The Sun Tzu Principles in

MARKETING TODAY!!!
        “Winning the competition through actionable insights”
Sumartok
8 years experience Pharmacy & Telecom Industry



   Great passion on Marketing & Innovation



Love reading a lo...
Table of Contents

                    Introduction


         Dramatic Shift in Marketing Today!!!


          Sun Tzu in...
Introducing...




                 Bakrie Telecom
Disruptive Innovation
2006

The first cheapest call
      in Indonesia
with Rp 1.000,- /hour
2007

The first cheapest phone
       in Indonesia
 with Rp 199.000,- only
2007

The first cheapest color phone
          in Indonesia
   with Rp 249,000,- only
2008

The revolutionary SMS charging
          in the world
     with Rp 1/character
2008
9?
  00
2
Esia Termurah Tariff
 to All Destination
 for Non JBJB area
Tarif Termurah SP 8
 to All Destination
   for JBJB area
The first cheapest international call
           with clear voice
         SLI Hemat 009
t?
          ex
    t   n
  ha
W
“How can we make profit with our very low and affordable price?”
Budget Operator
Marketing Today!!!
Marketing Today!!!

 Product            Solution


Promotion         Information


  Price              Value


Placement ...
Know your enemy and know yourself and you
can fight a hundred battles without disaster


Sun-Tzu, Chinese Art of War
The relevant strategy component                               How does it work?

                                         ...
Is
Everything
Consumer & Market Insight
The important of presence

                                                           “I know bec
“Brand team often posses...
The Data Detectives

                    The            The            The            The                 The
            ...
Competitive Intelligence
Anticipating and preempting competitor’s moves
What is Competitive Intelligence (CI) ?




             “A systematic and ethical program for gathering, analyzing,
     ...
How can competitive profiling and analysis drive key decision?
                    “The Four Key Question”
     What?
    ...
Esia Rp 1.000,-/hour
Kompas, 2 Feb 2006, page 11
Fren, Rp 1.388/hour
Kompas, 3 Feb 2006, page 23
One day faster is very valuable
  in the tough competition
It’s Not the Big That Eat the Small
                  but
   It’s the Fast That Eat the Slow
In time of recession, research your consumer
Youth Today!!!
“I was born under unusual circumstances”
 The Curious Case of Benjamin Button” is a time traveler’s tale of the
people and...
More young people (teenager) use mobile phone

                                            Age Profile HP Owner
           ...
2007




27% of teenagers have mobile phone
2008




45% of teenagers have mobile phone
I’m the Superstars !!! Center of attention...



  “All the world is a stage and all the men and
          women merely pl...
Anything to be the center of attention

                      “...So that my friend will
                      think that ...
Anything to be the center of attention
             “Kribo” hairstyle
          currently back popular
           as ‘Nidj...
Still strong on family and togetherness                                My g
                                              ...
Cell-phone is my ‘second soul’




                                            “Mobile
                                   ...
Virtual Socializing - just important or more important than being
                         together physically




       ...
TREND SPOTTING
WHAT’S HOT?
What’s NOT?
Huawei is strongest amongst younger age groups, possibly due to it
                     lower price positioning




      ...
Imaging and music features are critical for consumers looking to buy their next mobile phone

         %    Global       (...
Consumers are looking to move away from candy bar phones to sliders

   Form factor owned                 Form factor desi...
SMS is remains the dominant messaging form with almost universal penetration
               % using
               Global ...
Pooling phones for family use is a strong reason for owning multiple phones
           % selecting primary reason for havi...
Welcome to the real world...
If you cannot measure
then you cannot manage
Who is the champion?
Total subscriber reach          167 M by end of March 2009

         Telkomsel                                            ...
Too Huge?
Market Share Development
   Q1’06 - Q1’09

        Operators                 Q1’06          Q1’07   Q1’08   Q1’09

   Telk...
We’re leading as the best CDMA operator in national level

    Simpati                                                    ...
We’re even leading as the biggest market penetration in Jabodetabek

        Esia                                         ...
y?
Wh
Consistently “TOP 3” spontaneous brand awareness in Jabodetabek & West Java

                       Q1-2008               ...
Esia is perceived as a brand who provide cheap handset

                      Q1-2008                                    Q...
Esia still perceive cheap tariff perception in the tough price wars period

