Transcript Revolusi Manajemen Markom di Dunia yang Semakin Datar*

Revolusi Manajemen Markom di Dunia
yang Semakin Datar*
CEO and Entrepreneurial Development Forum
S2 - Management Business IPB
Bogor, 13 Juli 2010
*The World is Flat: Thomas L. Friedman
Largest Agency for Global Accounts –
Four Years in a Row
Latar Belakang terjadinya
Revolusi di dalam Manajemen
Marketing
“Convergence involves the ongoing coming together of a number of technologies previously considered
separate. There is a need to consider changes in management and regulation associated with this
integration of telecommunications, information technology (using computer/internet) and broadcasting. The
technology enabled,
hybrid applications which are a product of the proliferation of the combined technologies, appear to users
through fixed or mobile access, offering voice, data, image pictures, on-line and interactive services
simultaneously -as multimedia services.”
APEC TEL 19, March 1999)
National Telecommunications Commission –World Bank
Knowledge Partnership Program
Pemicu Konvergensi
• Meluasnya penggunaan Internet
• Kemajuan yang pesat dalam teknologi
bergerak
• Deregulasi dan kompetisi
• Usaha global dalam mengurangi “digital
device”
Detik.com
5 Milyar Penduduk Bumi Jadi Pelanggan Selular
Sumber: International World Statistics- July 2010
Sumber: International World Statistics- July 2010
Sumber: International World Statistics- July 2010
Sumber: International World Statistics- July 2010
Sumber: International World Statistics- July 2010
Pemicu Bagi Operator PSTN Migrasi Ke NGN
Revolusi yang Terjadi di Konsumen Global
The New Consumer in The Era of Mindful Spending
72% are shopping more carefully and mindfully
than they used to
Source: EURO RSCG Worlwide consumer research Dec 2009
48% said they won’t go back to their purchases
patterns even when the economics rebound. 43% are
committed to reducing their use of credit cards over the
long term
69% claim to be smarter
shopper than they were a few
years ago, while 635 said they
more demanding
64% say making environmental friendly choices
makes them feel good
72% said they
will use brand who
doing good for
society
Go Green, Get Rich
Go Green, Get Rich
s
Give it back, and get it more....
The New Marketing Paradigm
PRODUCT
SEGMENTATION
PRICE
TARGETING
40’s
PLACE
POSITIONING
PROMOTION
MARKETING MIX
EXPERIENCE
90’s
ENGAGEMENT
BONDING
200’s
Marketing is all about
fulfill the basic needs
Message : Functional Benefit
Marketing is all about
Awareness and Perception
Message : Fulfill the desire
Marketing is all about
Experiential
Message : It’s Me Brand
today’s marketing
CONTENT
CO-CREATION
PRICE
ACCESS
COMMUNITY
AFFORDABILITY
CONVERSATION
ALIGNMENT
Marketing is all
Mutual Conversation
Message : Taking
Care of
New Marketing Framework
CONTENT
CO-CREATION
a product must be dynamic, is a
two-way, interactive, giving the
user space to be creative in
accordance with each person's
character. Having multiple
sources of supporting
infrastructure
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
New Marketing Framework
CONTENT
CO-CREATION
a product must be dynamic, is
a two-way, interactive, giving
the user space to be creative
in accordance with each
person's character. Having
multiple sources of supporting
infrastructure
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
New Marketing Framework
CONTENT
CO-CREATION
a product must be dynamic, is
a two-way, interactive, giving
the user space to be creative
in accordance with each
person's character. Having
multiple sources of supporting
infrastructure
New Marketing Framework
PRICE
AFFORDABILITY
A product must have the ability to give its users the option to purchase in
accordance with their buying power. Prices of these products are not
absolute but can be customized with the consumer desire.
New Marketing Framework
ACCESS
CONVERSATION
a promotional activity that
provides a place for
interaction: a peer-to-peer
and many-to-many, where
the conversation will occur
between two parties which
is equivalent to finding the
truth value of a product.
this will create a joint truth
and will be more readily
accepted by consumers.
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
ACCESS
CONVERSATION
a promotional activity that provides a place for interaction: a peer-to-peer
and many-to-many, where the conversation will occur between two parties
which is equivalent to finding the truth value of a product. this will create a
joint truth and will be more readily accepted by consumers.
New Marketing Framework
ACCESS
CONVERSATION
a promotional activity that
provides a place for
interaction: a peer-topeer and many-to-many,
where the conversation
will occur between two
parties which is
equivalent to finding the
truth value of a product.
This will create a joint
truth and will be more
readily accepted by
consumers.
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
New Marketing Framework
COMMUNITY
ALIGNMENT
A product must be able to identify the existence of the community to be
utilize to spread the real value of a product to the target. Establishment of
communities conducted from individual to individual based equivalent, so it
is horizontal.
Also in community activities undertaken by these products should contain
empathy and alignments
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