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The Concept of Strategic
Marketing Plus 2000
delivered by
Jahja B SoenarjoCCO DIREXION
Partner of Markplus
IMA President Chapter
Program Objectives :
The program describes the ultimate philosophy of
marketing comprising vision, mission, and value. In
addition, the evaluation of a company from the stage of
production-oriented-to customer-driven company will also
be explored. The course participants, moreover, will
understand the roles of various marketing elements in
driving the marketing strategy, marketing tactic, and
marketing value. The interrelationship and
interdependency of the marketing elements will also be
discussed.
Program Objectives :
1. What is Strategic Marketing Plus 2000 ?
2. Why strategic Marketing Plus 2000 ?
3. The Ultimate Philosophy of Marketing.
4. The Marketing Plus Strategic Triangle.
5. The What – Why – How Strategic Circle.
6. The Competitive Setting.
7. The Company Evolution.
8. The Strategy – Tactic – Value 2000.
9. The What – Why – How Strategic Table.
1. WHAT IS STRATEGIC MARKETING PLUS 2000 ?
The Strategic Marketing Plus 2000 is a marketing conceptual framework.
It is a basis for:
• Comparing the actual state of an organization with the competitive
setting. The process is also known as Competitive Audit.
• Formulating an appropriate competitive marketing strategy based
on the results of the Competitive Audit. This process is also known
as Strategy Formulation.
• Enhancing the organization’s ability to compete with competitors, in
line with the formulated strategy. This is known as Capability
Enhancement.
1. WHY IS STRATEGIC MARKETING PLUS 2000 ?
From time to time, the concept of marketing has been redefined to adapt
to the competitive environment. Generally speaking, it can be assumed
that:
• When there no competition, the competitive setting is not intense.
The function of marketing within a company, accordingly, is not
very significant.
• As the competitive setting intensifies, marketing becomes very
important to company.
• By the time the competitive setting is highly intense, the
competitive setting will be chaos and unpredictable. At this
moment, marketing has to be the “heart and soul” of every person
in the company.
3. THE ULTIMATE PHILOSOPHY OF MARKETING.
• Vision:
Marketing has to be a strategic-business-concept, aimed to assure
sustainable-satisfaction to three main stakeholders, which are
customers, people in the organization, and shareholders.
• Mission:
Marketing is in the business for being “the soul”, not just “one part of the
body” in an organization; therefore, everybody in organization is marketer.
• Values:
o Brand, not product, is valuable to customer.
o Shareholders must treat their business, whatever it is, as a
service-business.
o Every person in the organization must belong to customer-
satisfying process, either directly or indirectly, and not to specific
function.
5. THE STRATEGIC MARKETING PLUS 2000 CIRCLE
6. THE COMPETITIVE SETTING
7. THE COMPANY EVOLUTION
8. THE STRATEGY – TACTIC – VALUE 2000
Type of
Marketing
No
Marketing
Mass
Marketing
Segmented
Marketing
Niche
Marketing
Individualized
Marketing
Segmentation Geographic Demographics Psychographics Behavioral Individualized
Targeting Everyone Suitable Ones Chosen Ones A Few Good Ones Someone
Positioning The Only One The Better One One Statement Different Ones One on One
Differentiation Good for Company Better than
Competitor
Preferred by
Customer
Specialized for
Niches
Customized for
Individuals
Marketing Mix 4A
Assortment
Affordable
Available
Announcement
4B
Best
Bargaining
Buffer-Stocking
Bombarding
4P
Product
Price
Place
Promotion
4V
Variety
Value
Venue
Voice
4C
Customer Solution
Cost
Convenience
Communication
Setting Informing about
Product
Feature
Selling
Benefit
Selling
Solution
Selling
Interacting
For Success
Brand Just a Name Brand Awareness Brand Association Perceived Quality Brand Loyalty
Service One Business
Category
Value-Added
Business
Value-in-Use
Business
Customers
Satisfying Business
The Only Business
Category
Process System & Procedure
Implementation
Interfunctional
Team Work
Functional
Streamlining
Total Delivery
Reengineering
Extended
Value Chain
VA
LU
ETA
CT
ICS
TR
AT
EG
Y
8. THE WHAT – WHY – HOW STRATEGIC TABLE
2C 2.5C 3C 3.5C 4C
WHAT
(Type of Information)
Production
Distribution
Product
Promotion
Market
Customer
Competitors
Niche Expectation
Mix Sensitively
Customer Value
Package Life Time
Value
WHY
(Type of Analysis)
Internal
Variance
Cost –
Benefits
External
Competitive Market Response
Customer
Value
HOW
(Quality Management)OK QC QA TQM TQS
THE SEGMENTATION METHOD VARIABLES
Geographic Sample Characteristics Your Customers’ Characteristics
City size Under 1,000,000; 1,000,000-2,000,000;
2,000,000 or over
Density Urban, suburban, rural
Region Java, Sumatera, Bali, Tokyo
State
Other :
Demographic Sample Characteristics Your Customers’ Characteristics
Age Under 6, 6-11, 12-19, 20-34, 35-49, 50-64, 65+
Sex Male, Female
Family size 1-2, 3-4, 5+
Family life cycle Young single; young married no children; young
married youngest child under 6; young married
youngest child 6 or over, older married with
children, older married no children under 18,
older single, other
Expenditure Rp. 700,00 or over;
Rp. 500,000-700,000;
Rp. 300,000-500,000;
Rp. 200,000-300,000;
Rp. 150,000-200,000;
Rp. 100,000-150,000;
Rp. 100,000 or under
Occupation Professional and technical; managers, officials,
and proprietors; clerical, sales; crafts people,
foreman; operatives; farmers; retired; students,
housewives; unemployed
Education SD; SLTP; SLTA; Perguruan Tinggi
Other :
Psychographic Sample Characteristics Your Customers’ Characteristics
Social class lower lower, upper lower, working class,
middle class, upper middle, lower upper,
upper upper
Personality Active, Impulsive, sociable, reliable,
predictable, family-oriented
Lifestyle Survivor, Sustainers, Belongers,
Emulators, Achievers, I am me,
Experentials, societally, Conscious,
Integrateds
Other :
Behavioral Sample Characteristics Your Customers’ Characteristics
Occasions for use Regular occasion, special occasion
User status Nonuser, ex-user, potential user, first-
time user, regular user
Loyalty status None, medium, strong, absolute
Others :
CHARACTERISTICS OF EFFECTIVE SEGMENTATION
Effective Segmenting Segments: Segments: Segments:
Measurable
How precisely can you measure the size of the
segment?
How specifically can you assess the
purchasing power of the buyers in the
segments?
Substantial
Is this the largest homogenous group you can
pursue?
Can you broaden the segment yet stay within
the geographic, demographic and
psychographic criteria for the segment?
Accessible
Can your organization’s marketing reach the
segment?
Actionable
Can your organization do what it takes to
attract and serve this market segment?
Winnable
Can you dominate the market profitably?
THE SEGMENTATION 2000
Geographic
Demographics
Psychographics
Behavioral
Individualized
Closing Discussion
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