Marcom Ten Setters:Aplikasi Komunikasi

Pemasaran pada Fast-Moving Consumer Goods

Hifni Alifahmiemail: alifahmi21@yahoo.com

The Marketing Diagonal

Marketer Marketer Marketer Marketer Marketer Marketer Marketer

C h a n n e l Channel Channel

Media Media Media

Customer

Information

Information

Information

Media

Channel

Media

CustomerCustomer

Don E Schultz & Beth E Barnes, Strategic Brand Communications Campaign, 1999: 25

Competing Values Framework for Corporate Communications

Source: Alan T. Belasen, The Theory and Practice of Corporate Communication: A Competing Values Perspective. Sage Publications, 2008: 28 & 124.

CorporateCommunications

CorporateCommunications

MARKETING COMMUNICATIONSReputation/Branding

MANAGEMENT COMMUNICATION

Identity

FINANCIALCOMMUNICATION

Image

Performance Credibility/AccountabilityORGANIZATIONAL COMMUNICATION

Products/Markets

Goals/Strategies

Individuals/Groups

Systems/Processes

Corcom-Marcom Mapping

PRODUCT/BRANDMARKETING

CORPORATEREPUTATION

Reputation(Fombrun)Corp Reputation &

Competitiveness (Davies, et.al)

MARKETING COMMUNICATIONS

CORPORATE COMMUNICATIONS

Reputations(Dowling)

Strategic PR & Integrated Comm

(Caywood)

Strategic Corcom (Van Riel)

The Future of Reputations

(Solove)Excellence in PR & Integrated Comm

(Grunig)

The Admirable Company

(Brown & Turner)

Corp Comm (Belasen)

Corp Comm (Cornelissen)

Reputation Marketing(Marconi)

Word-of-Mouth Marketing

(Serenovitz)Adv & Integrated Brand Promotion

(OGuinn,Allen,Semenik)

Think IMC!(Estaswara)

Integrated Marcom (Schultz, et.all)

Marketing Communications

(Fill)

Adv & IMC(Duncan)

IMC: the Next G (Schultz & Schultz)

Integrated Marketing

(Smith)MaxiMarketing(Rapp&Collins)

Adv & Promo: IMC Perspective(Belch&Belch)

Customer Bonding(Cross & Smith)

Driving Brand Value (Duncan & Moriarty)

Marcom Policies (Busch, Unger, Seidenspinner)

Value-Added PR(Tom Harris)

Strategic Marcom(Smith,Berry,Pulford)

Marcom Orchestra(Alifahmi)

Marketing Corporate Image

(Gregory)

Relationship Marketing

(Egan)

Emotional Branding

(Marc Gobe)

Passion Branding

(Duffy)

The Marketer’s Guide to PR(Tom Harris)

Image Marketing(Marconi)

Marketing Communications Ten Setters

No From To Aspect

01. In-side-out (Management Insight)

Out-side-in (Customer Insight)

Perspective

02. Individual Customer Community Involvement Audience

03. Monolog (One-way Promotion)

Dialog (Interactive Communication)

Approach

04. Specialist/Individual Competency

Generalist/Collaborative Orchestra

People

05. Functional Driven Strategic Intention Organization

06. Manager Initiative Conductor Arrangement Leader

07. Traditional Media Virtual/Mobile Media Message

08. Single Message One Look One Voice Media

09. Sales Generating Reputation Marketing Objective

10. Rational-Emotional Emotional-Spiritual Orientation

#01. In-side-out to Outside-in

Broadcast Media

Personal Selling

Point-of-Purchase

Print Media

Word-of-Mouth

PR/Publicity

Events and Sponsorships

TargetAudience

Out-of-Home Media

Product Placement

Sales Promotion

Direct Marketing

Internet/ Interactive

IMC Audience Contact ToolsBelch & Belch, 2007: 24.

