NNew ew WWave ave MMarketingarketingLow Budget, High Impact Marketing

Hermawan Kartajaya

Prepared by Wais YoongPrepared by Wais Yoong

PProductionroduction Vs Vs SSalesales VsVs M Marketingarketing

Hermawan Kartajaya

Production Concept Person

Selling Concept Person

Marketing Concept Person

Produce Best product in the world,But do not satisfy customers

Sell products (hard-sell),Do not care of customer’s needs & wants

Understand customersBuild and manage relationshipEthical

New Wave Marketing . Low Budget, High Impact Marketing

NNew ew WWave ave MMarketingarketing

New Wave Marketing . Low Budget, High Impact Marketing

LEGACY MARKETING NEW WAVE MARKETING

Process

Product

Targeting

Segmentation

Differentiation

Positioning

Service

MARKETING MIX

Branding

Promotion

Place

Selling

Price

Collaboration

Co-creation

Confirmation

Community

Codification

Clarification

Caring

CROWD COMBO

Character

Conversation

Communal

Commercialization

Currency

12 C’s12 C’s

Strategies

Tactics

Value-added

Hermawan Kartajaya

LLowow B Budgetudget, H, Highigh I Impactmpact M Marketingarketing

NEW WAVENEW WAVE

SEVEN DWARFSSEVEN DWARFS SNOW WHITESNOW WHITE

LEGACYLEGACY

Budget (Investment)

Impa

ct

(Ret

urn)

HighLow

Low

High

New Wave Marketing . Low Budget, High Impact Marketing Hermawan Kartajaya

EEndnd

New Wave Marketing . Low Budget, High Impact Marketing Hermawan Kartajaya

Prepared by Wais YoongPrepared by Wais Yoong