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Marketing Fundamental - Rio Raditya .pdf
- 1. Fundamentals of Marketing By: Rio Raditya Prepared for:
- 2. First Part of Three Key Marketing Pillars Fundamental Understanding of Marketing Management Understanding The Market & Consumers Building Strong Brand & Campaign 1. 2. 3. The audience can define the right marketing terms and its meaning The audience can analyze and comprehend the consumer behavior The audience can create a strong and solid marketing strategy DESIRED OUTPUT: DESIRED OUTPUT: DESIRED OUTPUT:
- 3. First Part of Three Key Marketing Pillars Fundamental Understanding of Marketing Management Understanding The Market & Consumers Building Strong Brand & Campaign 1. 2. 3. The audience can define the right marketing terms and its meaning The audience can analyze and comprehend the consumer behavior The audience can create a strong and solid marketing strategy DESIRED OUTPUT: DESIRED OUTPUT: DESIRED OUTPUT:
- 4. What We Will Discuss Today INTRO About Me: Rio Raditya Goal for This Sessions 1.
- 5. What We Will Discuss Today INTRO SESSION About Me: Rio Raditya Goal for This Sessions Needs, Wants and Demands Target Markets, Positioning and Segmentation Marketing Channels What is Market? Marketing? New Marketing Realities 1. 2.
- 6. What We Will Discuss Today INTRO SESSION CLOSURE About Me: Rio Raditya Goal for This Sessions In a Nutshell Summary Next Step Needs, Wants and Demands Target Markets, Positioning and Segmentation Marketing Channels New Marketing Realities 1. 2. 3. What is Market? Marketing?
- 7. INTRO
- 8. A little bit About Me Name: Born: Position: Rio Raditya Jakarta, 3 April 1993 COO at SALVO Network During the first two years at Salvo, back then, as a Strategy Director, the main task is to translate clients' business ambition into tangible marketing efforts. I led & supervised the Strategy, Social Media, Digital & Community division. Managing and nurturing the team members to achieve business goals while consistently providing strategic marketing & business consultation for all stakeholders. Today, ss the Chief Operating Officer (COO), I am responsible for the Strategy, Operation, and P&C division. Ensuring the organization is in the right direction while building the company's culture is my day-to-day task.
- 9. My Journey so Far 2011 2012 2015 2016 Marketing Communication Content Marketing & Analyst Graduated Marketing Strategist Examine the plan for marketing content. Evaluate published content marketing. Research & analyze potential strategy and communication approaches. Design, create and manage digital content (visual & text). Research, execute when & where to deliver the content to maximize the impact. Participate in the campaign planning creative process. Fortune Indonesia is the only Local Agency listed as a public company in Indonesia. During my time here, I was honored to work with the best-in-class professionals. As the result of a 360-degree marketing agency, I was able to learn many perspectives: from Media, PR, ATL, Digital, until BTL. Clients: Astra Honda Motor, Jiwasraya, Lays, Gatsby Urban Cologne, Pertamina, etc.
- 10. 2017 2018 2019 2020 Marketing Strategist Digital Marketing Asst. Manager Strategy Director Strategy Director, Chief Operating Officer Today SALVO Network is my home, it's a place full of ideas, business entities, and a melting-pot for thinkers and creators. Here, we have three main pillars: strategy, creativity & technology. We combine those three pillars seamlessly to merge brands with the consumers, resulting in real engagement & tailored impacts for the client's business. Working closely with the Head of Media under the Marketing Department to manage digital marketing content & activity for JTI brands (Camel, Apache, Winston, Mevius, Etc). Assisting the brand team on daily basis to make sure digital contribution on delivering the brand business and communication objectives. MBA, Marketing My Journey so Far
- 11. Thanks for having me! 😁
- 12. Our Goal for This Session For non-marketing people… For marketing people… We can define the right marketing terms and its meaning so there’s no misconception and myth anymore We can refresh our knowledge and sharpen the basic fundamental for practical marketing purposes
- 14. How to enter and win those chaotic battle with marketing?