              March 2007                      ...
Ads                  Reach   GRPs    Reach/100 GRPs   Motivated
Mentari-Sakti                          93     6,348       ...
w?
Ho
Show me the numbers...
Continues to educate consumers that Esia still the cheapest
           while others try to project “cheapest look” image
Esia Termurah vs. Simpati
                         “On Net-Peak Hour”

800



600



400
                                 ...
Esia Termurah vs. IM3
                          “On Net - Peak Hour”

700



525



350
                                  ...
Esia Termurah vs. XL Bebas
                         “On Net-Peak Hour”

600



450



300
                                ...
Esia Termurah vs. XL Bebas
                         “On Net- Off Peak Hour”

400



300



200
                           ...
Thank You
The Sun Tzu Principles in Marketing Today
The Sun Tzu Principles in Marketing Today
The Sun Tzu Principles in Marketing Today
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How to win the competition through actionable insight? This presentation was created for guest lecturer at Bina Nusantara International College, Marketing Faculty. Please enjoy and let me know if you have any feedback. Thanks.

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  • After you got all the information on Fioricet, another point on your agenda should be the price for it. http://www.fioricetsupply.com resolves this problem. Now you can make the decision to buy.
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The Sun Tzu Principles in Marketing Today

  1. 1. The Sun Tzu Principles in MARKETING TODAY!!! “Winning the competition through actionable insights”
  2. 2. Sumartok 8 years experience Pharmacy & Telecom Industry Great passion on Marketing & Innovation Love reading a lot and never say no to traveling sumartok@gmail.com
  3. 3. Table of Contents Introduction Dramatic Shift in Marketing Today!!! Sun Tzu in the Marketing Strategy Research your customer in recession Welcome to the real world...
  4. 4. Introducing... Bakrie Telecom
  5. 5. Disruptive Innovation
  6. 6. 2006 The first cheapest call in Indonesia with Rp 1.000,- /hour
  7. 7. 2007 The first cheapest phone in Indonesia with Rp 199.000,- only
  8. 8. 2007 The first cheapest color phone in Indonesia with Rp 249,000,- only
  9. 9. 2008 The revolutionary SMS charging in the world with Rp 1/character
  10. 10. 2008
  11. 11. 9? 00 2
  12. 12. Esia Termurah Tariff to All Destination for Non JBJB area
  13. 13. Tarif Termurah SP 8 to All Destination for JBJB area
  14. 14. The first cheapest international call with clear voice SLI Hemat 009
  15. 15. t? ex t n ha W
  16. 16. “How can we make profit with our very low and affordable price?”
  17. 17. Budget Operator
  18. 18. Marketing Today!!!
  19. 19. Marketing Today!!! Product Solution Promotion Information Price Value Placement Access
  20. 20. Know your enemy and know yourself and you can fight a hundred battles without disaster Sun-Tzu, Chinese Art of War
  21. 21. The relevant strategy component How does it work? Knowing yourself - Business Intelligence Business What a new profitable business opportunities? Intelligence Who are the profitable customers? Why are we perform or not perform well? Knowing your field - Consumer & Market Insight What our customer desire and trade needs? Does customers satisfied with our products? Relevant Which advertising generate sales? Strategy Knowing your enemy - Competitor Intelligence What are my competitors doing now and tomorrow? What our positioning in the market? Consumer Competitive & Market Do we still competitive in this cluttered market? Intelligence Insight The Relevant Strategy
  22. 22. Is Everything
