Strategi Pemasaran Produk Industri Kreat (1)

S t r a t e g i
O l e h

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P e m a s a r a n

P o p y

P r o d u k

R u f1 a i d a h ,

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H a s i l T i km a j Ii
t na
kfin
sos )ri
r sB aa mp ap e d a
J a w a
n u n jb ua kh kw
haar
n a p a n
n g e m b a n g a n
u s a
u a n g a n
( 2 4 % ) ,
n
i n s e n ta in f b pi ad ja

% .

ca E
es ki o n( o m i
K r e a t i f
P r o
Bt ae rar ats
l te
i ,b a d
g i
aT m
ii adm niK ade at ,
lp
u ae
a mn nu yl
p e l a k u
u s a h a
i n d u s t
h a n y a
a d a l a h

a d a n y a
p e n i n g k a t a n
k e t e r a m p
an kg
(u 1m 5u %m ) ( dk h u s u s n y a
k

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e
a
a
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r

S e h u b u n g a n
m e r l u k a n

p e
d u s t r i
ak nr e ka
s u a t u
y a n g
i n g i n a n n y a .
r k e m b a n g
d a
s a r
a k a n
p r
m u n
t e r g a n t
f o r m a s i
b a h
r e k
d a g a n g
e a t i f ?

e

e
o
r

J a w a b a n n y ar e aa dt ai lv ai ht a ps a dp ae r ka n cy aa nn gg a nj u sg
r l u
d i i k u t i
pd ee rn ag na cn a n kg ra en a t pi rf oi gt ra as m
p pa
m a s a r a n ,
a t a u
l e b i h s e dg im ke en nt ai lnd gad
,ne nt ga a
s i )t i ao dn ai ln ag h
k r i t e r i a
s e g m e n
p a s a r ,
o d u k
d i
b e n a

m k
ea ll pu ii k .ik re au nn i pk aa sn a r
s a s a r a

d e fn ag sa in l i ht aa ls i t ep re sm ea bs ua tr ,a n
r h a t i a n
k sh tu rs au ts e. g iS e pl ea mi an s
rt ei af t imMfeeimntegaraslp ua tk? e rKsaernedniar i p. r o
d a p a t
d i t a w a r k a n
k e p a
T e r n y a t a ,
p r o d u k
y a n g
r i u bm aa hs aa n k we a kw ta uk t du a ns e js au ma ai
o d u k
y a n g
d i k o n s u m s i n y a
u n g
d a r i

s e j u m l a h
a t r i b
apne r ya aw na gt a dn i, g uk na an kd au nn ,g a cn a rn au
d a n
b eB ra bg aa gi am ia n am a cd ae mn g aa nt r

-P-e n Pu el mi bs a n t Fu a kD ue lk ta an s I EIU kIN oP,nA on
D mg ig o &t Ea kB oiK nso onm mii ist ,e
K r e a t i f . T Ju al wi as a nB a rd ai tp u b l i k a s i k a n
p a d a
K r e a t i f
J a w a
B a r a t ,
2 0 1 2

B a u r a n
P e m
P r o d u k
I n d

3 P

B a u r a n

J a s a

S u m b e r :
P o p y
R u f
B u k u
J a b a r
K r e a t i f ,
K
S e l
(m a r
k o m
b a u

a
k

b
r

n
e
i
a

j u t n y a ,
p e r a n c a n g a n
p r o g r a m
p e m
)
t, i ny ga n mg i xl e b i h
d i
, k eb na ag li
dp er no gd au nk
sj ea b
n a s i n sy ea r mv bi)i axc ua
e rt aa nu jd ai sk ae n (a l

d e n g a n
n p ko ew ke )ur a atm tai anx u ( d i k e n a. l
d e n g a n
s e b u t

K l u s t e r
1.Periklanan

2. Kesenian &
BarangAntik

4.Desain

5.Fesyen

7.Perangkat
Lunak Hiburan
Interaktif

8.Musik

10.Arsitek

11.Layanan
Komputer &
Piranti
Lunak

13.Penerbitan
& Percetakan

14.Riset &
Pengembangan

I n d u s t r
3. Keranjinan
Tangan
6. Film, Video &
Fotografi
9. Seni
Pertunjukan
12.Televisi &
Radio