- 16. What is Marketing? Marketing itu pasang iklan! Marketing itu jualan ke semua orang biar bisnis cuan… Marketing itu ngabisin duit doang, yang penting produk bagus pasti laku… Marketing itu kayak Sales yang suka nawar-nawarin produk kan?
- 17. What is Marketing? Marketing itu pasang iklan! Marketing itu jualan ke semua orang biar bisnis cuan… Marketing itu ngabisin duit doang, yang penting produk bagus pasti laku… Marketing is not just about advertising Marketing itu kayak Sales yang suka nawar-nawarin produk kan?
- 18. What is Marketing? Marketing itu pasang iklan! Marketing itu jualan ke semua orang biar bisnis cuan… Marketing itu ngabisin duit doang, yang penting produk bagus pasti laku… Marketing is not just about advertising Marketing needs a target focus to generate better return Marketing itu kayak Sales yang suka nawar-nawarin produk kan?
- 19. What is Marketing? Marketing itu pasang iklan! Marketing itu jualan ke semua orang biar bisnis cuan… Marketing itu ngabisin duit doang, yang penting produk bagus pasti laku… Marketing itu kayak Sales yang suka nawar-nawarin produk kan? Marketing is not just about advertising Marketing needs a target focus to generate better return Great products are nothing when no one knew about it
- 20. Marketing itu kayak Sales yang suka nawar-nawarin produk kan? What is Marketing? Marketing itu pasang iklan! Marketing itu jualan ke semua orang biar bisnis cuan… Marketing itu ngabisin duit doang, yang penting produk bagus pasti laku… Marketing is not just about advertising Marketing needs a target focus to generate better return Great products are nothing when no one knew about it Sales and marketing are a different concept
- 21. Core Definition Market Marketing Definition: Market is a form where buyers and sellers meet to facilitate the exchange or transaction of goods and services. To put it into perspective, it can be seen as… An Area A Platform An Industry And many more… as long as there are buyers (demand), answered by a sellers (supply) Contoh: Ps Minggu, Indomaret, Etc Contoh: Tokopedia, Shopee, GoFood, Etc Contoh: Industry otomotif, etc.
- 22. Core Definition Example: This graph shows the market share from time to time for Instant Noodle category. Highlights: - There are 4 players shown - Dominated by Indomie as a market leader - Mie Sedaap is continuously act as the challenger Source: https://www.topbrand-award.com/202 0/05/top-brand-index-tracking-mie-ins tan-dalam-kemasan-bag-mobile-ver/ Market Marketing
- 23. Core Definition Definition: The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing is much more beyond just ‘selling’, these are the 4 Ps of Marketing: Product Price Place What you sell. Could be a physical good, services, consulting, etc. How much do you charge and how does that impact how your customers view your brand? Where do you sell your product or service? Where do your ideal customers go to find your products? Promotion How do your customers find out about you? What strategies do you use, and are they effective? Market Marketing
- 24. Core Definition Example: Product A folding flagship for the masses with great engine performance Place Official off/online store + Modern Trade off/online partners Price The most affordable flip phone: 14.000.000 JT - 16.000.000 JT Promotion TV Commercial, OOH, Digital Marketing & Influencers Market Marketing
- 25. Understanding Needs, Wants & Demands… Orang orang butuh ni produk innovative kayak produk X! Gue liat Starbucks rame terus, kita kalo bisnis kopi pasti laku nih… Kita jualan produk X aja yuk, harga grosirnya oke banget, kita pasti bisa dapet margin gede bro kalo jualan ini!
- 26. Understanding Needs, Wants & Demands… Orang orang butuh ni produk innovative kayak produk X! Gue liat Starbucks rame terus, kita kalo bisnis kopi pasti laku nih… Kita jualan produk X aja yuk, harga grosirnya oke banget, kita pasti bisa dapet margin gede bro kalo jualan ini! Innovative product require long-term education before people think that they need it…
- 27. Understanding Needs, Wants & Demands… Orang orang butuh ni produk innovative kayak produk X! Gue liat Starbucks rame terus, kita kalo bisnis kopi pasti laku nih… Kita jualan produk X aja yuk, harga grosirnya oke banget, kita pasti bisa dapet margin gede bro kalo jualan ini! Innovative product require long-term education before people think that they need it… Starbucks ≠ Coffee. It’s a symbol of urban lifestyle & modern experience.
