streetsmart markethink
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StreetSmart Markethink
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Yosie Marthinus. D
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Training Manager at PT. Nutrifood Indonesia, 2000
Training Center Manager at PT. Nutrifood Indonesia, 2001
WorkExperience
Business Journey
It was started at 2003 and now still standing!
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What & Why
StreetSmart MarkeThink ?
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And in the mean time,e MARKET is CHANGE!
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Re:Think
MarkeThink
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MARKETINGS LOSS OF EFFECTIVENESS
MARKETINGwillbeless
effec0veinthenextfew
years
Marke0ngbudgetswillbe
lower
Companieswillwant
marketerstodomorewith
less
DISTRIBUTORSTRADITIONAL
MEDIACOMPETITION
SOCIALMEDIA
NETWORKSPUBLIC
DISTRIBUTORSwilldemandmoreTRADE
PROMOTION.Thiswill
leavelessmoneyfor
marke6ngresearch,
adver6singandconsumer
promo6onforbrand
buildingandul6mately
reducebrandequity.
Investorswillthendowngradethestock.
Thiswillleavethe
companywithfewer
resourcestopropup
demand.
ThisisaVICIOUSCIRCLE
Tradi6onalmediasuchasTV30-secondspots,
newspapers,etc.,are
growingLESS
EFFECTIVE
Categoriesaresocrowdedwith
compe6torsthat
heavypricecung
willbeUNAVOIDABLE
Thepublic,initswishtospendless,willbe
lessinclinedtopay
higherpricesfortop
brandswherethe
qualitydifferencesare
minimal.Thereisa
strongshitostore
brandsandsub-
brands.Thismeans
thattopbrandsare
overvaluedandthere
maybeabrand
bubble.
Socialmedianetworkswillplayanincreasingly
influen0alrolein
shapingbrand
evalua0ons
Source:Kotler,2011
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MUST MARKETING BE RE-INVENTED?
MARKETERSare
prisonersofanOLD
PARADIGM
MARKETERSare
opera0nginaTIME
WARP
Companiesaimtomaximizeprofits
Companyinvestorsaremoreimportant
thanotherstakeholders
Customersbuyra6onallytomaximize
value
Customersgetmostoftheirinforma6onfrom
sellersanddonttalktoeachotherabout
products
Dontacknowledgethegrowing
powerofthecustomers
Dontacknowledgethegrowing
powerofthechannelsandotherstakeholders
Dontacknowledgethenewsocial
mediaworldandtheirgrowing
socialresponsibili6es
WENEEDTO.
Source:Kotler,2011
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MARKETING 1.0 vs 2.0 vs 3.0
Product-centricMarke0ngCustomer-orientedMarke0ng Value-drivenMarke0ng
Objec0ve
EnablingForces
Howcompaniessee
themarket
Keymarke0ng
concept
Companymarke0ng
guidelines
Valueproposi0ons
Interac0onwith
consumers
MARKETING1. MARKETING2. MARKETING3.
SellproductsSa0sfyandretainthe
consumers
MaketheworldabeYer
place
IndustrialRevolu0on Informa0onTechnology NewWaveTechnology
MassBuyerswith
PhysicalNeeds
SmarterConsumerwith
MindandHeart
WholeHumanwith
Mind,Heart,andSpirit
Productdevelopment Differen0a0on Values
Productspecifica0onCorporateandProduct
Posi0oning
Corporate,Vision,
Values
Func0onalFunc0onaland
Emo0onal
Func0onal,Emo0onal,
andSpiritual
One-to-Many
Transac0on
One-to-One
Rela0onship
Many-to-Many
Collabora0on
Source:Kotler,2011
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Values-BasedMatrixModel
Source:Kotler,2011
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There are so many brandsin some categories
that it is difficult to stand out.
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aYen0on interest desire memory ac0on
purchasingbehavior
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aYen0on interest desire memory ac0on
purchasingbehavior
aYen0on interest ac0on sharesearch
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Product
Promo6on
Place
Price
Solu6on
Informa6on
Value
Access
Customer Focused
Marketing
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Source:www.mgt2413.blogspot.com
downloadedbyMay15,2012
Product Life Cycle
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THINGS
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The brand name may account formore than
half of the brand value on the balance sheet.
Almost70%ofthemarketcapitaliza6onofsuchbrandsasNikeandPradalieinits
intangibles,especiallythebrand.
TheformerchairmanofQuakerOatssaid:Ifthebusinessweresplitup,Iwould
takethebrands,trademarks,andgoodwill,andyoucouldhaveallthebricksand
mortarandIwouldfarebe]erthanyou.
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Within five years, if you run your business in the
same way as you do now, youre going to beout of business.
Philip Kotler
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