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EXECUTIVE DEVELOPMENT

PROGRAM

Marketing
management
PPM Manajemen
Jl. Menteng Raya 9, Jakarta 10340 Telp. (021) 2300313 Fax : (021) 2302051
www.ppm-manajemen.ac.id
Profile
Binus University E-
XEMCaUcTqIVuEaDDriEEeVELOUPMniEvNeTrsPit
RyOGRAM
IT Supp'ort - DBS Bank
Business Development - I</MCO Corp
Core Trainer - PPM Manajemen
Marketing Manager - PPM e-Learning
,
Rabadi Calor Yowono

@Rahadi Catur Yuwono + Rahadi Catur Yuwono

www.e-manajemen.com
'------ internet Ma'4~et/l1$ PaJI/Ol1cde
PPM Manajemen
Jl. Menteng Raya 9, Jakarta 10340 Telp. (021) 2300313 Fax : (021) 2302051
www.ppm-manajemen.ac.id
PENGANTAR PROGRAM
Fasilitator

Tentang PPM Manajemen

Metode

Kegiatan Peserta

Sasaran Pelatihan
PPM MANAJEMEN
(1)

• Berdiri pada tanggal 3 Juli 1967


• Merupakan Institusi Manajemen pertama di Indonesia.
• Jumlah karyawan :
- 62 staf profesional (12 Ph.Ds, 50 Masters) dan 40
Associate Staff
- 215 staf pendukung
• Pelanggan :
- Lebih dari 13,000 perusahaan dan organisasi, terutama
perusahaan besar dan menengah.
• Alumni :
- Lebih dari 4000 alumni dari Program Magister
Manajemen
PPM MANAJEMEN (2)
Pelatihan Publik (Public Course),
Program Pengembangan Eksekutif Inhouse-Training, e-Learning

Konsultan Manajemen Pengembangan Sistem HR,


Assessment & coaching, Kajian
& Assessment Center, Riset Konsep Terkini

Penerbitan Buku Manajemen Buku-buku Manajemen dan Leadership


Terapan

Sekolah Tinggi Manajemen PPM


(S1 dan S2 Manajemen) Konsep Mutakhir, Terapan

Pusat Kajian CIC Kajian Inovasi dan kolaborasi


METODE YANG DIGUNAKAN
Tutorial
Diskusi
Studi Kasus
Kelompok

Games
KEGIATAN PESERTA
Mengikuti program pelatihan sesuai dengan jadwal
Tersedia waktu untuk rehat 2 kali dan ishoma 1 kali pada setiap hari
Mengisi formulir data peserta
Menandatangani lembar kehadiran dengan minimal ketidakhadiran 20%
sebagai syarat perolehan sertifikasi
Mengatur agar HP silent
Mengisi lembar evaluasi
SUBJECTS
• Sesi 1 : Importance of Change in Marketing
• Sesi 2 : Manage Your Product, Brand and Price
• Sesi 3 : Manage Effective Channel
• Sesi 4 : Communication That Success
• Sesi 5 : 3P is Important
• Sesi 6 : Fun Marketing Competition
GAMES: BINGO
Menu of The
Day

Change In Marketing

Segmentation, Targeting
& Positioning

Practice Makes Perfect


Changes in marketing era
• Smart promotion
• Promotion spending
• Unique positioning

Era Produksi Era Promosi Era Informasi




• •
• •
Statistics
For what??
Market Change
r
CS
m
CCo
ne
Str
ar
te
cte
d
ate
1
r
gy
Ch
ang
e
2.0
3.0

Human
Cu
sto
me
Product Oriented Oriented
• Human Spirit
Actualization
• Customer Experience • Learning Activities
• Interactive Activities • Long Term
• Authentic Products
• RegularEvents Involvement
• One Way Activities
• Expert Guidance • Community
• Local Based Area
• Historic Heritage Development

Get The Customer Keep The Customer Grow The Customer


Example
1.0 2.0 3.0

Lego Games Legoland


Lego Land
Discovery Center
Marketing Strategy Planning:
External Market Environment
Competitors, Company &
Customers
“Market segmentation is the
process of
breaking a heterogeneous group
of potential buyer into smaller
homogeneous groups of buyer,
that is with relatively similar
buying characteristics or needs”
– Kotler,
2003
Effective Targeting Requires…
• Identify and profile distinct groups of buyers who differ in
their needs and preferences
• Select one or more market segments to enter
• Establish and communicate the distinctive benefits of the
market offering
Effective Segmentation Criteria

• Measurable
• Substantial
• Accessible
• Differentiable
• Actionable

Copyright © 2012 Pearson Education 8-21


Segmenting, Targeting & Positioning
• Siapa Saja Potensial
Customer Anda?
SEGMENTASI
• Bagaimana
Pengelompokannya ? Segmenting

• Siapa / Kelompok Mana


TARGETING
Target Utama Anda.

