From Legacy to New Wave to WOW! - Universitas...

18/04/2016

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Hermawan KartajayaFounder and CEO of MarkPlus, Inc.

Co-Founder of World Marketing CommunityOne of the “50 Gurus Who Have Shaped the Future

of Marketing” (CIM, UK 2003)

Strategic MarketingFrom Legacy to New Wave to WOW!

HERMAWAN KARTAJAYATwitter: @hermawank

About Hermawan Kartajaya’sInternational Books

Every year, we predict trends going forward and define the

recommended marketing practices in Indonesia

Our intellectual properties have been endorsed by

Philip Kotler and acknowledged by

international publishers

The latest international book, Marketing 3.0, published by John Wiley in the US in May

2010, is translated into 25 languages

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About MarkPlus, Inc.MarkPlus Business Units And Services

Develop marketing and strategy solutions based on proven concepts and

methodologies

Capture marketing and social insights for crucial decision making

Offer world-class corporate and public training programs

Provide online and offline community-based media

activations


Our Offices

Medan

Jakarta

Bandung

Semarang

Surabaya

Denpasar

MakassarPalembang

Pekanbaru

Banjarmasin

Manado

Padang

Solo

Yogyakarta

Balikpapan

Pontianak

Jayapura

Banda Aceh

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WHYThe Evolution

of Marketing

WHAT: HOW:


The Evolving View of Marketing Practices

1980s

1960s

1990s

2010s

1950s1970s

2000s

Customer Relationship

The Four Ps

Experiential and Emotional Marketing

Internet Marketing

Product Lifecycle

MarketingMix

Brand Image

Targeting

Positioning

Service Marketing

Customer Equity

Brand Equity

Co-Creation

Valu

eTa

ctic

Stra

tegy

Marketing 3.0

Enjoyment

Engagement

Experience

Consultative Selling

Differentiation

Professional Selling Skills

SPIN Selling

AIDA

FAB

‘Strategic’ Selling

LAMPProduct Portfolio

Brand as Character

Market Segmentation

Direct Marketing

Community Marketing

Social Media Conversation

Collaborative Care

Commercialization

Permission Marketing

One-to-One Marketing

Concepts Influenced by Connectivity

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Rethinking Marketing: Sustainable Market-ing Enterprise


4C Diamond: A Model to Analyze Business Landscape

CUSTOMER

COMPANY

COMPETITOR

CHANGE

Pol-Leg

Technology

Economy

Market

Soc-Cul

TOWSExamination

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STV-Triangle: Positioning-Differentiation-Brand Triangle

POSITIONING DIFFERENTIATION

BRAND

brand integrity


STV Triangle: 9 Core Elements of Marketing

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New Wave Marketing


The Future of Power Shifts

The Age of Participation & Collaborative Marketing

The Age of Globalization Paradox & Cultural

Marketing

The Age of Creative Society & Spiritual Marketing

Economy

Technology

PoliticalLegal

SocialCulture

Market

From Exclusive to Inclusive

From Vertical to Horizontal

From Individual to Social

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New Wave Marketing: From 4C to 5C

COMPETITOR CUSTOMER

COMPANY

4C

CHANGE


New Wave Marketing: From PDB to TRIPLE-C

CLARIFICATIONOF PERSONA

POSITIONING

CODIFICATIONOF DNA

DIFFERENTIATION

CHARACTERWITH CHARISMA

BRAND

CONNECTEDCATALYSTCIVILIZED

brand ntegrity

WHAT IS YOUR COLOR?

WHAT IS YOUR AUTHENTICITY?

WHAT IS YOUR AURA?

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New Wave Marketing: From 9 Core Elements to 12 Cs

LEGACY MARKETING

Segmentation

Targeting

Positioning

MARKETING MIX

Price

Promotion

Branding

Process

Differentiation

Product

Place

Selling

Service

NEW WAVE MARKETING

Communitization

Confirmation

Clarification

NEW-WAVE MARKETING MIX

Currency

Conversation

Character

Collaboration

Codification

Co-creation

Communal Activation

Commercialization

Care


12 – C of New Wave Marketing

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WHY: WHATMarketing 3.0

HOW:


