Download - Marketing for Non Marketer
ABC International Program : IndonesiaABC International Program : Indonesia
Introduction to Marketing
Harryadin Mahardika, PhDFaculty of Economics and Business
Universitas Indonesia
ABC International Program : IndonesiaABC International Program : Indonesia
Harryadin MahardikaPop Economist, FEUI
laporsuap.com, Unlimited Insights & co
Research objective:“to liberate and empower consumer...”
Current research:Consumer empowermentConsumer intervention/engineeringMobile advertising
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Session 1:The Role of Marketing in Modern Company
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History of marketing1900’s: Sales Department
“Sell whatever the plant produces..” (Peter Drucker).
Simply selling core functionality of the product.
1960’s: Marketing Department“…It’s our job to produce what the market needs”
(Peter Drucker)Offering an augmented set of benefits.
21st century: Cross-functional DepartmentRelationship marketingBeyond consumer
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Selling vs Marketing Concepts
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Augmented benefit
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Marketing today: Team effort
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Development of key concepts1950’s: Market Segmentation
Segmenting, Targeting, Positioning
1960’s: Marketing Mix Product, Price, Place, Promotion
1970’s: Consumer Behavior1980’s: Strategic Marketing1990’s: Relationship Marketing
B2B marketing, loyalty and satisfaction
21st century: Digital Marketing (?)
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Market Segmentation
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SEGMENTATION FRAGMENTATION
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The importance of niche market
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Marketing Mix
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Marketing Mix
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Consumer behavior
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Relationship marketing
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Co-opetition: compete and collaborate
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Mobile marketing
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Digital marketing
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Traditional role of marketing : Exchange
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Structure of Flows in a Modern Exchange Economy
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New role of marketing: Holistic
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Discussion
“Marketing: cost center or profit center?”
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Session 2:Key marketing strategies
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Marketing strategy: Art and science
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Marketing Strategy Clusters1. Strategic Marketing2. Consumer Behavior3. Marketing Communication4. Channel Management5. Marketing Contexts
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Cluster 1: Strategic MarketingCompetitive AnalysisProduct Development and InnovationMarketing Organization StructuresPricing StrategyBrand StrategyPositioning Strategy
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Challenge: Competitive advantage
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Continuous innovation
Gartner Hype Cycle 2012
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Co-opetitor: creating value
A player is a complementor if customers value your product more when they have the other player’s product than when they have your product alone.Twitter and Facebook
A player is a substitutor if customers value your product less when they have the other player’s product than when they have your product alone.Pepsi and Coke
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Garuda Business Co-opetition
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Components of co-opetitive marketingCo-opetitive branding
Brand alliance, brandsourcing
Co-opetitive pricingPrice cartel, multi-platform payment
Co-opetitive productCollaborative innovation
Co-opetitive channelOnline channel
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Cluster 2: Consumer BehaviorConsumer CultureChoices and Decision MakingBehavioral PricingConsumer Spatial BehaviorConsumer Co-creation
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+Rp 59,000
+
Rp 39,000
Consumer challenge: Decision making
+Rp 59,000
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Evaluations of alternatives: Tools
• Rating• Reviews• Price• Brand
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Business Markets Vs. Consumer Markets
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Cluster 3: Marketing CommunicationMedia PsychologyBrandingPromotionsIntegrated MarcommMedia PlanningSocial MediaMobile AdvertisingSponsorship MarketingPublic Relations
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Marcomm challenge: clutter
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The age of creativity
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Alternative media
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Engagement
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The Five M’s of Advertising
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Integrated Marketing Communication
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Cluster 4: Channel ManagementRetail StrategyProduct Assortments and PlacementsSales ManagementDistribution StrategyE-Commerce and M-CommerceMulti-channel ManagementPoint of Sales StrategyRelationship MarketingB2B Marketing
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Distribution challenge: speed
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Consumer Marketing Channels
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Marketing Channel Flows
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Industrial Marketing Channels
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Cluster 5: Marketing ContextsMarketing and Public PolicyInternational MarketingMulticultural MarketingSocial MarketingMarketing Ethics
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Global supply chain
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Discussion
“What is SCG’s ultimate marketing challenge?”