Materi Kulliah HK 18.04.2016 Sesi I

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Hermawan Kartajaya

Founder and Chairman of MarkPlus, Inc. President of ICSB Indonesia Co-Founder of World Marketing Community Founder & Patron of Asia Marketing Federation

HumanEntrepreneurship

Inspired by Marketing 3.0

HERMAWAN KARTAJAYA Twitter: @hermawank

About Hermawan

Kartajaya’s

International Books

Every year, we predict trends going forward and define the

recommended marketing practicesin Indonesia Our intellectual properties

have been endorsed by Philip Kotler and acknowledged by international publishers

The latest international book, Marketing 3.0, published by John Wiley in the US in May

2010, is translated

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About MarkPlus, Inc.

MarkPlus Business Units And Services

Develop marketing and strategy solutions based on proven concepts and

methodologies

Capture marketing and social insights for crucial decision making

Offer world-class corporate and public training programs

Provide online and offline community-based media

activations

Our Offices

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Preface:

Jakarta Declaration of Human Entrepreneurship

Preface:

The 3rd ASIAN SME Conference @Miri

MANUEL (UKM CENTER UI)

HENDRA W. (MARKPLUS)

STEFANIE YOE. (BLIBLI.COM)

EDO (MARKPLUS)

S. MARTONO. (YDBA)

HERMAWAN K.

PRESIDENT ICSB INDONESIA

DEWI MOTIK.

(IWAPI)

KI-CHAN KIM.

PRESIDENT ICSB

CATHARINA B.

(UNPAR)

SARTIKA.

(UNPAR)

BACHTIAR S.

(BINUS)

ANDRIANTO (IMA)

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Preface:

Seoul Declaration of Human Entrepreneurship

Co-Chairs of Humane Entrepreneurship Commitee

Hermawan Kartajaya President ICSB Indonesia

Salvatore Zecchini OECD Working Party

On SME Ted Zoller

President USASBE

WHY

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Marketing 3.0

From Products to Customers to the Human Spirit

The fifth international book co-authored with Philip Kotler, Marketing 3.0, published by John Wiley in the US in May

2010, is translated into25 languages

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Values-Based Matrix (VBM) Model

INDIVIDUAL

Mind Heart Spirit

Deliver

Profit Ability Return Ability Sustain Ability

Be BETTER DIFFERENTIATE Make a DIFFERENCE

Reff: Marketing 3.0..2010. Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan

Ten Credos of Marketing 3.0

Credo #1: Love Your Customers, Respect Your Competitors

Credo #2: Be Sensitive to Change, Be Ready to Transform

Credo #3: Guard Your Name, Be Clear of Who You Are

Credo #4: Customers are Diverse; Go First to Who Can Benefit the Most from You.

Credo #5: Always Offer a Good Package at a Fair Price

Credo #6: Always Make Yourself Available, Spread the Good News

Credo #7: Get Your Customers, Keep and Grow Them

Credo #8: Whatever Your Business, It is a Service Business

Credo #9: Always Refine Your Business Process, In Terms of Quality, Cost and Delivery

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WHY:

WHAT

Entrepreneurship 3.0

HOW:

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Be a Good Marketer, Great Entrepreneur

Philip Kotler

-HERMAWAN KARTAJAYA Twitter: @hermawank

Global Model in Entrepreneurship

Marco Polo

Individual

Entrepreneurship Mindset

1.0

Threat

Risk-Avoider

Just do it

Opportunity

Risk-Taker

Let us do it

Global Main Concern

The World is Round: People V Profit

Product-Centric

Investment/Reinvesment

Human

–

Enterprise Relation

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Global Model in Technopreneurship Era

2.0 Customer-Centric

_{Productivity/Profitability}

Productivity

Effectiveness

Efficiency

+

Global Main Concern

Human

–

Enterprise Relation

+

People Profit

The World is Flat: People + Profit

FORD

Company

Dirk & Trudy

Regter

Global Model in Sociotechnopreneurship Era

3.0 Samsung

Society

Creativity

Idea

Execution

X

Global Main Concern

X

People Profit

Human

–

Enterprise Relation

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The Evolution of Entrepreneurship Model

Entrepreneurship

Marco Polo

(Individual)

GLOBAL MODEL Human - Enterprise

Relation HEBEX

Model

Human Enterprise

HumanEnterprise

V

People Profit

+

X

Mindset BUSINESS _FOCUS

The World is Round

The World is Flat

Profit People

The World is Planet

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WHY:

WHAT:

HOW

On Becoming

WOW “CMO”

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New Wave Marketing: From 4C to 5C

COMPETITOR CUSTOMER

COMPANY

4C

CHANGE

New Wave Marketing: From PDB to TRIPLE-C

CLARIFICATION

OF PERSONA

POSITIONING

CODIFICATION

OF DNA

DIFFERENTIATION

CHARACTER

WITH CHARISMA

BRAND

CONNECTED CATALYST CIVILIZED

brand ntegrity

WHAT IS YOUR COLOR?

WHAT IS YOUR AUTHENTICITY?

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New Wave Marketing: From 9 Core Elements to 12 Cs

LEGACY MARKETING

Segmentation Targeting Positioning

MARKETING MIX

Price

NEW WAVE MARKETING

Communitization Confirmation

Clarification

NEW-WAVE MARKETING MIX

Currency

Communal Activation

Commercialization

Care

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