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    Ws Kl   Lbhi Ws Kl Lbhi Presentation Transcript

    • Low Budget High Impact Marketing A New Wave Approach for Marketing In the Turbulent Times Special Executive Marketing Class Hermawan Kartajaya President of World Marketing Association Founder and President of MarkPlus, Inc Tri-founder of Philip Kotler Center for ASEAN Marketing Council of Advisors of the ASEAN Foundation 1 of 50 Gurus Who Shaped the Future of Marketing (Chartered Institute of Marketing, United Kingdom - 2003) Recipient of The Distinguished Global Leadership Award (Pan-Pacific Business Association - 2009)
    • Agenda for Today Session 4: Case Study Putting it All Together 16.00 – 17.00 Afternoon Coffee Break 1 5 . 3 0 – 1 6 .00 Session 3: The 12Cs of New Wave Marketing Approach The “How” of Low Budget High Impact 14.00 – 15. 3 0 Lunch 13.00 – 14.00 Session 2 : The New Strategy in the New Landscape : From Legacy to New Wave The “What” of Low Budget High Impact 11.30 – 13.00 Morning Coffee Break 11.00 – 11.30 Session 1: The Changing Business Landscape The “Why” of Low Budget High Impact 09.00 – 11.00 Registration 08.30 – 09.00 Agenda Time
    • Don’t be Afraid! Low Budget High Impact Marketing Special Executive Marketing Class A New Wave Approach for Marketing In the Turbulent Times Session 1: The Changing Business Landscape The “Why” of Low Budget High Impact
    • Summary of Philip Kotler’s presentation
    • Summary of Philip Kotler’s presentation Values-Based Marketing Post Global Economic Crisis Shifting from the West to the East ASEAN in Asia From Flying Geese to Regional Squadron to New Asia Asia Inc. From Cost to Size to Innovation to Brand Asia including ASEAN Big, Growing, and Unique Asian Strategies The Eight Implications Dealing with the Recession Discovering Opportunities The Evolution of Marketing From Transactional, Relationship, to Collaborative Marketing The Networked Economy Shift from Industrial Economy to Networked Economy Customer Empowerment From Information Asymmetry to Information Democracy Values-Based Marketing Chaotics Is The New Normality “ Within five years. If you’re in the same business you are in now, you’re going to be out of business.” 1 2 3 Marketing in Turbulent Times The Future of Marketing ASEAN+: The New Market Engines
    • Chaotics Is The New Normality It Has Become Difficult To Manage The Business Landscape
      • 2009 is a stressful year
    • 2009 is a stressful year
    • 2009 is a stressful year
    • 2009 is a stressful year
    • 2009 is a stressful year
    • 2009 is a stressful year
    •  
    •  
    • Tough Times Indeed. Warning: This is a Spoof Developing Asia (China, India, ASEAN-5) World Overall Newly Industrialized Asian Economies Advanced Economies Downturn Source: IMF World Economic Outlook, January 2009. GDP Growth Rates (%)
    •  
    • It depends on the company’s strategic profile
        • Source: Booz Company
      STRONG COMPANY STABLE COMPANY STRUGGLING COMPANY FAILING COMPANY FINANCE MARKETING STRONG STRONG STRONG WEAK WEAK STRONG WEAK WEAK
          • Buy competitors or their assets, Increase marketing expenditures
          • Build stronger marketing team, acquire some strong brands
          • Generate new cash by slashing overhead, renegotiating with suppliers, process improvements
          • Close down and salvage what you can.
          • Your company is hopeless.
      What is the best strategy in a recession?
