Segmenting, Targeting, and Positioning Strategies in the formation of Mahar Agung Organizer's Brand Image
DOI:
https://doi.org/10.55927/eajmr.v3i1.7831Keywords:
Segmenting, Targeting, Positioning, Brand ImageAbstract
In order to create a competitive advantage, the strategy that is considered effective in overcoming it is the existence of the right strategy, for example the STP (Segmenting, Targeting, Positioning) strategy. This research focuses on analyzing the marketing strategy of Mahar Agung Organizer Event Organizer (EO) on brand image formation. This research is useful in knowing how wedding organizer services maximize their marketing strategies to get as much profit as possible. This research is a type of qualitative research that uses descriptive analysis. The results of this study indicate a segmentation strategy based on geographic, demographic, behavioral, and psychographic segmentation. The focus of Mahar Agung Organizer's target is from the upper middle class community with an age range of 20-60 years in the East Java Province area. The implementation of the right positioning and targeting has succeeded in forming a positive brand image of Mahar Agung Organizer as a top quality EO in handling traditional Javanese weddings.
References
Barney, J. B. . , & H. W. (2015). Strategic Management and Competitive Advantage.
BİLGİN, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Chebli, A., Othmani, M. C., & Said, F. Ben. (2020). Market Segmentation in Urban Tourism: Exploring the Influence of Personal Factors on Tourists’ Perception. Journal of Tourism and Services, 11(20), 74–108. https://doi.org/10.29036/jots.v11i20.144
Kalam, K. K. (2020). IJRISS) |Volume IV, Issue VI. In International Journal of Research and Innovation in Social Science. www.rsisinternational.org
Kotler. P, K. K. L. (2016). Marketing Manajement, (15th Edition).
Lee, J., & Kim, J. J. (2023). A Study on Market Segmentation According to Wellness Tourism Motivation and Differences in Behavior between the Groups—Focusing on Satisfaction, Behavioral Intention, and Flow. International Journal of Environmental Research and Public Health, 20(2). https://doi.org/10.3390/ijerph20021063
Nadube, P. M., & Didia, J. U. D. (2018). Market targeting and strategic positioning. In International Journal of Marketing Research and Management (Vol. 8, Issue 1).
Rosyida, A., Heryani, T., Fuadi, I., & Dinia, H. (2020). STRATEGY SEGMENTING, TARGETING, DAN POSITIONING: STUDY ON PT SIDOMUNCUL. www.kontan.co.id
Sugiyono. (2019). Buku Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Edisi Ke- 2). Alfabeta.
Widodo, H. P., & Maryama, M. (2021). Strategi Segmenting, Targeting dan Positioning dalam Membentuk Brand Image Kafe Pan Java (Vol. 3, Issue 2).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Adelia Firansiska Sukirno, Kustini Kustini
This work is licensed under a Creative Commons Attribution 4.0 International License.
