Hermawan Kartajaya Founder and Chairman of MarkPlus, Inc. Co-Founder of Asia Marketing Federation Staf Khusus Kementerian Koperasi & UKM via https://visioma.files.wordpress.com/2017/08/marketing-4-0.pdf Hermawan Kartajaya Founder and Chairman of MarkPlus, Inc. Co-Founder of Asia Marketing Federation Staf Khusus Kementerian Koperasi & UKM via https://visioma.files.wordpress.com/2017/08/marketing-4-0.pdf Hermawan Kartajaya Founder and Chairman of MarkPlus, Inc. Co-Founder of Asia Marketing Federation Staf Khusus Kementerian Koperasi & UKM via https://visioma.files.wordpress.com/2017/08/marketing-4-0.pdf

1. Hermawan Kartajaya
Founder and Chairman of MarkPlus, Inc.
Co-Founder of Asia Marketing Federation
Staf Khusus Kementerian Koperasi & UKM
Marketing 4.0
Moving from Traditional to Digital

2. HERMAWAN KARTAJAYATwitter: @hermawank
About Hermawan Kartajaya’s
International Books
Every year, we predict trends
going forward and define the
recommended marketing
practices in Indonesia
Our intellectual properties
have been endorsed by
Philip Kotler and
acknowledged by
international publishers
The latest international book,
Marketing 3.0, published by
John Wiley in the US in May
2010, is translated
into 26 languages

3. By John Wiley – US 2010
Available in 27 languages
By John Wiley
Launched at
MarkPlus Conference 2017
Available in 20 Languages

5. HERMAWAN KARTAJAYATwitter: @hermawank
Marketing 4.0
1. United States, Canada,
Singapore, UK, Australia (English)
2. Thailand (Thai)
3. China (Simplified Chinese)
4. Japan (Japanese)
5. Poland (Polish)
6. South Korea (Korea)
7. Brazil (Portuguese)
8. Vietnam (Vietnamese)
9. Germany (German)
10.Spain (Spanish)
11. Italy (Italian)
12. Portugal (Portuguese)
13. Taiwan (Chinese)
14. France (French)
15. Iran (Persian)
16. Turkey (Turkish)
17. India (English)
18. Netherlands (Dutch)
19. Russia (Russian)
20. Ukraine (Ukrainian)
19 languages including English, 20 editions, 24+ countries)
Licensing Deal from August 2016 (before publishing) – April 2017: 9 months

6. HERMAWAN KARTAJAYATwitter: @hermawank
About MarkPlus, Inc.

7. HERMAWAN KARTAJAYATwitter: @hermawank
Our Offices
Medan
Jakarta
Bandung
Semarang
Surabaya
Denpasar
Makassar
Palembang
Pekanbaru
Banjarmasin
Manado
Padang
Solo
Yogyakarta
Balikpapan
Pontianak
Jayapura
Banda Aceh

8. HERMAWAN KARTAJAYATwitter: @hermawank

9. HERMAWAN KARTAJAYATwitter: @hermawank

10. HERMAWAN KARTAJAYATwitter: @hermawank

11. HERMAWAN KARTAJAYATwitter: @hermawank

12. HERMAWAN KARTAJAYATwitter: @hermawank
Marketing 4.0 - Wiley

13. HERMAWAN KARTAJAYATwitter: @hermawank
Marketing 4.0 - Thailand

14. WHAT: HOW:
WHY
Traditional
Marketing

15. HERMAWAN KARTAJAYATwitter: @hermawank
Anatomy of Change
Economy
Technology
Pol-
Leg
Soc-
Cul
Market

16. HERMAWAN KARTAJAYATwitter: @hermawank
4C Diamond: A Model to Analyze Business Landscape
CUSTOMER
COMPANY
COMPETITOR
CHANGE
Pol-Leg
Technology
Economy
Market
Soc-Cul
TOWS
Examination
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu

17. HERMAWAN KARTAJAYATwitter: @hermawank
STV-Triangle: Positioning-Differentiation-Brand Triangle
POSITIONING DIFFERENTIATION
BRAND
brand integrity
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu

18. HERMAWAN KARTAJAYATwitter: @hermawank
STV Triangle: 9 Core Elements of Marketing
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu

19. HERMAWAN KARTAJAYATwitter: @hermawank
Customer – Product – Brand Management
Customer
Management
Product
Management
Brand
Management

20. WHY: HOW:
WHAT
New Wave
Marketing

21. HERMAWAN KARTAJAYATwitter: @hermawank
New Wave Marketing

22. HERMAWAN KARTAJAYATwitter: @hermawank
The Future of Power Shifts
The Age of Participation &
Collaborative Marketing
The Age of Globalization
Paradox & Cultural
Marketing
The Age of Creative Society
& Spiritual Marketing
Economy
Technology
Political
Legal
Social
Culture
Market
From Exclusive to
Inclusive
From Vertical to
Horizontal
From Individual to
Social

23. HERMAWAN KARTAJAYATwitter: @hermawank
New Wave Marketing: From 4C to 5C
COMPETITOR CUSTOMER
COMPANY
4C
CHANGE

24. HERMAWAN KARTAJAYATwitter: @hermawank
New Wave Marketing: From PDB to TRIPLE-C
CLARIFICATION
OF PERSONA
POSITIONING
CODIFICATION
OF DNA
DIFFERENTIATION
CHARACTER
WITH CHARISMA
BRAND
CONNECTED
CATALYST
CIVILIZED
brand ntegrity
WHAT IS YOUR
COLOR?
WHAT IS YOUR
AUTHENTICITY?
WHAT IS YOUR
AURA?