- 28. Understanding Needs, Wants & Demands… Orang orang butuh ni produk innovative kayak produk X! Gue liat Starbucks rame terus, kita kalo bisnis kopi pasti laku nih… Kita jualan produk X aja yuk, harga grosirnya oke banget, kita pasti bisa dapet margin gede bro kalo jualan ini! Innovative product require long-term education before people think that they need it… Starbucks ≠ Coffee. It’s a symbol of urban lifestyle & modern experience. Marketing cost and product demand is being ignored
- 29. Consumers Needs, Wants & Demand NEEDS Consumers are not able to survive without it.
- 30. Consumers Needs, Wants & Demand NEEDS WANTS Consumers are not able to survive without it. Consumers desire for specific satisfiers.
- 31. Consumers Needs, Wants & Demand NEEDS WANTS Consumers are not able to survive without it. Consumers desire for specific satisfiers. DEMANDS Needs / Wants that backed by the ability and willingness to buy them
- 32. Consumers Needs, Wants & Demand NEEDS WANTS Consumers are not able to survive without it. Consumers desire for specific satisfiers. DEMANDS Needs / Wants that backed by the ability and willingness to buy them Increase the value Build new demand Create new needs
- 33. Consumers Needs, Wants & Demand NEEDS WANTS Consumers are not able to survive without it. Consumers desire for specific satisfiers. DEMANDS Needs / Wants that backed by the ability and willingness to buy them Increase the value Build new demand Create new needs Example #1: Needs: Butuh air minum untuk hidup sehari-hari. Wants: Pengen air minum yang enak menyegarkan. Demands: Air minuman dalam kemasan dengan sensasi segar.
- 34. Consumers Needs, Wants & Demand NEEDS WANTS Consumers are not able to survive without it. Consumers desire for specific satisfiers. DEMANDS Needs / Wants that backed by the ability and willingness to buy them Increase the value Build new demand Create new needs Needs: Butuh air minum untuk hidup sehari-hari. Wants: Pengen air minum yang enak menyegarkan. Demands: Air minuman dalam kemasan dengan sensasi segar. Example #1:
- 35. Consumers Needs, Wants & Demand NEEDS WANTS Consumers are not able to survive without it. Consumers desire for specific satisfiers. DEMANDS Needs / Wants that backed by the ability and willingness to buy them Increase the value Build new demand Create new needs Needs: Air minuman dalam kemasan dengan sensasi segar. Wants: Selain segar, air minum juga harus menyehatkan. Demands: Air minum yang segar dan juga mensupport hidup sehat. Example #2:
- 36. Consumers Needs, Wants & Demand NEEDS WANTS Consumers are not able to survive without it. Consumers desire for specific satisfiers. DEMANDS Needs / Wants that backed by the ability and willingness to buy them Increase the value Build new demand Create new needs Example #2: Needs: Air minuman dalam kemasan dengan sensasi segar. Wants: Selain segar, air minum juga harus menyehatkan. Demands: Air minum yang segar dan juga mensupport hidup sehat.
- 37. Consumers Needs, Wants & Demand It’s is a continuous cycle, following the increment of consumers buying power, technology, trends, and many more. The one who can’t keep up, will automatically marginalized by the ‘market’.
- 38. How to enter and win those chaotic battle with marketing?
- 39. Target Market A target market is a specific, defined segment of consumers that a company plans to serve with its products or services. If you said that “we target everyone,” or “we cater to a wide range of people,” you’re in even bigger trouble, my friend… Identifying the target market is an essential step in the development of products, services, and the marketing efforts used to promote them.
