The objective of marketing is recognizing product offered to customer. A producer must encode message about the product offered effectively because it will influence the effort in reaching objective of marketing itself. In other words, a producer must do marketing communication, which can be defined as means which is used by organization to inform, persuade, and remind customer (directly or indirectly) about the product offered (Kotler & Keller, 2007b). Strategy of integrated marketing communcation has close relationship with segmenting, targeting, and positioning.
PT. X is one of industries which has core business in cosmetics. They produced few brands of cosmetics, such as XA and XB. Marketing communication activities of this company in promoting XA are through cosmetic agents, over-the-counter, and special cosmetic shop in traditional market. Now, they are performing highly to participate in public relation activities, especially music contests and seminar.
Selling level of XA in Bandung hasn’t reached target which is wanted by PT. X marketing team. They think it is caused by performance of marketing communication that hasn’t showed maximum effort. Besides, there are other brands that have same target market with XA (women, 25-45 years old). PT. X has ever done customer social responsibility, but it was just a form of commitment and it hasn’t been integrated with marketing activities and public relation. Marketing team hasn’t done a detail research to measure brand value or effectiveness of XA marketing communcation in all selling areas.
This research has purposes to analyze cosmetic market segments and identify positioning of XA among its competitors. At the end of research, it will be designed integrated marketing communication which can be a consideration for PT. X in evaluating or even changing their marketing programmes.
First step in this research is identifying factors that influence preference of customer in choosing a cosmetic. This step will adopt marketing mix as the identification tool. Second step is identifying cosmetic market segments by using SPSS 12.0, which consists of hierarchical and non-hierarchical clustering. Profile each segment is identified with benefit segmentation method. Thurstone Case V algorithm is used in this third step. Then, perceptual map is made to see position of XA in customer’s mind and among its competitors. Three tools in NEWMDSX are used for these purposes. They are HICLUS, MRSCAL, and PROFIT. Last step is measuring the performance of XA marketing communcation tools by using Importance and Performance Analysis Matrices. All data outputs from those steps will be used in designing recommendation of XA’s integrated marketing communcation.
From data processing, it is showed that product quality is the most significant factor in influencing customer’s preference when they choose cosmetic. Respectively, the significant factors are price, promotion, place/distribution channel, physical evidence, people, and process. Latest is the most unsignificant factor. Judgement for those factors are different in each segment. Data processing also shows information about quantity of segments. They are four segments formed with special characteristics. First segment has low attention in cosmetic needs. Second segment has a big size in membership, easy to be influenced by promotion, and has low loyalty. Third segment has high attention in cosmetic needs, but they are not easy to be influenced by promotion. Last, fourth segment has high loyalty to XA, small size in membership, and can not be influenced by promotion easily.
In customer’s mind, XA has a good performance in product quality, serving process, and people; but low performance in price, place/channel distribution, physical evidence, and promotion. XA has two main competitors : C and D. Based on customers’ perception, Wardah is different from E and F. XA is recommended to be promoted thourgh two channels : catalogs and beauty consultation facility. Customers also recommend XA to be promoted through advertisement in electronic channel or mass media because these two channels have high effect in driving preference of customer when they choose cosmetics.
From analyze and data interpretation, integrated marketing communication for XA is designed. There are three main steps : evaluation of segmenting, targeting, and positioning compatibility; choosing content and resources of message; and choosing marketing communication channels.
Keywords : segmenting, targeting, positioning, integrated marketing communication, cosmetics.