15.Kuliner

S u m b e r :
P o p y
R u f
B u k u
J a b a r
K r e a t i f ,
K

P
a
e
s
r

r
r
k
e
a

o
s
s
n
ds

dn
i
t
i
ie

ud ku ks rti er sai at ni gf a t y a
b i
ep t
re u
ar gi ak ml a n a n
( k r e a s i
t e k t u r
( t a t a
k o t a ,
p e r t a m a n a n ,
e r i o r ,
g r a f i s ) ,
f e s y e n
( t a t a
b u s
p e r t u n jp ue kr ac ne ,t a p
k e
a n e
, r bl ia ty aa nn a &
n
k o m p u
o
rr ,
it sa e t
& ,p e dn ag ne m tb e
.a rn ag ka hn i r
k u l i n e r

5.Fesyen

S t r a t e g i
P e m a s a r a n

S t r a t
P e m a s a r
P r o nd du uk s
K r e a t i

P r o g r a m
P e m a s a r a n
P l a c e
P r
P r i c e

S e g m e n t i n g
T a r g e t i n g
P o s i t i o n i n g

o m o t i o n

P r o d u c Pt e o p l e
P h y s
E v i d
P r o c e
s s

i c a
e n c

P o w e r
P o l i t i c s

S u m b e r :
P o p y
R u f
B u k u
J a b a r
K r e a t i f ,
K
k
b
p
b
d
p
y
a
y
p
m
a

a
e
r
e
e
e

P e r a n c a n g a n
s t
t e g o rt ie r s
p e
r b
o u
d t
u ,
k
r b e d a
m u l a i
d a
o d u k
f e s y e n
t e
r b e d a
dn e nk go am np u lt
n g a n
j a s a
r i s e
m a s a r a n
p r o d u k

a
p
a
a
e
k

Pe
i t
l i
n g
s a
n d
t i

rn ad tu kes rgt eir
p ai
e tpr iel fmu a sd ai rl aa nk u pk ra on
d-pi rk oa dr ue kn a k
t a
e n
r s ep br uo td u k
m e
r i M f
i u
s n
a g
l s
n iy a ,d a n
s t rp aa ts ea gr
n t u
b e r b e d a
d e n g a n
ae yr a nd aa n
p i r a n t i
l u n a
t
d a n
p e n g e m b a n g a n .
i n d u s t r i
k r e a t i f
o p

r a n c a n g a n
pm re ol k
ga o
rl m
au b
mipi en
p na
e es
msri
aeaslpabuararnauu(nrh9a Pn ) ,
u
b a u r a nu r pa en m aj sa as ra a n( 3a(Pn4)P)PB(.)da2,ag ne
i br
a abt
n aa ump ra a, n
k a s i
b a u rparno ,dypuaecimttaus a sr ea jn u mmlealha l iu di e, a
d i t a w a r k a n ,p pr ayi d
ac a
ie t p
u a sp ae rn e s
t aa sp aa rn a nh .a r
r
s a s a r a n
p yl aa(ncaget a du i l sa ay la un ri a.a nk tK i
de v
it i
si tg a
ra
i s t r i /b ju ats sei ark sap ena bd uap tr op da us kaakrh i s
r
p a
,
r s
o a
m r
y
o a
t n
i .
t
o u
n T
v i t a s
m e m p r o m ro s si a
.k sa an r ap nr o d u k / j a s a

B a g i a n
k e d u a b
, a ua rd aa/nl a pj
h ea lsP
pa
raey
a na
k en
t ra
e an
k p. a bn a u r
(s e r v )id ci ek e mn ia xl
d e n
, g aypnae io s
(
tp e
y
ul b
ae u
i t a
u n S "
D 3
M P y a n g
s a s ,a r ap nr()oycaeistsu
p r o s e s
p e l a y a n a n
d a r i
d i k o nd sapunhm ys si i) c a
( l
y a e
i v
t i
u d e
s n
e c
j e
u m l a h
a t r .i b u t
f
B a g i a n
p o w e ,r
y a m
i i
t x
u

k e t i g a ,
a d a l a h
p e n e r a p a n
b
p o w e r
( p e nmeenrtuup a kk ea bn i jsaaklaanh )

s
p
p
d
s
m

a
r
e
a
e
e

n
o
n
n
k
n

g a t
m e n e n t u k a n .
T ba en rp ba a gp aemire anpnei mhlpaoakbt bkdyaa
g r a m p r po ed mu ak s ai rn ad nu s t r i
k r e a t i f
d a l a m
ga en mg ba n
p r o d uP ke r ia nn d up se tn re in t ku r ek ae tb ii fj .a k a n
n e g o s i a s i
u n t u k
m e n j a d i k a n
p r o d u
a l i . s l Ka ui nn cn iy a s ua kd sa el a h p as da
i ag
n e pn
r od
g la
i it ta is k b de
u n j a n g
p e m b a n g u n a n
k a r a k t e r
b a n g s

