4c Diamond Analysis-markplus 296pq

18/04/2016

Strategic Marketing

From Legacy to New Wave to WOW!

Hermawan Kartajaya Founder and CEO of MarkPlus, Inc. Co-Founder of World Marketing Community One of the “50 Gurus Who Have Shaped the Future of Marketing” (CIM, UK 2003)

About Hermawan Kartajaya’s International Books

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

Every year, we predict trends going forward and define the recommended marketing practices in Indonesia

Twitter: @hermawank

HERMAWAN KARTAJAYA

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18/04/2016

About MarkPlus, Inc. MarkPlus Business Units And Services Develop marketing and strategy solutions based on proven concepts and methodologies

Offer world-class corporate and public training programs

Capture marketing and social insights for crucial decision making

Provide online and offline community-based media activations

Twitter: @hermawank

HERMAWAN KARTAJAYA

Our Offices

Banda Aceh

Medan

Manado Pontianak

Pekanbaru

Balikpapan Jayapura

Padang

Banjarmasin

Palembang Makassar Jakarta Bandung

Semarang Solo

Surabaya

Yogyakarta Denpasar

Twitter: @hermawank

HERMAWAN KARTAJAYA

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WHY

WHAT:

The Evolution of Marketing

HOW:

The Evolving View of Marketing Practices 2000s 1980s 1950s

1960s

Strategy

Market Segmentation

Concepts Influenced by Connectivity

1970s

Targeting

Customer Equity

Positioning

Community Marketing

Marketing 3.0

Permission Marketing Marketing Mix

Tactic

2010s

1990s

The Four Ps

Product Portfolio

Differentiation

Product Lifecycle

FAB

SPIN Selling

Direct Marketing

AIDA

Professional Selling Skills

Consultative Selling

‘Strategic’ Selling

Service Marketing

Customer Relationship

Value

Brand Image

LAMP

Co-Creation Social Media Conversation Commercialization

Experiential and Emotional Marketing

Brand Equity

Internet Marketing

Brand as Character

One-to-One Marketing

Collaborative Care

Engagement Experience Enjoyment

Twitter: @hermawank

HERMAWAN KARTAJAYA

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18/04/2016

Rethinking Marketing: Sustainable Market-ing Enterprise

Twitter: @hermawank

HERMAWAN KARTAJAYA

4C Diamond: A Model to Analyze Business Landscape CHANGE Technology

Pol-Leg

Economy

Soc-Cul

Market

COMPETITOR

TOWS

CUSTOMER

Examination

COMPANY

Twitter: @hermawank

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STV-Triangle: Positioning-Differentiation-Brand Triangle

i

brand ntegrity

POSITIONING

DIFFERENTIATION

BRAND

Twitter: @hermawank

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STV Triangle: 9 Core Elements of Marketing

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New Wave Marketing

Twitter: @hermawank

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The Future of Power Shifts

Technology

Political Legal

Economy

Market

Social Culture

The Age of Participation & Collaborative Marketing

From Vertical to Horizontal

The Age of Globalization Paradox & Cultural Marketing

From Exclusive to Inclusive

The Age of Creative Society & Spiritual Marketing

From Individual to Social

Twitter: @hermawank

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New Wave Marketing: From 4C to 5C

CHANGE

COMPETITOR

4C

CUSTOMER

COMPANY

Twitter: @hermawank

HERMAWAN KARTAJAYA

New Wave Marketing: From PDB to TRIPLE-C brand ntegrity CLARIFICATION

CODIFICATION

OF PERSONA

OF DNA

POSITIONING

WHAT IS YOUR COLOR?

DIFFERENTIATION

CONNECTED CATALYST CIVILIZED

WHAT IS YOUR AUTHENTICITY?

