9-10 November 2016 | Pkl. 09.00-17.00 WIB | Hotel 101 Dharmawangsa , Jakarta
Latar Belakang
Cukup banyak perusahaan yang mengalami kesulitan dalam menerapkan rencana pemasaran yang telah mereka tetapkan di awal. Berbagai kendala timbul akibat kurang atau belum dilakukannya analisa pasar yang memadai, belum adanya evaluasi baik terhadap diri sendiri maupun para pesaing, forecasting, dan dalam beberapa kasus diakibatkan masih belum jelasnya tujuan dan strategi pemasaran yang dibuat. Modul pelatihan ini akan mengupas hal-hal apa saja yang dibutuhkan untuk dapat menyusun sebuah marketing plan (rencana pemasaran) yang efektif. Rencana pemasaran merupakan cara bagaimana Anda mencapai sasaran pemasaran. Berbeda dari strategi pemasaran, rencana pemasaran adalah tentang “bagaimana” Anda mencapai tujuan pemasaran. Dengan pemahaman yang baik mengenai pasar, persaingan, serta adanya positioning yang unik, perusahaan akan lebih mudah mempromosikan dan menjual produk atau jasa ke konsumen.
Tujuan Pelatihan
Setelah mengikuti pelatihan ini, peserta diharapkan mampu :
• Mengetahui konsep rencana pemasaran, dan perbedaannya dengan strategi pemasaran • Melakukan analisa SWOT, analisa pesaing dan analisa konsumen • Menyusun strategi positioning • Bagaimana membuat produk atau jasa yang ditawarkan berbeda dengan pesaing (membangun USP – Unique Selling Proposition) • Menciptakan persona untuk target konsumen • Menetapkan target pasar yang ingin dituju • Menentukan harga yang sesuai • Merencanakan saluran komunikasi yang relevan untuk konsumen • Membuat pesan dan mengkomunikasikannya kepada konsumen
Materi Pelatihan MODUL 1: Pengenalan konsep RENCANA PEMASARAN • Definisi dan konsep rencana pemasaran • Tujuan jangka pendek dan jangka panjang • Menyusun tujuan menggunakan prinsip SMART
MODUL 2: MISSION Statement apa yang ingin kita capai, dan mengapa?
• Misi dan visi perusahaan • Tujuan finansial vs. tujuan pemasaran • Kultur perusahaan
MODUL 3: TARGET MARKET Statement
apa yang ingin kita raih melalui aktivitas pemasaran • Identifikasi kondisi makro, meliputi kondisi ekonomi, legal, teknologi, sosial • Mengukur besarnya pasar, tren, serta segmen yang ada di pasar • Mengenal segmen sasaran: profil demografi, psikografi, motivasi dan harapan, tingkat loyalitas. Menggali informasi seputar: 1. Di mana mereka berada 2. Apa yang mereka anggap penting 3. Apa yang mereka khawatirkan 4. Apa kebutuhan mereka saat ini
MODUL 4: COMPETITIVE ANALYSIS Statement
siapa saja pesaing kita dan ada di mana posisi kita dalam peta persaingan • Melakukan analisa SWOT perusahaan (keunggulan dan kelemahan pesaing, peluang dan ancaman yang dihadapi perusahaan) • BCG Growth-Share Matrix • Keunggulan komparatif vs. keunggulan kompetitif • Menganalisa berbagai hasil survey dan publikasi
MODUL 5: UNIQUE SELLING PROPOSITION (USP)
apa yang menjadikan kita unik dan berbeda dibanding pesaing
• • • •
Keunggulan dan kelemahan produk / jasa dibandingkan pesaing Product Life Cycle dan New Product Development Arti merek, brand image dan brand equity Augmented product
MODUL 6: PRICING STRATEGY Statement
berapa harga yang pas untuk produk / jasanya
• • • •
Metode penetapan harga (cost plus, demand based, competitor indexing) Strategi harga (skimming, penetrasi) Elastisitas harga dan sensitivitas konsumen Analisa BEP
MODUL 7: PERENCANAAN AKTIVITAS PROMOSI
bagaimana kita menjangkau target market & melakukan iklan (ATL & BTL) • Aktivitas Public Relation dan CSR • Internet Marketing • Aktivitas promosi dan event
MODUL 8: MEMONITOR hasil dan mengevaluasi strategi • Menentukan benchmark untuk mengevaluasi hasil • Gantt chart & Pert chart • Studi kasus
Fasilitator
Eko Wicaksono (Senior Consultant Service Leadership) Profesional Experiences : • • • • • • •
Training | Consulting | Assessment
Research Director IPSOS Indonesia (2012-2015) Research Director Synovate (2010-2011) Client Advisor TNS ( 2009) Associate Director Research International (2007-2009) Senior Project Director Synovate (2005-2007) Research Manager McDonald’s Corporation (2004-2005) Senior Research Manager ACNielsen (1997-2004)
Mobile : WA : Pin BB : E-mail : Website :
0813 1100 9800, 0812 802 8352 0813 1100 9800 5FE266D1
[email protected] www.serviceleadership.web.id
Service Leadership is a Service Quality & Human Resource Consulting firm dedicated to creating sustainable high-performance organizations. We provide consulting & training to : • Create high-performance cultures that drive bottom-line results and reinforce your organization’s mission and values. • Develop leaders at all levels who can manage the business and inspire your employees. • Align employee self-interest, energy and talents with your organization’s strategy.
