Kewirausahaan Dalam Marketing : Upaya Membangun Keunggulan Merek

Laurencelo
September 2008

New Milleniums = The similars society

Surplus of similar companies, employing people with similar backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.

A good name is better than riches

Don Quixote

An orange is an orange is an orange unless that orange happens to be a Sunkist, a name that 80% of consumers know and trust
Russel Hanlin CEO of Sunkist

The Impact of Branding on Product Testing

Blind Prefer Pepsi Prefer Coke Equal/dont know 51% 44% 5% Branded 23% 65% 12%

(%s rounded)

The Changing World

Old World
Talking At Consumers

New World
Two-way Dialogue With Consumers Focus on Building Long Term Relationships With Consumers Marketers Use and Coordinate Many Different Forms of Communication With Consumers
Enterpreneur
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Focus on Winning New Customers

Marketers Relied Primarily on Advertising and Promotions

Brand vs. Commodity

HIGH Branded Names

Price Differentiation

LOW

Commodity Markets LOW HIGH

Product/Image Differentiation
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AFLAC

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Opening Case: AFLAC

Challenge:
Only 14% recognized AFLAC brand

Answer:

Advertising An IMC program agency featuring: featuring: The Duck as an anchor of consistent set of one look, one voice messages The coordinated use of advertising, public relations, and sales promotion

Results:

90% of targeted consumers are now aware of AFLAC 30% increase in sales
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Siegel & Gale

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Siegel & Gale Case

Challenge:
Repositioning Caterpillar The Consultancy agency in corporation with Siegel & Gale (Advertising agency):
New focus on benefits to customers in: Advertising Brochures and newsletters Sale presentations

Answer:

Results:

Caterpillar sales stabilized and grew Company culture began to change to fit new identity
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Caterpillar campaign
Image campaign includes spots on network and cable television* Caterpillar Inc. launched a national advertising campaign in May 1994, using television as an advertising medium for the first time. Two 30-second spots highlighted Caterpillar's involvement in historic world events -extinguishing the Kuwaiti oil fires and tearing down the Berlin Wall. Two half-page print ads in the Wall Street Journal played off those same events. Both the print and TV ads were created by agency Siegel & Gale Inc. Caterpillar chose the general media to reach a varied audience: customers, investors, employees, and business and political leaders.
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#1 Earth Movers Company

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What Is a Brand?
Brand: A perception resulting from experiences with, and information about, a company or line of products.

Brands Can Become Very Familiar to Consumers

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What is the Brand?

Defines the relationship with a consumer through a powerful set of promises to deliver a product, a service or an experience

A promise
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It is not about branding the Products It is about branding the minds of our Customers

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A Brand is not a Brand name

A product provides functional, tangible benefits
Made in a factory Able to be copied Has functional value Transient

A brand is the relationship between the customer and the product

Exist in consumers minds Unique and proprietary Has emotional value too Timeless

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Two Types of Marketing Efforts

B2B

B2C

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Some Firms Do Both: Nike

B2B

Nikes Relationship with shoe retailers like Foot Locker

B2C

Niketown stores selling shoes directly to consumers

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How about us?

B2B

AvP has a good relationship with Doctors, Nurse

B2C

Do we really penetrate to mothers?

The Changing World

Traditional Product Focus
Create Customers

Brand-Focus
Building Brand Relationships With Customers

Reward: Sales

Reward: More Sales and Profits

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Touch the Heart Brand Model

Functionality

Differentiation

Brand Essence
Personality Source of authority

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References
Innovara Inc 1999. Building a brand leader. Esutter Coronna, 2004. Branding 101. Duncan Tom. Brands and stakeholder relationship. Principles of advertising and IMC 2004. chapter 3. Rutherford D. A way to think about brand-building. Excellence in Brand communication book Institute of Communications and Advertising 2003;1:1-40. Pollan R. Caterpillar airs its global story. Publication #T940801A-1994. Gilligan C. Maximising marketing impact on a shoestring budget. Yallop R. Marketing Master Class 2003.
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Thank You