Marketing g Management g
Moh Civic Jati Prastowo
Tata Cara PERKULIAHAN •
Perkuliahan mendasarkan pada diskusi kelas yang interaktif.
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Setiap kali datang ke kelas diharapkan mahasiswa selalu siap untuk berpartisipasi secara aktif dalam diskusi Dosen hanya akan berperan sebagai pemandu d d dan ffasilitator. ilit t
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Mahasiswa masuk kelas ini harus dalam keadaan bahagia dan tidak memikirkan masalah diluar mata kuliah ini serta siap menerima pelajaran
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Dan siap bekerjasama, bekerjasama baik dengan Dosen maupun mahasiswa yang lain
Komposisi p Nilai • Tugas / Presentasi sebesar 40 % • UTS dan UAS sebesar masing sebesar 25% • Absensi 10%
Absensi/Nilai Kehadiran • Bila tidak hadir di mata kuliah ini sebanyak 5 kali maka nilai pasti C • Bila dalam tugas terakhir mahasiswa tidak hadir Nilai pasti C • Absensi 100%, mahasiswa dipastikan mendapatkan nilai il i minimal i i lB
What is Marketing…?? Selling? Advertising? Promotions? Making products available in stores? M i t i i iinventories? Maintaining t i ?
All of the above, plus much more!
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Marketing = ? Marketing is the process of planning and Marketin is the pro ess of plannin and executing the conception, pricing, promotion, and distribution of ideas, goods services to create exchanges that goods, services to create exchanges that satisfy individual and organizational goals l American Marketing Association American Marketing Association 6
Simple Marketing System Communication
Industry
(a collection of sellers)
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Goods/services
Money y
Information
Market
(a collection of Buyers)
Marketing VS Sales Starting point
Focus
Means
Ends
Factory
Existing products
Selling and promotion
Profits through sales volume
(a) The selling concept Market
Customer needs
Integrated marketing
Profits through customer satisfaction
(b) The marketing concept
Traditional Organi Organization ation Chart Top Management Middle Management Front-line people Customers
Customer-Oriented Organization g Chart Customers Front-line people Middle management Top management
The 4 Ps & 4Cs Marketing Mix
Convenience Place
Product Customer Solution
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Price
Promotion
Customer Cost
Communication
Difference Between - Sales & Marketing ?
Sales trying to get the customer to want what the company produces
M k ti Marketing trying to get the company produce what the customer wants
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Core Concepts of Marketing
Needs, wants demands
Markets
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Products
Marketing & Marketers
Utility, Value & Satisfaction
Xchange, Transaction Relationships p
Core Concepts of Marketing Î
Need – food ( is a must )
Î
Want – Pizza, Burger, French fry's ( translation of a need as per our experience )
Î
Demand – Burger ( translation of a want as per our g ess a and d ab ability ty to buy ) willingness
Î
Desire – Have a Burger in a five star hotel
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In order to understand Marketing let us begin with the
Marketing Triangle
Customers
Company
Competition
Who is a Customer ?? CUSTOMER IS . . . . . Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption that satisfies a want or a need
FRAMEWORK PEMASARAN MODERN STRATEGY (How to win the market)
MARKE TING
TACTIC (how to penetrate the market) VALUE (how to create emotional touch)
Segmentasi Targeting Positioning Selling Marketing differensiation Brand Process P Service
Marketing
