Supriyanto
CIDOMO
(Mind Share) (Market Share)
STRATEGY TAKTIK
Engage
Explore
Brand integrity
Differentiati
Positioning
“BEING on “CORE
STRATEGY” TACTIC”
“BRAND
VALUE ”
Execute
BRAND VALUE
(Heart Share)
(Mind Share) (Market Share)
STRATEGY TACTIC
Explore Engage
Brand integrity
Positioning
“BEING Differentiation
STRATEGY” “CORE TACTIC”
Brand Brand
indentity Image
Brand “VALUE
ENABLER”
Execute
VALUE
(Heart Share)
Gb STB Triangle
VISI dan MISI
Tahap I Perencanaan
Tujuan
Pemasaran
Audit Pemasaran
Asumsi
Anggaran
Tahap IV
Pengukuran
Progran rincian tahunan dan Penilaian
Tujuan Pemasaran
PEMASARAN LABA :
PRODUK & KOMERSIAL
JASA JUST PROFIT
NIRLABA B
R
A
+ N
D
• KEPUASAN
JANGKA PANJANG
• LOYALITAS
TUJUAN TATIK PEMASARAN
Organisa
Tim si
Sumber daya
& Tujuan
Individu
Tiga Sub-komponen Strategi Pemasaran
• Pemetaan pasar (Mapping atau Segmentasi)
• Fitting (Targeting)
• Positioning (being)
KOMPONEN TAKTIK
(Inti Taktik)
AKSES
When positioning strategy is not supported by
differentiation, the company may over promise and under
deliver to customers. On the other hand of the
positioning is supported by differentiation, the company
will establish strong brand integrity
Differentiation is … A positioning strategy that some firms
use to distinguish their products (Goods and service)
from those of competitors.
Prinsip keunikan
The Principles of Differentiation; Integrate your content (isi),
context (cara), infrastructure (organisasi), Amenity
1.Content (what to offer/care/deliver: quality of
product/care, price, place, promotion, people);
2. Context (how to offer/care/deliver your product/care:
proses, Interated komunikasi)
3. Infrastructure (enabler: technology, Equipment and
facilities).
4. Amenity (lingkungan:parkir, aksesibilitas, waktu tunggu,
convenience, akses)
KEUNIKAN Harga Mutu Servis Fokus
(Price) (Quality) (Service) (Focus)
Better than
Competitor (2,5C)
Preferred by
Customer (3C)
Specialized for
Niches (3,5C)
Customize for
Individuals (4C)
Physical
Fasility
Proces
s Product
Positio
Brandning
Price
People
Promotio
n Place
PLC
Visi , Misi
Tujuan
Strategi Pemasaran
Anlisis situasi atau TOWS
Analysis
Bauran Pemasaran
Servis
Proses
Produk
Bauran
Pemasaran
Harga
Staf
Promosi
Tempat
Implementasi
Evaluasi
OUTCOME
1. Kunjungan pasien Market Share
2. Relationship engagement, loyalitas
Identifikasi Lu
Kebutuhan nc Kepuasan
pelanggan ur klien
K Ci B K
e pt an an
n ak g pr L
a an u o a
l n d y
i uk a
p Pr
Gambar 5. 5Pr Rantai Proses
od
/j
Pemasaran n
a od as i
s uk uk a
a / / k
r ja li
sa
KEUNGGULAN BERSAING
Biaya
Macam
Keunggulan Keunikan produk/
Bersaing servis
Strategi
“Niche”/Fokus
Kualitas tinggi (produk,
outcome)
Penyapaian cepat, On
Call
Bentuk keunggulan
Harga terjangkau
pembedaan
Pelayanan Prima
(empati, assurance)
Keunikan proses/bentuk
When positioning strategy is not supported by differentiation, the company may over
promise and under deliver to customers. On the other hand of the positioning is
supported by differentiation, the company will establish strong brand integrity
5% Dokter, perawat tahu.
5% disampaikan ke Top
Manajemen
Keluhan
Ketersediaan
Mengeluh dan
Aksesibiltas disampaikan kepada
Dokter manajemen/orang
lain 65%
Perawat Hubungan dokter pasien
Tidak
tahu Ada masalah
tetapi tidak
Ketidakpuasan mengeluh 30%
Persepsi tempat
Pelayanan kesehatan Rumah Dokter Puskes Obat tradisional
(DEMAND) Sakit Privat mas Dukun
Ekonomi, Budaya
Geografi
(UTILIZATION)
KEPUASAN
PELANGGAN
LOYALITAS
RETENSI KUALITAS
& LABA LAYANAN
KEPUASAN STAF
LOYALITAS