m4m 01_practical market and consumer analysis (1)

Practical Market and Customer Analysis:

The Why-What-How

Universitas Indonesia, 12 Desember 2015

Introduction

Ardhi Ridwansyah

Chief Operations MarkPlus Institute (2013-2015)

Academic Director Indonesia Marketing Association (2015-2017)

Academic Director International Council for Small Business (ICSB) Indonesia Chapter (2015-2017

Seminars and Workshops Executive Education Program: Strategic Marketing (2013-2015) Executive Education Program: Service Management (2013-2015) Executive Education Program: Sales Management (2013-2015) Executive Education Program: Brand Management (2013-2015) Executive Education Program: Marketing in Difficult Times (2015) In-House Trainings in Various Companies (2013-2015) Indonesia Marketeers Festival in several cities (2015) Speakers and Moderators in MarkPlus Conference (2012-2014)

Education Master of Applied Psychology, University of Indonesia Certified Professional Marketers, Asia Marketing Federation

Introduction

Books and Publications

2011

Introduction

Books and Publications

2013 2012

Introduction

2014 2014

Books and Publications

Introduction

2015

Books and Publications

Today’s Agenda

WHY WHAT HOW

Today’s Agenda

WHY WHAT HOW

Kelirumologi

Pemasaran

5

Pemasaran itu

“ilmu hitam” 1

Pemasaran hanya untuk

perusahaan besar 2

Pemasaran itu

mahal 3

Pemasaran itu

rumit 4

Pengalaman Lebih Penting

dari pada Pemasaran 5

Today’s Agenda

WHY WHAT HOW

What is Marketing

Sederhana dan sempit

Kompleks dan komprehensif

Flow of goods and service from producers to consumers

Exchanges that satisfy individual and organizational objectives

Managing customer relationship that benefit the organization and its stakeholders

Exchanging value offer for customers, clients, partners, and society

1935 1985 2004 2007

Creating, communicating, delivering, exchanging offerings that have value for customers, clients, partners, and society at large

2008

What is Marketing

Today’s Agenda

WHY WHAT HOW

P D

B

ST P1 P2

P3 P4

Marketing: From Analysis to Strategy to Tactics

C

C

C C

Marketing Analysis

Marketing Analysis: Change

Marketing Analysis: Change

Redefining Brand Loyalty in Connected Era

Marketing Analysis: Customer

Marketing Analysis: Customer

Act Again Attitude Act Aware

Tahu Sikap Beli Beli Kembali

Marketing Analysis: Customer

Advocate Appeal Ask Act Aware

Tahu Tertarik Tanya Tularkan Transaksi

Marketing Analysis: Customer

Aware

Appeal

Ask

Act

Advocate 9

55

72

99

99

Brand A

1

12

58

97

100

Brand B

4

24

39

90

96

Industry

100%

16%

76%

73%

97%

8%

21%

60%

94%

17%

43%

62%

WOW Marketing

BOO ARGH OK AHA WOW

Customer sangat terkejut dengan bahagia dengan produk sehingga mereka ingin menyebarkannya

melalui advokasi positif

Customer terkesan dengan perusahaan/produk, menyebabkan ia bahagia secara

personal

Customer sedikit banyak merasa puas dengan

produk tidak menyebabkan perasaan positif ataupun negatif

Customer sangat marah dengan

perusahaan yang menyebabkan

mereka melakukan advokasi negatif

Customer kecewa dengan

perusahaan/produk menyebabkan rasa frustasi dari dalam

WOW Marketing

Level Gatal

Tingkat Loyalitas

WOW Marketing

The Model

Brand

Syukron...