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AGENDA PELATIHAN

SESI HARI 1 HARI 2

1 Executive Summary Marketing Architecture:


08.30 - 10.00 Change Analysis The Tactic

10.00 10.15 Coffee Break

2 Marketing Architecture:
Market Analysis
10.15 - 12.00 The Value

12.00 13.00 Lunch Break

3 Exercise: Exercise:
13.00 - 15.00 Business Landscape Analysis Marketing Architecture

15.00 15.15 Coffee Break

4 Marketing Architecture: Financial Aspect in Marketing


15.15 17.00 The Strategy

sads

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STRATEGIC MARKETING KNOWLEDGE

Session 5:
Marketing Architecture: The Tactic
Facilitated by:
Henky Mesa

MARKPLUS INSTITUTE
EightyEight@Kasablanka 8th Floor
Jl. Casablanca Raya Kav.88 Jakarta 12870, Indonesia
Tel. +62 21 5790 2338 Fax. +62 21 5790 2268
MARKETING TACTICAL

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DIFERENSIASI

Diferensiasi adalah mengintegrasikan konten (content),


konteks (context), dan infrastruktur (infrastructure) dari apa yang
ditawarkan kepada pelanggan

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DIFERENSIASI

Faktor pembeda yang ditawarkan kepada


customer
Bagian tangible dari diferensiasi.
Content
Penawaran utama produk atau jasa
Rumah Sakit kepada customer.
Context

Infrastructure

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DIFERENSIASI

Content Cara menawarkan faktor pembeda


tersebut kepada pelanggan.

Context Bagian intangible dari diferensiasi.

Bagaimana memberikan penawaran

Infrastructure produk kepada pelanggan.

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DIFERENSIASI

Content

Context Enabler factor yang mewujudkan


diferensiasi

Infrastructure Membedakan perusahaan dengan pesaing


dengan menggunakan teknologi,
kapabilitas SDM, dan fasilitas.

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MARKETING MIX

Marketing Mix/Bauran pemasaran mengintegrasikan penawaran


perusahaan (produk dan harga), logistik (distribusi), dan komunikasi
(promosi), sehingga perusahaan memiliki kekuatan pemasaran yang
kokoh di pasar
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ELEMEN DALAM MARKETING MIX

Product
Product variety
Quality
Design
Features
Place
Brand Name
Channels
Packaging
Coverage
Sizes
Locations
Services
Inventory
Warranties
Transport

Price Promotion
List Price Sales Promotion
Discounts Advertising
Allowances Sales Force
Payment period Public relations
Credit terms Direct marketing

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MARKETING MIX DALAM INDUSTRI JASA

People

Physical
Process
Evidence

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Product:
Everything that can be offered to market which provided need-satisfaction to a buyer.
A product must be acquired (bought, hired, or otherwise) before it can provide satisfaction -
otherwise it is a product offer.
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PRODUCT

Rawat Jalan Rawat Inap Instalasi Gawat Darurat

Konsultasi Dokter Hemodialisis Cancer Center

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PRODUCT

RS. Mata Undaan RS. Ortopedi Surabaya RS. Onkologi Surabaya

RS. Bedah Surabaya RS. Ibu dan Anak Kendangsari

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PRICING STRATEGY

Cost Based
Pricing

Value Based Pricing Competition


Based
Pricing
Strategy Pricing

Market
Based
Pricing

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PRICING STRATEGY: COST BASED PRICING

COST BASED PRICING

PRICE = Total Biaya + Profit


Harga ditentukan dari total biaya produksi, marketing, administrasi, dll kemudian
dijumlahkan dengan keuntungan yang ingin dicapai.
Contoh: Pricing untuk Biaya di Instalasi Gawat Darurat

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PRICING STRATEGY: COMPETITION BASED PRICING

COMPETITION BASED PRICING


PRICE = Total Biaya + Profit
Competitor

Proses penentuan harga juga mempertimbangkan harga untuk produk/jasa yang


sama dari Rumah Sakit yang lain. Dalam kondisi ini, biasanya yang dapat
memberikan harga paling murah yang menang.
Contoh: Pricing untuk Obat Generik

