Oleh : Amalia E. Maulana, Ph, D.
Disampaikan dalam Seminar Nasional Marcomm, Sabtu 20 Juni 2009
Marketing VS Sales
“Marketing” is NOT synonymous with “sales” or “advertising”
Marketing Include Brand Building & Long Term Strategy
1. Marketing VS Selling
a. marketing is the process of determining customer wants and then developing a product to satisfy that need and still yield a satisfactory profit. It is externally focused
b. Selling is producing a product and then trying to persuade costumers to purchase it-in effect, trying to after consumer demand. It is internally focused.
2. Selling VS Marketing Concept
Selling Concept (Product Oriented)
Marketing Concept (Customer Oriented)
3. New Customer Capabilities
a. a substantial increase in buying power
b. a greater variety of available goods and services
c. a great amount of information about practically anything
d. greater ease in interacting and placing and receiving orders
e. an ability to compare notes on product and services
f. an amplified voice to influence public opinion
marketing is an ever changing field driven by advances in new technology and shifts in consumer behavior.
4. The marketplace isn’t what it used to be…
a. Changing technology e. Empowerment
b. Globalization f. Customization
c. Deregulation g. Convergence
d. Privatization h. Disintermediation
Customer Value Concept
what do we buy?
Value (benefits)
Definitions
a. Value : is the customer’s perception of benefits received in relation to the competition
b. price : total price perceived to be paid by the customer in comparison to the competition
c. Cost : total cost to company in comparison to the competition
5. Value Propositions
The whole cluster of benefits the company promises to deliver
Communicated through BRAND
A STRONG BRAND
a. people aware of the brand (you)
b. they have knowledge about who you are
c. they associate you with positive attributes
d. they prefer you VS your “competitor”
e. They repeatedly interact with you
f. they are emotionally involved with you
1. Benefits of Having a Strong Brand
a. Generates a competitive advantage
b. Increase marketing communication effectiveness
c. Possabilities of brand extensions
d. Enjoy greater brand loyality and usage
e. Commond larger price premiums
f. Receive greater trade cooperation & support
g. Yield licensing opportunities
2. Brand Definition
a. a brand is a recognized set of promises and expectations that exist in the hearts and minds of key customers
b. Brands are built by consistensly pairing a name with the attributes – positioning, promise and behaviour- by witch an organization or offerings want to be known and understood.
3. Branding
a. is the process of creating an association between a symbol/object/emotion/perception and a product/company with the goal of driving loyalty and creating differentiation.
b. Is the process through which a cohesive, enduring impression of a business, product or service is formed in the minds of the consumers.
c. Ongonging, a process that takes place constantly in every interaction between a company and its audience come whether a company intends it to or not.
4. Can everything be branded?
a. Goods h. Places
b. Services i. Properties
c. Event j. Organizations
d. Experiences k. Informations
e. Persons l. Ideas
f. Ultimately a brand is something that resides in the minds of consumers.
g. The key to branding is that consumers perceives differencies among brand in a product category.
5. Brand building could means
brand transformation
a. Negative associations are transformed to
b. Positive associations
c. Strengthening Existing Attributes/associations
d. Adding new attributes
6. Brand building : Long term process
7. Objective & Strategy driven Branding
a. tentukan ujungnya, ingin menjadi apa brand lima tahun mendatang? Sepuluh tahun mendatang?
b. Apa yang dibutuhkan untuk mencapai target tersebut?
c. Bagaimana agar brand sampai ketujuan:
a. lewat mana perjalanan Brand
b. siapa yang pegang kendali?
c. Apa kendaraannya?
d. Cukupkah perbekalannya?
e. Tersediakah peta perjalanan?
8. Proses penempatan Brand
a. Identifikasi
1. Identifikasi core competence brand
2. Tentukan siapa target audiens dalam kelompok stakeholders
3. Buat rank kepentingan
4. Pahami kebutuhan dan aspirasinya (identifikasi customer value)
5. Siapa saja pesaingnya
b. Positioning
posisikan brand ditempat yang unik, relevan dan punya differensiasi tertentu
c. Desain dan Delivery Brand
1. Desain agar sesuai dengan Positioning Brand
a. Brand name
b. Packaging
c. Brand Associations
d. Co-branding
e. Strategic Aliances
d. Implementasi dan Komunikasi
1. branding principles; 3C’s
a. Clarity
b. Consistency
c. Constancy
e. Prinsip Branding
1. Unik
2. Relevan
3. Credible
4. Esteem
5. Knowledge
6. Bagaimana performance brand?
a. Sudah berada dimana brand?
b. Bagaimana posisi brand di peta persepsi
7. Sesuaikan langkah dan arah apabila terjadi perubahan external yang diluar kendali
f. Redefenisi jika dibutuhkan
1. Re-identifikasi customer value
2. Lakukan perubahan dimana dibutuhkan: retargeting, repositioning, etc…
g. Branding Challenges and opportunity
1. Savvy customers
2. Brand proliferation
3. Media fragmentation
4. Increased competition
5. Increased cost
6. Greater accountability
h. Sources of brand information
1. signage and logo
2. advertising
3. website
4. sponsorships
5. employees
6. executives
7. personal experience
8. new media reports
9. government informations
10. consumer reports
11. word-of-mouth
Marketing VS Sales
“Marketing” is NOT synonymous with “sales” or “advertising”
Marketing Include Brand Building & Long Term Strategy
1. Marketing VS Selling
a. marketing is the process of determining customer wants and then developing a product to satisfy that need and still yield a satisfactory profit. It is externally focused
b. Selling is producing a product and then trying to persuade costumers to purchase it-in effect, trying to after consumer demand. It is internally focused.
