Materi Kulliah HK 18.04.2016 Sesi II
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 “haped 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
1
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
Semarang
Solo
Bandung
Surabaya
Yogyakarta
Denpasar
Twitter: @hermawank
HERMAWAN KARTAJAYA
2
18/04/2016
WHY
WHAT:
The Evolution
of Marketing
HOW:
The Evolving View of Marketing Practices
2000s
1980s
1950s
1960s
Strategy
Market
Segmentation
2010s
Concepts Influenced
by Connectivity
1990s
1970s
Targeting
Customer Equity
Positioning
Community
Marketing
Marketing 3.0
Permission
Marketing
Tactic
Marketing
Mix
The Four Ps
Product Portfolio
Differentiation
Product Lifecycle
FAB
SPIN Selling
Direct Marketing
AIDA
Professional Selling
Skills
Consultative Selling
“trategic “elling
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
3
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
HERMAWAN KARTAJAYA
4
18/04/2016
STV-Triangle: Positioning-Differentiation-Brand Triangle
i
brand ntegrity
POSITIONING
DIFFERENTIATION
BRAND
Twitter: @hermawank
HERMAWAN KARTAJAYA
STV Triangle: 9 Core Elements of Marketing
Twitter: @hermawank
HERMAWAN KARTAJAYA
5
18/04/2016
New Wave Marketing
Twitter: @hermawank
HERMAWAN KARTAJAYA
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
HERMAWAN KARTAJAYA
6
18/04/2016
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
HERMAWAN KARTAJAYA
7
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
HERMAWAN KARTAJAYA
8
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
9
18/04/2016
Museum Marketing 3.0
Twitter: @hermawank
HERMAWAN KARTAJAYA
Comparison of Marketing 1.0, 2.0, and 3.0
Twitter: @hermawank
HERMAWAN KARTAJAYA
10
18/04/2016
Values-Based Matrix (VBM) Model
COMPANY
INDIVIDUAL
Sustain Ability
DIFFERENTIATE
Make a
DIFFERENCE
(Why)
Return Ability
MISSION
Practise
COMPASSION
(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 Terms of Quality, Cost and
Delivery
Credo #10: Gather Relevant Information, But Use Wisdom in Making Your Final
Decision
Twitter: @hermawank
HERMAWAN KARTAJAYA
11
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
12
18/04/2016
Competitiveness Level of Brands
LEVEL 3
ENGA GEMENT
LEVEL 2
AHA
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
HERMAWAN KARTAJAYA
13
18/04/2016
Introducing New Brand Metrics
PAR
BAR
Purchase Action Ratio
Brand Advocacy Ratio
Twitter: @hermawank
HERMAWAN KARTAJAYA
The Purchase Action Ratio (PAR)
PAR =
Act
Aware
Twitter: @hermawank
HERMAWAN KARTAJAYA
14
18/04/2016
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
HERMAWAN KARTAJAYA
15
18/04/2016
What BAR really means
BAR =
Appeal
Ask
X
Aware
Act
X
Advocate
X
Appeal
Ask
Twitter: @hermawank
Act
HERMAWAN KARTAJAYA
Conversion #1: Creating ATTRACTION
Loyalty
=
(BAR)
Appeal
Ask
X
Aware
Act
X
Appeal
Twitter: @hermawank
Advocate
X
Ask
Act
HERMAWAN KARTAJAYA
16
18/04/2016
Conversion #2: Creating CURIOSITY
Loyalty
=
(BAR)
Appeal
X
Aware
Ask
Act
X
Advocate
X
Ask
Appeal
Twitter: @hermawank
Act
HERMAWAN KARTAJAYA
Conversion #3: Creating COMMITMENT
Loyalty
=
(BAR)
Appeal
Ask
X
Aware
X
Appeal
Twitter: @hermawank
Act
Ask
Advocate
X
Act
HERMAWAN KARTAJAYA
17
18/04/2016
Conversion #4: Creating AFFINITY
Loyalty
=
(BAR)
Appeal
Ask
X
Act
Advocate
X
Aware
X
Appeal
Ask
Twitter: @hermawank
Act
HERMAWAN KARTAJAYA
The Ideal Customer Path: Bow Tie
Aware
Attraction
Appeal
Ask
Curiosity
Act
Commitment
Twitter: @hermawank
Advocate
Affinity
HERMAWAN KARTAJAYA
18
18/04/2016
Integrating Legacy & New Wave
E3
More New Wave Marketing As Brand Steps Up Competitiveness
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
A2
AWARE
A3
APPEAL
A4
ASK
A5
ACT
ADVOCATE
More New Wave Marketing As Brand Intervenes Further Across Customer Path
Twitter: @hermawank