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PRICING STRATEGY: COMPETITION BASED PRICING

MARKET BASED PRICING


PRICE = Total Biaya + Profit
Competitor Segmen
Customer

Proses penentuan harga juga mempertimbangkan profil dari target pasar yang
dituju (segmen pasar yang dipilih) serta harga dari kompetitor yang bermain di
segmen yang sama
Contoh: Pricing Layanan Klinik dan Konsultasi Dokter

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PRICING STRATEGY: COMPETITION BASED PRICING

VALUE BASED PRICING


PRICE = Total Biaya + Profit
Competitor Value to
Segmen Customer
Customer

Proses penentuan harga tidak hanya mempertimbangkan biaya, kompetitor, dan


segmen customer namun juga mempertimbangkan value yang didapatkan
customer secara personal (kepercayaan, perasaan aman, pride, dll).
Contoh: Pricing Layanan Operasi dengan Resiko Tinggi atau Pricing
Harga Kamar Inap

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PLACE

Place:
Marketing channel is sets of interdependent organizations involved in the
process of making a product or service available for use or consumption.
(Stren and El-Ansary, 1988)
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NEW PERSPECTIVE OF PLACE: INTERNET WEB SERVICE

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NEW PERSPECTIVE OF PLACE: POP UP STORE

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PROMOTION

Promotion:
Promotion covers all communication tools that can deliver a message to a target audience.

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PROMOTION

Above The Line

Television Ads
Advertorial Web Banner
Radio Ads E-Mail
Print Ads News Letter
Public Space Google Ads
Retail Ambience Static web
Etc Etc

Offline Online
News/Publicity Social media
Event Blogs
Sales Promotion On-Line community
Sponsorship Video sharing
Social involvement On-line chating
Community involvement Etc
Etc

Below The Line


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PROMOTION

Best Traditional Best Digital MarComm


MarComm Channels Hierarchy of Effects Channels
Static and Rich Media display, In-
TV, Radio, Print, Sponsorship, Cinema Aware stream video and audio, evergreen
sites, mobile video

Print, Campaign sites, DM, Retail Search engine optimizitaion, search


support, Events, Demos, Appeal engine optimization, blogs, social
Newsletters, Sampling networks, review sites, mobile

3rd party advocacy, RM, Conventions, Customer toolkits, Demos, videos,


Partner/customer briefings, Retail support Ask landing sites, promotional emails,
live events, podcasts

Retail support, Partner referral,


Affiliate and partner sites, commerce site,
Pre-installed OEM, Time-bombed upgrades,
Books, Product support, training centers, Act location-based services, Newsletters,
how-to sites, communities, help sites
demos, newsgroups

Newsletters, Product registrations, Newsletters, reminder emails,


Loyalty/Reward Programs Advocate communities

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PEOPLE

Kompetensi yang dibutuhkan orang-


Orang-orang yang terlibat dalam
orang tersebut dalam menciptakan
proses penciptaan jasa/nilai
proses penciptaan jasa/nilai

Kompetensi
Siapa yang
yang
Terlibat
dibutuhkan

People

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PROCESS

Rangkaian
proses/tahapan yang
dilakukan untuk melayani
pelanggan

Stage

Critical
Point

Process
Proses/tahapan yang
paling penting dalam
penilaian customer
terhadap perusahaan

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PROCESS: DISKUSI

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PHYSICAL EVIDENCE

Fasilitas fisik yang secara tidak


Fasilitas fisik yang secara langsung
membantu proses pelayanan secara
dibutuhkan untuk memberikan
langsung, namun dibutuhkan oleh
layanan kepada customer.
customer
Contoh: USG, MRI, etc
Contoh: Ruang tunggu, Parkir, etc

Core Physical Support


Evidence

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THANK YOU