Materi Kulliah HK 18.04.2016 Sesi II

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Hermawan Kartajaya

Founder and CEO of MarkPlus, Inc. Co-Founder of World Marketing Community One of the 50 Gurus Who Have “haped the Future

of Marketing

(CIM, UK 2003)

Strategic Marketing

From Legacy to New Wave to WOW!

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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HERMAWAN KARTAJAYA Twitter: @hermawank

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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WHY

The Evolution of Marketing

WHAT:

HOW:

The Evolving View of Marketing Practices

1980s 1960s

1990s

2010s

1950s 1970s

2000s

Customer Relationship The Four Ps

Experiential and Emotional Marketing

Internet Marketing Product Lifecycle

Marketing Mix

Brand Image

Targeting

Positioning

Service Marketing

Customer Equity

Brand Equity

Co-Creation

Marketing 3.0

Engagement Experience

Consultative Selling

Differentiation

Professional Selling Skills

SPIN Selling

AIDA

FAB

“trategic “elling

LAMP Product Portfolio

Brand as Character

Market Segmentation

Direct Marketing

Community Marketing

Social Media Conversation

Collaborative Care Commercialization Permission Marketing

One-to-One Marketing

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Rethinking Marketing: Sustainable Market-ing Enterprise

4C Diamond: A Model to Analyze Business Landscape

CUSTOMER

COMPANY COMPETITOR

CHANGE

Pol-Leg Technology

Economy

Market Soc-Cul

TOWS

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STV-Triangle: Positioning-Differentiation-Brand Triangle

POSITIONING

DIFFERENTIATION

BRAND

brand

i

ntegrity

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New Wave Marketing

The Future of Power Shifts

The Age of Participation & Collaborative Marketing

The Age of Globalization Paradox & Cultural

Marketing

The Age of Creative Society & Spiritual Marketing Economy

From Exclusive to Inclusive From Vertical to

Horizontal

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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

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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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WHY:

WHAT

Marketing 3.0

HOW:

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

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Museum Marketing 3.0

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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

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:

HOW

_WOW

Marketing

Redefining Brand Loyalty

in a Connected World

Philip Kotler

Hermawan Kartajaya

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Competitiveness Level of Brands

L E V E L 1

ENJOYMENT

OK

L E V E L 2

EXPERI ENC E

AHA

L E V E L 3

ENGA GEMENT

Customer Path: From Individual to Social

Attitude

Act

Act Again

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Introducing New Brand Metrics

PAR

Purchase Action Ratio

BAR

Brand Advocacy Ratio

The Purchase Action Ratio (PAR)

Aware

Act

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What PAR really means

Aware

Appeal

Ask

Act

Advocate

PAR = 0.5

Brand Awareness*

+1%

Market Share +0.5%

The Brand Advocacy Ratio (BAR)

Aware

Advocate

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What BAR really means

Aware

Appeal Ask

Appeal

Conversion #1: Creating

ATTRACTION

Aware

Appeal

Ask

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Conversion #2: Creating

CURIOSITY

Aware

Appeal

_Ask

Appeal

Conversion #3: Creating

COMMITMENT

Aware

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Conversion #4: Creating

AFFINITY

Aware

Appeal Ask Appeal

Advocate

Act

X X X

Loyalty

(BAR)

=

Act Ask

The Ideal Customer Path: Bow Tie

Aware Appeal Ask Act Advocate

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Integrating Legacy & New Wave

AWARE APPEAL ASK ACT ADVOCATE

A1 A2 A3 A4 A5

LEVEL 3 ENGAGEMENT

LEVEL 2 EXPERIENCE

LEVEL 1 ENJOYMENT

E3

E2

E1

LEGACY MARKETING

Conventional marketing approach:

• Strategic Segmentation & Targeting

• Brand Positioning & Differentiation

• Tactical Marketing Mix (Product, Price, Place, Promotion) & Selling Approach

• Value-Creating Services & Processes

NEW WAVE MARKETING

Connected marketing approach:

• Confirmation to Customer Community

• Clarification of Brand Character and Codification

• Connected Marketing Mix (Co-Creation, Currency, Communal Activation, Conversation) & its Commercialization

• Customer Care and Collaboration

More New Wave Marketing As Brand Intervenes Further Across Customer Path