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Marcom Ten Setters: Aplikasi Komunikasi Pemasaran pada Fast-Moving Consumer Goods

Marcom Ten Setters: Aplikasi Komunikasi Pemasaran pada Fast-Moving Consumer Goods. Hifni Alifahmi email: alifahmi21@yahoo.com. The Marketing Diagonal. Marketer. Marketer. Marketer. Marketer. Marketer. Marketer. Marketer. Information. Channel. C h a n n e l. Channel. Channel.

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Marcom Ten Setters: Aplikasi Komunikasi Pemasaran pada Fast-Moving Consumer Goods

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  1. Marcom Ten Setters: Aplikasi Komunikasi Pemasaran pada Fast-Moving Consumer Goods Hifni Alifahmi email: alifahmi21@yahoo.com

  2. The Marketing Diagonal Marketer Marketer Marketer Marketer Marketer Marketer Marketer Information Channel C h a n n e l Channel Channel Information Media Media Media Media Media Information Customer Customer Customer Don E Schultz & Beth E Barnes, Strategic Brand Communications Campaign, 1999: 25

  3. Competing Values Framework for Corporate Communications MARKETING COMMUNICATIONS Reputation/Branding Source: Alan T. Belasen, The Theory and Practice of Corporate Communication: A Competing Values Perspective. Sage Publications, 2008: 28 & 124. Individuals/Groups Products/Markets Corporate Communications MANAGEMENT COMMUNICATION Identity FINANCIAL COMMUNICATION Image Systems/Processes Goals/Strategies Performance Credibility/Accountability ORGANIZATIONAL COMMUNICATION

  4. Corcom-Marcom Mapping CORPORATE COMMUNICATIONS Reputation (Fombrun) Driving Brand Value (Duncan & Moriarty) Corp Reputation & Competitiveness (Davies, et.al) Strategic Corcom (Van Riel) Marcom Policies (Busch, Unger, Seidenspinner) Reputations (Dowling) Strategic PR & Integrated Comm (Caywood) The Admirable Company (Brown & Turner) Value-Added PR (Tom Harris) The Future of Reputations (Solove) Excellence in PR & Integrated Comm (Grunig) The Marketer’s Guide to PR (Tom Harris) Strategic Marcom (Smith,Berry,Pulford) Reputation Marketing (Marconi) Corp Comm (Belasen) Corp Comm (Cornelissen) PRODUCT/BRAND MARKETING CORPORATE REPUTATION Image Marketing (Marconi) Word-of-Mouth Marketing (Serenovitz) Adv & Integrated Brand Promotion (OGuinn,Allen,Semenik) Marketing Corporate Image (Gregory) Marketing Communications (Fill) Marcom Orchestra (Alifahmi) Think IMC! (Estaswara) Integrated Marcom (Schultz, et.all) Relationship Marketing (Egan) IMC: the Next G (Schultz & Schultz) Adv & IMC (Duncan) Adv & Promo: IMC Perspective (Belch&Belch) Passion Branding (Duffy) Emotional Branding (Marc Gobe) Integrated Marketing (Smith) MaxiMarketing (Rapp&Collins) Customer Bonding (Cross & Smith) MARKETING COMMUNICATIONS

  5. Marketing Communications Ten Setters

  6. #01. In-side-out toOutside-in Broadcast Media Print Media PR/Publicity Internet/ Interactive Out-of-Home Media Direct Marketing Target Audience Personal Selling Sales Promotion Point-of-Purchase Word-of-Mouth Events and Sponsorships Product Placement IMC Audience Contact ToolsBelch & Belch, 2007: 24.

  7. Suara Hati Pelanggan

  8. #02. Individual Customer toCommunity Involvement

  9. #03. Monolog (One Way) toDialog(Interactive)

  10. Tujuh Dimensi Aplikasi 1. Satu Dirijen Satu nada komando dan tujuan bersama 2. Harmonisasi Kesatuan dan keselarasan nada/irama Simponi antara korporat dan produk 3. Tematik One-look, one-voice, bisa ganti tema/pesan 4. Berirama Terkadang lembut-keras, tempo cepat-lambat 5. Spesifik Segmen khalayak dan wilayah tertentu 6. Keterpaduan Tidak menonjolkan diri, kompak, rendah hati 7. Apresiasi Menghargai partisipasi penonton/pemirsa #04. Specialist/Individual toCollaborative Orchestra Belajar dari 7 Dimensi Orkestra

  11. Strategic Marketing Communications Orchestra Strategic/Corporate B = Strategic/Corporate Marketing. Rancangan konsep dan strategi pemasaran level korporat (induk perusahaan) yang dijabarkan ke strategi per produk/unit usaha A = Strategic/Corporate Communications Rancangan konsep dan strategi komunikasi level strategik (induk/pusat organisasi) B A SMC C = Marketing Communications Komunikasi pemasaran per produk atau unit usaha yang mengacu pada stategi induk Marketing Communications C SMC = IMC = Strategic/Integrated Marketing Communications

