Article Sidebar

Download
Download Article

Main Article Content

Abstract

This paper aims to examine the stages involved in developing an advertising strategy for sensory play-based children's toys produced by CV Slimeday Indonesia. Slime, as the company's flagship product, is considered an effective medium for supporting children's motor development, particularly during the golden age of early childhood. The advertisement is designed to communicate the educational benefits of sensory play in a manner that is clear, engaging, and easily understood by consumers. The development process employs the STPD (Segmentation, Targeting, Positioning, and Differentiation) framework to create a targeted and effective promotional strategy. This approach facilitates the analysis of digital marketing strategies by considering demographic, psychographic, geographic, and behavioral consumer characteristics, enabling the identification of appropriate target markets and the articulation of the product's unique selling proposition (USP). As a result, the strategy produces well-directed and effective short-form video advertisements for digital platforms, including TikTok, Instagram, and e-commerce video channels.

Keywords

Sensory Play Children’s Toys Digital Marketing STPD Strategy Short-Form Video Advertising

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Sholikhah, D. P., Setiawan, B., & Wibisono, A. B. (2026). Application of Segmentation, Targeting, Positioning, and Differentiation in CV Slimeday Indonesia’s Slime Advertisements as a Sensory Play Medium for Children Aged 5-6 Years. Golden Ratio of Data in Summary, 6(3), 394–406. https://doi.org/10.52970/grdis.v6i3.2222
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Amelia, D., & Pandrianto, N. (2025). Differentiating through USP: Strategi komunikasi digital pada akun Instagram @adiandfriendsorganizer. 87–95.
  2. Agustina, N. L. (2022). Strategi unique selling point dalam meningkatkan penjualan produk HNI HPAI. Jurakunman, 15, 1–9. https://jurakunman.stiesuryanusantara.ac.id/index.php/jurakunman/article/view/88
  3. Alifia, R. Z., Barkah, C. S., Sukoco, I., & Auliana, L. (2022). Literature review: Peran iklan dalam membangun kesadaran merek. Jurnal Ekonomi Manajemen Akuntansi dan Keuangan, 3(3), 1025–1030. https://www.penerbitadm.com/index.php/JURNALEMAK/article/view/666
  4. Ariska, S. (2023). Komunikasi pemasaran era digital: Literature review terhadap strategi advertising multikanal McDonald’s. 8(3), 427–443.
  5. Badan Standardisasi Nasional. (2012). Standar keamanan mainan anak. https://ppid.kemendagri.go.id/front/dokumen/download/300019938
  6. Dewi, E. K., & Kholifah, C. A. N. (2022). Fenomena endorsement sebagai tren media pemasaran digital di Indonesia. 1(10), 152–162.
  7. Fadila, F., & Khaddafi, M. (2025). Pengumpulan data dalam penelitian kualitatif: Wawancara. 13446–13449.
  8. Feriyansyah, Z. A. (2024). Pengaruh penetapan harga terhadap keputusan pembelian barang pada Toko Mebel Dora Pasar Pendopo Kabupaten Empat Lawang. 3(3).
  9. Gustafa, F. (2024). Jurnal Pijar Studi Manajemen dan Bisnis, 2(4), 505–522.
  10. Hafizah, N., P., T. C. P., & Sari, M. (2025). Identifikasi variabel penelitian dan jenis sumber data dalam penelitian pendidikan. 586–596.
  11. Herawati, C. S., Pasaribu, A. S. P. N., Saragih, A. W., Simatupang, R. L. N., Iryani, M. P., Kurnianto, M. A. H., Yulianingsih, R. R., Manurung, H. S. P., & Permana, H. T. Y. (2023). Manajemen pemasaran: Implementasi Marketing 4.0 (Hartini, Ed.). CV Media Sains Indonesia.
  12. Hidayat, A. (2025). Mainan seperti tanah liat yang mendunia. Kompasiana. https://www.kompasiana.com/arifhidayat5443/678a512734777c40d2257fb2/mainan-seperti-tanah-liat-yang-mendunia
  13. Iba, Z. (2023). Wawancara, kuesioner, dan observasi.
  14. Kusumastuti, A. (2022). Strategi peningkatan penjualan produk melalui pendekatan unique selling point dalam menunjang eksistensi bisnis HNI HPAI. Jurakunman, 15. https://www.jurakunman.stiesuryanusantara.ac.id/index.php/jurakunman/article/view/88
  15. Meilani, S. M. (2021). Pengembangan media stimulasi sensori anak usia 4–6 tahun berbasis aktivitas bermain tujuh indera. Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini, 5(1), 941–957. https://doi.org/10.31004/obsesi.v5i1.758
  16. Muhammad Akmal Fathan. (2022). Peluang pasar: Produk mainan anak. UKM Indonesia. https://ukmindonesia.id/baca-deskripsi-program/peluang-pasar-produk-mainan-anak/
  17. Pascal Montessori. (2025). Sensory play: Stimulasi penting untuk anak usia dini. https://majalah.pascalmontessori.sch.id/sensori-play-stimulasi-penting-untuk-anak-usia-dini/
  18. Rasyad, M., Saraan, G., Arwansyah, O. K. D., & Fatmawati, E. (2025). Peran media sosial dalam strategi komunikasi pemasaran: Analisis efektivitas dan implementasi. 1(1), 106–111.
  19. Ratnaningsih, S., & Nurlinda, R. (2024). Pengaruh kualitas produk dan social media marketing terhadap keputusan pembelian melalui kepercayaan merek pada J.Co Donuts & Coffee di Jabodetabek. Journal of Economic Excellence, 2(2). https://doi.org/10.59841/excellence.v2i2.1356
  20. Rohmah, N., Wardani, K., & Fachrunnisa, O. (2026). Brand ambassador, social media marketing, and product innovation effects on purchase decisions: The mediating role of brand image in the Indonesian dairy industry. Golden Ratio of Marketing and Applied Psychology of Business, 6, 421–437.
  21. Romdona, S., Junista, S. S., & G. A. (n.d.). Teknik pengumpulan data: Observasi. 3(1), 39–47.
  22. LSIGS. (2025). Standar keamanan yang harus dipenuhi oleh mainan anak menurut SNI. https://lsigs.com/artikel/standar-keamanan-yang-harus-dipenuhi-oleh-mainan-anak-menurut-sni/
  23. Sulung, U., & Muspawi, M. (2024). Memahami sumber data penelitian: Primer, sekunder, dan tersier. 5, 110–116.
  24. Widi, S. (2023). Pengguna media sosial di Indonesia sebanyak 167 juta pada 2023. DataIndonesia.id. https://dataindonesia.id/digital/detail/pengguna-media-sosial-di-indonesia-sebanyak-167-juta-pada-2023
  25. Yusuf, M., Masnita, Y., & Yusran, H. L. (2026). Analysis of psychological factors and free shipping on online impulse buying in modest fashion. Golden Ratio of Marketing and Applied Psychology of Business, 6, 406–421. https://www.goldenratio.id/index.php/grmapb/article/view/1960

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.