3 advance business functions.ppt
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Event Management
Learning Outcomes
Pada akhir pertemuan ini,diharapkan mahasiswa dapat
memahami secara spesifik
advance business functions
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3
Business Intelligence
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Branding and trademarks arekeys to success in business
and in the global market
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YESTERDAY S OPERATION:
- Technology Brands
- E-mails Campaigns
- PR in place of advertising
- Viral Marketing TODAY:
- Lifestyle Brand
- Authenticity Marketing
- Product Placement
- Viral Marketing
- Brand Culture
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What is Branding
Branding -- is the process by which the nameor the identify of an owner, acompany/enterprise or organization, is
communicated . Branding allows a company to differentiateits products and services from thecompetition by creating a bond with its
customers. It aims to create customerloyalty. This way, a company takes a position in the
marketplace.
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SUCCESSFUL BRANDING
Developing a brand is part of every strategicbusiness plan
Target what customers care about: articulateprecise values and qualities that are relevant andof direct interest
Emphasize features that are both important to
consumer and quite differentiated fromcompetitors
Communicate constant innovating brand image
at all levels of operation
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Trademark Forever
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1. menurut ANDA apakah perlu
memiliki trademark??
2. kapan ANDA merasa harus memiliki
trademark??
Latihan Individu 1
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10 Points aboutTRADEMARKS
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10 POINTS ABOUT TRADEMARKS 1. P roduct or service Image (Identity)
2. Distinguish goods or services among others3. Play a pivotal role in the branding/marketing Strategy 4.
Can be extended to any country5. Defines a certain image - builds a reputation
6. Is a marketing tool - enabling licensing & franchising
7. Is a valuable IP business asset8. Encourage companies to invest, maintainand improve product quality
9. Once protected, are useful for obtaining financing
10. Can be put in the stock exchange
Before launching a trademark - key to success is CLEARANCE
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A TRADEMARK IS MADE OF :
Any Distinctive Words, Letters, Numerals,Pictures, Shapes, Colors, Logotypes, Labels
Examples:
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Less traditional forms Single colors (Louis Vuitton)
Three-dimensional signs
(shapes of products or packaging)
Audible signs (sounds)
Olfactory signs (perfume)
http://images.google.fr/imgres?imgurl=http://www.n-sane.net/tutorials/3d_spiral_abstract/13.jpg&imgrefurl=http://www.n-sane.net/tutorials/3d_spiral_abstract/index.php&h=500&w=500&sz=119&tbnid=uG3RZLAG2NgC1M:&tbnh=127&tbnw=127&hl=fr&start=17&prev=/images%3Fq%3Dhttp://images.google.fr/imgres?imgurl=http://www.arsc-audio.org/Assets/ARSC-MH1.jpg&imgrefurl=http://www.arsc-audio.org/&h=254&w=416&sz=74&tbnid=WYclYnB0hjaJpM:&tbnh=74&tbnw=122&hl=fr&start=9&prev=/images%3Fq%3DAUDIO%26svnum%3D10%26hl%3Dfr%26lr%3D%26sa%3DG -
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Types of Trademarks? Trade marks: to distinguish goods
Service marks: to distinguish services Collective marks: to distinguish goods or services by
members of an association Certification marks
Well-known marks: benefit from stronger protection Tradename (Brand name)
http://images.google.fr/imgres?imgurl=http://kms-fra.com/fileadmin/bilder/refimg/Disney.jpg&imgrefurl=http://kms-fra.com/company/referenzen/&h=41&w=100&sz=4&tbnid=-ctiCVfdfx-wAM:&tbnh=31&tbnw=77&hl=fr&start=14&prev=/images%3Fq%3DWELL-KNOW%2BBRANDS%26svnum%3D10http://images.google.fr/imgres?imgurl=http://www.wififreenet.com/images/logo1a.gif&imgrefurl=http://www.wififreenet.com/&h=163&w=164&sz=13&tbnid=0G3NtCEzlj-p1M:&tbnh=92&tbnw=93&hl=fr&start=2&prev=/images%3Fq%3DCERTIFICATION%2BMARK%26svnum%3D10%26hl%3Dfr%26lr%3http://images.google.fr/imgres?imgurl=http://www.bdma.org.uk/UserFiles/images/BDMAcollectivemark.jpg&imgrefurl=http://www.bdma.org.uk/index.aspx%3Fpid%3D85&h=801&w=1161&sz=70&tbnid=f6Vjnnu52au9KM:&tbnh=103&tbnw=150&hl=fr&start=1&prev=/images%3Fq%3DCOLLECTIVE%2http://images.google.fr/imgres?imgurl=http://www.parkerip.com/images/Parker-col.jpg&imgrefurl=http://www.parkerip.com/servicemark.asp&h=911&w=1621&sz=108&tbnid=eUZ9OflJBTr7DM:&tbnh=84&tbnw=150&hl=fr&start=15&prev=/images%3Fq%3DSERVICE%2BMARK%26svnum%3D10%26hl%http://images.google.fr/imgres?imgurl=http://www.aaok.com/photos/parts/6438.jpg&imgrefurl=http://www.aaok.com/partsections/oilsystem.html&h=455&w=497&sz=46&tbnid=_WxkO7RWxF_qXM:&tbnh=116&tbnw=127&hl=fr&start=15&prev=/images%3Fq%3DTRADE%2BMARK%26svnum%3D10%26hl -
