m4m 01_practical market and consumer analysis (1)
TRANSCRIPT
Practical Market and Customer Analysis:
The Why-What-How
Universitas Indonesia, 12 Desember 2015
Introduction
Ardhi Ridwansyah
Chief Operations MarkPlus Institute (2013-2015)
Academic Director Indonesia Marketing Association (2015-2017)
Academic Director International Council for Small Business (ICSB) Indonesia Chapter (2015-2017
Seminars and Workshops Executive Education Program: Strategic Marketing (2013-2015) Executive Education Program: Service Management (2013-2015) Executive Education Program: Sales Management (2013-2015) Executive Education Program: Brand Management (2013-2015) Executive Education Program: Marketing in Difficult Times (2015) In-House Trainings in Various Companies (2013-2015) Indonesia Marketeers Festival in several cities (2015) Speakers and Moderators in MarkPlus Conference (2012-2014)
Education Master of Applied Psychology, University of Indonesia Certified Professional Marketers, Asia Marketing Federation
Introduction
Books and Publications
2011
Introduction
Books and Publications
2013 2012
Introduction
2014 2014
Books and Publications
Introduction
2015
Books and Publications
Today’s Agenda
WHY WHAT HOW
Today’s Agenda
WHY WHAT HOW
Kelirumologi
Pemasaran
5
Pemasaran itu
“ilmu hitam” 1
Pemasaran hanya untuk
perusahaan besar 2
Pemasaran itu
mahal 3
Pemasaran itu
rumit 4
Pengalaman Lebih Penting
dari pada Pemasaran 5
Today’s Agenda
WHY WHAT HOW
What is Marketing
Sederhana dan sempit
Kompleks dan komprehensif
Flow of goods and service from producers to consumers
Exchanges that satisfy individual and organizational objectives
Managing customer relationship that benefit the organization and its stakeholders
Exchanging value offer for customers, clients, partners, and society
1935 1985 2004 2007
Creating, communicating, delivering, exchanging offerings that have value for customers, clients, partners, and society at large
2008
What is Marketing
Today’s Agenda
WHY WHAT HOW
P D
B
ST P1 P2
P3 P4
Marketing: From Analysis to Strategy to Tactics
C
C
C C
Marketing Analysis
Marketing Analysis: Change
Marketing Analysis: Change
Redefining Brand Loyalty in Connected Era
Marketing Analysis: Customer
Marketing Analysis: Customer
Act Again Attitude Act Aware
Tahu Sikap Beli Beli Kembali
Marketing Analysis: Customer
Advocate Appeal Ask Act Aware
Tahu Tertarik Tanya Tularkan Transaksi
Marketing Analysis: Customer
Aware
Appeal
Ask
Act
Advocate 9
55
72
99
99
Brand A
1
12
58
97
100
Brand B
4
24
39
90
96
Industry
100%
16%
76%
73%
97%
8%
21%
60%
94%
17%
43%
62%
WOW Marketing
BOO ARGH OK AHA WOW
Customer sangat terkejut dengan bahagia dengan produk sehingga mereka ingin menyebarkannya
melalui advokasi positif
Customer terkesan dengan perusahaan/produk, menyebabkan ia bahagia secara
personal
Customer sedikit banyak merasa puas dengan
produk tidak menyebabkan perasaan positif ataupun negatif
Customer sangat marah dengan
perusahaan yang menyebabkan
mereka melakukan advokasi negatif
Customer kecewa dengan
perusahaan/produk menyebabkan rasa frustasi dari dalam
WOW Marketing
Level Gatal
Tingkat Loyalitas
WOW Marketing
The Model
Brand
Syukron...