ingredients for global competitiveness2).pdf · hermawan kartajaya asia’s leading marketing...
TRANSCRIPT
![Page 1: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/1.jpg)
By:Hermawan Kartajaya
Asia’s Leading Marketing Strategist (CIM-United Kingdom)President of World Marketing AssociationFounder and President of MarkPlus, Inc
Tri-founder of Philip Kotler Center for ASEAN MarketingCouncil of Advisors of the ASEAN Foundation
Ingredients forGLOBAL
COMPETITIVENESSKUALA LUMPUR
14th July 2009
NEW
![Page 2: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/2.jpg)
![Page 3: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/3.jpg)
![Page 4: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/4.jpg)
![Page 5: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/5.jpg)
![Page 6: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/6.jpg)
DIGITALIZATION
GLOBALIZATION
FUTURIZATION
FromG-7To
G-20
TECHNOLOGY
ECONOMY
MARKET
SO
CIA
L /
CU
LT
UR
EPO
LIT
IC/ L
EG
AL
FromIDEOLOGY
To PERSONA
FromBELIEVES
ToHUMANITY
From CLOSEDTo OPEN
22 33
11
44
55
From BROADCASTINGTo NETWORKING
CHANGES IN BUSINESS LANDSCAPE
![Page 7: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/7.jpg)
1 : MANY 1 : 1 MANY : MANY
![Page 8: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/8.jpg)
From
BOXINGto
AMERICAN WRESTLING
COMPETITIVE SETTING
From
LOYALISTTo
REBEL
CUSTOMER TREND
From
LEGACYTo
NEW WAVE
COMPANY
CHANGE
HORIZONTALIZATION!
![Page 9: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/9.jpg)
4C LANDSCAPE 5C GLOBOSPHERE
FROM 4C TO 5C
![Page 10: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/10.jpg)
![Page 11: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/11.jpg)
CONNECTED CATALYZEDCIVILIZED
CLARIFICATIONOF
PERSONA
CODIFICATIONOF
DNA
CHARACTERWITH CHARISMA
W H AT IS YO U R
CO LO R?W H AT IS YO U R AU TH EN TICITY?
W H AT IS YO U R AU RA?
DIFFEREN TIATIO N
brand integrity
brand identitybr
and im
age
PO SITIO N IN G
BRAN D
FROM PDB TO TRIPLE C
![Page 12: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/12.jpg)
![Page 13: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/13.jpg)
Character vs Brand
![Page 14: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/14.jpg)
CharacterCharacter
![Page 15: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/15.jpg)
![Page 16: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/16.jpg)
Targeting the Customer
Communitizingthe Crowd
1
Selling the Marketing Mix
Commercializing the Crowd Combo
2
Processing theService
Caring for Collaboration
3
FROM 9 Elements TO 12 Cs
![Page 17: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/17.jpg)
LEGACY MARKETING
Segmentation
Targeting
Positioning
Differentiation
MARKETING MIX
Product
Price
Place
Promotion
Selling
Brand
Service
Process
NEW WAVE MARKETING
Communitization
Confirmation
Clarification
Codification
CROWD-COMBO
Co-creation
Currency
Communal Activation
Conversation
Commercialization
Character
Caring
Collaboration
9 Elem ents (Legacy) 12-Cs (N ew W ave)
![Page 18: Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and](https://reader030.vdocuments.site/reader030/viewer/2022040622/5d276fde88c9939b378bc565/html5/thumbnails/18.jpg)
BUDGET (INVESTMENT)
IMP
AC
T (
RE
TU
RN
)
NEW WAVE
SNOW WHITE
DOING SOMETHING (AND EFFECTIVE)
DOING EVERYTHING (..AND FAIL) E
FF
EC
ITIV
EN
ES
S A
XIS
EFFICIENCY AXIS
H
L
HL
LEGACY
SEVEN DWARFS
DOING ANYTHING(BUT EXPENSIVE)
DOING NOTHING (BUT SALE!)
Source: New Wave Marketing – Kartajaya
FROM LEGACY TO NEW WAVE