Singapore, 21 November 2005Singapore, 21 November 2005

GLOBAL VISION, ASIAN ACTIONGLOBAL VISION, ASIAN ACTIONMarketing Lessons from World to AsiaMarketing Lessons from World to Asia

Business LandscapeBusiness Landscape(Why)(Why)

Marketing StrategyMarketing Strategy(What)(What)

Marketing CommunicationMarketing Communication(How)(How)

chapter one

chapter two

chapter three

FUTURE

FUTURE

FUTURE

Business LandscapeBusiness Landscape(Why)(Why)

chapter one

FUTURE

CHANGECHANGE

COMPETITORCOMPETITOR CUSTOMERCUSTOMER

COMPANYCOMPANY

BUSINESS LANDSCAPE IS CHANGING!BUSINESS LANDSCAPE IS CHANGING!STILL

STILL

TECHNOLOGY

POLITICAL LEGAL

ECONOMY SOCIALCULTURE

MARKET

DIGITALIZATIONDIGITALIZATION

GLOBALIZATIONGLOBALIZATION

FUTURIZATIONFUTURIZATION

THE FORCES OF THE NEW ECONOMYTHE FORCES OF THE NEW ECONOMY

We have moved beyondWe have moved beyondthe the Information AgeInformation Age to theto the

AGE OF PARTICIPATIONAGE OF PARTICIPATION

Scott McNealyScott McNealyChairman and CEO, Sun MicrosystemsChairman and CEO, Sun Microsystems

DIGITALIZATION

WHATWHAT’’S YOUR COMMENT?S YOUR COMMENT?

GLOBALIZATION

GLOBALIZATION CREATESGLOBALIZATION CREATES

GOOD OR BAD???

BUZZ VS IMAGE???

We are beginning to work and live the wayWe are beginning to work and live the way

creative people likecreative people likeartists and scientistsartists and scientists

always have.always have.

Richard FloridaRichard FloridaAuthor of Author of The Rise of Creative ClassThe Rise of Creative Class

FUTURIZATION

THE IMPLICATION

AGE OF PARTICIPATION

GLOBALIZATION PARADOX

CREATIVE MARKET

CHANGE

COMPETITOR CUSTOMER

COMPANY

??

THE IMPLICATION

AGE OF PARTICIPATION

GLOBALIZATION PARADOX

CREATIVE MARKET

CHANGE

COMPETITOR CUSTOMER

COMPANY

COMPETING TO BE THE ICON

McDonald’sAn Icon for Globalization

Body ShopAn Icon for Social Equality

“No countries with McDonald's had gone to war with each other.”

Friedman’s Golden Arches Theory, 2000

THE IMPLICATION

AGE OF PARTICIPATION

GLOBALIZATION PARADOX

CREATIVE MARKET

CHANGE

COMPETITOR CUSTOMER

COMPANY

COMPETING TO BE THE ICON ??

THE IMPLICATION

AGE OF PARTICIPATION

GLOBALIZATION PARADOX

CREATIVE MARKET

CHANGE

COMPETITOR CUSTOMER

COMPANY

CREATIVE INDIVIDUALS

RULE!!!

COMPETING TO BE THE ICON

THE IMPLICATION

AGE OF PARTICIPATION

GLOBALIZATION PARADOX

CREATIVE MARKET

CHANGE

COMPETITOR CUSTOMER

COMPANY

CREATIVE INDIVIDUALS

RULE!!!

COMPETING TO BE THE ICON

??

THE IMPLICATION

AGE OF PARTICIPATION

GLOBALIZATION PARADOX

CREATIVE MARKET

THE “MEANING” COMPANY

CHANGE

COMPETITOR CUSTOMERCREATIVE

INDIVIDUALS RULE!!!