- 40. “There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.” PHILIP KOTLER
- 41. Target Market: Example GEOGRAPHIC: Urban Areas DEMOGRAPHIC: 13-24, Male/female, Students to College Students. PSYCHOGRAPHIC: Need daily excitements, wanted a healthier lifestyle. PULPY ORANGE
- 42. Target Market: Example ORANGE WATER GEOGRAPHIC: Urban Areas DEMOGRAPHIC: 18-35, Male/female, College Students, Fresh Grad, White Collar PSYCHOGRAPHIC: Prioritize physical performance & committed to healthy lifestyle.
- 43. The process behind target market selection and brand building
- 45. Positioning & Segmentation Here are the example of consumer segmentation based on their experience & willingness to spend towards a category. Newbie are the most vulnerable, the seek something that approachable and friendly. Promo Lovers are the most price sensitive, they always seek extra values & benefits. Stalker are the most analytical, they seek something that unique and proven. Sultan are the most price insensitive, they seek premium level goods and services. 1 2 3 4
- 46. Where to convey our selected brand positioning & strategy?
- 47. Marketing Channels Below The Line (BTL) Above The Line (ATL) Advantages Touchpoints Characteristics Very specific and direct marketing activities focused on targeted groups of consumers. Marketing activities that are largely non-targeted and have a wide reach. Targeted reach, tailor-made, clear ROI, deliver brand experience. Mass reach & exposure. Brand awareness & imagery. In store (trade) marketing, brand event, direct marketing (email, phone, etc), sponsorship, etc. TV, Radio, Out Of Home (Billboard, Baliho, Etc), Magazine & Newspaper
- 48. Marketing Channels Through The Line (TTL) Below The Line (BTL) Above The Line (ATL) Advantages Touchpoints Characteristics Involves the new media & customers as the platform. Often the complementary of ATL & BTL. Very specific and direct marketing activities focused on targeted groups of consumers. Marketing activities that are largely non-targeted and have a wide reach. Interactive, borderless with the consumers, affordable Targeted reach, tailor-made, clear ROI, deliver brand experience. Mass reach & exposure. Brand awareness & imagery. Digital marketing: Social media, digital publishers, influencers, etc. In store (trade) marketing, brand event, direct marketing (email, phone, etc), sponsorship, etc. TV, Radio, Out Of Home (Billboard, Baliho, Etc), Magazine & Newspaper
- 49. Today’s Marketing is COMPLEX
- 50. New Marketing Realities Brand / Creators Media Consumers Distribution Channel Old Reality Feedback
- 51. New Marketing Realities Brand / Creators Media Consumers Distribution Channel Old Reality New Reality: Each party are able to produce & distribute contents Brand / Creators Media Consumers Distribution Channel Feedback
- 52. CLOSURE
- 53. In a Nutshell & Summary Marketing are getting more complex in the future. The democratization of media, the ease of doing business, the increment in economic power, etc is the core driver of this complexity. Therefore it is important to understand the core fundamental of marketing. When it’s getting chaos, let’s get back and don’t forget the root.
- 54. Next Step Fundamental Understanding of Marketing Management Understanding The Market & Consumers Building Strong Brand & Campaign 1. 2. 3. The audience can define the right marketing terms and its meaning The audience can analyze and comprehend the consumer behavior The audience can create a strong and solid marketing strategy DESIRED OUTPUT: DESIRED OUTPUT: DESIRED OUTPUT:
- 55. Next Step Fundamental Understanding of Marketing Management Understanding The Market & Consumers Building Strong Brand & Campaign 1. 2. 3. The audience can define the right marketing terms and its meaning The audience can analyze and comprehend the consumer behavior The audience can create a strong and solid marketing strategy DESIRED OUTPUT: DESIRED OUTPUT: DESIRED OUTPUT:
- 56. Next Step Understanding The Market & Consumers ● Why Understanding The Market Is The Key ● Forecasting The Demand ● Marketing Research ● Marketing Insights
- 57. Let’s Discuss!