Positioning Targeting

• Anda Ingin Mereka


POSITIONING
Berpikir Apa Tentang Anda
Segmenting

Geographic Demographic Psychographic Behavioral


Age V K te e
A E {
and I n r x \
life L o e t e
e n
cycl w s r c
e
Life l p n s
a
Gender e o l a
n
Income d n I d
Gene g s n
A
f
on e e l c
q
Soci attit u u
e i
cla ude t n s
i
Rac tow o c
t
e i
and ard s o
~
Cultu s a ~
e u pro ?
s duc
n
a t s
g
e

r
a
Culture Subculture
Demographics
Social Status
Reference Groups Situations
Family
Marketing Activities Problem
Recognition
t
----Information
Needs
Search

Internal
Desires t
Alternative Evaluation
Influences and Selection

Perception t
Outlet Selection
Learning
and Purchase
Memory
Motives t
Personality Postpurchase
Processes
Emotions
Attitudes

f2xPe nences
. .' OS
and AcqU\S\t\O
Segmentation
Geography
Segmentation
Demography – Age and Lifecycle
Stage
Segmentation
Demography -
Gender
Expenditure

AC NIELSEN MEDIA RESEARCH


Segmentation
Demography -
Generation
GEN X

1. Falling between the


generational crack
2. Technology is enabler
3. Pragmatic
4. Individualistic
GEN Y

1. Online Buzz
2. Student Ambassadors
3. Unconventional Sports
4. Cool Events
5. Computer games
6. Videos
7. Street teams
Segmentation
Psychographic -
Value
Segmentation
Behavioral -
Knowledge
Behavioral Segmentation: Decision Roles

Initiator

Influencer

Decider

Buyer

User
Case 2 : Ice Cream Walls
Behavioral Segmentation: Behavioral Variables
• •
Occasi Buyer-
ons/M Readin
oment ess
• •
Benefi Loyalty
ts Status
• •
User Attitude
Status

Usage
Rate
Positioning

Positioning is the act of designing the company offering and image to occupy
distinctive place in minds of target market
Product strategy
(Positioning)
Value with values :
- Promote self esteem
- Protect the planet
- Defend human right
- Support community trade
- Againts animal testing
II B https:J/wwwJhebodyshop"co"id/latestStories
C
T P m
T m
i
O
Ul
M
Ol
lE
F
[
N
D
O
U
I
M
O
R
E

G
C
2
T'H[E B OlDY SHOP' MEINDO'RONG KElM'AMnIR~AJN EKON:OM ~ DAN

PE:NG,IllIAJ ANI PiBRAN [PER.EMPIUAN DALAM [K.ElUARGA


"Dengan inspirasi karnpanve karni Activate Self Esteem, kami ingin
rneningkatkan perarran perenlpU8nllilfl33.3 [3 berdava dan marnpu rnernbantu
perekorromian keluarga.

SAVE OIUR OCEAN


On May 28th ~013,'The Body Shop Indonesia, The MarinE Foundation, and
ThE Reef Check lndonesia drowned a mermaid statue in Arned, North Bali,
in ord er ito re S['Ue the co ral fee fs ..
Company and Target Customers Benefits Price Value Proposition
Product
Lifestyle Online ticketing, One-stop
10-20%
moviegoers entertainment entertainment/ beyond
premium
customer facility movies

Safety Conscious Safety and 50-100% Safe and Reliable


customer reliability premium

Lifestyle coffee
Customized and 20-30% Delicious lifestyle
drinking
upscale image premium coffee shop
customer
Case Study 1 : Café Amazon
BACKGROUND
Cafe Amazon is, the largest coffee chain lin
Thailand
[population 69'~52 rnillionl.
BAC GROUND
W~th more than 650
coffee stoos at gas
stations nationwide,
Cafe Arna/on is tho
"traveler's buddy".
Drivers dependl on Cafe
Amazon to stay fresh
and alert du rin 9 thei r
travels.
BACKG DUN
However. many drivers also try to fiqht off their
sleepiness. Tlhles1e drowsy drivers contribute to Thailand's
accident statistics.
,_,......
(!lata Ocl: 2![lI!li -Srep :i::,2o:I112)

Nu Ilnb@li" 0'1 'bMjpOrt: \lil!lh[dM, m B.;ani!J~;Ir:a: lii ill In!'sir to!f 'IIl'ha ulan d (ID!I!C. 201l2]
~'qt( ; Rest of 1 h i'l liI!"Id :
_ 1SlJ1??
PEfifSCIiul C.8i" : 2.1:11'2.305
~
P'ickLUt! Tru <:Ii : l.089.lJl '=:,l~~eS7
1'5;9114,
Motorcycles : 2.1-16.690 1,16,171.06:1
'115,000 . ~