2. Selling VS Marketing Concept
Selling Concept (Product Oriented)
Marketing Concept (Customer Oriented)
3. New Customer Capabilities
a. a substantial increase in buying power
b. a greater variety of available goods and services
c. a great amount of information about practically anything
d. greater ease in interacting and placing and receiving orders
e. an ability to compare notes on product and services
f. an amplified voice to influence public opinion
marketing is an ever changing field driven by advances in new technology and shifts in consumer behavior.
4. The marketplace isn’t what it used to be…
a. Changing technology e. Empowerment
b. Globalization f. Customization
c. Deregulation g. Convergence
d. Privatization h. Disintermediation
Customer Value Concept
what do we buy?
Value (benefits)
Definitions
a. Value : is the customer’s perception of benefits received in relation to the competition
b. price : total price perceived to be paid by the customer in comparison to the competition
c. Cost : total cost to company in comparison to the competition
5. Value Propositions
The whole cluster of benefits the company promises to deliver
Communicated through BRAND
A STRONG BRAND
a. people aware of the brand (you)
b. they have knowledge about who you are
c. they associate you with positive attributes
d. they prefer you VS your “competitor”
e. They repeatedly interact with you
f. they are emotionally involved with you
1. Benefits of Having a Strong Brand
a. Generates a competitive advantage
b. Increase marketing communication effectiveness
c. Possabilities of brand extensions
d. Enjoy greater brand loyality and usage
e. Commond larger price premiums
f. Receive greater trade cooperation & support
g. Yield licensing opportunities
2. Brand Definition
a. a brand is a recognized set of promises and expectations that exist in the hearts and minds of key customers
b. Brands are built by consistensly pairing a name with the attributes – positioning, promise and behaviour- by witch an organization or offerings want to be known and understood.
3. Branding
a. is the process of creating an association between a symbol/object/emotion/perception and a product/company with the goal of driving loyalty and creating differentiation.
b. Is the process through which a cohesive, enduring impression of a business, product or service is formed in the minds of the consumers.
c. Ongonging, a process that takes place constantly in every interaction between a company and its audience come whether a company intends it to or not.
4. Can everything be branded?
a. Goods h. Places
b. Services i. Properties
c. Event j. Organizations
d. Experiences k. Informations
e. Persons l. Ideas
f. Ultimately a brand is something that resides in the minds of consumers.
g. The key to branding is that consumers perceives differencies among brand in a product category.
5. Brand building could means
brand transformation
a. Negative associations are transformed to
b. Positive associations
c. Strengthening Existing Attributes/associations
d. Adding new attributes
6. Brand building : Long term process
7. Objective & Strategy driven Branding
a. tentukan ujungnya, ingin menjadi apa brand lima tahun mendatang? Sepuluh tahun mendatang?
b. Apa yang dibutuhkan untuk mencapai target tersebut?
c. Bagaimana agar brand sampai ketujuan:
a. lewat mana perjalanan Brand
b. siapa yang pegang kendali?
c. Apa kendaraannya?
d. Cukupkah perbekalannya?
e. Tersediakah peta perjalanan?
8. Proses penempatan Brand
a. Identifikasi
1. Identifikasi core competence brand
2. Tentukan siapa target audiens dalam kelompok stakeholders
3. Buat rank kepentingan
4. Pahami kebutuhan dan aspirasinya (identifikasi customer value)
5. Siapa saja pesaingnya
b. Positioning
posisikan brand ditempat yang unik, relevan dan punya differensiasi tertentu
c. Desain dan Delivery Brand
1. Desain agar sesuai dengan Positioning Brand
a. Brand name
b. Packaging
c. Brand Associations
d. Co-branding
e. Strategic Aliances
d. Implementasi dan Komunikasi
1. branding principles; 3C’s
a. Clarity
b. Consistency
c. Constancy
e. Prinsip Branding
1. Unik
2. Relevan
3. Credible
4. Esteem
5. Knowledge
6. Bagaimana performance brand?
a. Sudah berada dimana brand?
b. Bagaimana posisi brand di peta persepsi
7. Sesuaikan langkah dan arah apabila terjadi perubahan external yang diluar kendali
f. Redefenisi jika dibutuhkan
1. Re-identifikasi customer value
2. Lakukan perubahan dimana dibutuhkan: retargeting, repositioning, etc…
g. Branding Challenges and opportunity
1. Savvy customers
2. Brand proliferation
3. Media fragmentation
4. Increased competition
5. Increased cost
6. Greater accountability
h. Sources of brand information
1. signage and logo
2. advertising
3. website
4. sponsorships
5. employees
6. executives
7. personal experience
8. new media reports
9. government informations
10. consumer reports
11. word-of-mouth
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