41
o
Beachhead Positioning
Stategi
positioning
ini
mirip
dengan
blanket
positioning,
tetapi
lebih
berfokus pada komunitas konsumen yang lebih kecil.
o
Bleed-Over Positioning
Stategi positioning
ini
menyerupai penawaran offline,
tetapi juga
membuat penawaran online menarik bagi tipe konsumen baru.
o
New Opportunity Positioning
Stategi
positioning
ini
berbeda
sama
sekali
karena
ditujukan
pada
segmen konsumen baru.
Customer Similarity
Same Customer
Different Customer
Blanket Targetting
•
Borrow heavily from
existing offline
positioning
•
Tout basic
advantages of the
Internet –
convenience and
accessibility
New-Opportunity
Targetting
•
Repositioning entirely
•
Position
differentiations which
cater to the new
segment
Beachhead Targetting
•
Also borrow from
offline positioning
•
Focus more,
however, on needs of
the smaller group
•
Stress value-added
advantages of the
internet
Bleed-Over Targetting
•
Use dual positioning
•
Leverage existing
positioning
•
Position added
benefits, such as
augmented offerings
via the Internet (e.g.,
increased product
customizability)
Sumber: Mohammed et all, 2004, p112
Gambar 2.9 Bricks-and-Mortar Positioning Scenarios and Guidelines
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