Marketing For Non Marketing People

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Marketing For Non Marketing People

  1. 1. Marketing for Non Marketing People Muhammad Arman
  2. 2. Background <ul><li>Complex Business Environments. </li></ul><ul><li>No partial view point. </li></ul><ul><li>Continuing organization (sustainable). </li></ul><ul><li>Strategic Business Unit, important role </li></ul><ul><li>Marketing as a daily activities </li></ul><ul><li>Strategic planning and action </li></ul><ul><li>Understanding marketing concept </li></ul>
  3. 3. In the past, if we were trying to sell sushi , we will market it as a cold dead fish Bojana Fazarinc Hewlett Packard
  4. 4. Story of <ul><li>Inul </li></ul><ul><li>Pepsodent </li></ul><ul><li>Mandra </li></ul><ul><li>Acara minum the ala jepang </li></ul>
  5. 5. Menu <ul><li>Marketing concept </li></ul><ul><li>Marketing MIX (4 P’s of marketing) </li></ul><ul><li>Marketing segmentation and targeting </li></ul><ul><li>Product positioning </li></ul><ul><li>Understanding customer and their needs </li></ul><ul><li>Marketing information </li></ul>
  6. 6. Marketing Concept Marketing: is the process of planning and executing the conception, pricing, promotion and distribution of idea, goods and services to create exchanges that satisfy individual and organizational goals (American Marketing Association)
  7. 7. Marketing = sales ???? Why there are more often marketing manager than sales manager ? Sales engineer vs marketing engineer
  8. 8. Identical Sales Marketing
  9. 9. Different Sales Marketing
  10. 10. Case <ul><li>Motor Cina </li></ul><ul><li>Apakah marketing atau sales ??? </li></ul>
  11. 11. Satisfaction <ul><li>Benefit, utility = value </li></ul><ul><li>&quot;Perceived value&quot; </li></ul><ul><li>Value; product over the price </li></ul>
  12. 12. Satisfaction con't Service Quality Product Quality Price Situational factors Customer Satisfaction Personal factors
  13. 13. Marketing Mix; 4P's <ul><li>Bauran Pemasaran </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Placement (distribution) </li></ul></ul><ul><li>A comprehension understanding of strategic and action in marketing </li></ul>
  14. 14. Marketing Mix (traditional) Product Price Promotion Place Strategic Action Customer
  15. 15. Product Marketing Mix Product Price Distribution Promotion
  16. 16. Product (definition) <ul><li>A bundle of tangible and intangible attributes that seller offers a potential buyer and that satisfies the buyer's need or wants (Lusch and Lusch, 1987) </li></ul><ul><li>Product : physical good or service, more often blend of both </li></ul>
  17. 17. Product <ul><li>The Core : function, basic benefits </li></ul><ul><li>The Actual :, labeling, packaging, feature, color, size, material, texture, smell, taste </li></ul><ul><li>The Extended : term of payment, service, branding, return policy, guarantees, training, delivery, styling. </li></ul>
  18. 18. Product vs Service 0 % 100 % 100 % Service Emphasis Product Emphasis Washing Powder Fast food restaurant Insurance Cleaning service
  19. 19. Product vs service <ul><li>Product </li></ul><ul><ul><li>Tangible </li></ul></ul><ul><ul><li>&quot;distance&quot; production and consumption </li></ul></ul><ul><ul><li>&quot;Homogeneity&quot;, standardization </li></ul></ul><ul><ul><li>Perishable </li></ul></ul><ul><li>Service </li></ul><ul><ul><li>Intangible </li></ul></ul><ul><ul><li>Inseparability production and consumption </li></ul></ul><ul><ul><li>&quot;Heterogeneity&quot;, Non Standard </li></ul></ul><ul><ul><li>Imperishable </li></ul></ul>
  20. 20. Implication <ul><li>Not only focus on production </li></ul><ul><li>Give space for service, realize the need of customer </li></ul><ul><li>Define the actual, core and extended of your product. </li></ul><ul><li>Give &quot;added value&quot; of your product </li></ul>
  21. 21. Define your existing product and or service (DISCUSSION)
  22. 22. Product Innovations, why? <ul><li>Survive in the competition </li></ul><ul><li>Technology change, need new product </li></ul><ul><li>Change of the needs of customer </li></ul><ul><li>Competitor </li></ul><ul><li>Legal aspect </li></ul>
  23. 23. New Product ??? It is really new?
