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Marcom Ten Setters: Aplikasi Komunikasi Pemasaran pada Fast-Moving Consumer Goods. Hifni Alifahmi email: alifahmi21@yahoo.com. The Marketing Diagonal. Marketer. Marketer. Marketer. Marketer. Marketer. Marketer. Marketer. Information. Channel. C h a n n e l. Channel. Channel. - PowerPoint PPT Presentation
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Marcom Ten Setters:Aplikasi Komunikasi
Pemasaran pada Fast-Moving Consumer Goods
Hifni Alifahmiemail: alifahmi21@yahoo.com
The Marketing Diagonal
Marketer Marketer Marketer Marketer Marketer Marketer Marketer
C h a n n e l Channel Channel
Media Media Media
Customer
Information
Information
Information
Media
Channel
Media
CustomerCustomer
Don E Schultz & Beth E Barnes, Strategic Brand Communications Campaign, 1999: 25
Competing Values Framework for Corporate Communications
Source: Alan T. Belasen, The Theory and Practice of Corporate Communication: A Competing Values Perspective. Sage Publications, 2008: 28 & 124.
CorporateCommunications
CorporateCommunications
MARKETING COMMUNICATIONSReputation/Branding
MANAGEMENT COMMUNICATION
Identity
FINANCIALCOMMUNICATION
Image
Performance Credibility/AccountabilityORGANIZATIONAL COMMUNICATION
Products/Markets
Goals/Strategies
Individuals/Groups
Systems/Processes
Corcom-Marcom Mapping
PRODUCT/BRANDMARKETING
CORPORATEREPUTATION
Reputation(Fombrun)Corp Reputation &
Competitiveness (Davies, et.al)
MARKETING COMMUNICATIONS
CORPORATE COMMUNICATIONS
Reputations(Dowling)
Strategic PR & Integrated Comm
(Caywood)
Strategic Corcom (Van Riel)
The Future of Reputations
(Solove)Excellence in PR & Integrated Comm
(Grunig)
The Admirable Company
(Brown & Turner)
Corp Comm (Belasen)
Corp Comm (Cornelissen)
Reputation Marketing(Marconi)
Word-of-Mouth Marketing
(Serenovitz)Adv & Integrated Brand Promotion
(OGuinn,Allen,Semenik)
Think IMC!(Estaswara)
Integrated Marcom (Schultz, et.all)
Marketing Communications
(Fill)
Adv & IMC(Duncan)
IMC: the Next G (Schultz & Schultz)
Integrated Marketing
(Smith)MaxiMarketing(Rapp&Collins)
Adv & Promo: IMC Perspective(Belch&Belch)
Customer Bonding(Cross & Smith)
Driving Brand Value (Duncan & Moriarty)
Marcom Policies (Busch, Unger, Seidenspinner)
Value-Added PR(Tom Harris)
Strategic Marcom(Smith,Berry,Pulford)
Marcom Orchestra(Alifahmi)
Marketing Corporate Image
(Gregory)
Relationship Marketing
(Egan)
Emotional Branding
(Marc Gobe)
Passion Branding
(Duffy)
The Marketer’s Guide to PR(Tom Harris)
Image Marketing(Marconi)
Marketing Communications Ten Setters
No From To Aspect
01. In-side-out (Management Insight)
Out-side-in (Customer Insight)
Perspective
02. Individual Customer Community Involvement Audience
03. Monolog (One-way Promotion)
Dialog (Interactive Communication)
Approach
04. Specialist/Individual Competency
Generalist/Collaborative Orchestra
People
05. Functional Driven Strategic Intention Organization
06. Manager Initiative Conductor Arrangement Leader
07. Traditional Media Virtual/Mobile Media Message
08. Single Message One Look One Voice Media
09. Sales Generating Reputation Marketing Objective
10. Rational-Emotional Emotional-Spiritual Orientation
#01. In-side-out to Outside-in
Broadcast Media
Personal Selling
Point-of-Purchase
Print Media
Word-of-Mouth
PR/Publicity
Events and Sponsorships
TargetAudience
Out-of-Home Media
Product Placement
Sales Promotion
Direct Marketing
Internet/ Interactive
IMC Audience Contact ToolsBelch & Belch, 2007: 24.
