marketing for non marketer

ABC International Program : IndonesiaABC International Program : Indonesia

Introduction to Marketing

Harryadin Mahardika, PhDFaculty of Economics and Business

Universitas 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


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


Selling vs Marketing Concepts


Augmented benefit


Marketing today: Team effort


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 (?)


Market Segmentation

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SEGMENTATION FRAGMENTATION


The importance of niche market

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Marketing Mix


Consumer behavior


Relationship marketing


Co-opetition: compete and collaborate

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Mobile marketing


Digital marketing


Traditional role of marketing : Exchange


Structure of Flows in a Modern Exchange Economy


New role of marketing: Holistic


Discussion

“Marketing: cost center or profit center?”


Session 2:Key marketing strategies


Marketing strategy: Art and science

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Marketing Strategy Clusters1. Strategic Marketing2. Consumer Behavior3. Marketing Communication4. Channel Management5. Marketing Contexts


Cluster 1: Strategic MarketingCompetitive AnalysisProduct Development and InnovationMarketing Organization StructuresPricing StrategyBrand StrategyPositioning Strategy


Challenge: Competitive advantage


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

ABC International Program : Indonesia

Garuda Business Co-opetition


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


+Rp 59,000

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Rp 39,000

Consumer challenge: Decision making

+Rp 59,000


Evaluations of alternatives: Tools

• Rating• Reviews• Price• Brand


Business Markets Vs. Consumer Markets


Cluster 3: Marketing CommunicationMedia PsychologyBrandingPromotionsIntegrated MarcommMedia PlanningSocial MediaMobile AdvertisingSponsorship MarketingPublic Relations


Marcomm challenge: clutter


The age of creativity


Alternative media


Engagement


The Five M’s of Advertising


Integrated Marketing Communication


Cluster 4: Channel ManagementRetail StrategyProduct Assortments and PlacementsSales ManagementDistribution StrategyE-Commerce and M-CommerceMulti-channel ManagementPoint of Sales StrategyRelationship MarketingB2B Marketing


Distribution challenge: speed


Consumer Marketing Channels


Marketing Channel Flows


Industrial Marketing Channels


Cluster 5: Marketing ContextsMarketing and Public PolicyInternational MarketingMulticultural MarketingSocial MarketingMarketing Ethics


Global supply chain

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Discussion

“What is SCG’s ultimate marketing challenge?”