Strategi Marketing Funding dalam Upaya Merangkul Nasabah Millennial _Pelatiha...
Materi markplan ukm
1. One Day Workshong Marketing Plan 2014
SMEs Going Global
Jakarta, December 20, 2013
2. Marketing Plan
The Framework
1
Business Review
Macro
Technology
Micro
2
SWOT Analysis
3
Initiative Development
O
Consumer
W
Regulation
S
P
P
T
P
P
S
S
Market
Action Plan Timeline
Key Issues
Economy
NOVEMBER
SEGMENTS
SocialPolitics
Competitor
D1
Key Objectives
CMS
FMS
GPS
NWS
PMS
BUS
Key Strategy
TBS
D2
D3
D4
D5
D6
D7
D8
D9
D 10
D 11
D 12
D 13
D 14
3. Marketing Plan
Business Review
1
Business Review
Macro
Technology
Micro
2
SWOT Analysis
3
Initiative Development
O
Consumer
W
Regulation
S
P
P
T
P
P
S
S
Market
Action Plan Timeline
Key Issues
Economy
NOVEMBER
SEGMENTS
SocialPolitics
Competitor
D1
Key Objectives
CMS
FMS
GPS
NWS
PMS
BUS
Key Strategy
TBS
D2
D3
D4
D5
D6
D7
D8
D9
D 10
D 11
D 12
D 13
D 14
5. Business Review
The Trends
Macro
Technology
Regulation
• Media sosial
• Aplikasi mobile
• Software aplikasi
Economy
• Pelemahan Rp
• Harga minyak naik
• Pengetatan ekonomi
• Pajak UKM
• AEC 2015
Micro
Social-Politics
• Pemilu
• UMR/demo buruh
Market
Customer
• Permintaan
menurun/naik
Competitor
• Pertumbuhan
kelas menengah
• Agresifitas pesaing
Company
6. Business Review
Macro Review: Finding the Trends
Landscape
Review
TOWS
Analysis
Temukan tren dan perubahan-perubahan di bidang teknologi, regulasi, ekonomi,
dan sosial/politik di tahun 2014.
Technology
Regulation
Economy
Social/Politics
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Initiative
Development
7. Business Review
Micro Review: Finding the Trends
Landscape
Review
TOWS
Analysis
Berdasarkan pngamatan dari lapangan, temukan perubahan pada konsumen,
pesaing, dan tren pasar.
Competitor Insight
Market Trends
Consumer Insight
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Lihat template Business Review
Initiative
Development
8. Marketing Plan
SWOT Analysis
1
Business Review
Macro
Technology
Micro
2
SWOT Analysis
3
Initiative Development
O
Consumer
W
Regulation
S
P
P
T
P
P
S
S
Market
Action Plan Timeline
Key Issues
Economy
NOVEMBER
SEGMENTS
SocialPolitics
Competitor
D1
Key Objectives
CMS
FMS
GPS
NWS
PMS
BUS
Key Strategy
TBS
D2
D3
D4
D5
D6
D7
D8
D9
D 10
D 11
D 12
D 13
D 14
9. SWOT Analysis
Landscape
Review
TOWS
Analysis
Initiative
Development
Lakukan analisa Strength-Weakness dan Opportunity-Threat (SWOT) berdasarkan
analisa macro & micro landscape.
Analisa SWOT:
1. Merupakan cara sederhana dalam menilai posisi organisasi usaha.
Situation Analysis
2. Menyajikan informasi yang penting dalam mengembangkan bisnis dan perencanaan
pemasaran, serta menyusun sasaran dan tujuan organisasi usaha.
