Marketing Managementg g

Moh Civic Jati Prastowo

Tata Cara PERKULIAHAN

Perkuliahan mendasarkan pada diskusi kelas yang• Perkuliahan mendasarkan pada diskusi kelas yang interaktif.

• Setiap kali datang ke kelas diharapkan mahasiswa• Setiap kali datang ke kelas diharapkan mahasiswa selalu siap untuk berpartisipasi secara aktif dalam diskusi Dosen hanya akan berperan sebagai

d d f ilit tpemandu dan fasilitator.

• Mahasiswa masuk kelas ini harus dalam keadaanbahagia dan tidak memikirkan masalah diluar matabahagia dan tidak memikirkan masalah diluar matakuliah ini serta siap menerima pelajaran

Dan siap bekerjasama baik dengan Dosen• Dan siap bekerjasama, baik dengan Dosenmaupun mahasiswa yang lain

Komposisi Nilai

• Tugas / Presentasi sebesar 40 %

p

Tugas / Presentasi sebesar 40 %

UTS dan UAS sebesar masing sebesar• UTS dan UAS sebesar masing sebesar25%

• Absensi 10%

Absensi/Nilai Kehadiran

• Bila tidak hadir di mata kuliah ini sebanyak 5 kali maka nilai pasti C

• Bila dalam tugas terakhir mahasiswa tidak hadir Nilaipasti C

• Absensi 100%, mahasiswa dipastikan mendapatkanil i i i l Bnilai minimal B

What is Marketing…??What is Marketing…??

Selling?Advertising?Promotions?Making products available in stores?M i t i i i t i ?Maintaining inventories?

All of the above, plus much more!All of the above, plus much more!

5

Marketing = ?Marketing = ?

Marketin is the pro ess of plannin andMarketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods services to create exchanges thatgoods, services to create exchanges that satisfy individual and organizational 

lgoals 

American Marketing Association6

American Marketing Association

Simple Marketing SystemCommunication

Industry MarketGoods/services

(a collection of sellers)

(a collection of Buyers)

Moneyy

7 Information

Marketing VS Sales

Starting

Marketing VS Sales

Existing Selling and Profits through

Startingpoint Focus Means Ends

Factory Existingproducts

Selling andpromotion

Profits throughsales volume

(a) The selling concept

Profits through

(a) The selling concept

Market Integratedmarketing

Profits throughcustomer

satisfactionCustomer

needs

(b) The marketing concept

Traditional Organi ation ChartTraditional Organization Chart

TopManagement

Middle Management

Management

Front-line people

Customers

Customer-Oriented Organization gChart

Customers

Front-line people

Middle management

Topmanage-

ment

The 4 Ps & 4Cs

Marketing ConvenienceMarketingMix

Convenience

Product Place

Price PromotionCustomerSolution

Customer Communication

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Cost

Difference Between - Sales & Marketing ?Difference Between - Sales & Marketing ?

Salestrying to get the customer to want what thetrying to get the customer to want what the company produces

M k tiMarketingtrying to get the company produce what the customer wantscustomer wants

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Core Concepts of MarketingCore Concepts of Marketing

Needs, wantsdemands

Utility, Value &SatisfactionProductsdemands Satisfaction

Markets Marketing &Marketers

Xchange, TransactionRelationshipsMarketers p

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Core Concepts of MarketingCore Concepts of Marketing

Need food ( is a must )Need – food ( is a must )

Want – Pizza, Burger, French fry's ( translation of a need as per our experience )as per our experience )

Demand – Burger ( translation of a want as per our willingness and ability to buy )g ess a d ab ty to buy )

Desire – Have a Burger in a five star hotel

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In order to understand Marketing let us begin with the Marketing TriangleMarketing Triangle

CustomersCustomers

CompetitionCompany CompetitionCompany

Who is a Customer ??

CUSTOMER IS

Anyone who is in the market looking at a product /

CUSTOMER IS . . . . .

Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption

that satisfies a want or a needthat satisfies a want or a need

FRAMEWORK PEMASARAN MODERN

STRATEGY(How to win

Segmentasi Targeting(How to win

the market)Targeting

Positioning

MARKE MarketingTACTIC

(how to penetrate

Selling

MARKETING

Marketing

differensiation(how to penetrate

the market)

VALUEBrand

P(how to create emotional touch)

Process Service

Marketing

Mind Share - Strategy

(How The Win The Market)

Heart Share - VALUE

(How to create emotional touch)Market)

Market Share - Tactical

)

(How Penetrate Market)

Mind Share - StrategyMind Share - Strategy(How The Win The

M k t)Market)

Mind Share - Strategy(How The Win The Market)(How The Win The Market)

•Segmentasi

•Targeting

•Positioning•Positioning

Mind Share - StrategyMind Share - Strategy(How The Win The

M k t)Market)

Mind Share - Strategy(How The Win The Market)(How The Win The Market)