S t r a t e g
P e m a s a
P r o d u k
K r e a t

9. Seni
Pertunjukan

P roduct

S -egmentasi
Wisatawan
Mancanegara

P rice

P lace

Tampilan wajib di
Hotel, tempat
wisata

P romotion

P eople

P rocess

P hysical

P ositioning
Promosi intensif
sebagai Ikon
daerah / kota

P ower

P olitics

T-argeting

S t r a t e g i

Evidence

P e m
P a
r s
o a
g r a n
m

P e m a

S u m b e r :
P o p y
R u f
B u k u
J a b a r
K r e a t i f ,
K
P
d
f
b
k
b
a
p
p
n
p
o

P r o g r a m
p e m a s a r a n
p e r l u
d i s e s u a i k
r o d u k
i n d u s t r i
k r e a t i fr tbyiaarnagn g t esr
,emnais,u
afne sm ye er nu p a k a n
s a l a h
s a t u
p r o d Su ek p ey ra tn ig ,
u r n i t u r
d a r i
r o t a n
d a n
k a y u ,
u k i r a n
a t i k ,
d a n
l u t
k e
i r
s s
a e
n b
. u tM a d
y i
o h
r a
i s
t i
a l
s k ap nr o m
d a
u s
k
e k h a s a n
s e n i -m da as nM
i i
n b
s
g u
a
. d
l a
n y a n
, y as a m
a a
t s ii nn gi
t
a t i k
d a r i
b e r a g a m
k o t a
d i
J a w a
B a r a
t a u
B a t i k h C im re en bj oa nd i yM aei nlk gao ln s
u u
it de abr es re bb au gt a. i
r o m o s i
s e p e r t i
p a m e r-p ar no d du ak n t pe er ns je ub au lt a
i l i h a n
m a s y a r a k a t
I n d o n e s i a .
S e r t a
e g e r i . d bi
N aa nm du in n, g kbainl a a n t a r a
h a s i l
p r o d u
a s a r
s e c a r a
m e n y e l u r u h
m a s i h
r e n d a
p t i m a l n y a
p e n e r a p a n
s t r a t e g i
p e m a s a

S t r a t e g i
P e n e sr t
a r
p a t
n
k e t i g a
k a t e
i n s p s i r
-p ar so id .u
B a n g kt ou
M kB K y a( iM

P e m a s a r a n

e g i
p e m a s a dr Tia hn a ,ip lr k
ao h
nd u
du sk u sinnydau
g ob ra ir a np gr o ds ,ue kn i
df ,at
e ne
s) r
y
k, s
e e
n
rdb
aau
jpt
ianta( n m e
k P rt oe dr us ke b u tm a yl al
d ni gp a bs ea rr ak da an
dp ia
a h
N o o n
K
. Mr aodlnelgann)g lS uh ao sp p 8i 9n .g 0 0

p
k
t
k
m
m
b
d

e r ts ee rg sd
i ei bb ua tn g u n
t ad ha ur ni
1d 9e 8l 6a p a
t
r n
e
o r
d d
u
l i
k
a rn iti a
n i
d ,
u
r e a t i f
d i t
e e
n m
aT p
mo a
.t ta kl a np e dd ia g la an ng t as ie l u r u h n y
o k o
y a bn eg r am
p ge
r an
o,mj
d u sa
k esl pu et Trehtraid
a,i l ap na k a i a n ,
a s e
o p e r ,
dp ar no d pu rk o .W
dk a
uu l
kl aiMu
ltBp
a Ku
i n Sn hy oa p bp ui kn ag n C me en rt ur pe
a ul nl t u k
s e g m m
e u
n mn aptlaelpr as ne b aupttoa ssmi,es
t me
inib
oala
n ig
i ka
n ii
g
s a l
a fl al v o r i t
t u r i s
m a n c a n e g a r a
y a n g
m e n
e r mT uu tr ui .s
i n t e r n a s i o n a l
s e l a i n
d a p a t
a p a t
p
b r
e o
r d
b u
e k
l a s
n o
j u
a v e n i r
k h a s
T h a i l a n d .

