marketing 4 - wordpress.com · anatomy of change economy technology pol-leg soc-cul market....
TRANSCRIPT
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Hermawan KartajayaFounder and Chairman of MarkPlus, Inc.
Co-Founder of Asia Marketing FederationStaf Khusus Kementerian Koperasi & UKM
Marketing 4.0Moving from Traditional to Digital
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HERMAWAN KARTAJAYATwitter: @hermawank
About Hermawan Kartajaya’sInternational Books
Every year, we predict trends going forward and define the
recommended marketing practices in 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 into 26 languages
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By John Wiley – US 2010Available in 27 languages
By John WileyLaunched at
MarkPlus Conference 2017Available in 20 Languages
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HERMAWAN KARTAJAYATwitter: @hermawank
Marketing 4.0
1. United States, Canada,
Singapore, UK, Australia (English)
2. Thailand (Thai)
3. China (Simplified Chinese)
4. Japan (Japanese)
5. Poland (Polish)
6. South Korea (Korea)
7. Brazil (Portuguese)
8. Vietnam (Vietnamese)
9. Germany (German)
10.Spain (Spanish)
11. Italy (Italian)
12. Portugal (Portuguese)
13. Taiwan (Chinese)
14. France (French)
15. Iran (Persian)
16. Turkey (Turkish)
17. India (English)
18. Netherlands (Dutch)
19. Russia (Russian)
20. Ukraine (Ukrainian)
19 languages including English, 20 editions, 24+ countries)
Licensing Deal from August 2016 (before publishing) – April 2017: 9 months
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HERMAWAN KARTAJAYATwitter: @hermawank
About MarkPlus, Inc.
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HERMAWAN KARTAJAYATwitter: @hermawank
Our Offices
Medan
Jakarta
Bandung
Semarang
Surabaya
Denpasar
MakassarPalembang
Pekanbaru
Banjarmasin
Manado
Padang
Solo
Yogyakarta
Balikpapan
Pontianak
Jayapura
Banda Aceh
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HERMAWAN KARTAJAYATwitter: @hermawank
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HERMAWAN KARTAJAYATwitter: @hermawank
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HERMAWAN KARTAJAYATwitter: @hermawank
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HERMAWAN KARTAJAYATwitter: @hermawank
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HERMAWAN KARTAJAYATwitter: @hermawank
Marketing 4.0 - Wiley
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HERMAWAN KARTAJAYATwitter: @hermawank
Marketing 4.0 - Thailand
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WHAT: HOW:WHY
Traditional
Marketing
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HERMAWAN KARTAJAYATwitter: @hermawank
Anatomy of Change
Economy
Technology
Pol-Leg
Soc-Cul
Market
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HERMAWAN KARTAJAYATwitter: @hermawank
4C Diamond: A Model to Analyze Business Landscape
CUSTOMER
COMPANY
COMPETITOR
CHANGE
Pol-Leg
Technology
Economy
Market
Soc-Cul
TOWSExamination
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu
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HERMAWAN KARTAJAYATwitter: @hermawank
STV-Triangle: Positioning-Differentiation-Brand Triangle
POSITIONING DIFFERENTIATION
BRAND
brand integrity
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu
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HERMAWAN KARTAJAYATwitter: @hermawank
STV Triangle: 9 Core Elements of Marketing
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu
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HERMAWAN KARTAJAYATwitter: @hermawank
Customer – Product – Brand Management
Customer Management
Product Management
Brand Management
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WHY: HOW:WHATNew Wave
Marketing
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HERMAWAN KARTAJAYATwitter: @hermawank
New Wave Marketing
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HERMAWAN KARTAJAYATwitter: @hermawank
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
Technology
PoliticalLegal
SocialCulture
Market
From Exclusive to Inclusive
From Vertical to Horizontal
From Individual to Social
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HERMAWAN KARTAJAYATwitter: @hermawank
New Wave Marketing: From 4C to 5C
COMPETITOR CUSTOMER
COMPANY
4C
CHANGE
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HERMAWAN KARTAJAYATwitter: @hermawank
New Wave Marketing: From PDB to TRIPLE-C
CLARIFICATIONOF PERSONA
POSITIONING
CODIFICATIONOF DNA
DIFFERENTIATION
CHARACTERWITH CHARISMA
BRAND
CONNECTEDCATALYSTCIVILIZED
brand ntegrity
WHAT IS YOUR COLOR?