COMPETING TO BE THE ICON

COMPANY

Marketing StrategyMarketing Strategy(What)(What)

chapter two

FUTURE

THE MEANING OF MARKETING

3i 3i MARKETING Triangle MARKETING Triangle

brand identity

POSITIONING DIFFERENTIATION

BRAND bran

d ima

ge

brand integrity

3i

THE MARKETING OF MEANING

332 2 VALUESVALUES--based matrixbased matrix

DeliverSATISFACTION

RealizeASPIRATION

PracticeCOMPASSION

ProfitAbility ReturnAbility SustainAbility

Be BETTER DIFFERENTIATEMake a

DIFFERENCE

Mind Heart Spirit

Mission(Why)

Vision(What)

Values(How)

INDIVIDUAL

COMPANY

32

i i

iV A L

U E S

P D

B

VALUES-based MARKETINGTHE MEANING OF MARKETING, THE MARKETING OF MEANING

VbM = 3i + 3VbM = 3i + 322

Marketing CommunicationMarketing Communication(How)(How)

chapter three

FUTURE

brand identity

POSITIONING DIFFERENTIATION

BRAND

bran

d ima

ge

brand integrity

GLOBAL BRANDED

QUICK SERVICE RESTAURANT

QUALITYSERVICE

CLEANLINESS VALUE

(QSC&V)

Mind Heart SpiritMission

Vision

Values“We're not just a

hamburger company serving people; we're a

people company serving hamburgers.”

CEO: “We remain committed to returning a

meaningful percent of cash from

operations to our shareholders.”

McDonald's People

Promise:We Value You,

Your Growth and Your

Contributions.

Founder, 1955:"Take good care of

those who work for you, and you

will float to greatness on their

achievements."

“Serving safe food, respecting our customers and employees and

delivering outstanding QSC&V.”

“Being a global company, the world's leading foodservice

retailer.”

brand identity

POSITIONING DIFFERENTIATION

BRAND

bran

d ima

ge

brand integrity

VALUES-DRIVEN BODY

CARE COMPANY

PROFIT WITH

PRINCIPLES

Mind Heart Spirit

Mission

Vision

Values“A company with a

difference”

“Business in pursuit of social and

environmental change”

Website:“…Unique

opportunity for its employees to be

part of an internationally

famous brand with values…”

“Business as unusual”

valuesreport.thebodyshop.net

GLOBAL VISION, ASIAN ACTIONGLOBAL VISION, ASIAN ACTION

The Practices in AsiaThe Practices in Asia

brand identity

POSITIONING DIFFERENTIATION

BRAND

bran

d ima

ge

brand integrity

AIRLINE WITH WORLD-

CLASS CUSTOMER SERVICE

ASIAN HOSPITALITY

Mind Heart Spirit

Mission

Vision

Values

“To translate Asian tradition of service

into an in-flight reality"

“To become the world's leading carrier with an advanced fleet”

“Quality service through innovation”

Customer testimony, from lovemarks.com:“Bliss & no fuss.”

From 1947 to 2005, Singapore

Airlines has grown from one airplane to one of the most respected brands in

the world.

“..tradition continues today with the addition

of ever-more advanced aircraft.”

brand identity

POSITIONING DIFFERENTIATION

BRAND

bran

d ima

ge

brand integrity

LEADING FUN LOW

COST-COST AIRLINE IN

ASIA

COST EFFICIENCYFUN CULTURE

Mind Heart Spirit

Mission

Vision

Values

CEO:“We will continue to be dedicated to

cost-efficiency and expansion.”

“AirAsia’s goal is to establish itself as a

leading low-cost carrier in Asia.”

“We began operations with the mission to

make flying affordable so everyone can fly.”

“Safety, Caring, Fun, Passion,

Integrity, AirAsia Experience”

“Low fares does not mean

low quality”

5 FUTURE RULES5 FUTURE RULESofof

VALUESVALUES--based MARKETINGbased MARKETINGCommunicationCommunication

1Rule

EMBRACE PARTICIPATION,BALANCE AND INDEPENDENCE

GUARD YOUR NAME,BE CLEAR OF WHO YOU ARE

2Rule

3Rule

INDIVIDUALS AREHUMAN-BEINGS,TARGET THEIR

MIND, HEART AND SPIRIT

4Rule

CREATE HORIZONTALCOMMUNICATIONS

BASED ONMISSION, VISION AND VALUES

5Rule

DEPLOY MULTIPLE AGENTS,USE MULTIPLE MEDIA

Chief Communication Officer

Visit My Blog atVisit My Blog atwww.hermawankartajaya.comwww.hermawankartajaya.com

Thank You!!!Thank You!!!