    • Put your activities and projects into three boxes. Source: Vijay Govindarajan Manage The Present BOX 1 Selectively Forget The Past BOX 2 Create The Future BOX 3 Cut the fat, drop unprofitable products, segments, customers and geographical areas. Make operational improvements. Right sizing. Work on new products that are ready. Move into opportunities. Exploit nonlinear changes. Develop a big new strategic intent (an efficient electric car, a cure for cancer…) A strategic intent will have direction, motivation, and challenge. Your company should be investing in three boxes
    • Prepare for the rainy days, have a better Crisis Management system, Contingency and Scenario Planning Latent Opportunities Latent Vulnerabilities Chaos Strategy Selection Chaos Strategy Response 1 Strategy Response 2 Strategy Response 3 Scenario 1 Scenario 2 Scenario 3 Chaos impacts the Company Undetectable Turbulence Construction of Key Scenarios (Opportunities : Vulnerabilities) Unaddressed Turbulence Early Warning System (Addressed Turbulence) Detectable Turbulence
    • Marketing is indeed Changing SHIFTS are happening in Technology, Political Legal, Economy, Social Culture, and Market 1 2 3 Changing Landscape From 4C Business Landscape to 5C Globosphere Changing Approach From 9 Core Elements of Marketing to 12Cs of New Wave Marketing Changing Practice: Low-Budget High Impact Marketing Low Budget High Impact Marketing
    • The Change Drivers SHIFTS are happening in Technology, Political Legal, Economy, Social Culture, and Market Economy Technology Market Political Legal Social Culture One to Many Many to Many Government Governance Belief Humanity Close Open G7 G20
    • The New Wave Landscape: From 4Cs To 5Cs We Now Need Connectors 4C LANDSCAPE 5C GLOBOSPHERE C HANGE AGENTS C OMPETITION C ONNECTOR C USTOMER C OMPANY
    • The Three Connectors in New Wave Landscape Beware Of Their Emergence SOCIAL EXPERIENTIAL MOBILE
    • Mobile Connector: Barrackberry
    • Experiential Connector: Yamaha ASEAN Touring example
    • Experiential Connector: Coca-Cola Over the Years of World Cup 1994 2002 2010 2006 1998
    • Social Connector: Harley Davidson Online
    • New Wave Marketing We Need To Adopt A Horizontal Approach For Marketing
    • The imperative for Marketers The Shifts in Approach: From Nine Core Elements to 12Cs LEGACY MARKETING Segmentation Targeting Positioning MARKETING MIX Price Promotion Branding Process Differentiation Product Place Selling Service NEW WAVE MARKETING Communitization Confirmation Clarification CROWD COMBO Currency Conversation Character Collaboration Codification Co-creation Communal Activation Commercialization Caring
    • LEGACY SNOW WHITE SEVEN DWARFS NEW WAVE BUDGET (INVESTMENT) IMPACT ( RETURN) EFFECITIVENESS AXIS EFFICIENCY AXIS H L H L In Conclusion It is about “Low Budget, High Impact” Marketing Practice 2
    • Don’t be Afraid! Low Budget High Impact Marketing Special Executive Marketing Class A New Wave Approach for Marketing In the Turbulent Times Session 2 : The New Strategy in the New Landscape: From Legacy to New Wave The “What” of Low Budget High Impact
    • POSITIONING Being Strategy DIFFERENTIATION Core Tactic BRAND Value Indicator Brand Integrity Brand Image Brand Identity Source: Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, and Sandra Liu, “Rethinking Marketing: Sustainable Market-ing Enterprise in Asia”, Prentice Hall, 2003. Every company has this triangle
    • POSITIONING “ Leading Your Customer Credibly” DIFFERENTIATION “ Integrate Your Content, Context, and Infrastructure” BRAND “ Avoid Commodity- Like Trap” Brand Integrity Brand Image Brand Identity Positioning-Differentiation-Brand
    • CLARIFICATION OF PERSONA CODIFICATION OF DNA CHARACTER WITH CHARISMA WHAT IS YOUR COLOR? WHAT IS YOUR AUTHENTICITY? WHAT IS YOUR AURA? brand i ntegrity brand i dentity brand i mage NEW WAVE MARKETING From PDB to TRIPLE-C DIFFERENTIATION POSITIONING BRAND CONNECTED CATALYZED CIVILIZED
    • WHAT IS YOUR COLOR?
    • WHAT IS YOUR AUTHENTICITY? THE REAL/FAKE MATRIX Natural authenticity. "Things that are in or of the earth . . . that aren't artificial or synthetic." Think: organic food. Original authenticity. "Anything that possesses originality in design." Think: Apple's iPods and iPhones. Exceptional authenticity. "Anything that's executed—particularly individually—for you by someone demonstrating human care that is not disingenuously performed." Think: Nordstrom's legendary service. Referential authenticity. "Something that refers to something else that is authentic." Think: World War II video games like Call of Duty 2. Influential authenticity. "Anything that exerts influence on other entities, calling us to a higher goal or providing a foretaste of a better way." Think: phrases that seem to promise a better world, such as "conflict-free diamond" or "free-range chicken." FIVE GENRES OF AUTHENTICITY Source: Authenticity: What Customers Really Want, Joseph Pine & Gilmore, Harvard Business School Press, 2007 IS TRUE TO ITSELF IS NOT TRUE TO ITSELF FAKE-REAL FAKE-FAKE IS NOT WHAT IT SAYS IT IS REAL-REAL REAL-FAKE IS WHAT IT SAYS IT IS
    • WHAT IS YOUR AURA?
