bahan kuliah ke 2- ui. key concept of marketing

8/10/2019 Bahan Kuliah Ke 2- UI. Key Concept of Marketing

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Bahan kuliah ke 2- UI

Proses Manajemen

PemasaranKonsep Kunci Pemasaran

disampaikan oleh :

Dr. R. Soekarsono

Jakarta, 3 Maret 2007


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Contents

1. Aim of the presentation

2. Key concepts of marketing

2-1.Process of marketing management

2-2.STP marketing

2-3.Marketing mix (4P)

2-4.Doublejeopardy line2-5.From awareness to brand loyalty

2-6.Brand Knowledge

2-7.Awareness pyramid

2-8.Ways to obtain brands awareness

2-9.Loyalty pyramid

3. Example of WALKERS

3-1.History3-2.Control

3-3.Research & STP

3-4.Marketing mix (4P)

3-5.Advertising strategy

3-6.(Advertising strategy : Comment)


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1.Aim of the presentation

Aim of the presentation is the

analysis of the process ofWalkers advertising idea which

led to further great success after

Walkers had dominated the

markets by distribution andproduct strength.

Firstly, key marketing concepts

are explained.

Secondly, Walkers advertising

idea are analyzed based on the

key marketing concepts.


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2-1.Process of marketing management

Research

Segmentation

Targeting

Positioning

Product

Price

Promotion

Place

Implication Control

marketing mix (4P)

(source: Kotler.P, Kotler on marketing)

STP

Key concepts of marketing


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2-2.STP marketing

(source: Kotler.P, Marketing management)

Segmentation Targeting Positioning

Step 1 Step 2 Step 3

Step 1

Make segmentation variables clear and subdivide the market

Geographic segmentation, Demographic segmentation,Psychographic segmentation, Behavior segmentation

Profile each segment

Step2

Measure attractiveness of each segment

Choose one or plural segments

Step3

Make positioning concepts clear on each segment

Choose and develop positioning concepts



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2-3.Marketing mix (4P) Key concepts of marketing

Product

(source: Kotler.P, Kotler on marketing)

Type

Quality

Design

Brand name

Package

SizeService

Guarantee

Return

List price

Discount

Back margin

Due date of payment

Commercial condition

Sales promotion

Advertisement

Business operation

PR

Direct marketing

Sales channel

Coverage of

distribution

Sort

Location

InventoryShipping

Price Promotion Place (Channel)

After STP, a strategic marketing mix should be planned.

The marketing mix is composed of product, price, promotion and place.

Advertising is an element of the marketing mix.


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Doublejeopardy line

Superloyalty brands

Changeofspace brands

Niche brands

Market share

Repeated

purchaseprobability

100%0%0

1.0

There is a wide consensus that brand loyalty does develop systematically in connection

with penetration in stable markets for frequently purchased low-involvement products and

for established brands. There, however , are exceptions.

2-4.Doublejeopardy line

(source: Franza.G, Brand equity: concept and research)



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2-5.From awareness to brand loyalty

(source: Franza.G, Brand equity: concept and research)

All brands

Aware

Unaware

Spontaneous

awareness

Aided awareness

only

Consideration

set

Not acceptable

Not

consideration

Unique

(Only accepted)

Top brand

Second

brand

Third brand

In repertoire

Not

in repertoire

100% brand

loyalty

Top brand

buyers

Repertoire

buyers

Occasional

buyers



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2-6.Brand Knowledge

Brand

Knowledge

Brand

recognition

Brand

recall

Brandimage

Brand

Awareness

(source: Keller.K, Strategic Brand Management)

Type of

Brand association

Appropriateness of

Brand association

Strength of

Brand association

Uniqueness of

Brand association

Attitude

Benefit

Attribution

Brand knowledge plays a critical role to establish brand equity. Brand equity is

characterized by brand awareness and brand image.

Brand image plays a critical role in high-involvement.



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2-7.Awareness pyramid

(source: Aaker.D, Managing Brand Equity, Keller.K, Strategic Brand Management)

Brand unawareness

Brand recognition

Brand recall

Top of mind

According to keller, importance of brand recognition and brand recall depends on where

consumers make decision of purchasing.

According to Aaker, the first stage of purchasing is selection of a consideration set of

brands. Therefore, brand recall play a main role to enter the set.

According to Aaker, top of mind and brand recall play critical role for products which

purchasing decision is done before going to stores.



