Marketing Logistik Manajemen Pemasaran Logistik

1. Marketing LogistikManajemen Pemasaran Logistik Rachmat Tri Yuli Yanto, SE.,MM.

2. Topik KuliahMinggu 12-14 • Keunggulanmemasarkanjasalogistik • Strategipromosi • Strategiharga

3. COMPETITIVE ADVANTAGE A competitive advantage has three key characteristics: 1. it provides superior value to customers 2. it is hard to imitate 3. it enhances one’s ability to respond to changes in the environment. Adapted from George Day (1994)

4. SOURCES OF COMPETITIVE ADVANTAGE • Government subsidy or support • Established or monopolistic markets • Product innovation • Process innovation, Cost efficiencies • Superior Service • Human Resource Management

5. Strategyis the art of creating value. It provides the intellectual frameworks, conceptual models, and governing ideas that allow a company’s managers to identify opportunities for bringing value to customers and for delivering that value at a profit. In this respect, strategy is the way a company defines its business and links together the only resources that really matter in today’s economy: knowledge and relationships or an organization’s competencies and customers. Normann, R. and Ramirez, R., “From Value Chain to Value Constellation: Designing Interactive Strategy,” Harvard Business Review, July-August 1993, p.65.

6. Porter’s Five Forces Model NEW ENTRANTS INDUSTRY COMPETITORS SUPPLIERS BUYERS SUBSTITUTES

7. Porter’s Generic Value Chain FIRM INFRASTRUCTURE HUMAN RESOURCE MANAGEMENT MARGIN TECHNOLOGY DEVELOPMENT PROCUREMENT Inbound Logistics Oper- ations Out- bound Logistics Market- ing & Sales Service MARGIN Adapted from Michael Porter, Competitive Advantage, Free Press, New York, 1985, p. 46

8. GENERAL VALUE CHAIN Raw Materials Transport Processing Forming Assembly What’s your value chain? What are the margins in each link? Where are your competitive strengths? Where is your strategic intent? Distribution Sales Service

9. Sustainable Marketing Enterprise Model

10. Transportation Water, Truck, Rail, Pipeline & Air Logistics Systems Order Processing Submitted Processed Shipped Costs Minimize Costs of Attaining Logistics Objectives Logistics Functions Warehousing Storage Distribution Inventory When to order How much to order Just-in-time

11. Rail Nation’s largest carrier, cost-effective for shipping bulk products, piggyback Truck Flexible in routing & time schedules, efficient for short-hauls of high value goods Water Low cost for shipping bulky, low-value goods, slowest form Pipeline Ship petroleum, natural gas, and chemicals from sources to markets Air High cost, ideal when speed is needed or to ship high-value, low-bulk items Transportation Modes

12. Competitive Advantage Through People • Employment Security • Selectivity in Recruiting • High Wages • Incentive Pay • Employee Ownership • Information Sharing • Participation and Empowerment • Self-Managed Teams • Training and Skill Development • Cross Utilization and Training • Symbolic Egalitarianism • Wage Compression • Promotion from Within Jeffrey Pfeffer, Producing sustainable competitive advantage through the effective management of people, Competitive Advantage through People, HBS Press, 1994, (AME, 1995, V. 9. N. 1

13. Perkembangan Promosi • Media komunikasi pemasaran dikenal sebagai bauran promosi yang terdiri atas; • Advertising • Sales promotion • Public relation • Personal selling • Direct marketing • event • Experience • publicity Advertising, sales promotion, public relation dan event, experience, publicity, termasuk sebagai sarana media komunikasi massa Personal selling dan direct marketing termasuk sebagai serana media komunikasi personal

14. Unsur-unsurkomunikasipemasaran Event and Experience Personal selling Mar Com Public Relations and Publicity Advertising Direct marketing Sales promotion

15. Pengertian Periklanan • Iklan atau periklanan (Advertising) • Adalah segala bentuk penyajian dan promosi ide, barang, atau jasa secara non-personal oleh suatu sponsor tertentu yang memerlukan pembayaran (sebagai investasi, bukan beban).

16. Mengapa iklan dipilih? • Sampai saat ini iklan merupakan cara yang efektif-biaya guna menyebarkan pesan untuk membangun preferensi merek (seperti;Coca Coladan Aqua) ataupun untuk informasi layanan masyarakat (seperti; Pemilu, Keluarga Berencana, menghindari Narkoba)

17. Hal penting sebelum beriklan • Setiap iklan dilakukan atas sebuah tujuan • Sebelum memutuskan untuk beriklan setiap organisasi sebaiknya menelaah dulu tujuan periklanan yang akan dilakuannya • Tujuan periklanan merupakan keputusan utama dalam periklanan yang disebut 5 M

18. Alat Promosi dengan menggunakan iklan

19. Alat Promosi dengan menggunakan iklan

20. Harga dan nilai • Nilai = harga yang rendah • Nilai = segala yang diinginkan • Nilai = kualitas yang didapatkan karena sudah membayar • Nilai = yang didapatkan untuk apa yang sudah diberikan

21. Tujuan penetapan harga • Survival • Profit maximization • Sales maximization • Prestige • ROI (Return on Investment)

22. Faktor yang mempengaruhi penentuan harga • Elastisitas permintaan • Struktur biaya • Persaingan • Positioning • Sasaran yang ingin dicapai • Daur hidup • Sumberdaya yang digunakan • Kondisi ekonomi

23. Strategi harga • Cost based strategies • Mark-up pricing • Target return pricing • Market base strategies • Floor pricing • Penetration pricing • Parity pricing • Premium pricing • Price leadership • Stay out pricing • Bundle pricing • Value based pricing • Gross benefit pricing

24. Taktik harga • Cost plus pricing • RR pricing • Competitive parity pricing • Loss leading pricing • Value based pricing • Relationship pricing • Flexible pricing • Discrete pricing • Discount pricing • Diversionary pricing

25. Taktik harga • Guarantee pricing • High price maintenance pricing • Peak load pricing • Offset pricing • Second degree price descrimination • Third degree price discrimination • Two part tarif • Bundling pricing • Market skimming • Penetration pricing

26. Taktik harga • Prestige and economy pricing • Multiple pricing • Odd pricing