Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Brand Brand OptimalizationOptimalizationFor Price Sensitive MarketFor Price Sensitive Market
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Market ShareMarket Share
MSF Product Actractiveness
Brand Awareness
Price Barrier
Availability X FactorsX X X X
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Trend in Pricing Strategy
Price Customization Price Bundling Induce Trial Time Customization Psychological
Test Price Sensitivity
1000 2000 3000 4000 5000 6000 7000 8000
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
What do We Need to Change?
1. From Cost - Based Pricing to Value Based Pricing
2. Develop Appropriate Grand Marketing Strategies Before Setting The Price
Marketing Strategies:Segmentation - Targeting - Positioning
3. Apply Useful Tools Tool : Customer Value Map
4. Measure, Measure, and Measure Expert Judgment Customer Survey Price Experiments Analysis of Historical Market Data
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Brandr = Brand :Brandr = Brand :
Gula Gula PasirPasir
Kopi Kopi CurahCurahRp. 300,-Rp. 300,- Rp. 900,-Rp. 900,- Rp. Rp.
5.000,-5.000,-Rp. 40.000,-Rp. 40.000,-
is the identity of a specific product, service or business
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Syarat Menentukan MerekSyarat Menentukan Merek
RelevanRelevan
Mudah disebutkanMudah disebutkan
Mudah diingatMudah diingat
Fleksibel (Leverage, Region,dll)Fleksibel (Leverage, Region,dll)
Memiliki Makna PositifMemiliki Makna Positif
Apakah merek Anda sesuai syarat ini....???
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Has an Has an EquityEquity in in BrandBrand
• Reduce Marketing Costs• Trade Leverage• Attracting New Customers• Time to Respond to competitive threats
• Anchor to which other asociations can be attached• Familiarity - Liking• Signal of substance/ commitment• To be considered
• Reason to Buy• Differentiate/ Position• Price• Channel member interest• Extensions
• Help process/ retrieve informatioan• Differentiate/ Position• Reason to Buy• Create positive attitude • Extensions
• Competitive Advantage
Brand Equity
BrandLoyalty
BrandAwareness
PerceivedQuality
BrandAssociation
BrandAssets
Provides value to Customer by enhancing customer’s
•Interpretation of information•Confidence in the purchase decision•Use satisfaction
Provides value to firm by enhancing customer’s
•Efficiency and effectiveness of marketing programs
•Brand Loyalty•Prices/ Margins•Brand Extensions•Trade Leverage•Competitive Advantage
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Top of Mind :Top of Mind : Merek yang disebut paling Merek yang disebut paling pertamapertama
0% – 100%0% – 100%
Brand Recall :Brand Recall : Merek yang diingat tanpa perlu Merek yang diingat tanpa perlu dibantudibantu
0% – 100%0% – 100%
Brand RecognitionBrand Recognition ::
Merek yang diingat dengan bantuanMerek yang diingat dengan bantuan
0% – 100%0% – 100%
Brand AwarenessBrand Awareness
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Brand AwarenessBrand Awareness
Brand Awareness
Market Share
Market Share
Market Share
++PricePrice
DisplayDisplayPackagingPackaging
Brand Awarenes
s
MARKET SHARE
???
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
“The Ultimate Driving Machine”
“Unlike Any Other dan The Best or Nothing”
“Volvo for Live”
“???? “
Brand Association Brand Association (Positioning and (Positioning and Image)Image)
YourBrand
Positioning : What we want customer to Perceive,
Think and Feel About our product and service relative to Competitors
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Perceived QualityPerceived QualityReal Quality VS Real Quality VS Perceived Perceived QualityQuality Real QualityReal Quality
Expect QualityExpect Quality
CommunicationCommunication
SourcesSources
ProcessProcess
TechnologyTechnology
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Customer Satisfaction
RetentionEffective Marketing
StrategyPrice Premium
LowCost
PROFIT
MorePurchase
HigherMargin
Brand Loyalty
Brand LoyaltyBrand Loyalty
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Brand AssetBrand Asset
Product/ Product/ Service Service PeoplePeople SystemSystem TechnologyTechnology
CompetitiveCompetitiveAdvantageAdvantage
Hotel SemestaSemarang, 18/6/2011
Sukardi Arifin, MMDirektur MarketingMajalah Marketing
Customer Buying Brand Not ProductPizza Hut, Adidas, others
Finally :Finally :
Investor Buying Brand Not Infrastructure and Asset Sampoerna – Philip Morris (48T / 12T)
Kecap Bango – Unilever (100M -- 1TKaskus – Djarum (1T )Google – All BEJ/BES (???)
We Sell Brand Not Commodity
Thank YouThank You