International Marketing for IDCourserians

Presenter: Johannes Bambang Wirawan

Date: Saturday, 15 October 2016

Venue: Jakarta - Burger King Djakarta Theater, Sarinah Thamrin

Time: 15:00 – 17:00 Jakarta Time

Yonsei University

Yonsei University est. 1885 and is the oldest private university inKorea with 3,500 eminent faculty members. It consists of:1. 18 graduate schools2. 22 colleges and3. 133 subsidiary institutions

ProfessorsDae Ryun Chang is Professor ofMarketing at Yonsei School of Business.

Education:1. Doctorate, Harvard University2. MBA, Columbia University3. BCom, the University of British

Columbia.

Faculty appointments:1. Helsinki School of Economics2. Hong Kong University of Science &

Technology3. Australian National University4. Singapore Management University5. Nanyang Technology University

Research interests:1. Integrated Brand Management2. Innovation in B2B marketing3. Corporate Social Responsibility

Publications:1. Management Science2. Journal of Marketing3. the Journal of Product Innovation Management.

Book: Mastering Noon Nopi: the Art &Science of Marketing in Asia (YonseiUniversity Press).

Activities:1. Contributing blogger at Harvard Business Review Online2. An independent filmmaker, writer, anddirector of two short films:

1. "I, Profess" (2013)2. "Call Coho" (2015)

Dae Ryun ChangProfessor of MarketingSchool of BusinessYonsei Universityhttps://twitter.com/daeryun

Sunmee Choi is a professor of service management at the School of Business at Yonsei University in Seoul, Korea.

Education:M.S. & Ph.D, IMHI-ESSEC Business School in Paris, France.

Past Academic Positions:1. Professor, the School of Hospitality Management at Pennsylvania State University2. Visiting professor, the School of Hotel Administration at Cornell University3. Visiting professor, IMHI-ESSEC Business School in Paris, France

Past Professional Positions:1. the Director of Hotel Revenue Management at priceline.com,2. Reservations Manager at a Hyatt Hotel,3. Assistant General Manager at a Hampton Inn, and4. Marketing Manager at a SherHotel Administration at Cornell University.

Sunmee ChoiProfessor of Service ManagementSchool of BusinessYonsei University

Coursera Courses

Dae Ryun ChangProfessor of MarketingSchool of BusinessYonsei Universityhttps://twitter.com/daeryun

Sunmee ChoiProfessor of Service ManagementSchool of BusinessYonsei University

International B2B

(Business to

Business) Marketing

International Entertainment

and Sports

Marketing

International Marketing & Cross Industry

Growth Capstone Project

Intro to International Marketing

International Marketing Entry and Execution

International Hospitality & Healthcare Services

Marketing

Marketing

Noon Nopi (Hangul: 눈높이) meaning "eye level"

Source: https://www.amazon.com/MASTERING-NOON-NOPI-Science-Marketing-ebook/dp/B01B8FMI5U/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=1458003800&sr=1-1

International Marketing

Noon Nopi (Hangul: 눈높이) meaning "eye level"

Source: https://www.amazon.com/MASTERING-NOON-NOPI-Science-Marketing-ebook/dp/B01B8FMI5U/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=1458003800&sr=1-1

Multinational & Global Marketing

Noon Nopi (Hangul: 눈높이) meaning "eye level"

Source: https://www.amazon.com/MASTERING-NOON-NOPI-Science-Marketing-ebook/dp/B01B8FMI5U/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=1458003800&sr=1-1

VSA (Vision, Strategy, Action)

Source: https://www.amazon.com/MASTERING-NOON-NOPI-Science-Marketing-ebook/dp/B01B8FMI5U/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=1458003800&sr=1-1

Source: http://webcast.softbank.jp/en/press/20100625/pdf/next_30-year_vision.pdf

Vision

Source: http://webcast.softbank.jp/en/press/20100625/pdf/next_30-year_vision.pdf

Strategy

Source: http://investingsidekick.com/wp-content/uploads/2015/06/Softbank-structure.png

Action

Source: http://zdnet1.cbsistatic.com/hub/i/r/2016/07/18/95630af7-18d7-41dd-b2b2-a4150ab0c76d/resize/770xauto/9ba56f3e939c76f7fd92f27c161f7b21/softbank-model.jpg

Omni Branding

Source: http://webcast.softbank.jp/en/press/20100625/pdf/next_30-year_vision.pdf

Ryoma Sakamoto, leader of Japan's enterprising naval trading company, the Kaientai, in the 19th century.

Brand Logo: banner of a 21st century KaientaiThe SoftBank logo is comprised of “double-line” and “silver” elements, along with the letters for “SoftBank”.

Pepper, Softbank Robotics

Strong Favorable and Unique Branding

Source: http://image.slidesharecdn.com/softbankpresentation2013001-130730190142-phpapp02/95/softbank-presentation-2013001-52-638.jpg?cb=1375211482

Source: http://cdn.softbank.jp/en/corp/set/data/business/img/index_pic_01.gif

Product Analysis: Tangible/Intangibility Deconstruction

Source: http://news.panasonic.com/global/images/02_Pepper.jpg

Promotion Analysis: the 5 W’s Approach

Source: Meet Pepper the Robot Softbank Robotics (#3) Link: https://www.youtube.com/watch?v=oDeQCIkrLvc

Promotion Analysis: the 5 W’s ApproachMeet Pepper the Robot Softbank Robotics Link: https://www.youtube.com/watch?v=oDeQCIkrLvc

W1: Who • Softbank Robotics

W2: What • High-Tech, Low Maintenance, Special

W3: to Whom • Software Developers

W4: Which Medium • YouTube

W5: What (intended) Effect

• Softbank Robotics is looking for Software Developer to make Pepper better.

Place Analysis: Convenience Add-Ons

Source: http://www.todayonline.com/sites/default/files/styles/photo_gallery_image_lightbox/public/22977401.JPG?itok=Yi-NQ-jx

Source: https://i.ytimg.com/vi/xlKNPums81w/maxresdefault.jpg

Product, Promotion, Price, & Place Localization

Source: http://3.bp.blogspot.com/-zH9kcQIiWNU/UgfHwBFsanI/AAAAAAAABV8/sj0frBpZmtU/s1600/6356971383_2239ee9933.jpgSource: https://i.ytimg.com/vi/WPXL5slQUmY/hqdefault.jpgSource: https://www.japantoday.com/images/size/334x223/2011/12/softbank1.jpgSource: http://www.adweek.com/files/imagecache/node-blog/blogs/white_family_softbank.jpgSource: http://67.media.tumblr.com/14cb7182ea4298dab3d60222693d47e3/tumblr_inline_nhuei2oRcR1swltic.jpg

Cross Industry Product, Promotion, Price, & Place Adaptation

Source: http://cdn.softbank.jp/en/corp/set/data/group/sbm/news/press/2016/20160912_01/img/index_pic_01.gif

Thank You

Email: johannesbambang2501@gmail.com

LinkedIn: https://id.linkedin.com/in/johannes-bambang-wirawan-1384196

Facebook: https://www.facebook.com/jbwirawan