Suara Hati Pelanggan

#02. Individual Customer to Community Involvement

#03. Monolog (One Way) to Dialog (Interactive)

#04. Specialist/Individual to Collaborative Orchestra

7. Apresiasi Menghargai partisipasi penonton/pemirsa

Tujuh Dimensi Aplikasi1. Satu Dirijen Satu nada komando dan tujuan bersama

2. Harmonisasi Kesatuan dan keselarasan nada/irama Simponi antara korporat dan produk

3. Tematik One-look, one-voice, bisa ganti tema/pesan

4. Berirama Terkadang lembut-keras, tempo cepat-lambat

5. Spesifik Segmen khalayak dan wilayah tertentu

6. Keterpaduan Tidak menonjolkan diri, kompak, rendah hati

Belajar dari 7 Dimensi Orkestra

AB

C

Communications

Strategic/Corporate

Marketing

Strategic Marketing Communications Orchestra

SMC

A = Strategic/Corporate CommunicationsRancangan konsep dan strategi komunikasi level strategik (induk/pusat organisasi)

B = Strategic/Corporate Marketing. Rancangan konsep dan strategi pemasaran level korporat (induk perusahaan) yang dijabarkan ke strategi per produk/unit usaha

C = Marketing CommunicationsKomunikasi pemasaran per produk atau unit usaha yang mengacu pada stategi induk

SMC = IMC = Strategic/Integrated Marketing Communications

Orkestra Komunikasi Pemasaran Pariwisata

Sumber: Hifni Alifahmi, “Orkestra Komunikasi Pemasaran Pariwisata,” Bisnis Indonesia, 1 September 2007.

Orkestrasi Kampanye Anggaran dan Program IMC: tematis-taktis

Tujuh Orkestrasi Aplikasi/Implementasi

Orkestrasi Reputasi Natural Indonesia: Harmony in Diversity

Orkestrasi Khalayak Pasar: Sekunder/Primer Wisman-Domestik

Orkestrasi Pesan Tematik: one-look one-voice, Citra, Reputasi

Orkestrasi Media Media Plan: cetak, elektronik, interaktif

Orkestrasi Insani Insan Iklan, Promo, PR lintas instansi/profesi

Orkestrasi Organisasi Forum/Komite Pemasaran Pariwisata

Harmoni Iklan-PR?

Bagaimana menjalin harmonisasi iklan, promosi dan PR agar tidak terjadi rivalitas?

Source: Al Ries & Laura Ries, 2002

Advertising isthe wind, uses the big bang, visual, reaches

everybody, self-directed, dies, expensive, favors

line extensions, likes old names, funny, incredible,

brand maintenance.

Public Relations isthe sun, uses the slow

buildup, verbal, reaches somebody, other-directed, lives, inexpensive, favors

new brands, likes new names, serious, credible,

brand building.

Peralihan Brand Ambassador

#05. Functional Driven to Strategic Intention

#06. Manager Initiative to Conductor Arrangement

#06. Manager Initiative to Conductor Arrangement

#06. Manager Initiative to Conductor Arrangement

Indomie vs Mie Sedaap

#07. Single Message to One-Look One-Voice

Konsistensi Pesan/Slogan Sosro

Waktu

Slogan Produk Slogan Korporat

Slogan Industri

1975 Pelepas Dahaga Asli

1985 Hari-hari Teh Botol

Hari-hari Teh Botol

1994 Hari-hari Teh Sosro

1996 Aslinya Teh

1997 Peluncuran Fruit Tea

Sosro Ahlinya Teh

2002 Apa pun Makanannya, Minumnya Teh Botol Sosro

Sosro Ahlinya Teh

2007 Fruit Tea Trustea Friend

Sosro Ahlinya Teh

AA11 A A22 A A33 A A44

MM11 M M22 M M33 M M4 4 MM55

MM6 6 MM77 M M8 8 MM99 M M1010

S1 S2 S3

TujuanTujuan (Goal)(Goal)

AspekAspek (Aspects)(Aspects)

MasalahMasalah (Problems)(Problems)

GOALGOAL

PemecahaPemecahann (Solutions)(Solutions)

PP11 P P22 P P33

PP4 4 PP55

StrategiStrategi (Strategi(Strategi

es)es)FeedbacFeedbac

kk

Kerangka Kerangka Analytic Analytic Network ProcessNetwork Process ((ANPANP))