Suara Hati Pelanggan
#02. Individual Customer to Community Involvement
#03. Monolog (One Way) to Dialog (Interactive)
#04. Specialist/Individual to Collaborative Orchestra
7. Apresiasi Menghargai partisipasi penonton/pemirsa
Tujuh Dimensi Aplikasi1. Satu Dirijen Satu nada komando dan tujuan bersama
2. Harmonisasi Kesatuan dan keselarasan nada/irama Simponi antara korporat dan produk
3. Tematik One-look, one-voice, bisa ganti tema/pesan
4. Berirama Terkadang lembut-keras, tempo cepat-lambat
5. Spesifik Segmen khalayak dan wilayah tertentu
6. Keterpaduan Tidak menonjolkan diri, kompak, rendah hati
Belajar dari 7 Dimensi Orkestra
AB
C
Communications
Strategic/Corporate
Marketing
Strategic Marketing Communications Orchestra
SMC
A = Strategic/Corporate CommunicationsRancangan konsep dan strategi komunikasi level strategik (induk/pusat organisasi)
B = Strategic/Corporate Marketing. Rancangan konsep dan strategi pemasaran level korporat (induk perusahaan) yang dijabarkan ke strategi per produk/unit usaha
C = Marketing CommunicationsKomunikasi pemasaran per produk atau unit usaha yang mengacu pada stategi induk
SMC = IMC = Strategic/Integrated Marketing Communications
Orkestra Komunikasi Pemasaran Pariwisata
Sumber: Hifni Alifahmi, “Orkestra Komunikasi Pemasaran Pariwisata,” Bisnis Indonesia, 1 September 2007.
Orkestrasi Kampanye Anggaran dan Program IMC: tematis-taktis
Tujuh Orkestrasi Aplikasi/Implementasi
Orkestrasi Reputasi Natural Indonesia: Harmony in Diversity
Orkestrasi Khalayak Pasar: Sekunder/Primer Wisman-Domestik
Orkestrasi Pesan Tematik: one-look one-voice, Citra, Reputasi
Orkestrasi Media Media Plan: cetak, elektronik, interaktif
Orkestrasi Insani Insan Iklan, Promo, PR lintas instansi/profesi
Orkestrasi Organisasi Forum/Komite Pemasaran Pariwisata
Harmoni Iklan-PR?
Bagaimana menjalin harmonisasi iklan, promosi dan PR agar tidak terjadi rivalitas?
Source: Al Ries & Laura Ries, 2002
Advertising isthe wind, uses the big bang, visual, reaches
everybody, self-directed, dies, expensive, favors
line extensions, likes old names, funny, incredible,
brand maintenance.
Public Relations isthe sun, uses the slow
buildup, verbal, reaches somebody, other-directed, lives, inexpensive, favors
new brands, likes new names, serious, credible,
brand building.
Peralihan Brand Ambassador
#05. Functional Driven to Strategic Intention
#06. Manager Initiative to Conductor Arrangement
#06. Manager Initiative to Conductor Arrangement
#06. Manager Initiative to Conductor Arrangement
Indomie vs Mie Sedaap
#07. Single Message to One-Look One-Voice
Konsistensi Pesan/Slogan Sosro
Waktu
Slogan Produk Slogan Korporat
Slogan Industri
1975 Pelepas Dahaga Asli
1985 Hari-hari Teh Botol
Hari-hari Teh Botol
1994 Hari-hari Teh Sosro
1996 Aslinya Teh
1997 Peluncuran Fruit Tea
Sosro Ahlinya Teh
2002 Apa pun Makanannya, Minumnya Teh Botol Sosro
Sosro Ahlinya Teh
2007 Fruit Tea Trustea Friend
Sosro Ahlinya Teh
AA11 A A22 A A33 A A44
MM11 M M22 M M33 M M4 4 MM55
MM6 6 MM77 M M8 8 MM99 M M1010
S1 S2 S3
TujuanTujuan (Goal)(Goal)
AspekAspek (Aspects)(Aspects)
MasalahMasalah (Problems)(Problems)
GOALGOAL
PemecahaPemecahann (Solutions)(Solutions)