CHARACTER WITH CHARISMA BRAND

WHAT IS YOUR AURA? Twitter: @hermawank

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18/04/2016

New Wave Marketing: From 9 Core Elements to 12 Cs LEGACY MARKETING

NEW WAVE MARKETING

Segmentation

Communitization

Targeting

Confirmation

Positioning

Clarification

Differentiation

Codification

MARKETING MIX

NEW-WAVE MARKETING MIX

Product

Co-creation

Price

Currency

Place

Communal Activation

Promotion

Conversation

Selling

Commercialization

Branding

Character

Service

Care

Process

Collaboration

Twitter: @hermawank

HERMAWAN KARTAJAYA

12 – C of New Wave Marketing

Twitter: @hermawank

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18/04/2016

WHY:

WHAT

Marketing 3.0

HOW:

Marketing 3.0 From 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 Twitter: @hermawank

HERMAWAN KARTAJAYA

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18/04/2016

Museum Marketing 3.0

Twitter: @hermawank

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Comparison of Marketing 1.0, 2.0, and 3.0

Twitter: @hermawank

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18/04/2016

Values-Based Matrix (VBM) Model COMPANY

INDIVIDUAL

Sustain Ability

DIFFERENTIATE

Make a DIFFERENCE

(Why)

Return Ability

MISSION

Practise COMION

(What)

Realize ASPIRATION

Deliver SATISFACTION

VISION

Spirit

Profit Ability

(How)

Heart

VALUES

Mind

Be BETTER

Twitter: @hermawank

HERMAWAN KARTAJAYA

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 of Quality, Cost and Delivery

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

Twitter: @hermawank

HERMAWAN KARTAJAYA

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18/04/2016

WHY:

HOW

WHAT:

WOW Marketing

INTERNATIONAL EDITION COMING SOON!

Redefining Brand Loyalty in a Connected World Philip Kotler Hermawan Kartajaya Iwan Setiawan Twitter: @hermawank

HERMAWAN KARTAJAYA

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18/04/2016

Competitiveness Level of Brands LEVEL 3

ENGA GEMENT

AHA

LEVEL 2

EXPERI ENCE LEVEL 1

OK

ENJOYMENT

Twitter: @hermawank

HERMAWAN KARTAJAYA

Customer Path: From Individual to Social

Aware

Appeal AttitudeAsk

Act

Twitter: @hermawank

Advocate Act Again

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18/04/2016

Introducing New Brand Metrics

PAR

BAR

Purchase Action Ratio

Brand Advocacy Ratio

Twitter: @hermawank

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The Purchase Action Ratio (PAR)

PAR =

Act

Aware

Twitter: @hermawank

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What PAR really means PAR = 0.5

Aware

Appeal

Ask

Brand Awareness* +1%

Act

Advocate

Market Share +0.5% Twitter: @hermawank

HERMAWAN KARTAJAYA

The Brand Advocacy Ratio (BAR)

BAR =

Advocate

Aware Twitter: @hermawank

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18/04/2016

What BAR really means

BAR =

Appeal

Ask

X

Aware

Act

X

Appeal

X

Advocate

Ask

Twitter: @hermawank

Act

HERMAWAN KARTAJAYA

Conversion #1: Creating ATTRACTION

Loyalty = (BAR)

Appeal

Aware

X

Ask

X

Appeal

Twitter: @hermawank

Act

Ask

X

Advocate

Act

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Conversion #2: Creating CURIOSITY

Loyalty = (BAR)

Appeal

X

Aware

Ask

X

Appeal

Act

X

Ask

Twitter: @hermawank

Advocate

Act

HERMAWAN KARTAJAYA

Conversion #3: Creating COMMITMENT

Loyalty = (BAR)

Appeal

Aware

X

Ask

X

Appeal

Twitter: @hermawank

Act Ask

X

Advocate

Act

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Conversion #4: Creating AFFINITY

Loyalty = (BAR)

Appeal

Ask

X

Aware

Act

X

Appeal

X

Advocate

Ask

Twitter: @hermawank

Act

HERMAWAN KARTAJAYA

The Ideal Customer Path: Bow Tie

Aware

Attraction

Appeal

Ask

Curiosity

Act

Commitment

Twitter: @hermawank

Advocate

Affinity

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Integrating Legacy & New Wave

More New Wave Marketing As Brand Steps Up Competitiveness

E3

NEW WAVE MARKETING

LEVEL 3 ENGAGEMENT

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

E2 LEVEL 2 EXPERIENCE

LEGACY MARKETING Conventional marketing approach: • Strategic Segmentation & Targeting • Brand Positioning & Differentiation • Tactical Marketing Mix (Product, Price, Place, Promotion) & Selling Approach • Value-Creating Services & Processes

E1 LEVEL 1 ENJOYMENT A1

AWARE

A2

APPEAL

A3

ASK

A4

ACT

A5

ADVOCATE

More New Wave Marketing As Brand Intervenes Further Across Customer Path

Twitter: @hermawank

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