3. Memaparkan posisi organisasi usaha saat ini, dan ke mana arah perusahaan di masa depan.
4. Perlu adanya keterkaitan kuat antara analisa situasi dan analisa SWOT.
Threats-Opportunities (T-O)
• Tren di lingkungan teknologi, regulasi,
sosial-politik, dan ekonomi
• Tren di lingkungan konsumen dan pesaing
• Tren di lingkungan pasar
Weaknesses-Strengths (W-S)
• Kemampuan strategi/program
• Kemampuan finansial dan SDM
• Kemampuan organisasi dan sistem
10. SWOT Analysis
External and Internal Review
External: Threat (T), Opportunity (O)
Internal: Weakness (W), Strength (S)
Technology
Regulation
External
Social-Politics
Economy
Market
Customer
Competitor
Internal
Company
11. SWOT Analysis
Set the Key Issues, Objectives, and Strategies
Landscape
Review
TOWS
Analysis
Initiative
Development
Lakukan perumusan key issues, key objectives, dan key strategies berdasarkan
analisa SWOT untuk organisasi usaha Anda
Threat
_______________________
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Opportunity
_______________________
_______________________
_______________________
_______________________
_______________________
Key Issues
______________________________________
______________________________________
______________________________________
Key Objectives
Weakness
_______________________
_______________________
_______________________
_______________________
_______________________
Strength
_______________________
_______________________
_______________________
_______________________
_______________________
______________________________________
______________________________________
______________________________________
Key Strategies
______________________________________
______________________________________
______________________________________
12. SWOT Analysis
Example
Landscape
Review
TOWS
Analysis
Initiative
Development
Lakukan perumusan key issues, key objectives, dan key strategies berdasarkan
analisa SWOT untuk organisasi usaha Anda
Threat
Pajak UKM
_______________________
Iklim politik Pemilu
_______________________
_______________________
“Wait and see” akibat Pemilu
_______________________
_______________________
Opportunity
Perkembangan media sosial
_______________________
Kelas menengah tumbuh
_______________________
Daya saing karena local content
_______________________
_______________________
_______________________
Key Issues
Daya saing karena local content tinggi
______________________________________
Media sosial sebagai alat promosi
______________________________________
Kelas menengah tumbuh
______________________________________
Key Objectives
Weakness
Brand awareness produk rendah
_______________________
Standrd layanan buruk
_______________________
Anggaran promosi terbatas
_______________________
_______________________
_______________________
Strength
Local content tinggi
_______________________
Relationship kuat dengan agen
_______________________
Pemahaman pasar
_______________________
_______________________
_______________________
Meningkatkan omset dan profit
______________________________________
Meningkatkan kepuasan dan loyalitas
______________________________________
Cost reduction
______________________________________
Key Strategies
Penetrasi pasar melalui inovasi produk
______________________________________
Menciptakan service excellent
______________________________________
Promosi “low budget, high impact”
______________________________________
Lihat template SWOT Analysis
13. SWOT Analysis
Sales Objectives
Tiga pendekatan penyusunan sales objective:
1. Macro: Market Share
Tetapkan besarnya pasar (market size), tentukan berapa persen pangsa pasar yang
akan diambil
2. Micro: Sales Percentage
Tinjau tren penjualan di masa lalu, tinjau tantangan pasar di tahun depan, tetapkan
berapa persen kenaikan sales yang akan ditarget
3. Expense Plus
Proyeksikan biaya produksi di tahun depan, tetapkan target laba yang akan Anda
capai, kemudian tetapkan target penjualan
14. Marketing Plan
Initiative Development
1
Business Review
Macro
Technology
Micro
2
SWOT Analysis
3
Initiative Development
O
Consumer
W
Regulation
S
P
P
T
P
P
S
S
Market
Action Plan Timeline
Key Issues
Economy
NOVEMBER
SEGMENTS
SocialPolitics
Competitor
D1
Key Objectives
CMS
FMS
GPS
NWS
PMS
BUS
Key Strategy
TBS
D2
D3
D4
D5
D6
D7
D8
D9
D 10
D 11
D 12
D 13
D 14
15. Initiative Development
Simple Concept
Product
Menawarkan unique value proposition
dengan fitur dan manfaat yang berbeda dari
pesaing
Promotion
Cara membuat konsumen untuk sadar akan
apa yang Anda tawarkan
Sales
Aktivitas menjual produk atau servis secara
langsung (personal selling) atau tidak
langsung (channel partner)
Landscape
Review
P
P
P
P
S
S
TOWS
Analysis
Initiative
Development
Price
Harga yang Anda tawarkan berdasarkan biaya
dan value diberikan kepada konsumen
Place
Tempat di mana Anda menjual
produk/layanan dan juga
mendistribusikannya
Service
Prosedur yang digunakan untuk
menyampaikan produk/layanan kepada
kosnumen
16. Initiative Development
Product and Pricing: Magno Example
PRODUCT INITIATIVES
• Riset konsumen (consumer research)
• Peningkatan kualitas produk (product
improvement)
• Meluncurkan produk baru (new
product launch)
• Pengembangan fitur produk (product
feature)
• Penajaman positioning produk
• Product bundling
• Desain kemasan baru (new packaging)
• Mengembangkan subbrand baru
(product line)
• Kebijakan harga baru
• Kebijakan value pricing (same for less)
17. Initiative Development
Product and Pricing: Sidji Batik Example
PRODUCT INITIATIVES
