bahan kuliah ke 2- ui. key concept of marketing
Post on 02-Jun-2018
221 Views
Preview:
TRANSCRIPT
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
1/22
1
Bahan kuliah ke 2- UI
Proses Manajemen
PemasaranKonsep Kunci Pemasaran
disampaikan oleh :
Dr. R. Soekarsono
Jakarta, 3 Maret 2007
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
2/22
2
Contents
1. Aim of the presentation
2. Key concepts of marketing
2-1.Process of marketing management
2-2.STP marketing
2-3.Marketing mix (4P)
2-4.Doublejeopardy line2-5.From awareness to brand loyalty
2-6.Brand Knowledge
2-7.Awareness pyramid
2-8.Ways to obtain brands awareness
2-9.Loyalty pyramid
3. Example of WALKERS
3-1.History3-2.Control
3-3.Research & STP
3-4.Marketing mix (4P)
3-5.Advertising strategy
3-6.(Advertising strategy : Comment)
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
3/22
3
1.Aim of the presentation
Aim of the presentation is the
analysis of the process ofWalkers advertising idea which
led to further great success after
Walkers had dominated the
markets by distribution andproduct strength.
Firstly, key marketing concepts
are explained.
Secondly, Walkers advertising
idea are analyzed based on the
key marketing concepts.
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
4/22
4
2-1.Process of marketing management
Research
Segmentation
Targeting
Positioning
Product
Price
Promotion
Place
Implication Control
marketing mix (4P)
(source: Kotler.P, Kotler on marketing)
STP
Key concepts of marketing
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
5/22
5
2-2.STP marketing
(source: Kotler.P, Marketing management)
Segmentation Targeting Positioning
Step 1 Step 2 Step 3
Step 1
Make segmentation variables clear and subdivide the market
Geographic segmentation, Demographic segmentation,Psychographic segmentation, Behavior segmentation
Profile each segment
Step2
Measure attractiveness of each segment
Choose one or plural segments
Step3
Make positioning concepts clear on each segment
Choose and develop positioning concepts
Key concepts of marketing
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
6/22
6
2-3.Marketing mix (4P) Key concepts of marketing
Product
(source: Kotler.P, Kotler on marketing)
Type
Quality
Design
Brand name
Package
SizeService
Guarantee
Return
List price
Discount
Back margin
Due date of payment
Commercial condition
Sales promotion
Advertisement
Business operation
PR
Direct marketing
Sales channel
Coverage of
distribution
Sort
Location
InventoryShipping
Price Promotion Place (Channel)
After STP, a strategic marketing mix should be planned.
The marketing mix is composed of product, price, promotion and place.
Advertising is an element of the marketing mix.
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
7/22
7
Doublejeopardy line
Superloyalty brands
Changeofspace brands
Niche brands
Market share
Repeated
purchaseprobability
100%0%0
1.0
There is a wide consensus that brand loyalty does develop systematically in connection
with penetration in stable markets for frequently purchased low-involvement products and
for established brands. There, however , are exceptions.
2-4.Doublejeopardy line
(source: Franza.G, Brand equity: concept and research)
Key concepts of marketing
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
8/22
8
2-5.From awareness to brand loyalty
(source: Franza.G, Brand equity: concept and research)
All brands
Aware
Unaware
Spontaneous
awareness
Aided awareness
only
Consideration
set
Not acceptable
Not
consideration
Unique
(Only accepted)
Top brand
Second
brand
Third brand
In repertoire
Not
in repertoire
100% brand
loyalty
Top brand
buyers
Repertoire
buyers
Occasional
buyers
Key concepts of marketing
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
9/22
9
2-6.Brand Knowledge
Brand
Knowledge
Brand
recognition
Brand
recall
Brandimage
Brand
Awareness
(source: Keller.K, Strategic Brand Management)
Type of
Brand association
Appropriateness of
Brand association
Strength of
Brand association
Uniqueness of
Brand association
Attitude
Benefit
Attribution
Brand knowledge plays a critical role to establish brand equity. Brand equity is
characterized by brand awareness and brand image.
Brand image plays a critical role in high-involvement.
Key concepts of marketing
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
10/22
10
2-7.Awareness pyramid
(source: Aaker.D, Managing Brand Equity, Keller.K, Strategic Brand Management)
Brand unawareness
Brand recognition
Brand recall
Top of mind
According to keller, importance of brand recognition and brand recall depends on where
consumers make decision of purchasing.
According to Aaker, the first stage of purchasing is selection of a consideration set of
brands. Therefore, brand recall play a main role to enter the set.
According to Aaker, top of mind and brand recall play critical role for products which
purchasing decision is done before going to stores.
Key concepts of marketing
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
11/22
11
2-8.Ways to obtain brands awareness
Brand recognition
Repetition of the brand
Brand recall
Association of the brand with the
product or service category
(source: Keller.K, Strategic Brand Management)
Establishing brand identity
Association of the brand with theproduct or service category
Concrete ways are following;
Differentiation to remember easily
Usage of slogan
Exposure of symbol
Publicity
Sponsor of events
Expansion of brands
Usage of clues (e.g. Package)
Repetition
(source: Aaker.D, Managing Brand Equity)
Key concepts of marketing
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
12/22
12
2-9.Loyalty pyramid
(source: Aaker.D, Managing Brand Equity)
Switchers / No brand Loyalty
Habitual Buyer
Satisfied Buyer with Switching Cost
Like the Brand
Consider It a Friend
Committed
Buyer
Brand loyalty is different from other brand equities, because it strongly related to
experience in using.