  24. 24. New Product <ul><li>Simply a product that is perceived as new by the customer </li></ul><ul><li>New Product means: </li></ul><ul><ul><li>Really new (first discover, no one has produced before) </li></ul></ul><ul><ul><li>Product improvement </li></ul></ul><ul><ul><li>Product addition </li></ul></ul><ul><ul><li>Repositioning Product </li></ul></ul>
  25. 25. Successful New product <ul><li>Important </li></ul><ul><li>Unique </li></ul><ul><li>Sustainable </li></ul><ul><li>Marketable </li></ul>
  26. 26. Process of New Product <ul><li>idea generation </li></ul><ul><li>screening of ideas </li></ul><ul><li>business analysis </li></ul><ul><li>prototype development </li></ul><ul><li>market tests </li></ul><ul><li>commercialization </li></ul>
  27. 27. What is your new product? <ul><li>Base on : </li></ul><ul><ul><li>Really new product </li></ul></ul><ul><ul><li>Product improvement </li></ul></ul><ul><ul><li>Product addition </li></ul></ul><ul><ul><li>Repositioning Product </li></ul></ul>
  28. 28. Service, deeper <ul><li>“ Hospitality Mentality” </li></ul><ul><li>It is easy enough to be pleasant </li></ul><ul><li>When life flows along like a song, </li></ul><ul><li>But the person worthwhile </li></ul><ul><li>Is the person who can smile </li></ul><ul><li>When everything goes dead wrong. </li></ul><ul><li>Anonymous </li></ul>
  29. 29. Dimensions Service <ul><li>Procedural </li></ul><ul><ul><li>The mechanical or systems “stuff” </li></ul></ul><ul><li>Convivial </li></ul><ul><ul><li>Warm & caring service – emotional “stuff” </li></ul></ul>
  30. 30. Procedural Dimension <ul><li>Accommodation </li></ul><ul><li>Anticipation </li></ul><ul><li>Timeliness </li></ul><ul><li>Organized Flow </li></ul><ul><li>Communication </li></ul><ul><li>Customer Feedback </li></ul><ul><li>Supervision </li></ul>
  31. 31. Convivial Dimension <ul><li>Attitude </li></ul><ul><li>Attentiveness </li></ul><ul><li>Tone of Voice </li></ul><ul><li>Body Language </li></ul><ul><li>Tact </li></ul><ul><li>Naming Names </li></ul><ul><li>Guidance </li></ul><ul><li>Suggestive Selling </li></ul><ul><li>Problem Solving </li></ul>
  32. 32. Service from customer's point of view Service <ul><li>People </li></ul><ul><li>Contact Employees </li></ul><ul><li>Customer him/herself </li></ul><ul><li>Other customer </li></ul><ul><li>Process </li></ul><ul><li>Operation flow activities </li></ul><ul><li>Step in process </li></ul><ul><li>Flexibility vs standard </li></ul><ul><li>Technology vs human </li></ul><ul><li>Physical Evidence </li></ul><ul><li>Tangible communication </li></ul><ul><li>Service space </li></ul><ul><li>Technology </li></ul><ul><li>Guarantees </li></ul><ul><li>Website </li></ul>
  33. 33. Brand Branding is the process by which companies distinguish their product offerings from those of the competition
  34. 34. Important of Branding <ul><li>For Customer: </li></ul><ul><ul><li>Save time and effort </li></ul></ul><ul><ul><li>Security, reduce risk of purchase </li></ul></ul><ul><ul><li>Offer psychological reward </li></ul></ul><ul><li>For Supplier </li></ul><ul><ul><li>Loyal base customer </li></ul></ul><ul><ul><li>Higher price </li></ul></ul><ul><ul><li>Platform to launch new product </li></ul></ul><ul><ul><li>Economic scale of promotion </li></ul></ul><ul><ul><li>An asset </li></ul></ul>
  35. 35. Good brand name should <ul><li>Positive association </li></ul><ul><li>Easy to pronounce and remember </li></ul><ul><li>Distinctive </li></ul><ul><li>Suggest product benefits </li></ul><ul><li>Not infringe an existing registered brand name </li></ul>
  36. 37. Price Marketing Mix Price Distribution Promotion Product
  37. 38. Price and Pricing Strategy <ul><li>Price: about the selling price at the end customer </li></ul><ul><li>How much the customer willing to pay, </li></ul>
  38. 39. Pricing, both side + = + = Consumer costs Business costs Money Time Cognitive activity Behavior effort Price willing to sell Profit Value Price willing to pay Production Promotion Distribution Marketing research Market exchange