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2-8.Ways to obtain brands awareness

Brand recognition

Repetition of the brand

Brand recall

Association of the brand with the

product or service category

(source: Keller.K, Strategic Brand Management)

Establishing brand identity

Association of the brand with theproduct or service category

Concrete ways are following;

Differentiation to remember easily

Usage of slogan

Exposure of symbol

Publicity

Sponsor of events

Expansion of brands

Usage of clues (e.g. Package)

Repetition

(source: Aaker.D, Managing Brand Equity)



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2-9.Loyalty pyramid

(source: Aaker.D, Managing Brand Equity)

Switchers / No brand Loyalty

Habitual Buyer

Satisfied Buyer with Switching Cost

Like the Brand

Consider It a Friend

Committed

Buyer

Brand loyalty is different from other brand equities, because it strongly related to

experience in using.



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By 1960

Distribution was confined to the Midland

By 1970s

Regional expansion programme

1989

Walkers and Smith Crisps moved under theumbrella of PepsiCo Food international

1993

Walkers and Smiths brands were merged

1993 - 1994(August to August)

Double-digit growth,

Market share 22% (3 times that of its

nearest branded rival)

3-1.History

(source: Homepage)

Example of WALKERS

(source: Duckworth.G, Advertising works9, Henley-on-Thames:NTC publication)
http://walkers.corpex.com/cr15p5/products.asp?snacktypeid=31http://walkers.corpex.com/cr15p5/products.asp?snacktypeid=26


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Example of WALKERS3-2.Control

Success factors before

1994

Distribution growth

Problems in 1994

Room for further

expansion of distribution

was limited.

Problems



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Example of WALKERS3-3.Research & STP

Research

Focus on existing markets (Impulse)

Emphasis on advertising

Exploitation of adult markets and

grocery channel

Emphasis on advertising


Growth by distribution was limitedGrocery channel was growing

Children had right to choose and purchase in Impulse channel, however, snacks were

purchased by their parents in Grocery channel

Adults ware becoming important customers

STP

Impulse

Grocery

Adults Children

Customers

Channel

Before 1994

After 1994


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Example of WALKERS3-4.Marketing mix (4P)

Place

Product Price

Improved Cheese & Onion

variety

New Crinkles range

Constantly innovate product

quality

17 types (November 2005)

Reduced in real terms

New channel (Grocery) was

developed

The Grocerychannel was

growing

This strategy was alsocorresponding to new targeted

customer (Adult)



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Example of WALKERS3-4.Marketing mix (4P)

Promotion

1. Main methodsAdvertising

Promotion was used at the same

time to support

Promotion used to be main method

2. Mediums of advertisementTV

Major press was used at the same

time to support

3. Types of TV CM

Promotional advertising

Theme advertising

Promotional advertising used to be a

main type.


4. Casts

Lineker (ex-England footballer)

As attractive to mums as to kids

Down-to earth personality

Roots in Walkers Leicester heartland

5. Briefs of advertisement

Target : Adult and children

Proposition : No one can resist

Walkers Crisps

Support : Product quality or promotion

Total value : Fun, unpretentious,

informal, classless, social

Mass marketing is employed


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Type of brand association : BenefitFun, unpretentious, informal,

classless, social

Appropriateness of brand association

Promotional advertising

Theme advertising

Strength of brand association

Importance for consumers

Consistency

Uniqueness of brand association-

Repetition of the brandTV commercials

Favorable cycle of the press

Point of sales

Usage of publicity

Linekers campaigns

Usage of slogan

No one can resist Walkers Crisps

Expansion of brands

New Crinkles range

Association of the brand with the

product or service category

Linekers favorable image

Example of WALKERS3-5.Advertising strategy


Brand awareness Brand image


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Example of WALKERS3-6.Advertising strategy : Comment

Grocery channel

A. Main customersAdults and children

Low-involvement customers

B. Product strategy of storesPlural brands in the same categoryPromotion is important to obtain good

locations (shelves)

C. Place of decision

In stores

D . Priority of brand equityBrand awareness plays more roles

than brand image, because crisp is

low-involvement products.

Brand recognition plays more roles

than brand recall, because consumersnormally make final decision in stores

and location of products is important.

However, brand recall is also

important for selection of consideration

set.In addition, brand image should be

improved to get repeated order.

My opinion

3 6 Ad ti i t t C t


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Example of WALKERS3-6.Advertising strategy :Comment

Impulse channel

A. Main customersChildren

Not low-involvement customers

B. Product strategy of storesOne brand in the same category

C. Place of decisionIn store or home

D. Priority of brand equityBrand recall and brand image play

more roles than brand recognition to

become top of brand.

My opinion


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Toluidine

Urethane

Ammonia

Arsenik

Plumbum

Formaldehid

Kadmium

Butana

Propilena Glikol

Aseton

Metanol

Metoprena

Benzopirena

Benzena

Turpentin

Naftilamin

Karbon Monoksida Hidrogen sianida


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