Brand Optimalization for Price Sensitive Market

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Brand Optimalization for Price Sensitive Market

  1. 1. Brand Optimalization For Price Sensitive MarketSukardi Arifin, MMDirektur Marketing Hotel SemestaMajalah Marketing Semarang, 18/6/2011
  2. 2. Market ShareMSF Brand Awareness X Product Actractiveness X Price Barrier X Availability X X FactorsSukardi Arifin, MMDirektur Marketing Hotel SemestaMajalah Marketing Semarang, 18/6/2011
  3. 3. Trend in Pricing Strategy Price Customization Price Bundling Test Price Sensitivity Induce Trial Time Customization Psychological 1000 2000 3000 4000 5000 6000 7000 8000 Sukardi Arifin, MM Direktur Marketing Hotel Semesta Majalah Marketing Semarang, 18/6/2011
  4. 4. 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 Sukardi Arifin, MM Direktur Marketing Hotel Semesta Majalah Marketing Semarang, 18/6/2011
  5. 5. Brandr = Brand : is the identity of aspecific product, service or businessGula Pasir Kopi CurahRp. 300,- Rp. 900,- Rp. 5.000,- Rp. 40.000,- Sukardi Arifin, MM Direktur Marketing Hotel Semesta Majalah Marketing Semarang, 18/6/2011
  6. 6. Syarat Menentukan Merek Relevan Mudah disebutkan Mudah diingat Fleksibel (Leverage, Region,dll) Memiliki Makna PositifApakah merek Anda sesuai syarat ini....??? Sukardi Arifin, MM Direktur Marketing Hotel Semesta Majalah Marketing Semarang, 18/6/2011
  7. 7. Has an Equity in Brand Brand Equity Brand Brand Perceived Brand Brand Awareness Association Quality Loyalty Assets • Anchor to which other • Help process/ retrieve informatioan • Reason to Buy • Reduce Marketing Costs • Competitive Advantage asociations can be attached • Differentiate/ Position • Differentiate/ Position • Trade Leverage • Familiarity - Liking • Reason to Buy • Price • Attracting New Customers • Signal of substance/ • Create positive attitude • Channel member interest • Time to Respond to commitment • Extensions • Extensions competitive threats • To be considered Provides value to Customer by Provides value to firm by enhancing customer’s enhancing customer’s •Interpretation of information • Efficiency and effectiveness of •Confidence in the purchase decision marketing programs •Use satisfaction • Brand Loyalty • Prices/ Margins • Brand Extensions • Trade Leverage • Competitive AdvantageSukardi Arifin, MMDirektur Marketing Hotel SemestaMajalah Marketing Semarang, 18/6/2011
  8. 8. Brand Awareness 0% – 100% Top of Mind : Merek yang disebut paling pertama 0% – 100% Brand Recall : Merek yang diingat tanpa perlu dibantu 0% – 100%Brand Recognition : Merek yang diingat dengan bantuan Sukardi Arifin, MM Direktur Marketing Hotel Semesta Majalah Marketing Semarang, 18/6/2011
  9. 9. Brand Awareness Market Market Market Share Share Share Brand Awareness + MARKET Price Brand SHARE Display Awareness ??? Packaging Sukardi Arifin, MM Direktur Marketing Hotel Semesta Majalah Marketing Semarang, 18/6/2011
  10. 10. Brand Association (Positioning and Image) “The Ultimate Driving Machine” “Unlike Any Other dan The Best or Nothing” “Volvo for Live” Positioning : What we want customer to Perceive, Think and Feel About our product and Your service relative to Competitors “???? “ Brand Sukardi Arifin, MM Direktur Marketing Hotel Semesta Majalah Marketing Semarang, 18/6/2011
  11. 11. Perceived QualityReal Quality VS Perceived Quality Sources  Real Quality Process  Expect Quality Technology  Communication Sukardi Arifin, MM Direktur Marketing Hotel Semesta Majalah Marketing Semarang, 18/6/2011
  12. 12. Brand Loyalty Brand Loyalty Customer Satisfaction Effective Marketing Price Premium Retention Strategy More Low Higher Purchase Cost Margin PROFIT Sukardi Arifin, MM Direktur Marketing Hotel Semesta Majalah Marketing Semarang, 18/6/2011
  13. 13. Brand Asset  Product/ Service  People Competitive  System Advantage  TechnologySukardi Arifin, MMDirektur Marketing Hotel SemestaMajalah Marketing Semarang, 18/6/2011
  14. 14. Finally : We Sell Brand Not Commodity Customer Buying Brand Not Product Pizza Hut, Adidas, others Investor Buying Brand Not Infrastructure and Asset Sampoerna – Philip Morris (48T / 12T) Kecap Bango – Unilever (100M -- 1T Kaskus – Djarum (1T ) Google – All BEJ/BES (???) Thank You Sukardi Arifin, MM Direktur Marketing Hotel Semesta Majalah Marketing Semarang, 18/6/2011

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