Tugas Mata Kuliah Pemasaran dan Pemasaran Internasional Program Magister Management Kwik Kian Gie School of Business. Presentasi: "Marketing creates or satisfies needs?" study kasus di NIKE.

1. Tugas I:
Manajemen Pemasaran
dan Pemasaran Internasional
Kelompok 1:
Andreas Septianus - 0741501001
Dicky Taruna K - 0741501003
Erwan Cipto Priyatmoko - 0741501004
Jupiter - 0741501009
Megawati - 0741501012
Vinca Marline - 0741501021

2. Challenge 1:
Marketing Debate Marketing creates or
satisfies needs?

3. Challenge 1:
Marketing Debate
“A company without marketing just like the sky without stars”
- Tony Sitinjak

4. So, what is marketing?
Challenge 1:
Marketing Debate
Needs
Wants
Goods
Service
Demands Supplies
EXCHANGE

5. What is “needs”?
Challenge 1:
Marketing Debate
Akutualisasi diri:
moralitas, kreativitas
Penghargaan:
harga diri, kepercayaan diri,
pengakuan dari orang lain
Cinta kasih:
pertemanan, hubungan keluarga, intimasi
Keamanan:
keselamatan, pekerjaan, kesehatan
Fisiologis:
pakaian, makanan, tempat tinggal

6. What is “needs”?
• Stated needs: kebutuhan yang secara gamblang
dikomunikasikan.
• Real needs: kebutuhan yang sebenarnya, yang mendasari
Challenge 1:
Marketing Debate

7. Challenge 1:
Marketing Debate

8. Challenge 1:
Marketing Debate
“Marketers do not create needs: Needs preexist marketers.
Marketers along with other societal factors influence wants.
Marketers might promote ideas … They do not, however, create
the need …”
- Philip Kotler

9. Challenge 2:
Case study - Nike

10. What do we know about Nike’s marketing strategy?
• Mengawinkan kebutuhan (needs) dan keinginan (wants) dari
para atlet dan penikmat olahraga (target market) dengan
rancangan produknya (good product design)
• Menggali informasi mengenai kesukaan pasar yang akan
dimasukinya
• Mengeliminasi persaingan dengan mengakuisisi Umbro
• Menggaet brand ambassadors dari kalangan atlet terkemuka
• Meluncurkan aplikasi berbasis teknologi (kerjasama dengan
Apple, perusahaan teknologi terkemuka) untuk
mengantisipasi kecenderungan dunia yang go digital
Challenge 2:
Case study - Nike

11. The pro’s:
From athletes to athletes – strong unique selling
proposition
Challenge 2:
Case study - Nike

12. The pro’s:
Product lines
Challenge 2:
Case study - Nike

13. The pro’s:
The brand ambassadors
Challenge 2:
Case study - Nike

14. The con’s:
The antis
Challenge 2:
Case study - Nike

15. The risks:
Brand identity confusions
Challenge 2:
Case study - Nike

16. The risks:
Questionable customer loyalty
Challenge 2:
Case study - Nike

17. The risks:
Negative publicity of brand ambassadors
Challenge 2:
Case study - Nike

18. Challenge 2:
Case study - Nike
W. W. A. D.
What would Adidas do?

19. Challenge 2:
Case study - Nike
Official sponsor of sports events

20. Challenge 2:
Case study - Nike
Competitors acquisitions

21. Challenge 2:
Case study - Nike
The good guy chooses Adidas

22. Challenge 2:
Case study - Nike
The road to fashion icon

23. Challenge 3:
Case study - Google

24. What do we know about Google?
• Kata Google berasal dari kata ‘googol’, yang merupakan
isitilah matematika, di mana angka 1 diikuti oleh 100 angka
nol
• Selama satu dekade terakhir, Google telah meningkatkan
kemampuan mesin pencari dengan berbagai layanan lain,
aplikasi, dan alat-alat
• Produk-produk Google dibagi menjadi 5 kategori, yakni
desktop product (Google Earth, Google Video/YouTube,
Challenge 3:
Case study - Google

25. Challenge 3:
Case study - Google
Core brand value

26. Challenge 3:
Case study - Google
Is Google making the right move?

27. Challenge 3:
Case study - Google
What’s next for Google?
Updates, updates and updates

28. Challenge 3:
Case study - Google
What’s next for Google?
Technology for easier life

29. Challenge 3:
Case study - Google
What’s next for Google?
Tease to impulse

30. That’s all from us.

31. THANK YOU