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The Value of Trademarks Global Brand Scoreboard 2012
1. Coca-cola 6. GE
2. Apple 7. Mc Donals
3. IBM 8. Intel
4. Google 9. Samsung 5. Microsoft 10. Toyota
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The Value of Trademarks Global Brand Scoreboard 2013
1. Apple 6. GE
2. Google 7. Mc Donals
3. Coca-cola 8. Samsung
4. IBM 9. Intel 5. Microsoft 10. Toyota
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3. bagaimana cara ANDA mengatasi
jika trademark tidak gampangdikenal konsumen??
4. trademark seperti apa yang akan
ANDA miliki??
Latihan Individu 2
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Event ManagementHow to do Special Events
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Event ManagementHow to do Special Events
Choose something yourkids will LOVE Find a date that works Complete template with
ALL details
Send template to MasterCalendar
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Event ManagementHow to do Special Events
Choose something yourkids will LOVE
We dont need idea -givers
We need doersThink of what YOU would LOVETO DO
If you want it to happen Make it happen
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Event ManagementHow to do Special Events
Find a date that works
Check the APS Calendar
in the Member Loginsection of the APSWebsite.
Once you find a date thatworks, enter it in the APSSpecial Events Template
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Complete template withALL details
Event Date and Day:
Event Title: Event Time:
Include this event with coupons for: Double- click box then mark checked q Sept q Janq Nov q Junq Apr
Event Location:
Event Address:
Event Phone:
Event Staff Info:
Event OPEN TO: Contact Name: (Send Coupon To)
Contact Phone:
Contact Address:
Contact E-mail:
Coupon Deadline:
Amt APS is Charged:
Cost:
Misc Info:
Event Description:
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Complete template withALL details
Amt APS is Charged:
Cost: COST is what will be printed on the coupon .This amount should be greater thanAmt APS is Charged.
Once published we DO NOT change it.If Cost on coupon differs for adult /child enter all;i.e. Adult $5.00;
Child (5-12 yr.) $3.00;Child (1 - 4 yr.) FREE
Misc Info:
Event Description:This is what is published on the COUPONPlease follow the standard format:
Date / Day / Time / Cost / Loc at left Bold Title Brief, upbeat description
Send Coupon, SASE, Payment to
Amt APS is Charged:
Cost:
Misc Info:
Event Description:
09/15/06 Fri
Time: 8:45am
Grades: All
Cost: Free
LOS ANGELES COUNTY FAIR: Lets go to the L. A. County Fair! Check out animals, science, history,ecology, art, physics, culture and transportation. This is very educational and FUN! APS families mustenter together and wear name tags to get in FREE. This event is open to all family members. Onceinside families can separate or join each other for a fun-filled day! PLEASE NOTE: Coupon Deadlineis Orientation. Please DO NOT put the coupon into the ANDRUS APS mailbox at Orientation.Send coupon and SASE to: Mary Smith 9999 Kemper Ave., Valencia, CA 91355 by 09/09/11 .
d l
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Send template to The APSOffice
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Special Event
Special Event
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Special Event
Special Event
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Productlaunches
Productlaunches
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Product Launches, Why Does It Matter?
Newinnovations
IncreasedCompetition
More,Complex
Products
More channels
Less time to
sell
Eroding Margins
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Why Launches Can Make You Crazy
(educate, announce,certify,)
(Web, CD, face-facePDA, Document)
(presentation, web cast,press releases, demos,..)
MultipleObjectives
MultipleTools
Multiple DeliveryOptions
(Customers, sales, resellers,distributors, integrators)
MultipleAudiences
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