Strategi Segmenting, Targeting dan Positioning Pemasaran Beras Merah Organik Jatiluwih Bali di Provinsi Bali

Abstract

Segmenting, Targeting, and Positioning Strategies of Marketing Jatiluwih
Organic Brown Rice in Bali Province

A company cannot serve all consumers in a vast market. Therefore, if the company
wishes to be in the market and win a competition, it must seek a strategy that can
understand consumers and competitors. This study aimed to determine the market
segment (segmenting), target market (targeting) and market position (positioning) of
organic red rice products of Jatiluwih Bali. The technique of determining samples
used accidental non-probabilitiy random sampling method. Segmenting and targeting
were done using cluster analysis and crosstab analysis tools. Positioning used Multi
dimensional scaling and Corespondence analysis. The results of this study showed
that there were 3 segments, with percentage of Segment-1 (49%), Segment-2 (31%)
and Segment-3 (20%). Based on the market appeal, potential target market was
segment-3. Product positioning based on MDS analysis tool, Jatiluwih rice product
was not in any quadrant, so it showed no resemblance to the competitor's product.
Positioning based on CA analysis, organic red rice products Jatiluwih Bali had
advantages in health attributes, packaging and aroma. Suggestions that can be made
are that the company should implement strategies to increase sales by maintaining or
increasing the attributes of excellence, increasing price discounts and maintaining
quality, developing promotional activities and diversification of processed red rice
products.