The Concept of Strategic Marketing Plus 2000
delivered by Jahja Jahja B Soenarjo Soenarjo CCO DIREXION Partner of Markplus IMA President Chapter
Program Objectives : The program describes the ultimate philosophy of marketing comprising vision, mission, and value. In addition, the evaluation of a company from the stage of production-oriented-to customer-driven company will also be explored. The course participants, moreover, will understand the roles of various marketing elements in driving the marketing strategy, marketing tactic, and marketing value. The interrelationship and interdependency of the marketing elements will also be discussed.
Program Objectives : 1. What is Strategic Marketing Plus 2000 ? 2. Why strategic Marketing Plus 2000 ? 3. The Ultimate Philosophy of Marketing.
4. The Marketing Plus Strategic Triangle. 5. The What – Why – How Strategic Circle. 6. The Competitive Setting. 7. The Company Evolution.
8. The Strategy – Tactic – Value 2000. 9. The What – Why – How Strategic Table.
1. WHAT IS STRATEGIC MARKETING PLUS 2000 ? The Strategic Marketing Plus 2000 is a marketing conceptual framework. It is a basis for: • Comparing the actual state of an organization with the competitive setting. The process is also known as Competitive Audit. • Formulating an appropriate competitive marketing strategy based on the results of the Competitive Audit. This process is also known as Strategy Formulation. • Enhancing the organization’s ability to compete with competitors, in line with the formulated strategy. This is known as Capability Enhancement.
1. WHY IS STRATEGIC MARKETING PLUS 2000 ? From time to time, the concept of marketing has been redefined to adapt to the competitive environment. Generally speaking, it can be assumed that: • When there no competition, the competitive setting is not intense. The function of marketing within a company, accordingly, is not very significant. • As the competitive setting intensifies, marketing becomes very important to company. • By the time the competitive setting is highly intense, the competitive setting will be chaos and unpredictable. At this moment, marketing has to be the “heart and soul” of every person in the company.
3. THE ULTIMATE PHILOSOPHY OF MARKETING. • Vision: Marketing has to be a strategic-business-concept, aimed to assure sustainable-satisfaction to three main stakeholders , which are customers, people in the organization, and shareholders. • Mission: Marketing is in the business for being “the soul”, not just “one part of the body” in an organization; therefore, everybody in organization is marketer. • Values: o Brand, not product, is valuable to customer . o Shareholders must treat their business, whatever it is, as a service-business.
o Every person in the organization must belong to customersatisfying process, either directly or indirectly, and not to specific function.
5. THE STRATEGIC MARKETING PLUS 2000 CIRCLE
6. THE COMPETITIVE SETTING
7. THE COMPANY EVOLUTION
8. THE STRATEGY – TACTIC – VALUE 2000
Y G E T A R T S
Type of
No
Mass
Segmented
Niche
Individualized
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Segmentation
Geographic
Demographics
Psychographics
Behavioral
Individualized
Targeting
Everyone
Suitable Ones
Chosen Ones
A Few Good Ones
Someone
Positioning
The Only One
The Better One
One Statement
Different Ones
One on One
Differentiation
Good for Company
Better than Competitor
Preferred by Customer
Specialized for Niches
Customized for Individuals
Marketing Mix
4A
4B
4P
4V
4C
Assortment
Best
Product
Variety
Customer Solution
Affordable
Bargaining
Price
Value
Cost
Available
Buffer-Stocking
Place
Venue
Convenience
Announcement
Bombarding
Promotion
Voice
Communication
Informing about
Feature
Benefit
Solution
Interacting
Product
Selling
Selling
Selling
For Success
Brand
Just a Name
Brand Awareness
Brand Association
Perceived Quality
Brand Loyalty
Service
One Business Category
Value-Added
Value-in-Use
Business
Business
Customers Satisfying Business
The Only Business Category
System & Procedure Implementation
Interfunctional Team Work
Functional Streamlining
Total Delivery Reengineering
Extended
C I T C A T
Setting
E U L A V
Process
Value Chain
8. THE WHAT – WHY – HOW STRATEGIC TABLE 2C
2.5C Product
(Type of Information)
Production Distribution
Promotion
WHY
Internal
Cost –
External
(Type of Analysis)
Variance
Benefits
Competitive
OK
QC
QA
WHAT
HOW (Quality Management)
3C Market Customer Competitors
3.5C
4C
Niche Expectation Mix Sensitively
Customer Value Package Life Time Value
Market Response
TQM
Customer Value TQS
THE SEGMENTATION METHOD VARIABLES
Geographic
Sample Characteristics
City size
Under 1,000,000; 1,000,000-2,000,000; 2,000,000 or over
Density
Urban, suburban, rural
Region
Java, Sumatera, Bali, Tokyo
State Other :
Your Customers’ Characteristics
Demographic
Sample Characteristics
Age
Under 6, 6-11, 12-19, 20-34, 35-49, 50-64, 65+
Sex
Male, Female
Family size
1-2, 3-4, 5+
Family life cycle
Young single; young married no children; young married youngest child under 6; young married youngest child 6 or over, older married with children, older married no children under 18, older single, other
Expenditure
Rp. 700,00 or over; Rp. 500,000-700,000; Rp. 300,000-500,000; Rp. 200,000-300,000; Rp. 150,000-200,000; Rp. 100,000-150,000; Rp. 100,000 or under
Occupation
Professional and technical; managers, officials, and proprietors; clerical, sales; crafts people, foreman; operatives; farmers; retired; students, housewives; unemployed
Education
SD; SLTP; SLTA; Perguruan Tinggi
Other :
Your Customers’ Characteristics
Psychographic
Sample Characteristics
Social class
lower lower, upper lower, working class, middle class, upper middle, lower upper, upper upper
Personality
Active, Impulsive, sociable, reliable, predictable, family-oriented
Lifestyle
Survivor, Sustainers, Belongers, Emulators, Achievers, I am me, Experentials, societally, Conscious, Integrateds
Other :
Your Customers’ Characteristics
Behavioral
Sample Characteristics
Occasions for use
Regular occasion, special occasion
User status
Nonuser, ex-user, potential user, firsttime user, regular user
Loyalty status
None, medium, strong, absolute
Others :
Your Customers’ Characteristics
CHARACTERISTICS OF EFFECTIVE SEGMENTATION Effective Segmenting Measurable How precisely can you measure the size of the segment? How specifically can you assess the purchasing power of the buyers in the segments? Substantial Is this the largest homogenous group you can pursue? Can you broaden the segment yet stay within the geographic, demographic and psychographic criteria for the segment? Accessible Can your organization’s marketing reach the segment? Actionable Can your organization do what it takes to attract and serve this market segment? Winnable Can you dominate the market p rofitably?
Segments:
Segments:
Segments:
THE SEGMENTATION 2000 Geographic
Demographics
Psychographics
Behavioral
Individualized
Closing Discussion