    • T R R F C C Use this acronym to help remember that people with good character are terrific : T rustworthiness R espect R esponsibility F airness C aring C itizenship WHAT IS YOUR AURA?
    • Case Study 1: Obama as The Amazing SPIDER-MAN
    • Case Study 2: MTV Logos
    • Case Study 3: Mac versus PC
    • Case Study 4: BMW vs Mercedes Benz
    • Case Study 5: Fedex vs UPS
    • Case Study 6: UPS is an example of a horizontal company
    • Case Study 7: MAS vs Airasia
    • ASEAN Air Caravan ASEAN Day 2009 Breakfast in Jakarta Dinner in Bangkok Lunch in Kuala Lumpur
    • ASEAN Air Caravan ASEAN Day 2009 Breakfast in Jakarta Dinner in Bangkok Lunch in Kuala Lumpur
    • ASEAN Air Caravan ASEAN Day 2009 Breakfast in Jakarta Dinner in Bangkok Lunch in Kuala Lumpur
    • ASEAN Air Caravan ASEAN Day 2009 Breakfast in Jakarta Dinner in Bangkok Lunch in Kuala Lumpur
    • Don’t be Afraid! Low Budget High Impact Marketing Special Executive Marketing Class A New Wave Approach for Marketing In the Turbulent Times Session 3: The 12Cs of New Wave Marketing Approach The “How” of Low Budget High Impact
    • The Nine Core Elements of Marketing Companies need to change their Legacy Approach…
    • NEW WAVE MARKETING: The Shifts in Approach From Nine Core Elements to 12Cs LEGACY MARKETING Segmentation Targeting Positioning MARKETING MIX Price Promotion Branding Process Differentiation Product Place Selling Service NEW WAVE MARKETING Communitization Confirmation Clarification CROWD COMBO Currency Conversation Character Collaboration Codification Co-creation Communal Activation Commercialization Caring
    • What we will discuss in this session 1 2 3 4 5 6 LEGACY MARKETING Segmentation Targeting Positioning MARKETING MIX Price Promotion Branding Process Differentiation Product Place Selling Service NEW WAVE MARKETING Communitization Confirmation Clarification CROWD COMBO Currency Conversation Character Collaboration Codification Co-creation Communal Activation Commercialization Caring
    • From Segmentation to Communitization
      • Geographic…
      • Demographic…
      • Psychographic…
      • Behavioral…
      • Individual…
      • Hybrid…
      • Sociographic Profile, finding out the customers:
      • Purpose, identity, and values of the customers.
      • Who’s who in their network, who do they know, who knows him/ her, that have the similar purpose, identity, and values
      • What, why, how, when, where, with whom, for whom, to whom they buy
      • What, why, how, when, where, with whom, for whom, to whom do they talk, text, tweet, browse to per day
      Segmentation Method Communitization Method 1
    • From Segmentation to Communitization Sociotechnograph Profile 1
    • From Segmentation to Communitization Communitization Modeling Pool Hub Web 1 Harley Owners Group Body Shop Loyalty Club Adopted From An Article by Susan Fournier – Harvard Business Review Manchester United Fans C
    • Targeting the Right Segments Confirming the Right Communities From Targeting to Confirming 2
    • 4C Crowd Combo MARKETING MIX (4P MARKETING) From Marketing-Mix to Crowd Combo 3
    • From Marketing-Mix to Crowd Combo Product is Co-creation 3 Lego example Ben&Jerry’s example Fiat 500 example Build A Bear Workshop example
    • From Marketing-Mix to Crowd Combo Price is Currency 3
    • From Marketing-Mix to Crowd Combo Price is Currency 3 Air Asia Malaysia Airlines
    • From Marketing-Mix to Crowd Combo Place is Communal Activation 3
    • From Marketing-Mix to Crowd Combo Promotion is Conversation 3
    • From Selling to Commercializing 4
    • From Service to Care The Mayo Clinic Caring Experience 5
      • A team approach that relies on a variety of medical specialists working together to provide the highest-quality care
      • An unhurried examination of each and every patient with time to listen to the patient
      • Physicians taking personal responsibility for directing patient care in partnership with the patient's local physician
      • The highest-quality care delivered with compassion and trust
      • Respect for the patient, family and the patient's local physician
      • Comprehensive evaluation with timely, efficient assessment and treatment
      • Availability of the most advanced , innovative diagnostic and therapeutic technologies and techniques
      Mayo Clinic’s Model of Care Patient Care Mayo Clinic’s Primary Values
    •  
    • From Process to Collaboration 6 PRODUCT DEVELOPMENT ROUTINE DELIVERY COMPLAINT HANDLING
    • TARGETING the Right SEGMENTS CONFIRMING the Right COMMUNITIES 1 SELLING the PRODUCT, PRICE, PLACE, PROMOTION COMMERCIALIZING the CO-CREATION, CURRENCY, COMMUNAL ACTIVATION, CONVERSATION 2 PROCESSING the SERVICE COLLABORATION for CARING 3 New Wave Marketing From 9 Elements to 12Cs of New Wave Marketing
