1. Analisis situasi
2. Tujuan
1. Menyusun Strategi
2. Memilih taktik/kiat
3. Aksi
4. Pengawasan
I am Tri Mega
I am here because I love to give
presentations.
Peninjauan Produk
Analisis SWOT
Posisi Produk
ANALISIS SITUASI
Company
Product
and product
evaluation
history
Consumer Competitive
evaluation evaluation
Strenght :
Weakness :
Keunggulan
Kelemahan
produk
SWOT
Analysis:
Treath :
Opportunity :
Ancaman
Peluang produk
The Insight Trinity
1. Consumer Truth
“I….”
“Because……”
3. Friction
“But…….”
MENETAPKAN TUJUAN
○Merumuskan tujuan pemasaran produk.
Tujuan ini ditetapkan berdasarkan analisis
situasi (problema produk). Misalnya:
Meningkatkan pangsa pasar produk dari 10 %
menjadi 15 %.
■Jangka pendek : Memperbaiki kemasan
■Jangka panjang : Meningkatkan kualitas
MENETAPKAN TUJUAN
➜AdvertisingObjective
○Merumuskan tujuan periklanan yang
berhubungan dengan problema produk.
○Misalnya Meningkatkan awareness dan
knowledge konsumen terhadap produk
■Formula baru
■Kemasan baru
STRATEGI
➜Strategy merupakan penjabaran langkah “How do we get
there ?”
○Bagaimana strategi untuk mencapai tujuan pemasaran dan
periklanan yang telah dirumuskan.
○Bagaimana meningkatkan awareness dan knowledge
terhadap produk ?
Message strategy
Creative concept
Message execution
STUDI KASUS RINSO
Perbaikan Evaluasi
Ide
Konsep Konsep
Perbaikan
Idea Evaluasi Konsep
Konsep
• Pilihan ide yang • Bagaimana • Konsep mana
dapat bekerja improvisasi yang akan
posisi diproses untuk
• Komunikasi pengembangan
produk
●Pengembangan Proses
TAKTIK MEDIA PERIKLANAN
➜Seleksi media, dengan pertimbangan:
○Khalayak sasaran
○Menentukan alokasi geografis media
○Menetukan waktu / jadual beriklan
○Menentukan media yang akan digunakan
○Mempertimbangkan materi iklan yang
akan digunakan
○Menentuan bobot media : Jangkuan dan
Frekuensi
AKSI
➜Pelaksanaan kegiatan sesuai dengan
rencana yang telah tersusun.
➜(What steps are required to put each tool
into action?)
○Eksekusi Komunikasi Periklanan
○Semua bagian bekerja secara maksimal
KONTROL
➜Melakukan peninjauan atas program
sejauhmana keberhasilannya. How do
we know when we have arrived ?
○Evaluasi
■Program step by step
●Hal yang positif untuk dikembangkan
●Hal yang negatif untuk diperbaiki
■Hasil
Soft relaxing aroma as a cue of relaxing Premium price but perceived
and smooth bathing experience value for money as Dove offers not
Soft and smooth texture for skin only protection benefit (soft and
nourishment smooth bathing experience)
Lots of foam to give smooth and
enjoyable bathing experience
Product Price
Communicatio Pack
n
Talking about women that is comfortable Visualizing foam and soft texture
with their own skin to emphasize soft and smooth
Embracing smooth and relaxing bathing bathing experience
Dove falls in Nurturing segment experience
due to its consistent theme on
embracing its soft and smooth
bathing experience
All of Dove’s marketing mix are staying true end consistent with its end-
benefit story (soft and smooth bathing experience), which make Dove has
strong nurturing impression (goes to nurturing segment)
28
Deep black color cueing good quality Premium price but perceived
product produce from good cultivating value for money due to its
process cultivating process from time to
time, which produce good quality
product that is used by family
across generation
Product Price
Communicatio Pack
n
Emphasizing cultivating process of Visualizing good
making sweet soy sauce, from selecting quality soybean
and nurturing the best ingredient with deep black
Bango falls in Nurturing Emphasizing heritage produce good color
segment due to its consistency quality soy sauce that is use from Emphasizing
on bringing heritage and generation to generation in the family long-established
brand cueing
cultivating process in making
heritage
sweet soy sauce
All Bango’s marketing mix are aligned with heritage and cultivate theme, by
using ingredient and making process, which make Bango has strong
nurturing impression (goes to nurturing segment)
29
Contoh:
Praktikum: Concept Building Worksheet
Brand
Business Goal
Headline
Consumer Target
Insight
Primary Benefit
Product Description
Reason to Believe
Varieties Availability
Sizes Prices
Thanks!
Any questions?