Brand Optimalization for Price Sensitive Market
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Brand Optimalization for Price Sensitive Market

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Brand Optimalization for Price Sensitive Market Brand Optimalization for Price Sensitive Market Presentation Transcript

  • Brand Optimalization For Price Sensitive MarketSukardi Arifin, MMDirektur Marketing Hotel SemestaMajalah Marketing Semarang, 18/6/2011
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Brand Asset  Product/ Service  People Competitive  System Advantage  TechnologySukardi Arifin, MMDirektur Marketing Hotel SemestaMajalah Marketing Semarang, 18/6/2011
  • 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