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Marketing the NationMewujudkan Pembangunan Berkeadilan

HERMAWAN KARTAJAYAPresident of World Marketing Association

Tri-Founder of Philip Kotler Center for ASEAN MarketingCouncil of Advisors of ASEAN Foundation

One of 50 Gurus Who Shaped the Future of Marketing - CIM, United Kingdom (2003)Recipient of The Distinguished Global Leadership Award - Pan Pacific Business Association (2009)

Pendidikan dan Pelatihan Kepemimpinan (Diklatpim) Lembaga Administrasi Negara

Jakarta, 11 Oktober 2011Pus

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About Hermawan Kartajaya

President, World Marketing Association (WMA), since 2002

President, Asia-Pacific Marketing Federation (APMF), 1998 – 2000

President, Indonesia Marketing Association (IMA), 1996-1999 and 1999-2002

About Hermawan Kartajaya

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David AakerTim Ambler

Simon AnholtMichael J Baker

Drayton BirdStephen BrownDave Chaffey

Hugh DavidsonLeslie De Chernatony

Mark EarlsBarry J Gibbons

Malcolm GladwellSeth Godin

Dr. Evert GummesonGary Hamel

Sam HillJohn Philip Jones

Hermawan KartajayaBruce KasanoffPhilip J Kitchen

Naomi KlienArdi Kolah

Philip KotlerTheodore LevittMartin Lindstorm

Steve Luengo-JonesMalcolm McDonald

Regis McKennaFrederick NewellKenichi Ohmae

Stanley PaliwodaA. Parasuraman

Don PeppersTom PetersNigel PiercyJohn Quelch

Cees Van RielAl Ries

Martha RogersDon E. ShultzPeter Senge

Patricia B. SeyboldJagdish N. ShethRajendra Sisodia

Merlin StoneDavid TaylorJack Trout

Hugh WilsonYoram Wind

Sergio Zyman

The Guru Gallery(CHARTERED INSTITUTE OF MARKETING-UNITED KINGDOM)

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He has co-authored several books together with Philip Kotler, the number one authority in the world of marketing

Launched onJune 15th 2010

atThe Kellogg

School of Management, Northwestern

University

About Hermawan Kartajaya

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WHY

WHATHOW

Marketing Nation

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Last Year…MarkPlus Conference 2011The

16 December 2010, Ritz Carlton Jakarta

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Source : MarkPlus Conference 2011 December 16, 2010 at Ritz Carlton Jakarta Pacific Place 7Pusdik

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E-Payment Gateway

Social Media for Work

Mainstream Smartphone/Tablet

Political Consensus for Stable Government

ASEAN Leadership + East Asia Influence

Commitment for Development of Regional Autonomy

Upgraded Status in G20: $3K GDP per capita + Investment

Grade

Proud to be Indonesian: Unity in Diversity

BRIC+CIVETS Mindset

CONNECTED

CREDIBLE

CREATIVE

Urban Movement

Middle Class Emergence

YWN Supremacy

Remember the Connected, Credible and Creative Indonesia?

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WHY

WHATHOW

Marketing Nation

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“There is hope. Slowly, new kinds of public institutions are emerging.

They are lean, decentralized, and innovative.

They are flexible, adapatable, quick to learn new ways when conditions

change.

They use competition, customer choice, and other nonbureaucratic mechanisms to get things done as

creatively and effectively as possible.

They are our future

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Karakteristik Umum dari Entrepreneurial Government

Catalytic Government:Mengarahkan bukan Menggerakkan

1 Customer Driven Government:Memenuhi kebutuhan Penduduk, bukan Birokrat

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Community-Owned Government:Menggerakkan bukan Melayani

2 Enterprise Government:Menghasilkan bukan Menghabiskan

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Competitive Government:Memasukkan Kompetisi dalam Pemberian Layanan

3 Anticipatory Government:Mencegah bukan Menyembuhkan

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Mission Driven Government:Mentransformasi Pemerintah yang berdasar Aturan

4 Decentralized Government:Dari Hirarki menuju Partisipasi dan Kerjasama

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Results-Oriented Government:Mendanai Hasil, Bukan Masukan

