The Blood and The Temperament

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The Blood and The Temperament
By Toshitaka Nomi
A
B
AB
O
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A

• Disiplin
• Prosedural
• Dapat dipercaya
• ulet
• Perfectionis
• Setia

Rentan stress
Tertutup
Keras kepala
Sulit kompromi
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B

• Kreatif
• Fleksibel
• Berani
• Banyak ide
• Suka kebebasan
• Romantis

Pemberontak
Malas
Kurang tuntas
Kurang tg jawab
Berkepribadian ganda
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AB

• Demokratis
• Empaty
• Terapis
• Kompromis
• Netral

Ragu-ragu
Gampang terpengaruh
Kurang tegas
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O

• Orator
• Ambisius
• Berani
• Fashion
• Leader
• sexy
• Kaya Ide

Sombong
Kekanak kanaan
Egois
Kejam
Experiencial
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N A R A S U M B E R
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Pendidikan

• S1 Ekonomi
• S2 Magister Manajemen
• S3 Doktor Ilmu Ekonomi

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Hobi

• Membaca
• Main Musik
• Arung Jeram
• Memancing
• Suka Bergaul

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Marketing Management
WELL COME
Amikom, 15 September 2008

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THE RISE AND THE FALL OF M. LEADER
MARKET LEADER BEHAVIOUR

• Xoncee
  Vicee
• AXI
  Densol
• Pepsodent
  Prodent
• Ni ke
  BATA
• BAYGON RAID
• Sari Puspa
  AUTAN
• SASA
  Veltsin, etc.

STAY ON TOP
LUX, AQUA, KIWI, RINSO
COCA COLA, GUILLET, ETC.
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Why ?
What did They do Right? What did They do Wrong?
Everybody has the same playground!
so what is the fundamental difference?
PEOPLE POWER IN MARKETING
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HYPERCOMPETITION

• - Revolutionary Technology
• - Globalisation
• - New Business Methods
• - Flexible Manufacturing

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COMPETITORS
are becoming more aggressive, innovative,
flexible?
Speed !
eroding the advantages of the main players!
To heat up Markets !
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The foundation
MARKETING

• THE PROCESS OF PLANNING AND EXECUTING THE
  CONCEPTION PRICING, PROMOTION AND DISTRIBUTION OF
  IDEAS, GOODS, AND SERVICES TO CREATE EXCHANGES
  THAT SATISFY INDIVIDUAL AND ORGANIZATIONAL
  OBJECTIVE.
• (AMAs marketing defininition)

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• Marketing is not only much broader than selling,
  it is not specialized activity at all. Marketing
  encompasses the entire business. It is the whole
  business seen from the point of view of its final
  result, that is, from the customer point of view.
  (Drucker, 1959)
• Marketing is a way of doing business by
  satisfying customers needs better than
  competitors (Levitt, 1960)

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• Marketing is social and managerial process by
  which individuals and groups obtain what they
  need and want through creating and exchanging
  products and value with others (Kotler
  Amstrong, 2001)
• Marketing is to establish, develop and
  commercialize long-term customer relationships,
  so that the objectives of the parties involved
  are met. This is done by a mutual exchange and
  keeping of promises (Gronroos, 1989)

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The Traditional Image of the Firm and the Market
VS the Complex Network Reality
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Persh. seolah-olah sudah mengimplementasi konsep
pemasaran (Trapping of Marketing) , jika (Ames,
1970)

• Sudah diungkap oleh Top Manajemen dlm pidato atau
  laporan tahunan
• Pembentukan organisasi pemasaran, spt. Adanya
  Dir. Pemasaran, pendirian bagian Riset Pemasaran
• Penerapan mekanisme administrasi baru, spt
  perencanaan pemasaran secara formal, sistem
  penjualan, dan sejenisnya
• Peningkatan anggaran pemasaran

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Penyebab Trapping of Marketing

• Kurangnya pemahaman tentang konsep pemasaran yang
  akan diimplementasikan
• Meskipun para eksekutif memahami implikasi
  positif dari penerapan pemasaran, mereka tidak
  melakukan tindakan yg dibutuhkan penerapan konsep
  tsb.
• Mereka gagal menciptakan mekanisme administrasi
  yg dibutuhkan untuk effektifitas penerapan konsep
  tsb.

