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Marketing Matrics_Training (Kanaidi, SE., M.Si)

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Kanaidi, SE., M.Si (Penulis “Buku PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management, Praktisi Bisnis)
email : kana_ati@yahoo.com atau kanaidi@yahoo.com atau kanaidi@poltekpos.ac.id atau kanaidi@posindonesia.co.id
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Marketing Matrics_Training (Kanaidi, SE., M.Si)

  1. 1. Marketing MetricsBandung, 07-08 Juni 2012 By :Kanaidi, SE., M.Si27-28 Juni 2011 kana_ati@yahoo.com
  2. 2. 21986ManajerdiBogor1990ManajerdiPadang1992Wk PincaBanjarmasin1993PincadiSamarinda1995ManajerdiBandung2000ManajerWilayahSumbarRiau2001 -SekarangPembicara/Instruktur&DosenSekarang :DirekturMicroFinance(LKMS)Success Kanaidi, S.E, M.Si
  3. 3. What is Marketing?• Marketing adalah proses sosial dari kegiatanseseorang atau lembaga untuk memenuhikebutuhan dan keinginan pasar individu dankelompok akan suatu produk melalui konseppertukaran. (Kotler, 2005)• The Core Concepts :Kebutuhan (needs), Keinginan (wants) danProduk (barang, jasa, dan gagasan), Nilai(value), Biaya (cost), Kepuasan(satisfaction), Pertukaran, Konsep Pasar danPemasaran.
  4. 4. MarketsMarketersandProspectsRelationshipandNetworkValueCostSatisfactionProducts(Goods, Services, Idea)NeedsWantsDemandsExchangeandTransactionsThe Core Concepts Marketing(Kotler, 2005)
  5. 5. What’s about Marketing Mix?Slide 1-2Figure 1-14PProductPricePromotionPlaceMarketingMixManufacture
  6. 6. 7PProcessPeoplePhysical EvidenceProductPricePromotionPricePlaceMarketingMixServicesWhat’s about Marketing Mix?
  7. 7. What’s about Promotional Mix?The Promotional MixSlide 1-2Figure 1-1AdvertisingDirectmarketingSalespromotionPublicity/PRPersonalselling
  8. 8. The Selling and Marketing Concepts Contrasted(Kotler)EndsSelling andPromotingProductsFactoryProfit through SalesvolumeIntegretedmarketingCustomerneedsTargetmarketProfit throughCustomerSatisfactionMeans(Sarana)FocusStartingpoint(a) Selling Concepts(b) Marketing ConceptsEmpat Pilar sandaran Konsep Pemasaran :(1). Pasar Sasaran, (3). Pemasaran Terintegrasi,(2). Kebutuhan Pelanggan, (4). Profitabilitas.
  9. 9. Apakah Metrik itu?• A metric is a measuring system thatquantifies a trend, dynamic or characteristic.In virtually all disciplines, practitioners usemetrics to explain phenomena, diagnosecauses, share findings and project the resultsof future events.• Throughout the worlds of science, businessand government, metrics encourage rigourand objectivity.• They make it possible to compareobservations across regions and timeperiods. They facilitate understanding andcollaboration.
  10. 10. Mengapa perlu Metric ?• . . every metric, whether it is used explicitly toinfluence behavior, to evaluate futurestrategies, or simply to take stock, will affectactions and decisions.• If you can’t measure it, you can’t manage it.• metrics can help a firm maintain a productivefocus on customers and markets.• They can help managers identify thestrengths and weaknesses in both strategiesand execution.
  11. 11. Market Share
  12. 12. Market Share
  13. 13. Contoh Perhitungan MarketShare
  14. 14. Pengertian MarketConcentration
  15. 15. Contoh Perhitungan MarketConcentration• Dalam mobil mini perkotaan, tiga perusahaan yang merupakan firmconcentration ratio terdiri dari pangsa pasar tiga kompetitor teratas -Zipper, Twister dan A-One
  16. 16. Pengertian Penetration
  17. 17. Contoh Perhitungan BrandPenetration
  18. 18. Contoh Penetration Share
  19. 19. Konsep Customer Satisfaction(Kepuasan Pelanggan)C Satisfaction = f(Perfermance/Expectation)CustomerSatisfactionE <PVery Satisfaction/DelightSatisfactionDissatisfaction= 100%> 100%< 100%E = HarapanP = Kinerja/KenyataanKepuasan Pelanggan merupakan fungsi dari kenyataankinerja produk (product’s percieved performance) danharapan pembeli (buyer’s expectations).E =PE >P
  20. 20. Customer satisfaction andwillingness torecommend
  21. 21. Contoh Survey CustomerSatisfaction
  22. 22. Konsep Customer Loyalty(Loyalitas Pelanggan)Inactive orex-customersProses Pengembangan Pelanggan(The Customer Development Process)SuspectsDisqualifiedProspectsRepeatCustomersClients Advocates PartnersFirst TimeCustomersProspects
