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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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1

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2

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3

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4

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5

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7

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8

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9

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10

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11

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12

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13

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14

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15

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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