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Kritik thd implementasi konsep Pemasaran

• Pengetahuan ttg pelanggan hanya dipakai oleh para
  manajer untuk mempengaruhi/memperdayai mereka
  bukan sbg dasar memuaskan kebutuhan mereka
• Informasi pengembangan produk baru tidak mungkin
  bisa diperoleh dari para pelanggan karena tidak
  bayak pelanggan yang mampu mengungkapkan
  keinginan dan kebutuhan yang benar-benar baru
• Konsep pemasaran dianggap menghambat kegiatan
  inovasi yang pada akhirnya menurunkan daya saing
  perusahaan di pasar

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Peran Pemasaran dlm Organisasi (Webster, 1992,
1997)

• Tiga dimensi Konsep Pemasaran
• Sebagai budaya
• Sebagai strategi
• Sebagai taktik

• Tingkat korporasi ? meletakkan kepentingan
  pelanggan sebagai unsur utama dalam penetapan
  kebijakan persh. dan menyebarkan nilai tersebut
  ke seluruh lini organisasi
• Tingkat SBU ? membantu dalam penetapan atau
  pemilihan segmen pasar yang akan dijadikan pasar
  sasaran dan posisi persh./produk di pasar
• Tingkat operasional ? menindak-lanjuti strategi
  bisnis yg sudah ditetapkan melalui bauran
  pemasaran dengan tetap mengacu pada penyediaan
  superior value kepada para pelanggan

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Proporsi Dimensi Pemasaran pada Tingkatan
Organisasi
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OF PRICING POLICY
BASE ON

• COST
• DEMAND
• COMPETITOR

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PROMOTIONAL MIX

• Advertising
• Direct Selling
• Sales Promotion
• Publicity
• Marketing Public Relation

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The Core Concepts of Marketing
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NEEDS

• The differences between someone actual
  conditions and their desired conditions to
  become the driving forces behind all activities

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DEMAND

• A measure of the desire that potential consumers
  have for a product and their ability and
  willingness to pay for it

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What is a product?

• Product is anything that can be offered to a
  market that might satisfy a want or need

Service is activity or benefit that one party can
offer to another that is essentially intangible
and does not result in the ownership of anything
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Three Levels of Product
Augmented product
Actual Product
Core Product
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Product Classifications

• Convenience Product
• Shopping Product
• Specialty Product
• Unsought Product

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Marketing Considerations for Consumer Products
Type of Consumer Product
Marketing Consideration Convenience Shopping Specialty Unsought
Customer Buying Behavior Frequent purchase, little planning, little comparison or shopping effort, low involvement Less frequent purchase, much planning shopping effort, comparison of brands on price, quality, style Strong brand preference and loyalty, special purchase effort, little comparison of brand, low price sensitivity Little product awereness, knowledge (or, if aware, little or even negative interest)
Price Low price Higher price High price Varies
Distribution Widespread distribution, convenience location Selective distribution in fewer outlets Exclusive distribution in only one or a few outlets per market area varies
Promotion Mass promotion by the producer Advertising personal selling by both producer and reseller More carefully targeted promotion by both producer and relsellers Aggressive advertising and personal selling by producerreseller
Example Toothpaste, magazines, laundry detergent, fast food TV, furniture, clothing, hotel Luxury goods, such as Rolex watches or fine crystal, lamborghini Life insurance, red cross blood donations
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Individual Product Decisions
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Developing the Marketing Mix
4 P
Price
Product
Target Customer Intended Positioning
Place
Promotion
Promotional Mix
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Daur Hidup Produk

1. Tahap pengenalan, yaitu tahap ketika pertama kali
   produk dikenalkan di pasar.
2. Tahap pertumbuhan, yaitu Penjualan mulai
   mengalami peningkatan secara dramatis.
3. Tahap kedewasaan, yaitu pesaing telah memasuki
   pasar, karena itu walaupun penjualan mengalami
   puncaknya pada tahapan ini, laba mulai menurun.
4. Tahap penurunan, yaitu produk telah tidak
   memenuhi lagi keinginan, selera, dan kebiasaan
   pembeli. Respon pasar menjadi negatif sehingga
   penjualan mengalami penurunan

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Grafik Daur Hidup Produk
Kedewasaan Volume penjualan mencapai puncak pada
akhir tahap pertumbuhan, kemudian penjualan mulai
stabil dan cenderung menurun sebagai akibat
persaingan dari produk baru dan yang telah ada
sebelumnya
Volume Penjualan
Pertumbuhan Seiring berjalannya waktu, produk
lebih dikenal di pasar, dan volume penjualan pun
meningkat
Penurunan Volume penjualan menurun seiring
menurunnya permintaan akan produk tersebut atau
meningkatnya persaingan
Pengenalan Produk ditargetkan pada suatu pasar
tertentu dan dikenalkan pada pasar tersebut
Waktu
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PRODUCT

• The 2th ultimate component of product
• - Tangible
• - Intangible

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PRODUCT CATEGORY

• JASA MURNI
• JASA UTAMA
• CAMPURAN
• PRODUK UTAMA
• PRODUK MURNI

INTANGIBLE
TANGIBLE
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The 4th Characteristic of Services

• Intangibility
• manage the evidence
• tangibilize the intangible (Levitt)
• Place, atmosphere, people, equipment, physical
  facilities
• Inseparability
• terjual ---gt diproduksi dan dikonsumsi
• secara bersamaan
• Jasa menjual PROSES
• Peranan SDM sangat crucial
• Investasi dalam hal rekruitment dan pengembangan
  SDM