Mind Share - Strategy
Heart Share - VALUE
(How The Win The Market)
(How to create emotional touch))
Market Share - Tactical (How Penetrate Market)
Mind Share - Strategy (How The Win The M k t) Market)
Mind Share - Strategy (How The Win The Market)
•Segmentasi •Targeting •Positioning
Mind Share - Strategy (How The Win The M k t) Market)
Mind Share - Strategy (How The Win The Market)
•Segmentasi •Targeting •Positioning
Market Share - Tactic (How Penetrate M k t) Market)
Market Share - Tactic (How Penetrate Market)
•Marketing Mix •Selling •Differensiasi
Topic p This Part
Heart Share – Value (How to create emotional ti l touch) t h)
Heart Share - Value (How to create emotional touch)
•Brand •Service •Process
SEGITIGA PDB
SEGITIGA PDB Positioning
Brand Intregrity
Being Startegy
Diff Differentiation i i Core Startegy
Brand Value Indicator
PDB TELKOMSELL Differentiation
Positioning “Operator seluler terkemuka dengan network coverage terluas”
Brand Intregrity
Brand
Content (what to Offer) Layanan GSM plus value added services Context (How to Offer) Voucer CD Card Multimedia, kartuHALO dengan g tampllan adat Istladat Indonesia, Halo keluarga, Halo Corporate, Halo HaJI,, HALOl nstan, slmPATlzone Infrastructure (Enabler) Teknologl: Dual band 900/1800 MHz serta Jarlngan roaming International dl 74 negara P People: l Customer-first C t fi t service i Facility: GraPARI
PDB Dji Sam Soe Positioning "Puncak kenlkmatan merokok" (ultImate merokok taste & flavor)
Differentiation
Brand Intregrity
Brand
Content (what to Offer) Rightly – blended - ingredient Context (How to Offer) Spiritual realtionship “with with customercustomer sense of community Myths & Believe surounding the Brand
PDB EXTRA JOSS Positioning “Biangnya minuman berenergi” berenergi
Differentiation
Brand Intregrity
Brand
Content (what to Offer) minuman berenergi Context (How to Offer) Bentuk sachet,Gen-B, Thematic Campaign saat Olimpiade, Qurban, Co-Branding dg MTV & Nokia, Be Josser bareng-bareng, Go Joss di 100an kota di Indonesia Infrastructure (Enabler) Distribusi guerlla marketing
PDB BCA Positioning “Indonesia’a most convelent & reliable banking services
Differentiation
Brand Intregrity
Content (what to Offer) Inovative & customer centered product (saving, payment, credit, etc) Context (How to Offer) Convienence, rellability & Hassie – free accessibility Infrastructure (Enabler) Service orientation People, Utilization of Informastion Technology & Broad coverage of ATM Facility
Brand
PDB BLUE BIRD Differentiation
Positioning “Penyedia layanan transportasi yang aman & nyaman”
Brand Intregrity
Brand
Content (what to Offer) Mengantarkan penumpang dari satu tempat yang ain Context (How to Offer) Menawarkn Maximum Brand Value dengan memberlkan functional dan emotfonal benent bagl penumpangnya Infrastructure (Enabler) SDM·yang terpllih, terlatih & dapat dlpercaya, Penggunaan Teknologl yang paling Canggih untuk mendukung pemberian fasilltas terbaik bagl pelanggan dan fasilitas pemesananan yg andal. d l
PDB MAJALAH COSMOPOLITANT Differentiation
Positioning Brand Intregrity “Magazine for "new“ Indonesian woman: Fun, Fearless, Female”
Brand
Content (what to Offer) Target reader-fit articles: sex, lifestyle, fashion, etc Context (How to Offer) -Strong St identity id tit : cosmopolit, lit western t image, confidient, independent, be positive, self centered, neomodern, -Unique writing style : intimate & personel,, tips-based, p p , elegance g -Stylist lay out & design
PDB PRIMAGAMA Positioning “Lembaga bimbingan belajar terdepan dengan Solusi tercepat dan jaringan yang terluas”
Differentiation
Brand Intregrity
Brand