  23. 23. Consumer & Market Insight
  24. 24. The important of presence “I know bec “Brand team often posses very ause I was different lifestyles, profile and there” background compared to their consumers” consumer r ou hy wit ect nn co Re “What I hear, I forget, what I see I remember, what I do I know.” Chinese proverb
  25. 25. The Data Detectives The The The The The Researcher Quizmaster Deep Diver Helpline Profiler for customer for customer for customer for customer for internal surveys panels immersion complaints databases The The The The The Outsider Facilitator Neurologist AgonyAunt Partner for market for focus for brain for customer for affinity 20 SOURCES OF profiling groups scanning feedback databases CONSUMER The The The The The INSIGHT Pollster Cameramen Customizer Private Eye Categorizer for omnibus for customer for previous for mystery for external surveys vox pops co-creation shopping profiling The The The The The Ambassador Coolhunter Believer Front Liners Governor for parallel for trend for personal for staff for census markets spotting intuition anecdotes information source : Customer Genius, Peter Fisk
  26. 26. Competitive Intelligence Anticipating and preempting competitor’s moves
  27. 27. What is Competitive Intelligence (CI) ? “A systematic and ethical program for gathering, analyzing, and managing external information that can affect your company’s plans, decision and operations”
  28. 28. How can competitive profiling and analysis drive key decision? “The Four Key Question” What? According to dealer, Fren plan to launch a new tariff on Feb 2006 What is happening or will happen? Objective, One of technical team from mobile-8 said the tariff will be half then Esia synthesized, clear and concise report about market and competitive developments. Why? Esia is growing very fast with 750k subscribers by Q1 2006 while Mobile-8 has 1.3 M. Mobile-8 look at Esia as a threat to their market since Esia has What are the reason for this? An explanation of the “Talktime” campaign with Rp 3.000,-/hour. forces responsible. So What? If mobile 8 give half price to Esia, it will potential shifting Esia subscribers to Fren. We need to achieve our critical mass (1M subscribers soon). If So what is the impact on us? An analysis of the mobile-8 success with their Rp 1,388 per hour campaign, imagine what possible implications for your company, and their magnitude. happen to Esia? Now What? No other way, we need to bring give more attractive tariff before mobile-8 come with their Rp 1.388,- per hour. We campaign our new tariff Rp 1,000/ Now what should we do? Recommended course of hour a day before mobile-8 with a big exposure. action to counteract, pre-empt or lead
  29. 29. Esia Rp 1.000,-/hour Kompas, 2 Feb 2006, page 11
  30. 30. Fren, Rp 1.388/hour Kompas, 3 Feb 2006, page 23
  31. 31. One day faster is very valuable in the tough competition
  32. 32. It’s Not the Big That Eat the Small but It’s the Fast That Eat the Slow
  33. 33. In time of recession, research your consumer
  34. 34. Youth Today!!!
  35. 35. “I was born under unusual circumstances” The Curious Case of Benjamin Button” is a time traveler’s tale of the people and places he bumps into along the way, the loves he loses and finds, the joys of life and the sadness of death, and what lasts beyond time. Adapted from the 1920s story by F. Scott Fitzgerald about a man who is born in his eighties and age backwards … and so does Mobile Phone Users Profile
  36. 36. More young people (teenager) use mobile phone Age Profile HP Owner Q2’07 vs. Q4’08 11% 14-17yo 14% 28% 18-24yo 27% 30% 25-34yo 29% 21% 35-49yo 22% 10% 50++ 8% Q2 2007 Q4 2008 Source: Single Source Roy Morgan, up to Q4-08, it is also confirmed by Brand Health Tracking where the proportion of age range 14 – 19 yo is increasing