HERMAWAN KARTAJAYA
19
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 “haped 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
1
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
Semarang
Solo
Bandung
Surabaya
Yogyakarta
Denpasar
Twitter: @hermawank
HERMAWAN KARTAJAYA
2
18/04/2016
WHY
WHAT:
The Evolution
of Marketing
HOW:
The Evolving View of Marketing Practices
2000s
1980s
1950s
1960s
Strategy
Market
Segmentation
2010s
Concepts Influenced
by Connectivity
1990s
1970s
Targeting
Customer Equity
Positioning
Community
Marketing
Marketing 3.0
Permission
Marketing
Tactic
Marketing
Mix
The Four Ps
Product Portfolio
Differentiation
Product Lifecycle
FAB
SPIN Selling
Direct Marketing
AIDA
Professional Selling
Skills
Consultative Selling
“trategic “elling
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
3
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
HERMAWAN KARTAJAYA
4
18/04/2016
STV-Triangle: Positioning-Differentiation-Brand Triangle
i
brand ntegrity
POSITIONING
DIFFERENTIATION
BRAND
Twitter: @hermawank
HERMAWAN KARTAJAYA
STV Triangle: 9 Core Elements of Marketing
Twitter: @hermawank
HERMAWAN KARTAJAYA
5
18/04/2016
New Wave Marketing
Twitter: @hermawank
HERMAWAN KARTAJAYA
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
HERMAWAN KARTAJAYA
6
18/04/2016
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
HERMAWAN KARTAJAYA
7
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
HERMAWAN KARTAJAYA
8
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
9
18/04/2016
Museum Marketing 3.0
Twitter: @hermawank
HERMAWAN KARTAJAYA
Comparison of Marketing 1.0, 2.0, and 3.0
Twitter: @hermawank
HERMAWAN KARTAJAYA
10
18/04/2016
Values-Based Matrix (VBM) Model
COMPANY
INDIVIDUAL
Sustain Ability
DIFFERENTIATE
Make a
DIFFERENCE
(Why)
Return Ability
MISSION
Practise
COMPASSION
(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 Terms of Quality, Cost and
Delivery
Credo #10: Gather Relevant Information, But Use Wisdom in Making Your Final
Decision
Twitter: @hermawank
HERMAWAN KARTAJAYA
11
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
12
18/04/2016
Competitiveness Level of Brands
LEVEL 3
ENGA GEMENT
LEVEL 2
AHA
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
HERMAWAN KARTAJAYA
13
18/04/2016
Introducing New Brand Metrics
PAR
BAR
Purchase Action Ratio
Brand Advocacy Ratio
Twitter: @hermawank
HERMAWAN KARTAJAYA
The Purchase Action Ratio (PAR)
PAR =
Act
Aware
Twitter: @hermawank
HERMAWAN KARTAJAYA
14
18/04/2016
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
HERMAWAN KARTAJAYA
15
18/04/2016
What BAR really means
BAR =
Appeal
Ask
X
Aware
Act
X
Advocate
X
Appeal
Ask
Twitter: @hermawank
Act
HERMAWAN KARTAJAYA
Conversion #1: Creating ATTRACTION
Loyalty
=
(BAR)
Appeal
Ask
X
Aware
Act
X
Appeal
Twitter: @hermawank
Advocate
X
Ask
Act
HERMAWAN KARTAJAYA
16
18/04/2016
Conversion #2: Creating CURIOSITY
Loyalty
=
(BAR)
Appeal
X
Aware
Ask
Act
X
Advocate
X
Ask
Appeal
Twitter: @hermawank
Act
HERMAWAN KARTAJAYA
Conversion #3: Creating COMMITMENT
Loyalty
=
(BAR)
Appeal
Ask
X
Aware
X
Appeal
Twitter: @hermawank
Act
Ask
Advocate
X
Act
HERMAWAN KARTAJAYA
17
18/04/2016
Conversion #4: Creating AFFINITY
Loyalty
=
(BAR)
Appeal
Ask
X
Act
Advocate
X
Aware
X
Appeal
Ask
Twitter: @hermawank
Act
HERMAWAN KARTAJAYA
The Ideal Customer Path: Bow Tie
Aware
Attraction
Appeal
Ask
Curiosity
Act
Commitment
Twitter: @hermawank
Advocate
Affinity
HERMAWAN KARTAJAYA
18
18/04/2016
Integrating Legacy & New Wave
E3
More New Wave Marketing As Brand Steps Up Competitiveness
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
A2
AWARE
A3
APPEAL
A4
ASK
A5
ACT
ADVOCATE
More New Wave Marketing As Brand Intervenes Further Across Customer Path
Twitter: @hermawank
HERMAWAN KARTAJAYA
19