Marketing 3.0From Products to Customers to the Human Spirit

The fifth international book co-authored

with Philip Kotler, Marketing 3.0,

published by John Wiley in the US in May

2010, available in 25 languages

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Museum Marketing 3.0


Comparison of Marketing 1.0, 2.0, and 3.0

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Values-Based Matrix (VBM) Model

INDIVIDUAL

COMPANY

Mind Heart Spirit

Deliver

SATISFACTION

Realize

ASPIRATION

Practise

COMPASSION

Profit Ability Return Ability Sustain Ability

Be BETTER DIFFERENTIATEMake a

DIFFERENCE

MIS

SIO

N(W

hy)

VIS

ION

(What)

VA

LU

ES

(How)


Ten Credos of Marketing 3.0

Credo #1: Love Your Customers, Respect Your Competitors

Credo #2: Be Sensitive to Change, Be Ready to Transform

Credo #3: Guard Your Name, Be Clear of Who You Are

Credo #4: Customers are Diverse; Go First to Who Can Benefit the Most from You.

Credo #5: Always Offer a Good Package at a Fair Price

Credo #6: Always Make Yourself Available, Spread the Good News

Credo #7: Get Your Customers, Keep and Grow Them

Credo #8: Whatever Your Business, It is a Service Business

Credo #9: Always Refine Your Business Process, In Terms of Quality, Cost and

Delivery

Credo #10: Gather Relevant Information, But Use Wisdom in Making Your Final

Decision

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WHY: WHAT:HOW

WOW

Marketing


Redefining Brand Loyalty in a Connected World

Philip Kotler

Hermawan Kartajaya

Iwan Setiawan

INTERNATIONAL EDITION COMING SOON!

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Competitiveness Level of Brands

L E V E L 1

ENJOYMENT OK

L E V E L 2

EXPERIENCEAHA

LE V E L 3

ENGAGEMENT


Customer Path: From Individual to Social

Attitude Act Act AgainAware AdvocateAppeal Ask

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Introducing New Brand Metrics

PARPurchase Action Ratio

BARBrand Advocacy Ratio


The Purchase Action Ratio (PAR)

Aware

ActPAR =

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What PAR really means

Aware ActAppeal Ask Advocate

PAR = 0.5

Brand

Awareness*

+1%

Market

Share

+0.5%


The Brand Advocacy Ratio (BAR)

Aware

AdvocateBAR =

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What BAR really means

Aware

Appeal Ask

Appeal

Act

Ask

Advocate

Act

X X XBAR =


Conversion #1: Creating ATTRACTION

Aware

Appeal Ask

Appeal

Act

Ask

Advocate

Act

X X XLoyalty

(BAR)=

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Conversion #2: Creating CURIOSITY

Aware

Appeal Ask

Appeal

Act

Ask

Advocate

Act

X X XLoyalty

(BAR)=


Conversion #3: Creating COMMITMENT

Aware

Appeal Ask

Appeal

Act

Ask

Advocate

Act

X X XLoyalty

(BAR)=

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Conversion #4: Creating AFFINITY

Aware

Appeal Ask

Appeal

Advocate

Act

X X XLoyalty

(BAR)=

Act

Ask


The Ideal Customer Path: Bow Tie

Aware ActAppeal Ask Advocate

Attraction Curiosity AffinityCommitment

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Integrating Legacy & New Wave

AWARE APPEAL ASK ACT ADVOCATEA1 A2 A3 A4 A5

LEVEL 3

ENGAGEMENT

LEVEL 2

EXPERIENCE

LEVEL 1

ENJOYMENT

E3

E2

E1

LEGACY MARKETING

Conventional marketing approach:

• Strategic Segmentation & Targeting

• Brand Positioning & Differentiation

• Tactical Marketing Mix (Product,

Price, Place, Promotion) & Selling

Approach

• Value-Creating Services & Processes

NEW WAVE MARKETING

Connected marketing approach:

• Confirmation to Customer Community

• Clarification of Brand Character and

Codification

• Connected Marketing Mix (Co-Creation,

Currency, Communal Activation,

Conversation) & its Commercialization

• Customer Care and Collaboration

More New Wave Marketing As Brand Intervenes Further Across Customer Path

Mo

re N

ew

Wa

ve

Ma

rke

tin

g A

s B

ran

d S

tep

s U

p C

om

pe

titive

ne

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From Legacy to New Wave to WOW! - Universitas...

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