WHAT IS YOUR AUTHENTICITY?
WHAT IS YOUR AURA?
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HERMAWAN KARTAJAYATwitter: @hermawank
12 – C of New Wave Marketing
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HERMAWAN KARTAJAYATwitter: @hermawank
Marketing 3.0
INDIVIDUAL
COMPA
NY
Mind Heart Spirit
Deliver
SATISFACTION
Realize
ASPIRATION
Practise
COMPASSION
Profit Ability Return Ability Sustain Ability
Be BETTER DIFFERENTIATEMake a
DIFFERENCE
MIS
SIO
N(W
hy)
VIS
ION
(What)
VA
LU
ES
(How)
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WHY: WHAT:HOW
Marketing 4.0Moving From
Traditional
to Digital
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HERMAWAN KARTAJAYATwitter: @hermawank
Marketing 3.0 & 4.0
By John Wiley – US 2010Available in 27 languages
By John WileyLaunched at
MarkPlus Conference 2017Total Languages: 20
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HERMAWAN KARTAJAYATwitter: @hermawank
Competitiveness Level of Brands
L E VE L 1
ENJOYMENT OK
L E VE L 2
EXPERIENCEAHA
L E VE L 3
ENGAGEMENT
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HERMAWAN KARTAJAYATwitter: @hermawank
Customer Path: From Individual to Social
Attitude Act Act AgainAware AdvocateAppeal Ask
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HERMAWAN KARTAJAYATwitter: @hermawank
Introducing New Brand Metrics
PARPurchase Action Ratio
BARBrand Advocacy Ratio
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HERMAWAN KARTAJAYATwitter: @hermawank
The Purchase Action Ratio (PAR)
Aware
ActPAR =
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HERMAWAN KARTAJAYATwitter: @hermawank
What PAR really means
Aware ActAppeal Ask Advocate
PAR = 0.5
Brand
Awareness*+1%
Market
Share+0.5%
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HERMAWAN KARTAJAYATwitter: @hermawank
The Brand Advocacy Ratio (BAR)
Aware
AdvocateBAR =
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HERMAWAN KARTAJAYATwitter: @hermawank
What BAR really means
Aware
Appeal Ask
Appeal
Act
Ask
Advocate
Act
X X XBAR =
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HERMAWAN KARTAJAYATwitter: @hermawank
Conversion #1: Creating ATTRACTION
Aware
Appeal Ask
Appeal
Act
Ask
Advocate
Act
X X XLoyalty
(BAR)=
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HERMAWAN KARTAJAYATwitter: @hermawank
Conversion #2: Creating CURIOSITY
Aware
Appeal Ask
Appeal
Act
Ask
Advocate
Act
X X XLoyalty
(BAR)=
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HERMAWAN KARTAJAYATwitter: @hermawank
Conversion #3: Creating COMMITMENT
Aware
Appeal Ask
Appeal
Act
Ask
Advocate
Act
X X XLoyalty
(BAR)=
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HERMAWAN KARTAJAYATwitter: @hermawank
Conversion #4: Creating AFFINITY
Aware
Appeal Ask
Appeal
Advocate
Act
X X XLoyalty
(BAR)=
Act
Ask
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HERMAWAN KARTAJAYATwitter: @hermawank
Most Common Customer Path
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HERMAWAN KARTAJAYATwitter: @hermawank
The Ideal Customer Path: Bow Tie
Aware ActAppeal Ask Advocate
Attraction Curiosity AffinityCommitment
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HERMAWAN KARTAJAYATwitter: @hermawank
Fix the Gap
ATTRACTION
- Brand positioning
and differentiation
- Marketing Communication
Aware
Appeal
CURIOSITY
- Community
marketing
- Social media
marketing
X
Ask
Appeal
AFFINITY
- Service blueprint &
customer care
- Loyalty program
X
Advocate
Act
X
Act
Ask
COMMITMENT
- Channel management
- Sales force management
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HERMAWAN KARTAJAYATwitter: @hermawank
Integrating Legacy & New Wave
AWARE APPEAL ASK ACT ADVOCATEA1 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
Mo
re N
ew
Wa
ve
Ma
rke
tin
g A
s B
ran
d S
tep
s U
p C
om
pe
titive
ne
ss
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