Modul Pelatihan
Program Inhouse Training dan Kelas Publik Leadership • • • • •
Excellent Supervisory Skills Advanced Leadership Skills Coaching and Mentoring Assertive Communication Skills Problem Solving and Decision Making
Service Excellence • Excellent Service Interaction • Complaint is A Gift • Service Crucial for Manager
HRD • • • • •
Train The Trainer Training Need Analysis (TNA) High Impact Presentation Skills Strategic Compensation and Benefit Mastering Competency Design Model and Assessment • Assessment Skills • Employee Engagement • KPI and Performance Management System
• • • • •
Time Management DISC Profile MBTI Team Building Handling Diificult People and Situation
• Strategic Customer Experience • Customer Satisfaction Measurement
• • • • • • • •
Job Analysis and Job Evaluation Industrial Relation Talent Management Behavioral Event Interview Expanded DISC Myers Briggs Type of Indicators (MBTI) Outsourcing Management UU Ketenagakerjaan
Consulting Services Service Quality
Quality Customer Service is important for all functions start from front liners as representative of the company to back office as backbone to support all process to make sure service is delivered timely by frontlines. We assist Client to enhance organization service culture.
Operational Excellence
Identifying capacity and measure productivity is the key of operation management. We help to asses current operational issues and come up with recommendation and implementation. We assist client to run day to day operations in structure and effective way.
Human Resources
People are the most valuable assets an organization could have. Through employees, an organization can create a sustainable competitive advantage. Whether you are a new venture or an existing organization we at Service Leadership can help you organize, manage and develop your human resources more effectively.
Type of common consultation request such as : • Set up Service Standardization • Define Service Measurement • Implementation Service Monitoring • Set Up Service Assessment / Service Audit • Conduct Mystery Shoppers
Operation Excellence Consultation would be : • Define Capacity Planning • Design Operation Management Blue Print • Set Up Process Standardization • Conduct & implement Process Improvement • Set Up Customer Care/Service Desk
We provide the following Human Resources consultation services : 1. Preparation of HR Policies, Procedures and HR Manuals/Handbooks 2. Setting up Organizational Structure & Authority Matrix based on a work flow analysis 3. Job Analysis and Job Design 4. Pay Structure/Compensation Plan 5. Recruiting and Selecting Procedures 6. Performance Measurement and Appraisal Programs.
Partial List Of Our Clients
Public Training Schedule 2016 Topic Service Excellence & Handling Customer Complaints Efektif Marketing Plan MBTI for HR Practitioner Aspek Hukum Perjanjian Kerja : PKWT, PKWTT, Skala Upah,PHK Tanpa Gejolak Practical Leadership and Managerial Skills Train The Trainer Assessment Center (Batch 4) : Psychological Test , MBTI, Behavioral Event Interview ( BEI), Leaderless Group Discussion, Intray Excercises, Case Analysis, Presentation, Reporting Handling Customer Complaint & Negotiation Skills for frontliners Effective Recruitment using DISC Profile Strategic Compensation and Benefit Menyusun Kurikulum Pelatihan Berbasis Kompetensi Competency Based Recruitment and Selection Smart Sellling Skills Problem Solving and Decision Making 3 Day HR Management Course Business Values and Ethics Coaching and Counseling Skills Assertive and Comunication Skills Building Strong Corporate Culture PHK Tanpa Gejolak Excellent Supervisory Skills Behavioral Event Interview Merancang Kamus Kompetensi HR Managament for HR Officer Selling Skills and Negotiation Skills Komunikasi Efektif untuk Tim Layanan Rumah Sakit Service Quality Management Pelatihan Tes Psikologi untuk HR ( Non Psikologi) Interpersonal Communication Skills
Oktober
November
19-20 9-10
16-17
17-18 2-3 7-8
16-17
24-25
7-8
Investment & Registration Full Fare 9-10 November 2016 : Rp 4.000.000 Early Bird 25 Oktober 2016 : Rp 3.700.000 Training | Consulting | Assessment
Registration Form
Menyusun Rencana Pemasaran Yang Efektif 9-10 N OV E M B E R 2016 • 09.00 A M - 05.00 P M • H OT E L 101 D H A R M AWA N G S A Name
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Fax : (021) 79190826
Jl. Mampang Prapatan VI No. 51 Jakarta 12790 Phone : (021) 797 51 58 Mobile WA Pin BB
: : : :
0813 1100 9800 0812 802 8352 0813 1100 9800 5FE266D1
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[email protected] Or visit us at : www.serviceleadership.web.id
Payment Method Payment can be done by using the account number below : A/N : CV Prima Sinergi No Acc. : 7600396913 Please put note : [SEMINAR TITLE] and [YOUR COMPANY’S NAME] on the
Training | Consulting | Assessment