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• Perishability (tidak tahan lama)
• - Initiating price cut
• - Additional Value
• - Part timer
• - Reservation
• - Reducing idle capacity
• Variability
• Non-standardized out-put
• depend on Who? When? Where?
• Tight Quality Control Through S O P (Standard
  Operating Procedure)

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EXCHANGE

• IS THE ACT OF OBTAINING A DESIRED PRODUCT FROM
  SOMEONE BY OFFERING SOMETHING IN RETURN

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MARKETING SYSTEM CORE COMPONENTS
COMPANY'S ORIENTATION TO MARKETING
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Marketing is how to control quality, price,
promotion and distribution of companys product
Product oriented
Production oriented
Selling oriented
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Marketing is how to satisfy customerss needs
Marketing oriented
Socio marketing oriented
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Marketing is how to control competition by
leading the market
Market oriented
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Marketing is how to balance between internal and
external needs
Strategic oriented
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BUSINESS ENDS

• The Production oriented efficiency
• The Product oriented quality
• The Selling oriented sales volume
• The Marketing oriented customer satisfaction
• Socio Marketing oriented c.s. community
  devlp
• The Market oriented market leader
• The Strategic oriented competitive advantage

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Customer focus
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CUSTOMER FOCUS

• Establishing service performance standards
• Measuring performance again benchmarks
• Recognizing and rewarding exemplary behavior
• Maintaining enthusiasm for the customer at all
  times

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YESTERDAY
Product Oriented
Production
Finance
Human R
Marketing
Yesterday was past
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TOMORROW
Marketing Oriented
Marketing
Customer
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The Question is

• How to gain winning customers and outperforming
  competitors?

the only answer is
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Market engineering

• Is not just building products, but how to build
  customers through create customers value

How do customers make their choice?
customers are value maximizers
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CUSTOMER VALUE

• Product Value
• Service Value
• Personal Value
• Image Value

Total Customer value
Total Customer delivered value

• Monetary Cost
• Time Cost
• Energy Cost
• Mind Cost

Total Customer cost
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Total Customer Value

• Product
• Service
• Personal
• Image

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Product

• Features
• Performance
• Conformity
• Durability
• Reliability
• Reparability
• Style
• Design, ect.

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Service

• Ordering easy
• Delivery
• Customer training
• Customer consulting
• Maintenance Repair
• Installation
• Guarantee
• After sales service, ect.

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Personal

• Visual Image
• Gesture
• Movement
• Militant
• Body posture
• Intimacy
• Courtesy
• Facial Expression

• Caring
• Observant
• Mindful
• Friendly
• Obliging
• Responsiveness
• Tactful
• Responsible

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Image

• Symbol
• Media
• Atmosphere
• Event

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SATISFACTION

• is the level of a persons felt state resulting
  from comparing a products perceived performance
  in relation to the persons expectation

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THE LEVEL OF SATISFACTION
UNANTICIPATED SERVICE EXCELLENCE
DESIRED A M A Z I N G
EXPECTED
BASIC
MINDSET
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Customer-relationship Levels

• Basic marketing
• Reactive marketing
• Accountable marketing
• Proactive marketing
• Partnership marketing

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Apa itu pelanggan (customer)? Apa itu konsumen
(consumer)?Adakah perbedaan diantara
keduanya?Apa itu kepuasan pelanggan?

• Pentingnya kepuasan pelanggan
• Untuk mendorong terjadinya repeat purchases atau
  customer retention
• Untuk mendorong terjadinya positive word of mouth
• Menarik pelanggan baru biayanya lebih mahal
  daripada mempertahankan pelanggan yang sudah ada

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Customer ?Consumer?

• Why are They so Important to satisfy?

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Tiga pendorong utama untuk mencapai tujuan
customer relationship management yaitu
terciptanya high customer equity

• Value equity ? penilaian objektif pelanggan
  terhadap kegunaan produk persh berdasarkan
  persepsi mereka atas manfaat yang diperoleh dan
  biaya yg mereka keluarkan
• Brand equity ? penilaian subjektif pelanggan
  terhadap sebuah merk, yang biasanya jauh diatas
  nilai objektif dari merk tsb.
• Relationship equity ? kecenderungan pelanggan
  untuk setia terhadap merk tertentu

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PROFIT TRIANGLE
internal operation
value creation
PROFIT
COMPETITIVE ADVANTAGE
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TOTAL QUALITY MARKETING

• Quality must be perceived by customers
• Quality must be reflected in every company
  activity
• Quality requires total employee commitment
• Quality requires high-quality partner
• Quality can always be improved
• Quality improvement sometimes requires quantum
  leaps
• Quality is necessary but may not be sufficient
• A quality drive cannot save a poor product

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Marketing Planning(Group Assignment)

• Executive summary
• Current marketing situation
• Threats and opportunities analysis
• Objectives and Issues
• Marketing strategy
• Action programs
• Budgets
• Controls