5 Market-Oriented Government:Mengandalkan Perubahan melalui Pasar

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Bureaucratic Tradition Learning Organization

People cheat—Control them People perform—Empower them

Focus on what’s best for the organization

Focus on what’s best for the customer

Statute and rule directed Mission directed

Hierarchical Team/network oriented

Centralization of control Decentralization/empowerment

Accountability for conformance to rules Accountability for outcomes

Quality defined as adherence to professional standards

Quality defined as meeting or exceeding customer expectations

Manage costs Manage value produced

Exclusive service mandate Choice and competition

Pola Pikir Yang BaruBureaucratic Tradition (traditional) vs Learning Organization (transformed)

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Purpose

Incentives

Accountability

Power

Culture

Core Strategy

Consequences Strategy

Customer Strategy

Control Strategy

Culture Strategy

Clarity of PurposeClarity of RoleClarity of Direction

Managed CompetitionEnterprise ManagementPerformance Management

Customer ChoiceCompetitive ChoiceCustomer Quality Assurance

OrganizationalEmpowermentEmployee EmpowermentCommunity Empowerment

Breaking HabitsTouching HeartsWinning Minds

Lever Strategy Approaches

The Five C’s

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(mind-share)STRATEGY

(market-share)TACTIC

Differentiation

'CORE' TACTIC

ProcessVALUE

'ENABLER'

1 2 3 4 5 6

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8

9

VALUE(heart-share)

Explore Engage

Execute

Positioning'BEING'

STRATEGY

The Nine Core Elements of Marketing

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Positioning Differentiation Brand

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New Wave Marketing: From PDB to Triple Cs

CONNECTEDCATALYSTCIVILIZED

CLARIFICATIONOF

PERSONA

CODIFICATIONOF

DNA

CHARACTERWITH CHARISMA

DIFFERENTIATION

POSITIONING

BRAND

WHAT IS YOUR COLOR?

WHAT IS YOUR AUTHENTICITY?

WHAT IS YOUR AURA?

brand integrity

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LEGACY MARKETING

SegmentationTargeting

Positioning

MARKETING MIX

Price

Promotion

Branding

Process

Differentiation

Product

Place

Selling

Service

NEW WAVE MARKETING

CommunitizationConfirmationClarification

NEW WAVE MARKETING MIX

Currency

Conversation

Character

Collaboration

Codification

Co-creation

Communal Activation

Commercialization

Caring

From Nine Core Elements to the 12Cs

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The New Wave Marketing Model

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New Wave Marketing: The Books

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WHY

WHATHOW

Marketing Nation

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THREE-STEP FORMULA

Treat your GUEST properly

1

2

3

Be a good HOST

Build a “HOME Sweet Home”Media

COM ENT

GOV

k

ACTIVITIES BUSINESS

POLICY

Telecommunication Tran

spor

tatio

n

TOURISTS

TRADERS INVESTORS

TalentsOrganizers

Developers

Events

Attraction Access

Polytechnics

Universities

ForeignCompanies

DomesticCompanies

InfrastructureFacilities

TradingHouses

Exhibitions

Conferences

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Brand Integrity

Brand

Imag

eBrand Identity

Positioning Differentiation

Brand

Provinsi Jagung Agro Bisnis Jagung

GORONTALO

PDB Triangle: Gorontalo (Provinsi)

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Brand Integrity

Brand

Imag

eBrand Identity

Positioning Differentiation

Brand

Kabupaten dengan pemerintahan

entrepreneurship untuk mendukung TTI

Pelajaran Bahasa Mandarin di Sekolah dan

Pesantren

LAMONGAN

PDB Triangle: Lamongan (Kabupaten)

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Brand Integrity

Brand

Imag

eBrand Identity

Positioning Differentiation

Brand

Lokasi Historis Kuno, Daerah

Pertambangan Batu Bara, Lahan Alami

SAWAHLUNTOKota Wisata Tambang

Kota Pariwisata Budaya

Pertambangan

PDB Triangle: Sawahlunto (Kota)

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Thank Youhermawan_kartajaya@markplusinc.com

Follow me @hermawankwww.markplusinc.com

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