what is brand - … televisi swasta radio anak muda. ... shampoo clear : anti ketombe sunsilk :...
TRANSCRIPT
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WHAT IS BRAND ?
Deddi Duto H,S.Sn
Desain Komunikasi Visual
UK Petra
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Hermawan Kertajaya
Deddy Corbuzier
Dr. Boyke
Inul Daratista
Kelik “Pelipur lara”
APA KESAMAAN ANTARA
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Mereka adalah :
PERSONAL BRANDING
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WHAT IS BRAND ?
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BRAND BUKAN LOGO
BRAND BUKAN PRODUK
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Produkdiciptakan Pabrik
Branddiciptakan benak manusia
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PASTA GIGIAYAM GORENGSHAMPOOTELEVISI SWASTARADIO ANAK MUDA
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BRANDBUKAN apa yang ingin diungkapkan
oleh pemilik Brand (produsen)
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BRANDPERSEPSI yang diungkapkan oleh konsumen.Ingat benak manusia hanya mampu mengingat 2-3 Brand di setiap kategori
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BERAGAM CARA
DIBUAT HANYA UNTUK
MEMBUAT BRAND
STAND-OUT
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HARGA MURAH
ATTACK vs RINSO.
AVANZA MOBIL MURAH MENGGANTIKAN KIJANG YANG NAIK KELAS.
WINGS AIR (LION AIR)
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FOCUS TARGET AUDIENCE
Pepsodent ---- pasta gigi keluarga keluargaClose Up ---- pasta gigi remaja/anak muda
KFC ---- ayam goreng globalSUHARTI, PEMUDA --- ayam goreng lokal
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KATEGORI BARU
IREX --- Pria sejatiEXTRA JOSS --- Penambah tenaga
POCARI SWEAT --- penganti ion tubuhPadahal rasanya = oralit (asin manis ) + gas ??????
Secara komposisi / ingredient tidak berubah banyak .
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THAT’S THE POWER OF BRAND
DIFERENSIASI
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NAMA BEDA
HSBC---- Hongkong & Shanghai Bank CorporationGanti Nama Saja…
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PERSEPSI BEDA
Fenomena Air minum dalam kemasan , jumlahnya ribuan.
Beberapa menonjolkan :
- Lokasi Sumber Air
- Aspek Hygienis / sehat
- Membangun kebanggaan merek.
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PERSEPSI KATEGORI BEDA
Shampoo Clear : Anti Ketombe
Sunsilk : Natural / Alami
Rejoice : Shampo + conditioner (2in1)
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PACKAGING BEDA
Seringkali bentuk kemasan sebuah brand, berubah :
- Botol kaca
- Botol Plastik
- Sachet
- Kemasan bentuk Parfum
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SENTUHAN BEDA
Penambahan kandungan tertentu pada produk.
- Susu mengandung DHA (kecerdasan anak)
- Pedasnya lebih terasa (produk Mie).
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KATEGORI BARU (BEDA)
ITC Mangga Dua Jakarta --- Belanja harga terjangkau
Koran SURYA --- kriminalitas.
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PALUGADA
Apa yang Lu Mau… Gua Ada !
Apapun produknya, model, harga, service, garansinya
Bisa disesuaikan.
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FENOMENASIKLUS PRODUCT
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Ketika produk mulai diperkenalkan, orang selalu bertanya
APA ITU ? Kemudian sesudah tahu nama produknya, orang bertanya lagi …
Gue…suka gak ya… ?
Sesudah tahu fungsinya, orang itu akan….
BISA NGAPAIN ?
Terakhir orang itu akan…..
Wah..Gue mesti punya !
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Product launch ….
What it is ?
What it does ?Fungsi + keuntungan produk
- Blue Band ------ Memberikan resep masakan, membuat kue
dengan margarine.
- P & G ---- mandi, cuci rambut, sikat gigi setiap hari
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BRAND INNOVATION
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Brand innovation
Setiap inovasi diikuti para innovator dan early adopter.
Handphone : AMPS---GSM----CDMA
- Ketika masuk pasar “persaingan”
- Muncullah fenomena harga murah
- Ditandai dengan perang servis , distribusi
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BRAND ACTIVATION
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- Bagaimana produk dikenal masyarakat /brand awareness
- Bagaimana terjadinya Product trial
- Relationship dengan customer dan distributor
- Event, sampling, ambience media --- hanyalah alat saja.