  39. 40. Price Objectives <ul><li>Income related : how much money can we make? </li></ul><ul><li>Volume related : how many units can we sells? </li></ul><ul><li>Competition related : what share of the available business do we want? </li></ul><ul><li>Societal : what are our responsibility to our customer and society as a whole? </li></ul>
  40. 41. Five C's of Pricing <ul><li>C osts </li></ul><ul><li>C ustomers </li></ul><ul><li>C hannels </li></ul><ul><li>C ompetition </li></ul><ul><li>C ompatibility </li></ul>
  41. 42. Strategic Approach of Pricing Analyze consumer-product relationships Analyze the environmental situation Determine the role of price in marketing strategy Estimate production and marketing costs Set pricing objectives Develop pricing strategy and set prices
  42. 43. Think About Your <ul><li>Customer and market </li></ul><ul><li>Product and competitor product </li></ul><ul><li>Cost and objectives </li></ul><ul><li>Environmental and situation </li></ul>For your pricing
  43. 44. Promotion Marketing Mix Price Distribution Promotion Product
  44. 45. Promotion <ul><li>Process to communicate the benefits of the product </li></ul><ul><li>Basic communications approach needed </li></ul><ul><li>Start from the customer </li></ul>
  45. 46. Some questions <ul><li>Who is the target? </li></ul><ul><li>What should be said (actual message)? How should it be said (tone of message)? </li></ul><ul><li>What medium should be used convey the message? Where should the message be placed each medium? </li></ul><ul><li>When will it be done (timing)? </li></ul><ul><li>How will the plan be assessed? </li></ul>
  46. 47. Promotional MIX <ul><li>Advertising </li></ul><ul><li>Public relation </li></ul><ul><li>Sales promotion </li></ul><ul><li>Personal selling </li></ul>Advertising Public Relation Sales Promotion Personal Selling
  47. 48. AIDA <ul><li>Attract: friendly greeting </li></ul><ul><li>Interest: focus on benefits, allowing customer to appreciate its relevance to their needs </li></ul><ul><li>Desire: opening question from customer. Try to convince them of desirability </li></ul><ul><li>Action; not always be immadiate purchase </li></ul>
  48. 49. Customer vs promotion <ul><li>Customer only select what they are interested in </li></ul><ul><li>Customer are selective to the information we give </li></ul><ul><li>Customer use “their language”, not “our language” </li></ul><ul><li>Listen carefully to the customer needs even more effective than try to explain your product. </li></ul>
  49. 50. Stage of Sales Contact <ul><li>Prospecting </li></ul><ul><li>Approach </li></ul><ul><li>Presentation </li></ul><ul><li>Handling objection </li></ul><ul><li>Closing </li></ul><ul><li>Follow up </li></ul>
  50. 51. Distribution Marketing Mix Price Distribution Promotion Product
  51. 52. Distribution <ul><li>Traditional: Moving the goods or service from producer to customer. </li></ul><ul><li>Modern, start from product design </li></ul><ul><li>Size, packaging, ware house, inventory management, supply chain, distribution channel , agent, broker, media, personal interaction (service). </li></ul><ul><li>As integrated marketing </li></ul>
  52. 53. Distribution Channel <ul><li>Environment </li></ul><ul><li>Consumer </li></ul><ul><li>Product Characteristic </li></ul><ul><li>Strategy (price setting) </li></ul><ul><li>Competition </li></ul><ul><li>Organization </li></ul><ul><li>Case : Bimbingan Belajar, Alfa Mart, Hemart, Pepsodent </li></ul>
  53. 54. Distribution of Service <ul><li>Location </li></ul><ul><li>Time </li></ul><ul><li>Physical Environment </li></ul><ul><li>Apperance of people </li></ul>
  54. 55. Summary <ul><li>Marketing concept </li></ul><ul><li>4P's of Marketing (integrated marketing) </li></ul><ul><li>Customer satisfaction </li></ul>
  55. 56. Question ? <ul><li>www.akangarman.wordpress.com </li></ul><ul><li>www.akangarman.blogspot.com </li></ul><ul><li>www.sdpondokbambu07.wordpress.com </li></ul>

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