•Segmentasi

•Targeting

•Positioning•Positioning

Market Share - TacticMarket Share - Tactic(How Penetrate

M k t)Market)

Market Share - Tactic(How Penetrate Market)(How Penetrate Market)

•Marketing Mix

•Selling

•Differensiasi•Differensiasi

Topic This Partp

Heart Share – ValueHeart Share – Value(How to create

ti l t h)emotional touch)

Heart Share - Value(How to create emotional touch)(How to create emotional touch)

•Brand

•Service

•Process•Process

SEGITIGA PDBSEGITIGA PDB

SEGITIGA PDB

Brand IntregrityPositioning Diff i i

SEGITIGA PDB

Brand IntregrityPositioningBeing Startegy

DifferentiationCore Startegy

BrandValue Indicator

PDB TELKOMSELLPDB TELKOMSELLDifferentiation

Brand IntregrityPositioning

“Operator seluler terkemuka dengan

Content (what to Offer)Layanan GSM plus value added services

Context (How to Offer)Voucer CD Card Multimedia, kartuHALO

dengan tampllan adat Istladat

network coverageterluas”

gIndonesia, Halo keluarga, Halo Corporate,

Halo HaJI,, HALOl nstan, slmPATlzoneInfrastructure (Enabler)

Teknologl: Dual band 900/1800 MHz sertaJarlngan roaming International dl 74 negara

P l C t fi t i

Brand

People: Customer-first serviceFacility: GraPARI

PDB Dji Sam SoePDB Dji Sam Soe

DifferentiationBrand Intregrity

Positioning Differentiation

"Puncak kenlkmatanmerokok" (ultImate

Content (what to Offer)Rightly – blended - ingredient

Context (How to Offer)Spiritual realtionship “with customermerokok (ultImate

taste & flavor)Spiritual realtionship with customer-sense of communityMyths & Believe surounding the Brand

Brand

PDB EXTRA JOSSPDB EXTRA JOSS

DifferentiationBrand Intregrity

Positioning Differentiation

“Biangnya minuman berenergi”

Content (what to Offer)minuman berenergi

Context (How to Offer)Bentuk sachet,Gen-B, Thematic Campaign berenergisaat Olimpiade, Qurban, Co-Branding dg

MTV & Nokia, Be Josser bareng-bareng, Go Joss di 100an kota di Indonesia

Infrastructure (Enabler)Distribusi guerlla marketing

Brand

PDB BCAPDB BCA

DifferentiationBrand Intregrity

Positioning Differentiation

“Indonesia’a most convelent & reliable

Content (what to Offer)Inovative & customer centered product

(saving, payment, credit, etc)Context (How to Offer)convelent & reliable

banking servicesContext (How to Offer)

Convienence, rellability & Hassie – free accessibility

Infrastructure (Enabler)Service orientation People, Utilization of

Informastion Technology & Broad

Brand

Informastion Technology & Broadcoverage of ATM Facility

PDB BLUE BIRDPDB BLUE BIRD

Differentiation

Brand IntregrityPositioning

“Penyedia layanantransportasi yang

Content (what to Offer)Mengantarkan penumpang dari satu tempat yang

ainContext (How to Offer)

Menawarkn Maximum Brand Value denganmemberlkan functional dan emotfonaltransportasi yang

aman & nyaman”

benent bagl penumpangnyaInfrastructure (Enabler)

SDM·yang terpllih, terlatih & dapatdlpercaya, Penggunaan Teknologl yang paling Canggih untuk mendukung pemberian fasilltas

terbaik bagl pelanggan dan fasilitas pemesananand l

Brand

yg andal.

PDB MAJALAH COSMOPOLITANT

Differentiation

Brand IntregrityPositioning

“Magazine for "new“ Indonesian woman:

Content (what to Offer)Target reader-fit articles: sex, lifestyle,

fashion, etcContext (How to Offer)

St id tit lit tIndonesian woman: Fun, Fearless,

Female”

-Strong identity : cosmopolit, western image, confidient, independent, be positive, self centered, neomodern,

-Unique writing style : intimate & personel, tips-based, elegance

Brand

p , p , g-Stylist lay out & design

PDB PRIMAGAMAPDB PRIMAGAMA

DifferentiationBrand Intregrity

Positioning Differentiation

“Lembaga bimbingan belajarterdepan dengan Solusi

Content (what to Offer)Bimbingan belajar SD, SMP, SMU & SPMB

Context (How to Offer)Smart Solution

Infrastructure (Enabler)tercepat dan jaringan yangterluas”

Infrastructure (Enabler)SDM : Tentor dari alumni Primagama & PTN,

Purdi E Chandra berjiwa EntrepreneurTechnologi : Optocal Mark Reader (OMR)

Opscan 3 & Opscan 5 NCSPrimagama Online

F ilit C b & F hi t b di

Brand

Fasilitas : Cabanag & Franchise tersebar di Indonesia

PDB JAWA POSPDB JAWA POS

Brand IntregrityPositioning Differentiation

“Koran Nasional dari Jawa Timur”