Source: Thomas Saaty

Orkestrasi Iklan, Marketing PR, Sales Promotion, dan

Interactive Marketing

Periklanan Marketing PR Sales Promotion Interactive Marketing

Tema Pesan/Reputasi

Segmen Khalayak

Perencanaan Media

SDM dan Organisasi

Integrasi Program

Pel

atih

an

Stu

di b

andi

ng

Car

eer

Pat

h

Sha

ring

+ C

arin

g

Onl

ine/

Web

Per

alat

an/S

aran

a

Kom

/Med

ia In

tern

al

Kepemimpinan, Pengembangan Kapasitas SDM

Reo

rgan

isas

i

Laya

nan

Prim

a

Sta

ndar

isas

i

Ana

lisis

-Str

ateg

is

Dat

abas

e M

edia

Med

ia M

onito

ring

Pro

aktif

-Dia

logi

s

Komunikasi Internal dan Digitalisasi

Pemasaran Berbasis

Visi-Misi-Kultur

Revitalisasi dan Standarisasi CPR-MPR

Brand Activation, Integrasi Media Plan/Placement

Koordinasi Komite Komunikasi Pemasaran dan KorporatSpirit Orkestra: Integrasi, Sinergi, dan Harmonisasi

GRANDSTRATEGY

STRATEGIES

SOLUTIONS

PROBLEMS

ASPECTS

GOAL

Tema Pesan/Reputasi

Segmen Khalayak

Skema Dual-Promo

SDM dan Organisasi

Integrasi Program

Tema Pesan/Reputasi

Khalayak Sasaran

Newsworthy Marketing

SDM dan Organisasi

Integrasi Program

Tema Pesan/Reputasi

Segmen Khalayak

Skema Virtual-Mobile

SDM dan Organisasi

Integrasi Program

#08. Sales Generating to Reputation Marketing

How Reputation is CreatedGary Davies, Corporate Reputation and Competitiveness, 2003: 63.

Personal contact

Word of

mouth

Prio

r ex

perie

nce

Advertising

Price

points

Media comment

Dire

ct

mai

l

Design

Country of origin

Industry

Company

#08. Sales Generating to Reputation Marketing

50 Tahun Astra

Marketing PRRinso

Ayo Main,Jangan Takut Kotor

Spirit Harmonisasi Tim

Tim Tujuh Rinso Ayo Main

ASAL TIM NAMA ANGGOTA JABATANTim Marketing & Brand

Ainul YaqinRoberto SaputraTanti & Juli

Marketing Manager RinsoSenior Brand Manager RinsoAssistant Brand Manager Rinso

Tim Corporate Relations

Maria Dewanti DwiantoElvera Nuriawati Makki

External Comm ManagerExternal Comm Assistant Manager

Tim Sales Ida AgustinaSatwiko

National Activation ManagerTrade Category Manager

Lowe, strategi komunikasi

Ayu FadjarArimandaHanny

Account DirectorSenior Account ExecutiveCreative Director

R&R, hubungan media/publik

Rika Novriady, Vira Madjid, Hanny Setiawan

NA

Mindshare, media placement/buying

Gordon YapHana

Account DirectorImplementor

Ogilvy Action NA NA, eksekusi lapangan

Sumber: Diolah dari majalah Mix 08, 23 Agustus-20 September 2007, hlm. 29.

#09. Traditional Media to Virtual/Mobile Media

#10. Rational/Emotional to Emotional/Spiritual

Nurani

Naluri Nalar

Niat/Intention(Spiritual)

RasioRasa

Ruhani

Nilai BersamaKomunitas

Sumber: Hifni Alifahmi, Spiritual Marketing Communications, 2008.

Penguatan Komunitas Spiritual

The Golden Triangle of Marketing Communications

Strategic

StrategicMarketing

Communications

Sense

Sense Spirit

Spirit

Marketing Communications

Sumber: Hifni Alifahmi, Marketing Communications Orchestra, 2008.

Marcom References

Sinergi Tujuh

Leadership

Branding

Advertising

EventPublic Relations

Sales Promotion

Publishing