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The Concept of Strategic Marketing Plus 2000 delivered by Jahja B Soenarjo CCO DIREXION Partner of Markplus IMA President Chapter

The Concept of Strategic Marketing Plus 2000

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Page 1: The Concept of Strategic Marketing Plus 2000

The Concept of Strategic

Marketing Plus 2000

delivered by

Jahja B SoenarjoCCO DIREXION

Partner of Markplus

IMA President Chapter

Page 2: The Concept of Strategic Marketing Plus 2000

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.

Page 3: The Concept of Strategic Marketing Plus 2000

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.

Page 4: The Concept of Strategic Marketing Plus 2000

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.

Page 5: The Concept of Strategic Marketing Plus 2000

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.

Page 6: The Concept of Strategic Marketing Plus 2000

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.

Page 7: The Concept of Strategic Marketing Plus 2000

5. THE STRATEGIC MARKETING PLUS 2000 CIRCLE

Page 8: The Concept of Strategic Marketing Plus 2000

6. THE COMPETITIVE SETTING

Page 9: The Concept of Strategic Marketing Plus 2000

7. THE COMPANY EVOLUTION

Page 10: The Concept of Strategic Marketing Plus 2000

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

Page 11: The Concept of Strategic Marketing Plus 2000

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

Page 12: The Concept of Strategic Marketing Plus 2000

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 :

Page 13: The Concept of Strategic Marketing Plus 2000

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 :

Page 14: The Concept of Strategic Marketing Plus 2000

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 :

Page 15: The Concept of Strategic Marketing Plus 2000

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 :

Page 16: The Concept of Strategic Marketing Plus 2000

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?

Page 17: The Concept of Strategic Marketing Plus 2000

THE SEGMENTATION 2000

Geographic

Demographics

Psychographics

Behavioral

Individualized

Page 18: The Concept of Strategic Marketing Plus 2000

Closing Discussion