• Riset konsumen (consumer research)
• Peningkatan kualitas produk (product
improvement)
• Meluncurkan produk baru (new
product launch)
• Pengembangan fitur produk (product
feature)
• Penajaman positioning produk
• Product bundling
• Desain kemasan baru (new packaging)
• Mengembangkan subbrand baru
(product line)
• Kebijakan harga baru
• Kebijakan value pricing (same for less)
18. Initiative Development
Promotion: D’Cost Example
PROMOTION INITIATIVES
• Promosi above the line
• Promosi below the line
• Promosi aktivasi komunitas
(community activation)
• Co-branding dengan produk lain
• Sponsorship
• Social media marketing
• Digital marketing
• SEO marketing
• Public relation
• Seminar dan pameran
• Event marketing
• CSR
19. Initiative Development
Promotion: Holycow Example
PROMOTION INITIATIVES
• Promosi above the line
• Promosi below the line
• Promosi aktivasi komunitas
(community activation)
• Co-branding dengan produk lain
• Sponsorship
• Social media marketing
• Digital marketing
• SEO marketing
• Public relation
• Seminar dan pameran
• Event marketing
• CSR
20. Initiative Development
Place: Maicih Example
CHANNEL INITIATIVES
• Pengembangan channel baru
• Pengembangan channel alternatif
• Pengembangan channel online
• Standardisasi channel (toko, resto, dll)
• Sistem IT untuk channel
• Sistem keagenan
• Sistem pembayaran ke agen
• Sistem reward/incentive ke agen
• Sistem diskon ke agen
• Pengembangan sistem franchise
• Hubungan dengan distributor (channel
relationship)
• Pengembangan payment point
• Sistem sales territory
21. Initiative Development
Place: Coffee Toffee Example
CHANNEL INITIATIVES
• Pengembangan channel baru
• Pengembangan channel alternatif
• Pengembangan channel online
• Standardisasi channel (toko, resto, dll)
• Sistem IT untuk channel
• Sistem keagenan
• Sistem pembayaran ke agen
• Sistem reward/incentive ke agen
• Sistem diskon ke agen
• Pengembangan sistem franchise
• Hubungan dengan distributor (channel
relationship)
• Pengembangan payment point
• Sistem sales territory
22. Initiative Development
Sales: Babarafi Example
SALES INITIATIVES
• Sales promotion (diskon, kupon,
sampling, dll)
• Personal selling (SPG, MLM, dll)
• Direct selling
• Account management
• Prospecting
• Rekrutmen salesman
• Training salesmn
• Sistem insentif/reward untuk salesman
• Manajemen kinerja salesman
• Sales canvasing
• Motivasi salesman
• Teleselling
• Up/cross-selling
23. Initiative Development
Sales: Buccheri Example
SALES INITIATIVES
• Sales promotion (diskon, kupon,
sampling, dll)
• Personal selling (SPG, MLM, dll)
• Direct selling
• Account management
• Prospecting
• Rekrutmen salesman
• Training salesmn
• Sistem insentif/reward untuk salesman
• Manajemen kinerja salesman
• Sales canvasing
• Motivasi salesman
• Teleselling
• Up/cross-selling
24. Initiative Development
Service: Bhineka Example
SERVICE INITIATIVES
• Riset kepuasan pelanggan
• SOP servis
• Program retensi pelanggan
• After sales service
• Complaint handling
• Home delivery service
• Customer support
• Contact/call center
• Loyalty card
• Database pelanggan
• Customer reward
• Layanan prioritas
• One-stop service
• Service guarantee
Persaingan ketat di industri ritel online, khususnya electronic device,
memberikan banyak pilihan bagi konsumen.
Bhinneka.Com Service Center adalah program Bhinneka.com dalam melakukan
retensi para pelanggan setia.
Klaim garansi atau servis tidak perlu repot, langsung datang atau kirim produk ke
Bhinneka.com
SIAP untuk memberikan Konsultasi, Layanan Ambil&Antar, hingga Jasa 'On site'
services yaitu kunjungan langsung ke tempat Anda sesuai permintaan
25. Initiative Development
Service: Apotek K24 Example
SERVICE INITIATIVES
• Riset kepuasan pelanggan
• SOP servis
• Program retensi pelanggan
• After sales service
• Complaint handling
• Home delivery service
• Customer support
• Contact/call center
• Loyalty card
• Database pelanggan
• Customer reward
• Layanan prioritas
Home Delivery Service sebagai layanan tambahan. Tidak berefek negatif
pada kinerja operasional apotek.
• One-stop service
• Service guarantee
Cepat, Hemat,
Nyaman
Pagi, siang, malam
dan hari libur
HARGA SAMA
Delivery
Obat..Nggak
Masalah!
26. Initiative Development
Timeline
Landscape
Review
TOWS
Analysis
Initiative
Development
Lakukanlah penyusunan agenda kegiatan Marketing Plan berdasarkan prioritas yang
akan dicapai dan tetapkanlah “bukit-bukit” kemenangan
Initivatives
Q-1
Sales
Service
Q-2
Q-3
Q-4
Promotion
Product/Pricing
Place
Rekrutmen salesman
Training salesman
Riset kepuasan pelanggan
SOP servis
Digital marketing
Promosi aktivasi komunitas
Product improvement
Product bundling
Pengembangan channel baru
Pengembangan channel alternatif
Sistem sales territory
Media relationship
Lihat template Timeline 1
January
February
March
April
May
June
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
27. Initiative Development
Timeline
Landscape
Review
TOWS
Analysis
Initiative
Development
Lakukanlah penyusunan agenda kegiatan Marketing Plan berdasarkan prioritas yang
akan dicapai dan tetapkanlah “bukit-bukit” kemenangan
Incentives
Sales
Service
Promotion
Product/Pricing
Place
Target
Sales Target (IDR)
Budget (IDR)
Rekrutmen salesman
Training salesman
Riset kepuasan pelanggan
SOP servis
Digital marketing
Promosi aktivasi komunitas
Product improvement
Product bundling
Pengembangan channel baru
Pengembangan channel alternatif
Sistem sales territory
Media relationship
Subtotal
TOTAL
Lihat template Timeline 2
Budget
Budget/Sales target
(IDR)
