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Hermawan KartajayaHermawan Kartajaya
One of 50 Gurus who Have Shaped the Future of Marketing, chosen by the One of 50 Gurus who Have Shaped the Future of Marketing, chosen by the Chartered Institute of Marketing (CIM-UK)Chartered Institute of Marketing (CIM-UK)
President of World Marketing Association (WMA)President of World Marketing Association (WMA)
Founder and President of MarkPlus&CoFounder and President of MarkPlus&Co
Super Branding andSuper Branding and
Marketing for Financial ServicesMarketing for Financial Services
National Accountants Conference (NAC) 2004Organized by Malaysian Institute of Accountants
Kuala Lumpur, October 12-13, 2004Edited by: Bembi Dwi Indrio M.
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Hermawan Kartajaya
- President, World Marketing Association (WMA)
- Founder & President, MarkPlus&Co
- One of 50 Gurus who have
shaped the future of Marketing –
chosen by CIM UK
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Our International Books
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Nanyang Business Review
Special Global Brand Forum Edition 2004
Guest Editors:
• Philip Kotler
• Hermawan Kartajaya
• Karthik Siva
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The 4C-Diamond Model:
TOWSExamination
Economy
Technology
Pol-Leg Soc-Cul
Value-migratorCHANGE
Certain/Uncertain Important/Unimportant
Value-supplierCOMPETITOR
Winner,Loser,Emerging
Value-demanderCUSTOMERCommitted,Lost,New
Value-deciderCOMPANY
Existing-competence,Risk-attitude,Stretch-possibilities
CHOICE
Go/Invest No Go/HoldHarvest Divest
Market
Nine Core Elements of Market-ing
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Positioning-Differentiation-Brand Triangle
POSITIONINGBeing Strategy
POSITIONINGBeing Strategy
DIFFERENTIATIONCore Tactic
DIFFERENTIATIONCore Tactic
BRANDValue Indicator
BRANDValue Indicator
Brand Integrity
Bra
nd Im
ageBrand Identity
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Strategy: How to Win Mind Share
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Tactics: How to Win Market Share
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Marketing Mix
O F
F
E
R
PROMOTIONA C C E S S
PRICE
PRODUCT
PLACE
Integrate Offer and
Access
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Relationship Selling
Integrate
Company and
Customer
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Value: How to Win Heart Share
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Source: Gilmore, James H. & Pine II, Joseph B. The Experience Economy, Harvard Business School Pres, 1999. p. 166
The Progression of Economic Value:From Product-centric to Customer-centric
PRICINGMarket Premium
Undifferentiated
Differentiated
Irrelevant to
Relevant to
Needs of Customers
Extract
COMMODITIES
Make GOODS
Deliver SERVICES
Stage EXPERIENCES
Guide TRANSFORMATIO
N
Customization
Commoditization
Commoditization
Commoditization
Customization
Customization
Satisfaction
Sensation
Solution
Customer-centric
Product-centric
CO
MP
ET
ITIV
EP
OS
ITIO
N
MARS
VENUS
Boring
Exciting
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Competitive Value offer interaction between three main stakeholders and the company
Worker Buyer
Investor
Company
Competency-market
Compensation+Self-fulfillmentProfessional Engagement+Personal Involvement
Productivity + CreativityReward + Development
Commercial-market
Capital-market
Functional Benefit+Emotional BenefitPrice + Other Expenses
Revenue + CashOffer + Improvement
Monetary + Non-monetaryReturn + Growth
Dividend + GainPrice + Opportunity Cost
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Converting the Three Main Stakeholders:
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1. Love Your Customers, Respect Your Competitors.
2. Be Sensitive to Change, Be Ready to Transform.
3. Guard Your Name, Be Clear on Who You Are.
4. Customers are Diverse, Go First to Who Really Needs You.
5. Always Offer a Good Package at A Fair Price.
6. Always Make Yourself Available, Spread the Good News.
7. Get Your Customers, Keep and Grow with Them.
8. Whatever Your Business, It is a Service Business.
9. Always Refine Your Business Process In Terms of Quality, Cost and Delivery.
10. Gather Relevant Information, But Use Wisdom in Making Your Final Decision.
The 10 Credos of Compassionate Marketing:
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Thank You!Thank You!MarkPlus&CoMarkPlus&Co
www.markplusnco.comwww.markplusnco.com
E-mail: [email protected]: [email protected]
