• Rekomendasi kantor (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
Broad knowledge and
understanding of areas of
Level Geography.
of Fluency in subject vocabulary
Year
Demonstrate a basic
understanding of core subject
areas, happy with geographical
terminology. Demonstrate a
knowledge of appropriate
supporting analytical
1 techniques (stats., computing,
lab and field techniques ..)
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
2 inter-relate.
Demonstrate a deep
understanding of a limited
number of specialised subject
areas and methods. Appreciate
the provisional state of
knowledge in subject areas.
3 Question and verify results.
Demonstrate a broad, deep
understanding of specialised
subject areas and methods.
Understand where this
knowledge dovetails withthe
subject in general.
MA Understand the current limits of
MSc knowledge.
Skills matrix for geographers, University of Leeds, 1998
Analysis
Problem solving ability.
Evidence of understanding.
Ability to apply concepts to
novel situations.
Apply geographical
techniques to real
situations through class
and field examples.
Understand that there may
be unique or multiple
solutions to any issue.
Appreciate relative validity
of results.
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.
Understand how to solve
problems with incomplete
information, how to make
appropriate assumptions.
To develop appropriate
research hypotheses.
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.
Synthesis
Ability to bring together
different facets of material,
and to draw appropriate
conclusions.
Be able to handle material
that presents contrasting
views on a topic and
develop personal
conclusions.
To locate and comment on
diverse material, add
personal research
observations and integrate
literature based information
with personal results.
Appreciate the breadth of
information available.
To identify and tap into key
elements of the material.
Produce coherent reports.
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.
Be able to work to a
specified brief.
Evaluation
Ability to review, assess
and criticise one's own
work and that of others
in a fair and professional
manner.
Draw conclusions from
results and identify the
relative significance of a
series 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.
Critically appraise
information, evidence
and conclusions from
personal and others
work.
Perform independent
critical evaluation of
information, evidence
and conclusions,
including their reliability,
validity and significance.
Be able to form and
justify judgements in the
light of contradictory
information.
Creativity Professionalism
Ability to make an Ability to act as a
original, independent, practising geographer, to
personal contribution present argument in a
to the understanding skilled and convincing
of the subject. manner and to work alone
or in teams
Offer original comment Be effective in planning
on geographical time, use of geographical
material. resources including library,
computer packages
Display or present including databases.
information in different
ways. Present information orally,
and written to a high
standard.
Develop original Confident use of computer
independent research packages for analysis and
skills, interpret data information presentation.
and offer personal
comment. Confident worker in group
and collaborative activities.
Be able to display Produce written work to a
information in a variety high professional standard.
of ways.
Gather new Be able to set objectives,
information through focus on priorities, plan
personal research, and execute project work
draw personal to deadlines. Produce
conclusions and show structured, well argued
where these insights reports. Demonstrate
link to the main fluency in personal
subject areas. presentations and
electronic communication.
Offer insights into the Be able to make effective
material under confident
discussion that are presentations, answer
independent of data detailed questions
immediately available. thoughtfully and clearly.
Propose investigative
approaches to Produce substantive
geographical problems reports that are well
utilising geographical structured, well reasoned,
and non-geographical well
methods as presented and clear. Work
appropriate. 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 Not (always)-Profitable
Jika target pasar ada dalam Market Area
wilayah jangkauan layanan Jika masih ada target pasar ada
diluar jangkauan layanan
(Pendekatan Teori Christaller)
 Melayani hanya Melayani lebih dari
satu jenis segmen satu jenis segmen
pasar ( only one pasar ( more than one
kind of demand) kind of demand)
 Asumsi: Asumsi:
Supply tetap Demand tetap

Jika harga barang Jika harga barang

murah maka murah maka
permintaan akan supply/ penawaran
meningkat dan barang akan
sebaliknya semakin rendah
dan sebaliknya

Namun situasi di atas pada kenyataannya (diantaranya ) dipengaruhi oleh faktor-

faktor 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 Area persaingan antara grocery, dan

convenience, grocery, dan superstore 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 30
30 km
e
35 km
35
a
km a b c d e 55
15 km
a 21.4 19.7 9.4 17.3
b 14.6
20
c 10.3
d
30 km
d 5.6
15
e 12.7
c
 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