    • Don’t be Afraid! Low Budget High Impact Marketing Special Executive Marketing Class A New Wave Approach for Marketing In the Turbulent Times Session 4: Case Study And Putting it All Together
    • “ Relentless Pursuit of Perfection” Lexus case study New Wave Marketing Practice
    • Conformist Status Quo Non-Conformist Liberal Show off my status to the society Reflect my status Appreciate craftsmanship and sophistication Source: MarkPlus’ End-User and Expert Customer Insight Research & Analysis – Courtesy of Lexus Indonesia Step 1: Communitizing the Crowd I buy luxury car to… Lifestyle/Values The Avant-Garde “ I truly appreciate and want to learn about and experience the latest, best things in life” The Elite “ I can get all the finest things in life” The Wise “ I need to have nice things that reflect my wealth/ success, but it has to be well-spent” The Established “ People know that I’m rich and successful, thus I ought to have the things that rich and successful people should have” The Prominent “ I’m a different kind of socialite; I want people to know that I’m always in tune with the trend” The Socialite “ Look at me, I’m rich & successful”
    • Lifestyle/Values Conformist Status Quo Non-Conformist Liberal Show off my status to the society Reflect my status Appreciate craftsmanship and sophistication I buy luxury car to… Source: MarkPlus’ End-User and Expert Customer Insight Research & Analysis – Courtesy of Lexus Indonesia Step 2: Confirming the Community D. The Wise “ I need to have nice things that reflect my wealth/success, but it has to be well-spent” C. The Established “ People know that I’m rich & successful, thus I ought to have the things that rich and successful people should have” F. The Avant Garde “ I want to know and experience the possibility of all the new best things in the world” E. The Elite “ I value the emotional attachment to the historic legacies” B. The Prominent “ I’m a different kind of socialite; I want people to know that I’m always in tune with the trend” A. The Socialite “ Look at me, I’m rich & Successful”
    • Avant-Garde Masterpiece Seek to go beyond the state of the art quality, excellence, & sophistication Adventurous, seek for sensational experience in life Buy and own high luxury goods that stretch out the limit of quality “ Perfection of Personal Enjoyment” Step 3: Clarifying the persona – Codifying the DNA – Characterizing the Charisma Source: MarkPlus’ Community-Based Strategy – Courtesy of Lexus Indonesia Gallery Immersion Refinement
    • Show Room Gallery
      • To impress other
      • Transaction
      • Pulled through ad
      • Mind of a Sales
      • Centralized
      • Customer
      • Information
      • To be enjoyed
      • Destination
      • Pulling itself
      • Heart of a Curator
      • Flowing
      • Privileged Guest
      • Enthusiasm
      • Objective of Interaction
      • Role of Place
      • Nature of customer visit
      • Liason officer
      • Arrangement of space
      • Treatment of visitor
      • Focus of communication
      Vs. Source: MarkPlus’ Community-Based Strategy – Courtesy of Lexus Indonesia Showroom vs Gallery Concept Comparison
    • Source: MarkPlus’ Community-Based Strategy – Courtesy of Lexus Indonesia
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    •  
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    • Source: MarkPlus’ Community-Based Strategy – Courtesy of Lexus Indonesia Lexus Gallery as the New Wave Center Platform
      • Not providing information, but letting the guest enjoy:
      • Guest testing the car  mention car’s variant name
      • Letting customer test the Otoman  explaining the feature (only if customer interested) – not in rush to compare features with competitors’
        • Complete understanding on luxury lifestyle: person, places, vehicles, f&b, fashion, entertainments.
        • Personal ‘escort’ by brand associate per each inquiries  effort to keep customer in the gallery
        • “ it’s not a car, it’s an art”
        • “ craftmanship” (not “workmanship”)
        • “ guests” (not “customers”)
        • “ brand associates” (not “sales representatives)
      Showmanship Relationship Linguistic Distinction
    • Lexus Gallery as the New Wave Center Platform The connector: “ Experiential, Social House” ..the meeting place for the communities ..where the 3C is being portrayed ..where the co-creation, currency, communal activation and conversation takes place ..where the real commercialization occurs ..where Lexus shows that its caring character ..where Lexus collaborate with its communities
    • Thank You