What if your team is working remotely? What actually things every marketer needs to highlight? How to communicate your brand knowledge? Marketing playbook answers all of the anxiety and problems. Keep in touch & work collaboratively with your team by sharing the same value.

1. Marketing
Playbook
A simple how-to
and what-to-do
for every marketers
by Gilang Gibranthama

2. usage of the
Playbook
Internal communication kit,
Anchor for your marketing strategy,
Guide for the team.

3. what you will find here:
* Who are your customers?
* What is your brand value and why is it so important?
* How do you reflect your brand?
* Marketing mix - how can we maximise it?
* Product life cycle - know when, to do what.

4. Who are your customers?

5. Segments your potential markets
Marketers homework
Market sizing - Knows your potential market
Categorise by demographic - Age, Gender, Social
& Economic Class
Define the psychographic - Activities, Interest,
Opinion
What’s next??
Potential market by population
43%Female, 24-28 y.o
21%Male, 27-30 y.o
36%Male, 57-60 y.o
Focus on top 3 to top 5 majority of
customer category.

6. Focus on your most potential target
Potential market by population
43%Female, 24-28 y.o
21%Male, 27-30 y.o
36%Male, 57-60 y.o
Use weight scoring on impact vs effort to prioritise. Impact on sales
Easeofmarketpenetration
Easy HighLow
#1
#3
#2
#1
#3
#2
III
III IV
#3 is a perfect
target market,
considered by
high potential
impact on sales
and ease of
market
penetration
Hard

7. surpass the ‘chasm’
You cannot surpass ‘the
chasm’ without penetrating to
the early adapters first.
#1
#3
#2

8. tips on defining your segmentation & target
There is no rigid methodology on defining the target and how to segments your market.
The easiest flow will be from the market sizing. From potential populations on market, it can be
classified easily. However, for an on-going brand / product, it will be wise if you do some quantitative
survey and followed by qualitative to validate the hypothesis.

9. what is your brand value
and why is it so important?

10. GOLDEN CIRCLE - STARTS WITH WHY
Most people starts with ‘What’
“Our brand is the top notch product with
sophisticated process with bla bla bla…”What
What “We are the market leader with many
generations of experience bla bla bla”

11. why - organisation value
‘Why’ defines your purpose
‘Why’ is your anchor
“We believe in perfection, everything we do,
every product we create will be the perfect
product.”
Why
Why
“We value integrity as we believe in honesty,
every act and moves we do will bring this value
as our reflection.”

12. ‘How’ will be the role of your existence
‘How’ is your way to contribute your ‘Why’
“…Our value is the perfection, thus, we always
put attention to details on everything we do…”How
How
“… By believing in honesty, we will always be
customer driven and gives transparency on our
service or products we sell… ”
how - brand propositions

13. “We are creating a power bank you will love
with lifetime guarantee, without harming your
phone battery even if you overcharged.”
What
What
“Our wallet made out of prestigious raw
material, Sleek design with anti-theft feature &
we will give you 100% new product if your
wallet got stolen.”
What - THE MAIN KEY MESSAGE
‘What’ is the final touch
When people buys your “Why”, they will buy your “What”

14. Now try to read it on reverse
Start to read it from What, How and Why. And compare it by yourself, will you buy it?

15. How do you reflect your brand?

16. Who are you?
Knows your customers - As if they are real person
Have strong value - People buys your ‘Why’
Great key message - Your ‘What’ attracts people
But really, who am I? - If you are a person, who are you?

17. Who are you?

18. brand prism
Physical Personality
Culture
Self-Image
Externalisation
Relationship
Reflection
Internalisation
Picture of Sender
Picture of Receiver
Wellness therapist quality
Bring wellness to your front door
Cozy and relax atmosphere
Family, connected
Openness
Trusted and Professional
Happiness
Positivity in life
Wellness therapist quality
Bring wellness to your front door
Cozy and relax atmosphere
Social Mission
Care about family wellness
Nature friendly
Socially & Environmentally
Responsible
Family friendly

19. Imagine if your brand is a person
This will affect your tone, choice of words, tone, vibe, and many communication details.

20. marketing mix -
HOW CAN WE MAXIMISE IT?

21. product
It’s not about the ‘What’, but it’s the ‘Why’
“Everything we do, we believe in
challenging the status quo.
We believe in thinking differently. The way
we challenge the status quo is by making
our products beautifully designed, simple
to use and user friendly.
We just happen to make great computers.
Want to buy one?"
-Simon Senek on TED talks

22. people
Who are the people? Are they trustworthy?
Every forum, marketplace, or crowdsourcing
business models implement rating system
Assure your demand, that your supply is
trustworthy. Let the demand judge by keeping it
transparent.

23. place
Localisation strategy is important
Different market, Different customer behaviour.
Do localisation strategies to seize the opportunity.
McDonald’s created vary of local menus around the world.
To implement their app, they incentivise the user by getting
free big mac for first time order using App.

24. PRICE
Use pricing strategy to control supply and demand
Apply rush hour like UBER when the
demand is rising to control it.
This kind of pricing scheme will encourage
supply to take more order by incentivising
them.
Other pricing strategies;
Non-linear pricing to encourage people order bigger bucket
size
Happy hour to disperse the order within few time frame.

25. promotion
Stays relevant
GO-JEK is adapting the Ramadhan moment to
introduce its new feature on ‘saying thank you’
and ‘tipping’ the drivers.
The idea of appreciate and sharing with each
other during Ramadhan through this feature
makes GO-JEK stays relevant.

26. marketing mix isn’t just a tools
You don’t need to apply all of the marketing mix, the very basic is 4Ps. However,
applying all of the marketing mix will be a perfect marketing guide for your brand.

27. Product life cycle-
Know when, to do what.

28. tIME
Salesgrowth
Product lifetime
Development new product
Diminishing product lifetime
~20% growth ~45% Growth ~80% Growth ~80% GROWTH ~110% growth
~100% GROWTH
~120% growth
~150% GROWTH
VERSION 1.0
version 2.0
Development
Introduction
Growth
Maturity
decline
Introduction
Growth
Maturity
Decline
Introduction
product life cycle
• Product needs
improvement to avoid
declining product lifetime
• Target market affected
by product life cycle.
• Sales can measured the
phase.
~120% growth

29. different phase different customers
As product is moving towards its life cycle, customers might also shifting. Usually on
Introduction & early growth, the customers are the early adapters. As it shifted to late
growth and maturity level, mass market (early majority & late majority) is coming in.
A product needs to start improvement development as they are entering early maturity
phase, or else it might be declining.

30. The End

31. author’s note
All of the findings and practice written in this slide is based on author’s previous working
experience & knowledge. Most of the contents are based on existing frameworks supported by
author’s subjective opinion.
The purpose of author creating this slide is for knowledge sharing with no intention to offend
any party or commercialise the content.
Should you interested to have a further discussion with author, feel free to reach author through
personal email at g.gibranthama@yahoo.com or
https://id.linkedin.com/in/gibranthama