Content (what to Offer) Bimbingan belajar SD, SMP, SMU & SPMB Context (How to Offer) Smart Solution Infrastructure (Enabler) SDM : Tentor dari alumni Primagama & PTN, Purdi E Chandra berjiwa Entrepreneur Technologi : Optocal Mark Reader (OMR) Opscan 3 & Opscan 5 NCS Primagama Online F ilit : C Fasilitas Cabanag b &F Franchise hi ttersebar b di Indonesia
PDB JAWA POS Positioning “Koran Nasional dari Jawa Timur”
Brand Intregrity
Brand
Differentiation Content (what to Offer) Parsl berlta lokal Surabaya, Bahasa informal Suroboyoan, news telling Context (How to Offer) Operational excellence Infrastructure (Enabler) JPPN : Jawa POS News NetWork, P b lk kkertas, Pabrlk t P Percetakan, t k STJJ
PDB SINGAPURA Differentiation
Positioning “NEW ASIA”
Brand Intregrity
Brand
Content (what to Offer) World class trade, tourism investment (TTI) destination Context (How to Offer) Pro Business g government management g unbureaucratic, hassle free & Friendly customer service Infrastructure (Enabler) Competeeent & Global-oriented People Technology : “Intelegent Island & World class I f t t Infrastructure Facility F ilit
PDB Chrismansyah (Chrisye) Positioning Ikon artis penyanyi Indonesia yang selalu membawakan laguIagu pop "manis“ berkualitas dalam nuansa yg mumnya romantis
Differentiation
Brand Intregrity
Brand
Content (what to Offer) Suatu hlburan yang ebrtumpu padasuara dan "gaya" khas Chrlsye yang'dalam melantunkan ragu~lagunya terkadang dfberf sentuhan etnlk Context (How to Offer) Rekaman, video clIp, maupun pertunjukan dengan garapan “state-of-the-art” Infrasutructure (Enabler) SDM: Musisi berkapapbiltisa tinggi dan Inovatif serta manajemen artis profesional Teknologi : Teknologi canggih penunjang live show dan rekaman
PDB Abdulllah Gymnastiar y ((Aa’ Gym) y ) Positioning Bagi kaum muslim Indonesia Indonesia, Aa‘ Aa Gym adalah seorang muballigh yang berdakwah dengan penyampaian yang akrab, mudah dlpahaml, menyejukkan, relevan dengan kehidupan seharl-harl dan bermuatan nllalnllal universal
Differentiation Brand Intregrity
Brand
Content (what to Offer) Petuah-petuah tentang pelaksanaan ajaran Islam berdasarkan AI-Qur'an dan AI-Hadits. Context (How to Offer) Gaya bahasa yang komunlkatlf dan penuh contoh t h kehldupan k hld seharl-hari h l h i masyarakat k t Indonesia. Infrasutructure (Enabler) Pesantren Darut Tauhlld, Manajemen Qolbu Corp. p
Tugas g Kelompok p I Kelompok : 1. Mempresentasikan Materi Segemntasi 2. Mempresentasikan Materi Targeting 3. Mempresentasikan Materi Positioning 4. Mempresentasikan Materi Diferensiasi 5 Mempresentasikan 5. M t ik Materi M t i Marketing M k ti Mi Mix 6. Mempresentasikan Materi Sales 7 Mempresentasikan Materi Brand 7. 8. Mempresentasikan Materi Proses 9. Mempresentasikan p Materi Service
Cara Penilaian Cara Penilaian Kelompok 1. Materi Presentasi sesuai dengan materi yang dituagaskan 2. Cara Menyampaikan Presentasi 3. Kekompakan kelompok 4 Pemahaman 4. P h A Audiens di tterhadapa h d M Materi t i yang dipresentasikan 5 Penampilan materi presentasi 5. 6. Kerapian kelompok
Bonus Nilai Kelompok : 1. Mendapat tambahan/Bonus Nilai 45 2. Mendapat tambahan/Bonus Nilai 40 3. Mendapat tambahan/Bonus Nilai 35 4. Mendapat tambahan/Bonus Nilai 30 5 Mendapat 5. M d t tambahan/Bonus t b h /B Nil i 25 Nilai 6. Mendapat tambahan/Bonus Nilai 20 7 Tidak mendapat tambahan/Bonus sama sekali 7. 8. Tidak mendapat tambahan/Bonus sama sekali 9. Tidak mendapat p tambahan/Bonus sama sekali
Tugas g Kelompok p II 1. Kelompok 1 2, 1, 2 3 Bergabung B b menjadi j di Kelopok K l k “P” 4, 5, 6 Bergabung menjadi Kelopok “D” 7 8 7, 8, 9 Bergabung menjadi Kelopok “B” B 2. Ketiga (3) Kelompok diminta untuk membuat presentasi dengan p g THEMA :
Me-Marketingkan STIE TRIANANDRA 3. Dan dipresentasikan di Depan Ketua STIE TRIANANDRA 4. Waktu setelah UAS
