How RNLI creates content to attract a younger audience. Content marketing conference, 16 April 2015
Marketing Debate; Marketing creates or satisfies needs?
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Transcript of Marketing Debate; Marketing creates or satisfies needs?
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Tugas I:
Manajemen Pemasaran
dan Pemasaran Internasional
Kelompok 1:
Andreas Septianus - 0741501001
Dicky Taruna K - 0741501003
Erwan Cipto Priyatmoko - 0741501004
Jupiter - 0741501009
Megawati - 0741501012
Vinca Marline - 0741501021
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Challenge 1: Marketing Debate Marketing creates or
satisfies needs?
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Challenge 1: Marketing Debate
“A company without marketing just like the sky without stars”
- Tony Sitinjak
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So, what is marketing?
Challenge 1: Marketing Debate
Needs
Wants
Goods
Service
Demands Supplies
EXCHANGE
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What is “needs”?
Challenge 1: Marketing Debate
Akutualisasi diri:
moralitas, kreativitas
Penghargaan:
harga diri, kepercayaan diri, pengakuan dari orang lain
Cinta kasih:
pertemanan, hubungan keluarga, intimasi
Keamanan:
keselamatan, pekerjaan, kesehatan
Fisiologis:
pakaian, makanan, tempat tinggal
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What is “needs”?
• Stated needs: kebutuhan yang secara gamblangdikomunikasikan.
• Real needs: kebutuhan yang sebenarnya, yang mendasari
Challenge 1: Marketing Debate
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Challenge 1: Marketing Debate
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Challenge 1: Marketing Debate
“Marketers do not create needs: Needs preexist marketers.
Marketers along with other societal factors influence wants.
Marketers might promote ideas … They do not, however, create
the need …”
- Philip Kotler
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Challenge 2: Case study - Nike
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What do we know about Nike’s marketing strategy?
• Mengawinkan kebutuhan (needs) dan keinginan (wants) daripara atlet dan penikmat olahraga (target market) denganrancangan produknya (good product design)
• Menggali informasi mengenai kesukaan pasar yang akandimasukinya
• Mengeliminasi persaingan dengan mengakuisisi Umbro
• Menggaet brand ambassadors dari kalangan atlet terkemuka
• Meluncurkan aplikasi berbasis teknologi (kerjasama denganApple, perusahaan teknologi terkemuka) untukmengantisipasi kecenderungan dunia yang go digital
Challenge 2: Case study - Nike
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The pro’s:
From athletes to athletes – strong unique selling proposition
Challenge 2: Case study - Nike
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The pro’s:
Product lines
Challenge 2: Case study - Nike
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The pro’s:
The brand ambassadors
Challenge 2: Case study - Nike
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The con’s:
The antis
Challenge 2: Case study - Nike
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The risks:
Brand identity confusions
Challenge 2: Case study - Nike
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The risks:
Questionable customer loyalty
Challenge 2: Case study - Nike
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The risks:
Negative publicity of brand ambassadors
Challenge 2: Case study - Nike
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Challenge 2: Case study - Nike
W. W. A. D.What would Adidas do?
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Challenge 2: Case study - Nike
Official sponsor of sports events
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Challenge 2: Case study - Nike
Competitors acquisitions
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Challenge 2: Case study - Nike
The good guy chooses Adidas
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Challenge 2: Case study - Nike
The road to fashion icon
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Challenge 3: Case study - Google
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What do we know about Google?
• Kata Google berasal dari kata ‘googol’, yang merupakanisitilah matematika, di mana angka 1 diikuti oleh 100 angka nol
• Selama satu dekade terakhir, Google telah meningkatkan kemampuan mesin pencari dengan berbagai layanan lain, aplikasi, dan alat-alat
• Produk-produk Google dibagi menjadi 5 kategori, yaknidesktop product (Google Earth, Google Video/YouTube,
Challenge 3: Case study - Google
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Challenge 3: Case study - Google
Core brand value
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Challenge 3: Case study - Google
Is Google making the right move?
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Challenge 3: Case study - Google
What’s next for Google?
Updates, updates and updates
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Challenge 3: Case study - Google
What’s next for Google?
Technology for easier life
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Challenge 3: Case study - Google
What’s next for Google?
Tease to impulse
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That’s all from us.
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THANK YOU