Key concepts of marketing
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
13/22
13
By 1960
Distribution was confined to the Midland
By 1970s
Regional expansion programme
1989
Walkers and Smith Crisps moved under theumbrella of PepsiCo Food international
1993
Walkers and Smiths brands were merged
1993 - 1994(August to August)
Double-digit growth,
Market share 22% (3 times that of its
nearest branded rival)
3-1.History
(source: Homepage)
Example of WALKERS
(source: Duckworth.G, Advertising works9, Henley-on-Thames:NTC publication)
http://walkers.corpex.com/cr15p5/products.asp?snacktypeid=31http://walkers.corpex.com/cr15p5/products.asp?snacktypeid=26 -
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
14/22
14
Example of WALKERS3-2.Control
Success factors before
1994
Distribution growth
Problems in 1994
Room for further
expansion of distribution
was limited.
Problems
(source: Duckworth.G, Advertising works9, Henley-on-Thames:NTC publication)
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
15/22
15
Example of WALKERS3-3.Research & STP
Research
Focus on existing markets (Impulse)
Emphasis on advertising
Exploitation of adult markets and
grocery channel
Emphasis on advertising
(source: Duckworth.G, Advertising works9, Henley-on-Thames:NTC publication)
Growth by distribution was limitedGrocery channel was growing
Children had right to choose and purchase in Impulse channel, however, snacks were
purchased by their parents in Grocery channel
Adults ware becoming important customers
STP
Impulse
Grocery
Adults Children
Customers
Channel
Before 1994
After 1994
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
16/22
16
Example of WALKERS3-4.Marketing mix (4P)
Place
Product Price
Improved Cheese & Onion
variety
New Crinkles range
Constantly innovate product
quality
17 types (November 2005)
Reduced in real terms
New channel (Grocery) was
developed
The Grocerychannel was
growing
This strategy was alsocorresponding to new targeted
customer (Adult)
(source: Duckworth.G, Advertising works9, Henley-on-Thames:NTC publication)
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
17/22
17
Example of WALKERS3-4.Marketing mix (4P)
Promotion
1. Main methodsAdvertising
Promotion was used at the same
time to support
Promotion used to be main method
2. Mediums of advertisementTV
Major press was used at the same
time to support
3. Types of TV CM
Promotional advertising
Theme advertising
Promotional advertising used to be a
main type.
(source: Duckworth.G, Advertising works9, Henley-on-Thames:NTC publication)
4. Casts
Lineker (ex-England footballer)
As attractive to mums as to kids
Down-to earth personality
Roots in Walkers Leicester heartland
5. Briefs of advertisement
Target : Adult and children
Proposition : No one can resist
Walkers Crisps
Support : Product quality or promotion
Total value : Fun, unpretentious,
informal, classless, social
Mass marketing is employed
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
18/22
18
Type of brand association : BenefitFun, unpretentious, informal,
classless, social
Appropriateness of brand association
Promotional advertising
Theme advertising
Strength of brand association
Importance for consumers
Consistency
Uniqueness of brand association-
Repetition of the brandTV commercials
Favorable cycle of the press
Point of sales
Usage of publicity
Linekers campaigns
Usage of slogan
No one can resist Walkers Crisps
Expansion of brands
New Crinkles range
Association of the brand with the
product or service category
Linekers favorable image
Example of WALKERS3-5.Advertising strategy
(source: Duckworth.G, Advertising works9, Henley-on-Thames:NTC publication)
Brand awareness Brand image
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
19/22
19
Example of WALKERS3-6.Advertising strategy : Comment
Grocery channel
A. Main customersAdults and children
Low-involvement customers
B. Product strategy of storesPlural brands in the same categoryPromotion is important to obtain good
locations (shelves)
C. Place of decision
In stores
D . Priority of brand equityBrand awareness plays more roles
than brand image, because crisp is
low-involvement products.
Brand recognition plays more roles
than brand recall, because consumersnormally make final decision in stores
and location of products is important.
However, brand recall is also
important for selection of consideration
set.In addition, brand image should be
improved to get repeated order.
My opinion
3 6 Ad ti i t t C t
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
20/22
20
Example of WALKERS3-6.Advertising strategy :Comment
Impulse channel
A. Main customersChildren
Not low-involvement customers
B. Product strategy of storesOne brand in the same category
C. Place of decisionIn store or home
D. Priority of brand equityBrand recall and brand image play
more roles than brand recognition to
become top of brand.
My opinion
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
21/22
21
Toluidine
Urethane
Ammonia
Arsenik
Plumbum
Formaldehid
Kadmium
Butana
Propilena Glikol
Aseton
Metanol
Metoprena
Benzopirena
Benzena
Turpentin
Naftilamin
Karbon Monoksida Hidrogen sianida
-
8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing
22/22
22
For your attentions
top related