Content (what to Offer)Parsl berlta lokal Surabaya, Bahasa informal Suroboyoan, news tellingdari Jawa Timur” informal Suroboyoan, news telling

Context (How to Offer)Operational excellence

Infrastructure (Enabler)JPPN : Jawa POS News NetWork, P b lk k t P t k STJJ

Brand

Pabrlk kertas, Percetakan, STJJ

PDB SINGAPURAPDB SINGAPURADifferentiation

Brand IntregrityPositioning“NEW ASIA”

Content (what to Offer)World class trade, tourism investment (TTI)

destinationContext (How to Offer)

Pro Business government management g gunbureaucratic, hassle free & Friendly

customer serviceInfrastructure (Enabler)

Competeeent & Global-oriented PeopleTechnology : “Intelegent Island & World class

I f t t F ilit

Brand

Infrastructure Facility

PDB Chrismansyah (Chrisye)PDB Chrismansyah (Chrisye)

DifferentiationBrand Intregrity

Positioning Differentiation

Ikon artis penyanyi Indonesia yang selalu membawakan lagu-

Content (what to Offer)Suatu hlburan yang ebrtumpu padasuara dan"gaya" khas Chrlsye yang'dalam melantunkanragu~lagunya terkadang dfberf sentuhan etnlk

Context (How to Offer)Iagu pop "manis“ berkualitas dalam nuansa yg mumnya

romantis

Context (How to Offer)Rekaman, video clIp, maupun pertunjukan

dengan garapan “state-of-the-art”Infrasutructure (Enabler)

SDM: Musisi berkapapbiltisa tinggi dan Inovatifserta manajemen artis profesional

Teknologi : Teknologi canggih penunjang

Brand

Teknologi : Teknologi canggih penunjanglive show dan rekaman

PDB Abdulllah Gymnastiar (Aa’ Gym)y ( y )

Brand IntregrityPositioning Differentiation

Bagi kaum muslim Indonesia Aa‘ Gym Content (what to Offer)Brand IntregrityBagi kaum muslim Indonesia, Aa Gym adalah seorang muballigh yang berdakwah dengan penyampaian yang akrab, mudah dlpahaml, menyejukkan, relevan dengan

kehidupan seharl-harl dan bermuatan nllal-nllal universal

Content (what to Offer)Petuah-petuah tentang pelaksanaan ajaran Islam berdasarkan AI-Qur'an dan AI-Hadits.

Context (How to Offer)Gaya bahasa yang komunlkatlf dan penuh

t h k hld h l h i k tcontoh kehldupan seharl-hari masyarakat Indonesia.

Infrasutructure (Enabler)Pesantren Darut Tauhlld, Manajemen

Qolbu Corp.

Brandp

Tugas Kelompok Ig p

Kelompok :Kelompok :1. Mempresentasikan Materi Segemntasi2. Mempresentasikan Materi Targeting3. Mempresentasikan Materi Positioning4. Mempresentasikan Materi Diferensiasi5 M t ik M t i M k ti Mi5. Mempresentasikan Materi Marketing Mix6. Mempresentasikan Materi Sales7 Mempresentasikan Materi Brand7. Mempresentasikan Materi Brand8. Mempresentasikan Materi Proses9. Mempresentasikan Materi Servicep

Cara Penilaian

Cara Penilaian KelompokCara Penilaian Kelompok1. Materi Presentasi sesuai dengan materi

yang dituagaskan2. Cara Menyampaikan Presentasi3. Kekompakan kelompok4 P h A di t h d M t i4. Pemahaman Audiens terhadapa Materi yang

dipresentasikan5 Penampilan materi presentasi5. Penampilan materi presentasi6. Kerapian kelompok

Bonus Nilai

Kelompok :Kelompok :1. Mendapat tambahan/Bonus Nilai 452. Mendapat tambahan/Bonus Nilai 403. Mendapat tambahan/Bonus Nilai 354. Mendapat tambahan/Bonus Nilai 305 M d t t b h /B Nil i 255. Mendapat tambahan/Bonus Nilai 256. Mendapat tambahan/Bonus Nilai 207 Tidak mendapat tambahan/Bonus sama sekali7. Tidak mendapat tambahan/Bonus sama sekali8. Tidak mendapat tambahan/Bonus sama sekali9. Tidak mendapat tambahan/Bonus sama sekalip

Tugas Kelompok IIg p1. Kelompok

1 2 3 B b j di K l k “P”1, 2, 3 Bergabung menjadi Kelopok “P”4, 5, 6 Bergabung menjadi Kelopok “D”7 8 9 Bergabung menjadi Kelopok “B”7, 8, 9 Bergabung menjadi Kelopok B

2. Ketiga (3) Kelompok diminta untuk membuat presentasi dengan THEMA :p g

Me-Marketingkan STIE TRIANANDRA3. Dan dipresentasikan di Depan Ketua STIE

TRIANANDRA4. Waktu setelah UAS