  12. Tujuh Orkestrasi Aplikasi/Implementasi Orkestrasi Reputasi Natural Indonesia: Harmony in Diversity Orkestrasi Khalayak Pasar: Sekunder/Primer Wisman-Domestik Orkestrasi Pesan Tematik: one-look one-voice, Citra, Reputasi Orkestrasi Media Media Plan: cetak, elektronik, interaktif Orkestrasi Insani Insan Iklan, Promo, PR lintas instansi/profesi Orkestrasi Organisasi Forum/Komite Pemasaran Pariwisata Orkestrasi Kampanye Anggaran dan Program IMC: tematis-taktis Orkestra Komunikasi Pemasaran Pariwisata Sumber: Hifni Alifahmi, “Orkestra Komunikasi Pemasaran Pariwisata,” Bisnis Indonesia, 1 September 2007.

  13. Harmoni Iklan-PR? Bagaimana menjalin harmonisasi iklan, promosi dan PR agar tidak terjadi rivalitas? The Rise of PR? The Fall of Ads? Public Relations is the sun, uses the slow buildup, verbal, reaches somebody, other-directed, lives, inexpensive, favors new brands, likes new names, serious, credible, brand building. Advertising is the wind, uses the big bang, visual, reaches everybody, self-directed, dies, expensive, favors line extensions, likes old names, funny, incredible, brand maintenance. Source: Al Ries & Laura Ries, 2002

  14. #05. Functional Driven toStrategic Intention Peralihan Brand Ambassador

  15. #06. Manager Initiative toConductor Arrangement

  16. #06. Manager Initiative toConductor Arrangement

  17. #06. Manager Initiative toConductor Arrangement Indomie vs Mie Sedaap

  18. #07. Single Message toOne-Look One-Voice Konsistensi Pesan/Slogan Sosro

  19. Kerangka Analytic Network Process (ANP) GOAL Tujuan (Goal) A1 A2 A3 A4 Aspek (Aspects) M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 Masalah (Problems) Strategi (Strategies) Feedback P1 P2 P3 P4 P5 S1 S2 S3 Pemecahan (Solutions) Source: Thomas Saaty

  20. Orkestrasi Iklan, Marketing PR, Sales Promotion, dan Interactive Marketing GOAL Periklanan Marketing PR Sales Promotion Interactive Marketing ASPECTS Tema Pesan/Reputasi Tema Pesan/Reputasi Tema Pesan/Reputasi Tema Pesan/Reputasi Segmen Khalayak Segmen Khalayak Khalayak Sasaran Segmen Khalayak PROBLEMS Perencanaan Media Skema Dual-Promo Newsworthy Marketing Skema Virtual-Mobile SDM dan Organisasi SDM dan Organisasi SDM dan Organisasi SDM dan Organisasi Integrasi Program Integrasi Program Integrasi Program Integrasi Program SOLUTIONS Pelatihan Studi banding Career Path Sharing + Caring Online/Web Peralatan/Sarana Kom/Media Internal Reorganisasi Layanan Prima Standarisasi Analisis-Strategis Database Media Media Monitoring Proaktif-Dialogis STRATEGIES Kepemimpinan, Pengembangan Kapasitas SDM Pemasaran Berbasis Visi-Misi-Kultur Komunikasi Internal dan Digitalisasi Revitalisasi dan Standarisasi CPR-MPR Brand Activation, Integrasi Media Plan/Placement Koordinasi Komite Komunikasi Pemasaran dan Korporat Spirit Orkestra: Integrasi, Sinergi, dan Harmonisasi GRAND STRATEGY

  21. #08. Sales Generating toReputation Marketing Personal contact Design Country of origin Direct mail Word of mouth Industry Company Price points Prior experience Media comment Advertising How Reputation is Created Gary Davies, Corporate Reputation and Competitiveness, 2003: 63.

  22. #08. Sales Generating toReputation Marketing 50 Tahun Astra

  23. Spirit Harmonisasi Tim Marketing PR Rinso Ayo Main, Jangan Takut Kotor

  24. Tim Tujuh Rinso Ayo Main Sumber: Diolah dari majalah Mix 08, 23 Agustus-20 September 2007, hlm. 29.

  25. #09. Traditional Media toVirtual/Mobile Media

  26. #10. Rational/Emotional toEmotional/Spiritual Ruhani Nurani Nilai Bersama Komunitas Niat/Intention (Spiritual) Naluri Nalar Rasa Rasio Sumber: Hifni Alifahmi, Spiritual Marketing Communications, 2008.

  27. Penguatan Komunitas Spiritual

  28. The Golden Triangle ofMarketing Communications Sense Spirit Strategic Strategic Marketing Communications Marketing Communications Sense Spirit Sumber: Hifni Alifahmi, Marketing Communications Orchestra, 2008.

  29. Marcom References

  30. Sinergi Tujuh Leadership Publishing Branding Advertising Sales Promotion Public Relations Event

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