  23. 23. Konsep Customer Loyalty(Loyalitas Pelanggan)Ciri-ciri Pelanggan yang LOYAL :• Rutin Menggunakan Produk X• Selain Produk X juga menggunakan Xa• Berani Merekomendasikan kpda orang lain• Mampu Menolak Tawaran Pesaing(Griffin)
  24. 24. Mengevaluasi LoyalitasPelanggan
  25. 25. Loyalkah ini ?
  26. 26. Ingat !Pareto Principle80%of your growthwill come from20%of yourcustomersΩ Problem Statement Ω Strategic Direction Conclusion SolutionThe 80/20 RULE :
  27. 27. Heavy Usage Index
  28. 28. Contoh Heavy Usage Index
  29. 29. Awareness, attitudes and usage:hierarchy of effects
  30. 30. Quality Awareness berfokus PelangganJANGAN MENGECEWAKAN PELANGGANLETAKKAN DIRI KITA PADA POSISI PELANGGANRencanaRisetDesainProdukPengen-dalianMemeliharaPasar1. Identifikasi kualitas yang diinginkanPELANGGAN (PASAR)2. Bangun kualitas yang diinginkanPELANGGAN (PASAR) ke dlm produk5. Jika produk jelek terlanjurterjual, sgra CEPAT TANGGAP4. Pertahankan kualitas produk stlh penjualan3. Jangan meloloskan produk jelek kePasar / dlm tahap proses berikutnya
  31. 31. Awareness, attitudes andusage: typical questions
  32. 32. Awareness & Top of Mind
  33. 33. Margin
  34. 34. Contoh Perhitungan Margin
  35. 35. Marketing spending: total, fixedand variable
  36. 36. Contoh Fixed Marketing Cost• Sales force salaries and support.• Major advertising campaigns, includingproduction costs.• Marketing staff.• Sales promotion material, such as point-of-purchase sales aids, coupon production anddistribution costs.• Cooperative advertising allowances based onprior-period sales.
  37. 37. Contoh Perhitungan
  38. 38. Break-even Analysis
  39. 39. Contoh Break-Even
  40. 40. 0 1 2 3 4 5 6 7BEPTRTCFCUnitBiaya2.5002.0001.6001.5001.000500daerahrugidearahlabaGambar : BEPBreak-Even Point=BEP (rupiah)=FCContoh : Biaya tetap =Rp.1.000.000,00Biaya variable =Rp.120.000,00/unitApabila perusahaan menginginkan harga jual tiap unit =Rp.320.000,00 maka titik pulang pokok (BEP) adalah ?=BEP (unit) =FCP - VC VC / P1 -
  41. 41. Customer Lifetime Value
  42. 42. Contoh Customer Lifetime Value
  43. 43. Acquisition versus retention cost
  44. 44. Contoh Perhitungan
  45. 45. Sales force objectives: settinggoals
  46. 46. Contoh Perhitungan
  47. 47. Sales force effectiveness:measuring effort, potential andresults
  48. 48. Sales force compensation:salary/reward mix
  49. 49. Contoh PerhitunganCompensation
  50. 50. Price Premium
  51. 51. Contoh Perhitungan PricePremium
  52. 52. Average Price Paid
  53. 53. Contoh Perhitungan
  54. 54. Price elasticity of demand
  55. 55. Linear Demand Function
  56. 56. Short-term promotionalobjectives• To acquire new customers, perhaps by generatingtrial.• To appeal to new or different segments that aremore price-sensitive than a firm’s traditionalcustomers• To increase the purchase rates of existingcustomers; to increase loyalty.• To increase shelf space.• To blunt competitive efforts by encouraging thefirm’s customers to “load up” on inventory.• To smooth production in seasonal categories byinducing customers to order earlier (or later) thanthey ordinarily would.
  57. 57. Baseline sales, incremental salesand promotional lift
  58. 58. Downward spiral – promotionaleffectiveness
  59. 59. Successful promotion with long-term benefits
  60. 60. Cost per thousand impressions(CPM) rates
  61. 61. Contoh Perhitungan
  62. 62. Reach, net reach and frequency
  63. 63. Effective reach and effectivefrequency
  64. 64. Contoh Perhitungan
  65. 65. Pageviews
  66. 66. Clickthrough Rate
  67. 67. Contoh Clickthrough Rate
  68. 68. Cost per Impression
  69. 69. The order acquisition process
  70. 70. Contoh Perhitungan
  71. 71. 72Contact Us :Kanaidi, SE., M.Si (Trainer & Dosen, Penulis,Peneliti, dan PeBisnis)e-mail : kana_ati@yahoo.com ataukanaidi@poltekpos.ac.idTelp : 022-2005972 atau 022-2009570 ext.125Fax : 022-2009568 HP. 0812 2353 284www.ken-kanaidi.blogspot.comwww.ken-sukses.blogspot.comwww.pemimpin.unggul.comwww.google.com “Sukses kanaidi”www.formulabisnis.com/?id=ken_kanaidiΩ Problem StatementΩ Mapping Ω Strategic Direction Conclusion

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