25. HERMAWAN KARTAJAYATwitter: @hermawank
12 – C of New Wave Marketing

26. HERMAWAN KARTAJAYATwitter: @hermawank
Marketing 3.0
INDIVIDUAL
COMPANY
Mind Heart Spirit
Deliver
SATISFACTION
Realize
ASPIRATION
Practise
COMPASSION
Profit Ability Return Ability Sustain Ability
Be BETTER DIFFERENTIATE
Make a
DIFFERENCE
MISSION
(Why)
VISION
(What)
VALUES
(How)

27. WHY: WHAT:
HOW
Marketing 4.0
Moving From
Traditional
to Digital

28. HERMAWAN KARTAJAYATwitter: @hermawank
Marketing 3.0 & 4.0
By John Wiley – US 2010
Available in 27 languages
By John Wiley
Launched at
MarkPlus Conference 2017
Total Languages: 20

29. HERMAWAN KARTAJAYATwitter: @hermawank
Competitiveness Level of Brands
LE VE L 1
ENJOYMENT OK
LE VE L 2
EXPERIENCE
AHA
LE VE L 3
ENGAGEMENT

30. HERMAWAN KARTAJAYATwitter: @hermawank
Customer Path: From Individual to Social
Attitude Act Act AgainAware AdvocateAppeal Ask

31. HERMAWAN KARTAJAYATwitter: @hermawank
Introducing New Brand Metrics
PARPurchase Action Ratio
BARBrand Advocacy Ratio

32. HERMAWAN KARTAJAYATwitter: @hermawank
The Purchase Action Ratio (PAR)
Aware
Act
PAR =

33. HERMAWAN KARTAJAYATwitter: @hermawank
What PAR really means
Aware ActAppeal Ask Advocate
PAR = 0.5
Brand
Awareness*
+1%
Market
Share
+0.5%

34. HERMAWAN KARTAJAYATwitter: @hermawank
The Brand Advocacy Ratio (BAR)
Aware
Advocate
BAR =

35. HERMAWAN KARTAJAYATwitter: @hermawank
What BAR really means
Aware
Appeal Ask
Appeal
Act
Ask
Advocate
Act
X X X
BAR =

36. HERMAWAN KARTAJAYATwitter: @hermawank
Conversion #1: Creating ATTRACTION
Aware
Appeal Ask
Appeal
Act
Ask
Advocate
Act
X X X
Loyalty
(BAR)
=

37. HERMAWAN KARTAJAYATwitter: @hermawank
Conversion #2: Creating CURIOSITY
Aware
Appeal Ask
Appeal
Act
Ask
Advocate
Act
X X X
Loyalty
(BAR)
=

38. HERMAWAN KARTAJAYATwitter: @hermawank
Conversion #3: Creating COMMITMENT
Aware
Appeal Ask
Appeal
Act
Ask
Advocate
Act
X X X
Loyalty
(BAR)
=

39. HERMAWAN KARTAJAYATwitter: @hermawank
Conversion #4: Creating AFFINITY
Aware
Appeal Ask
Appeal
Advocate
Act
X X X
Loyalty
(BAR)
=
Act
Ask

40. HERMAWAN KARTAJAYATwitter: @hermawank
Most Common Customer Path

41. HERMAWAN KARTAJAYATwitter: @hermawank
The Ideal Customer Path: Bow Tie
Aware ActAppeal Ask Advocate
Attraction Curiosity AffinityCommitment

42. HERMAWAN KARTAJAYATwitter: @hermawank
Fix the Gap
ATTRACTION
- Brand positioning
and differentiation
- Marketing Communication
Aware
Appeal
CURIOSITY
- Community
marketing
- Social media
marketing
X
Ask
Appeal
AFFINITY
- Service blueprint &
customer care
- Loyalty program
X
Advocate
Act
X
Act
Ask
COMMITMENT
- Channel management
- Sales force management

43. HERMAWAN KARTAJAYATwitter: @hermawank
Integrating Legacy & New Wave
AWARE APPEAL ASK ACT ADVOCATE
A1 A2 A3 A4 A5
LEVEL 3
ENGAGEMENT
LEVEL 2
EXPERIENCE
LEVEL 1
ENJOYMENT
E3
E2
E1
LEGACY MARKETING
Conventional marketing approach:
• Strategic Segmentation & Targeting
• Brand Positioning & Differentiation
• Tactical Marketing Mix (Product,
Price, Place, Promotion) & Selling
Approach
• Value-Creating Services & Processes
NEW WAVE MARKETING
Connected marketing approach:
• Confirmation to Customer Community
• Clarification of Brand Character and
Codification
• Connected Marketing Mix (Co-Creation,
Currency, Communal Activation,
Conversation) & its Commercialization
• Customer Care and Collaboration
More New Wave Marketing As Brand Intervenes Further Across Customer Path
MoreNewWaveMarketingAsBrandStepsUpCompetitiveness