  37. 37. 2007 27% of teenagers have mobile phone
  38. 38. 2008 45% of teenagers have mobile phone
  39. 39. I’m the Superstars !!! Center of attention... “All the world is a stage and all the men and women merely players...but... I like to take center stage source : Synovate Young Asian Survey 2007
  40. 40. Anything to be the center of attention “...So that my friend will think that I have a lot of mobile phone...” “I want to match the phone cover with my dress...” te ms ze dI n ali rso Pe source : Synovate Young Asian Survey 2007
  41. 41. Anything to be the center of attention “Kribo” hairstyle currently back popular as ‘Nidji’ (local band) hairstyle Sun hat in night club te ms Tribal Tattoo dI na lize sque style rso Bur le thing Pe clo source : Synovate Young Asian Survey 2007
  42. 42. Still strong on family and togetherness My g randp Urba a’s birthd n’s K a itchen y at nd their Wit h my cousins a girlfriends “My family is part of My Life - What I do and achieve, I do it for my family” At JCo, Ciwalk with gra and dad ndma t Su ltan Lebaran Day a source : Synovate Young Asian Survey 2007
  43. 43. Cell-phone is my ‘second soul’ “Mobile phone is “If I go to the campus and forget as our s econd so almost the sam to bring m y cell-phone, I feel like I Jobber ul.” - Fem e ale, Fir st am not w earing any clothes. ” - Female Student source : Synovate Young Asian Survey 2007
  44. 44. Virtual Socializing - just important or more important than being together physically “Everyday, the first thing I do upon arriving home is open my Facebook, who knows there’s somebody who sends me hugs.” (Irene, 23 y.o) source : Synovate Young Asian Survey 2007
  45. 45. TREND SPOTTING
  46. 46. WHAT’S HOT?
  47. 47. What’s NOT?
  48. 48. Huawei is strongest amongst younger age groups, possibly due to it lower price positioning Source : Global Telecom Insight 2009 - TNS
  49. 49. Imaging and music features are critical for consumers looking to buy their next mobile phone % Global (2008) Indonesia (2008) (40%) (55%) Imaging (15%) (19%) (39%) (40%) (6%) (9%) Messaging (7%) (4%) (10%) (10%) Music (12%) (12%) (15%) (6%) (4%) (4%) (11%) (11%) (6%) (6%) Source : Global Telecom Insight 2009 - TNS
  50. 50. Consumers are looking to move away from candy bar phones to sliders Form factor owned Form factor desired % Source : Global Telecom Insight 2009 - TNS
  51. 51. SMS is remains the dominant messaging form with almost universal penetration % using Global (2008) Indonesia (2008) !"#$%& !/)$%& !'($%& !+)$%& !)#$%& !)'$%& Messaging !))$%& !0$%& !*$%& !)$%& !#$%& !'$%& !+"$%& !+'$%& Connecting !*$%& !+$%& !'$%& !1$%& Internet !,-.%& !,-.%& !,-.%& !,-.%& !'$%& !1$%& Source : Global Telecom Insight 2009 - TNS
  52. 52. Pooling phones for family use is a strong reason for owning multiple phones % selecting primary reason for having multiple phones Global Emerg Asia Indonesia Source : Global Telecom Insight 2009 - TNS
  53. 53. Welcome to the real world...
  54. 54. If you cannot measure then you cannot manage
  55. 55. Who is the champion?
  56. 56. Total subscriber reach 167 M by end of March 2009 Telkomsel 72.1 Indosat 33.3 XL 24.8 Flexi 13.3 Bakrie Telecom 8 Hutchison 5.3 Natrindo 3.5 Mobile-8 3.2 Smart 1.9 StarOne 0.85 Sampoerna 0.8 Source : published report
  57. 57. Too Huge?
  58. 58. Market Share Development Q1’06 - Q1’09 Operators Q1’06 Q1’07 Q1’08 Q1’09 Telkomsel 50.3% 51.3% 45.1% 43.1% Indosat 24.2% 23.8% 23.2% 19.9% XL 15.3% 13.3% 16.1% 14.8% Telkom Flexi 5.8% 6.1% 5.9% 8.0% Bakrie Telecom 1.4% 2.4% 3.9% 4.8% Hutchison 0.0% 0.0% 2.0% 3.1% Natrindo 0.0% 0.0% 0.0% 2.1% M8-Fren 2.5% 2.7% 2.9% 1.6% Smart 0.0% 0.0% 0.2% 1.1% Starone 0.4% 0.6% 0.6% 0.4% M8-Hepi 0.0% 0.0% 0.0% 0.3% Source : various information, published report