PP11 P P22 P P33
PP4 4 PP55
StrategiStrategi (Strategi(Strategi
es)es)FeedbacFeedbac
kk
Kerangka Kerangka Analytic Analytic Network ProcessNetwork Process ((ANPANP))
Source: Thomas Saaty
Orkestrasi Iklan, Marketing PR, Sales Promotion, dan
Interactive Marketing
Periklanan Marketing PR Sales Promotion Interactive Marketing
Tema Pesan/Reputasi
Segmen Khalayak
Perencanaan Media
SDM dan Organisasi
Integrasi Program
Pel
atih
an
Stu
di b
andi
ng
Car
eer
Pat
h
Sha
ring
+ C
arin
g
Onl
ine/
Web
Per
alat
an/S
aran
a
Kom
/Med
ia In
tern
al
Kepemimpinan, Pengembangan Kapasitas SDM
Reo
rgan
isas
i
Laya
nan
Prim
a
Sta
ndar
isas
i
Ana
lisis
-Str
ateg
is
Dat
abas
e M
edia
Med
ia M
onito
ring
Pro
aktif
-Dia
logi
s
Komunikasi Internal dan Digitalisasi
Pemasaran Berbasis
Visi-Misi-Kultur
Revitalisasi dan Standarisasi CPR-MPR
Brand Activation, Integrasi Media Plan/Placement
Koordinasi Komite Komunikasi Pemasaran dan KorporatSpirit Orkestra: Integrasi, Sinergi, dan Harmonisasi
GRANDSTRATEGY
STRATEGIES
SOLUTIONS
PROBLEMS
ASPECTS
GOAL
Tema Pesan/Reputasi
Segmen Khalayak
Skema Dual-Promo
SDM dan Organisasi
Integrasi Program
Tema Pesan/Reputasi
Khalayak Sasaran
Newsworthy Marketing
SDM dan Organisasi
Integrasi Program
Tema Pesan/Reputasi
Segmen Khalayak
Skema Virtual-Mobile
SDM dan Organisasi
Integrasi Program
#08. Sales Generating to Reputation Marketing
How Reputation is CreatedGary Davies, Corporate Reputation and Competitiveness, 2003: 63.
Personal contact
Word of
mouth
Prio
r ex
perie
nce
Advertising
Price
points
Media comment
Dire
ct
mai
l
Design
Country of origin
Industry
Company
#08. Sales Generating to Reputation Marketing
50 Tahun Astra
Marketing PRRinso
Ayo Main,Jangan Takut Kotor
Spirit Harmonisasi Tim
Tim Tujuh Rinso Ayo Main
ASAL TIM NAMA ANGGOTA JABATANTim Marketing & Brand
Ainul YaqinRoberto SaputraTanti & Juli
Marketing Manager RinsoSenior Brand Manager RinsoAssistant Brand Manager Rinso
Tim Corporate Relations
Maria Dewanti DwiantoElvera Nuriawati Makki
External Comm ManagerExternal Comm Assistant Manager
Tim Sales Ida AgustinaSatwiko
National Activation ManagerTrade Category Manager
Lowe, strategi komunikasi
Ayu FadjarArimandaHanny
Account DirectorSenior Account ExecutiveCreative Director
R&R, hubungan media/publik
Rika Novriady, Vira Madjid, Hanny Setiawan
NA
Mindshare, media placement/buying
Gordon YapHana
Account DirectorImplementor
Ogilvy Action NA NA, eksekusi lapangan
Sumber: Diolah dari majalah Mix 08, 23 Agustus-20 September 2007, hlm. 29.
#09. Traditional Media to Virtual/Mobile Media
#10. Rational/Emotional to Emotional/Spiritual
Nurani
Naluri Nalar
Niat/Intention(Spiritual)
RasioRasa
Ruhani
Nilai BersamaKomunitas
Sumber: Hifni Alifahmi, Spiritual Marketing Communications, 2008.
Penguatan Komunitas Spiritual
The Golden Triangle of Marketing Communications
Strategic
StrategicMarketing
Communications
Sense
Sense Spirit
Spirit
Marketing Communications
Sumber: Hifni Alifahmi, Marketing Communications Orchestra, 2008.
Marcom References
Sinergi Tujuh
Leadership
Branding
Advertising
EventPublic Relations
Sales Promotion
Publishing
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