BRAND ACTIVATION
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BRANDING
UK Petra, 20 Oktober 2007
Gedung T , lt. 4
Sebuah Fenomena
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BRANDINGBukan Sekedar
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(
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Project Real
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What is Brand ?
Membedakan nama/ simbol ( logo, trade mark, packaging desain) yang dirancang
Untuk pengenalan suatu produk atau jasa, sebagai pembeda dengan kompetitor.
( David Aaker, 1991)
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What is Brand the ultimate value in marketing ?
Marketing adalah pertarungan PERCEPTION
Marketing bukan hanya COMMODITY
Marketing merupakan DIFFERENTIATION
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What is Brand Equity
Aset intangible yang dimiliki oleh suatu Brand karena value yang diberikannya ,
Baik kepada produsen maupun konsumen
( Kertajaya , 2002)
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Brend Equity : The Element
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Brand Awareness : The Definition
“Kemampuan konsumen/potential buyer untuk mengenal kembali
atau mengingat suatu brand “ ( David Aaker, 1991)
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Brand Loyalty : The Definition
“Kesetiaan pelanggan pada sebuah brand. Didahului brand
Awareness kemudian brand experience, muncul kepuasan “
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Brand Loyalty
Be different, memorable
Involve slogan or jingle
Publicity
Event Sponsorship
Memperhatikan Brand Extensions
The recall bonus
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Brand Associations : The Definition
“ Brand yang dihubungkan dengan sesuatu hal “
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Type of Brand Associations
Product Class
Competitors
Geographic Area
Product Atribute
Intangibles
Relative Price
BRAND-
Name & Symbol
Customer benefits
User/Customer
Celebrity person
Life Style/ Personality
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Perceived Quality : The Definition
“ Persepsi Konsumen pada seluruh performance merek mulai kualitas,
Service, keunggulan pada suatu merek.” (David Aacher, 1991)
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Dimensions of Perceived Quality
Product Quality
-Performance
-Feature
-Sesuai spesifikasi
-Dapat dipercaya
-Dapat tahan lama
-Efisien,nyaman,kompetensi
-Kualitas sesuai
Service Quality
-Service dapat dipercaya
-Dapat diandalkan
-Tangible
-Memahami konsumen
-Tanggap
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Other Proprietary Brands Assets
These can be PATENTS, TRADEMARKS,
CHANNEL RELATIONSHIPS
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RE-Branding Case
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RE-BRANDING
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1. Segmentasi pasar
2. Perilaku konsumen
3. Desain produk (Product Design)
4. Kemasan (Packaging)
5. Merek (Branding)
6. Positioning
7. Harga (Pricing)
8. Tempat (Place)
9. Promosi (Promotion) serta
10.Pelayanan Pelanggan (Customer Service)
HAL – HAL PENTING DALAM RE-BRANDING
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apakah pasar sasaran terlah berubah dalam beberapa waktu terakhir ini?
Apakah kita tetap membidik pasar sasaran yang sama yang sesungguhnyatelah ditinggalkan konsumen kita?
apakah konsumen kita sesungguhnya sudah sesuai dengan yang direncanakan atau disasarkan ? mengapa berbeda?
apa landasannya atau alasanya kita memilih target segmen tersebut?
Mengapa bukan segmen yang lain?
apakah yang membedakan segmen ini dengan segmen yang lain ? prosesapa yang kita gunakan untuk menemukan segmen ini?
dapatkah kita membuktikan bahwa segmen ini cukup potensial danmenguntungkan?
Berapa lama kita membutuhkan waktu untuk menggerakkan segmensasaran untuk memberi respon? Apakah lingkungan ekonomi tidak berubah
ketika kita mulai berhasil?
apa yang kita lakukan kalau segmen sasaran tidak memberi respon ? mengapa mereka tidak merespon?
apakah ada pasar sasaran lain yang lebiih menguntungkan?
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Ada beberapa criteria untuk mendapatkan pasar sasaran yang optimal. Keempat criteria itu antara lain :
Responsif terhadap produk dan program pemasaran yang dikembangkan
Potensi penjualan harus cukup luas
Pertumbuhan pasar yang memadai
Jangkauan media yang dapat dicapai secara optimal.