111J),oam ..."'.'"
~

n
2,384 2jjlS1
2,00£1, ;---

nl
gel
279 ~
©
. .
r-l .-----. r----1
, 1 1 ,
CALLE G
Cafe Amazon wanted to find ,a w,ay to help their travlel~er
buddies, to arrive at thei destir.ations safely - no dozinq
off. no accidents. r ~
E CAllE BE
April 'is the month of new year celebrations, then many
people drive from Banqkok to their homes. Thlereforle~
the chance of accidents is hiqher.

the campaign was launched in March 2013


T E SO ,IT 0
the brand partnered with BIBDO Banqkok andl launched
"Drive Awakeu-a free mobile app

DRIVE
n""'4'n1_•,
_. K,/<,,E.
! I
T E SOLUT 0
'W'he'never ,a driver starts to dnft off, the' app sounds, an
alarm and provides a route tlO tlhe nlearlest Calle Amazon
for a coffee break.

r
'--:'iR' ..'IVE-" .1

D
1!"',
, J

,I 1!('-r
~"",A.AJ:.

-- - - ---- ---

1- ,slln-lIrk, ling
T R
85%85 %detoecftedd etdercivteersd
of
cdreraivteedrsrcoureteas tetodCraofeutes
Amazto CsahfoépsAmacarozsos nthe
on
natio n = m or e an d
s ho p s a th e
s al e s
cr o
profit
s s
n awrth
int e nt io
customers
t io n = more
n.
sales
and proft with
customers
ta Bharu
K Y LEAR· INGS
n Brands heve tOI be a part lot customers lifestyle and
stay with them outside the shop U -BBO'O Bangkok Ltd.
"WHAT ON
~ rd AlllIl'Ilii'on lilY P1if
L..k ... Tko. I'.ag II 2.1 NallWJ<ixT lOU VI

,EARTH "~'IItVfJ ur'\d\i,1n nl£i':hi'j);n'LliIi.J ilfN''1ii ni ~izfi4' "1'iJ{i ~ill,


~l.n!.\rr'ilLli.lII*,nulf~ 11\1Lilll~~ u\J1Ji 111,[.tJif.lirlti n"l Ll'lttifl CifM
II

,COULD
A n'IiIi(l 11 ff'll!.H:J;! fl...
,~~'I

J.. BE MORE
LUX.RIOUS
,'#> ~~HAN A
.;~..".~;~\~:. ..:.~. F' A A "'«illbr~ t!o~ t

' 0·.·.·
-_ ~~... ft, .5 L'kl
.
.,. BOOk ,AND
.
I!tI&I iitrul:i l:;ii KOHl: ;i:i'lI:i:IliMfiw:'l1
~ u ~rl!iid i.LII'iI,1ld ~.iil Di~

. ACUPOF
~tf,""l:Hlryt I ii'Jfj Itt! mv.uHihl'o..Jjj"";
(lbbAl-IIfr.IlLUbT j; 11:.1 ..

l.:IiVl!I,DiIlf

Kifik.l11luf!if Ri'io.llJ a; i'liilF.ll.rtt ~i'i:;ii FiiK!u j!aelmll Y~

COFFEE?"
f,.Vllj; §.O-Dbi r1l<;:'l: 1I!r:r;m;1lJ l:ml.,gkaFL. I

-ANTHONVTROLLOPE IImarlCting
PRACTICE MAKES PERFECT
LAKUKAN ANALISIS :
SEGMENTASI
TARGETING
POSITIONING
Segmenting

Geographic Demographic Psychographic Behavioral


Age V K te
A
and I n r
life L o e
cycl w s
Life l p
Gender e o
Income d n
Gene g s
on e e
Soci attit
cla ude t
Rac tow o
and ard
Cultu s a
e u pro
s duc
a t
g
e

r
a
Profile
Binus University E-
XEMCaUcTqIVuEaDDriEEeVELOUPMniEvNeTrsPit
RyOGRAM
IT Supp'ort - DBS Bank
Business Development - I</MCO Corp
Core Trainer - PPM Manajemen
Marketing Manager - PPM e-Learning
,
Rabadi Calor Yowono

@Rahadi Catur Yuwono + Rahadi Catur Yuwono

www.e-manajemen.com
'------ internet Ma'4~et/l1$ PaJI/Ol1cde
PPM Manajemen
Jl. Menteng Raya 9, Jakarta 10340 Telp. (021) 2300313 Fax : (021) 2302051
www.ppm-manajemen.ac.id