P o s i t i o n i

S t r a t
P o s i t i
P r o d u
n gI n d u s
K r e a t i

L a i n n y a
( t e r g a n t u n g
p i l i h a n
s t r a t e g i s
u n t u k
p o s i t i o n i n g
d a r i
9 P )

S u m b e r :
P o p y
R u f
B u k u
J a b a r
K r e a t i f ,
K

P r a k t i k
m e m a s a r k a n
p r o d u k
i n d u s t r i
s k a l a
k e c i l
dm aa nbl el m
r e
g n
e e
n g
n s
g i
a h ,m e r
d u
i p as ku aa nt u s u
B i l a
p r a k t i k
t e r s e b u t
d i l a k u k a n
s e c a
b a i k
d i
b e n a k
p a s a r
s a s a r a n .
p
s
a
s
t
p
t
m
b
d
t
t

r
a
t
k
e
r

S a r i n a h m as dla ill a J
h a ks aa rt tu a
m e n j am de in e mt ue km ap na
o d u k
i n d u s t r i
k
s r
e e
n a
i t
, i,dfka e
fnu
r
e n
a
s. t
j
y u
i
eS k
na ar n
ki an ta eh g o
l a mh a ylsalan tg u b e r l o k a s,mi e mdiil ipkuis aste gkmoetna pJaa
d
a a
s m
n
, e m i l i k i m ac bli elt rr ga e n sg es bi a g pa ui s a t
p e m a s a r
a l a
u s a h a .C ki et cr ia l p do as ni t mi ef n ey na gn ag h m e l e k a
m p a t
t e r s e b u t
b e r d a m p a k
g a n d a
p a d a
o d u k
i n d u s t r i
k r e a t i f .

e
e
e
i
e
e

P r a k t i k
p e m a s a r a n
p r o d u k
i n d u s t r i
mt p, a m id si a l snP uyu aas ta ut
P e m a s a r a n
P r o d u k
U
m p e r s e m p i t
c P
i u
t s
r a t p p
r e
o m
d a
u s
k a rt ae nr s p
e r
b o
u d
t u
.
b e r a p a
k o t a
d i
J a w a
B a r a t
m e m i l i k
b a n d i n g k sa en p epdraetsniag rapdknuias na
c t
i dt irp S
ae ar rb,ie nlJaa.ah
Hn kajalaratn a
r s e b u t
d i k a r e n a k a n ,
b e r b a g a i
a l a s a
r n y a t a
d i s a i n
i n t e r i o r
t i d a k
m e n c e

p
l
W
m
p

r
a
e
o
e

P r a pk et mi ak s a r a n
j i t u
l a i n n y a
a-md ea rl ea kh
k
o d u k
t e re kn eg ng aa lb .u n Mg ea ln a lp ue im a ps a r a n
p r o d u
i an kn ay na
m e n jf ae dkSite ipsf
pee.
ermltaaikk e
is v
na eMn nea tra cn e d e z
B e n z
ey ka n g n gd gi as re al ke a n
d i
J e r m a n .
P r o d u k
f e
b i l
m e w a h A bl eh r
ea eg
vs nei tnl g, st ie r sd eu bn ui ta . m e n j a d i
m a s a r a n
p r o d u k
f e s y e n
b e r g e n g s i
d u

d
m
y
p
s
p
p

e
e
a
r
e
r
e

S u d a h
ps ea ma et rn iy na t, a hp e ml ea mk fs aa sn ia l
s
a i
a
n t
r ae s
nv ie p
n r
t o
n g a n
b e r k o l -m
a e
b r
o e
r k
a s iy a n
d g
e n gs Tau und ja uh
m ae nrd nei ykk ae n aa
n g a n g k a t
c i tM ri as a (pl 1rn )oy da ku, pok el ral abe nob cri aah ns git i mn og dg ei
n g
t e l a h
d i a k u i
p ,rm oe dn ujp kaendryiaan c oa ln eg h p pr ao
o m o t o r
p r o dt ue kr s ei bn ud tu ;s t r( i2 ) k rk eo al ta ib fo r a s
b s
a p
g o
a n
ip se om ra s a r a n
p r o d u k ( 3i )n d k
u o
s l
t a
r b
i o rk ar se ia
o d u k
i n d u-m sa tl rl i k ke rl ea as t ig
pfam n
pedaniny emadatilaalsk ,a n y as i
n u h
s e b a g a i
s e n t r aI n pd eo.mn ae ss ai ra a n
p r o d u

. . . . . . . . . . . . . . . . . . . . . . . . . .

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