  59. 59. We’re leading as the best CDMA operator in national level Simpati 29.5% IM3 20% Kartu AS 16.5% Bebas XL 12% Mentari 8.6% Esia 8.4% Flexi 7.9% Jempol XL 2.3% 3 (Three) 1.3% Smart 0.8% Fren 0.7% Axis 0.6% Ceria 0.6% Kartu HALO 0.5% StarOne 0.4% Xplor 0.2% Matrix 0.1% Hepi 0% Source : Single Source - Roy Morgan as of Q1‘2009
  60. 60. We’re even leading as the biggest market penetration in Jabodetabek Esia 30.4% IM3 26.5% Simpati 20.1% XL Bebas 11.9% Mentari 9.6% Flexi 6.2% Kartu As 3.3% 3 (Three) 1.8% Smart 1.6% Fren 1.2% Axis 0.7% Ceria 0.6% Matrix 0.5% Kartu HALO 0.4% HEPI 0.2% XPLOR 0.2% StarOne 0.2% Source : Single Source - Roy Morgan as of Q1‘2009
  61. 61. y? Wh
  62. 62. Consistently “TOP 3” spontaneous brand awareness in Jabodetabek & West Java Q1-2008 Q2-2008 Q3-2008 Simpati 93 Simpati 81 Simpati 86 Mentari 78 Esia 79 Esia 78 Esia 65 Mentari 76 Mentari 73 IM3 60 IM3 67 IM3 68 Flexi 59 XL Bebas 60 XL Bebas 63 Q4-2008 Q1-2009 Q2-2009 Simpati 86 Esia 85 Simpati 82 Esia 85 Simpati 82 Esia 81 Mentari 71 Mentari 74 Mentari 75 IM3 67 IM3 69 IM3 70 Flexi 53 Flexi 51 Flexi 50 Source : BHT-TNS , up to Apr 2009, Base : users random (in %)
  63. 63. Esia is perceived as a brand who provide cheap handset Q1-2008 Q2-2008 Q3-2008 Smart 48 Esia 48 Esia 45 Esia 43 Smart 34 Flexi 29 Fren 25 Fren 32 Simpati 23 Simpati 17 Flexi 29 Fren 17 Flexi 17 Ceria 29 Kartu As 12 Q4-2008 Q1-2009 Q2-2009 Esia 76 Esia 74 Esia 74 Flexi 49 Flexi 59 Flexi 48 Smart 22 Smart 28 Smart 27 Fren 18 Fren 16 Fren 17 Simpati 11 Hepi 9 Axis 11 Source : BHT-TNS , up to Apr 2009, Base : users random (in %)
  64. 64. Esia still perceive cheap tariff perception in the tough price wars period March 2007 June 2008 April 2009 Esia 81 Flexi 63 Esia 45 Flexi 67 Esia 62 Simpati 37 IM3 38 Bebas 33 Flexi 35 Fren 34 IM3 32 IM3 29 StarOne 30 Simpati 20 Mentari 21
  65. 65. Ads Reach GRPs Reach/100 GRPs Motivated Mentari-Sakti 93 6,348 1.5 41 XL Monyet 96 5,493 1.8 47 Tri (3) - Maen SMS 86 4,513 1.9 65 Tri (3) - Nelpon Murah Luar Negri 71 4,349 1.6 31 Axis - Good GSM 74 4,253 1.7 52 Axis - Reporter 1000 SMS 87 3,258 2.7 29 Smart - Free Talk Indra Birowo 75 2,904 2.6 61 BEBAS - Rp 0,1 / detik 94 2,714 3.5 85 Esia - Huawei Rp 249k 85 2,333 3.7 75 Esia - Diskon 25% ke semua operator 79 2,052 3.8 50 Esia - SMS Rp 1/karakter 80 2,021 3.9 56 Esia - RINGGO CASH BACK 87 1,937 4.5 63 Esia - Huawei Color Ringgo 90 1,902 4.7 63 Simpati Pede - Indra Bekti 92 1,806 5.1 83 Simpati - Duet 74 1,635 4.5 43 Esia - Ringgo HP Kilau Warna 82 1,565 5.3 50 Esia - HP Hidayah 79 1,509 5.2 56 Kartu As - Bicara Gratis 1 Menit 74 1,467 5.0 35 Esia - Ringgo Tariff Comparison 90 1,346 6.7 55 IM3 - Cumi Mudik 83 1,017 8.1 37 Esia - HP Kilau Warna 69 1,070 6.4 55
  66. 66. w? Ho
  67. 67. Show me the numbers...
  68. 68. Continues to educate consumers that Esia still the cheapest while others try to project “cheapest look” image
  69. 69. Esia Termurah vs. Simpati “On Net-Peak Hour” 800 600 400 +618 200 i!!! h 0 Q1’08 Q2’08 Q3’08 Q4’08 kt ra Q1’09 rbu mu Te er aT Esia Simpati Esi
  70. 70. Esia Termurah vs. IM3 “On Net - Peak Hour” 700 525 350 +612 175 i!!! h 0 Q1’08 Q2’08 Q3’08 Q4’08 kt ra Q1’09 rbu mu Te er aT Esia IM3 Esi
  71. 71. Esia Termurah vs. XL Bebas “On Net-Peak Hour” 600 450 300 +560 150 i!!! h 0 Q1’08 Q2’08 Q3’08 Q4’08 kt ra Q1’09 rbu mu Te er aT Esia XL Bebas Esi
  72. 72. Esia Termurah vs. XL Bebas “On Net- Off Peak Hour” 400 300 200 +310 100 i!!! h 0 Q1’08 Q2’08 Q3’08 Q4’08 kt ra Q1’09 rbu mu Te er aT Esia XL Bebas Esi
  73. 73. Thank You

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