Marcom Ten Setters

:
Aplikasi Komunikasi Pemasaran pada Fast-Moving Consumer Goods

Hifni Alifahmi
email: alifahmi21@yahoo.com, fahmi@spiritmarcom.com

The Marketing Diagonal

Marketer
Information

Marketer Marketer Marketer

Marketer Marketer Marketer

Channel

Channel
Information

Channel

Channel

Media

Media

Media

Media

Media

Information

Customer

Customer

Customer

Don E Schultz & Beth E Barnes, Strategic Brand Communications Campaign, 1999: 25

Marketing Communications Ten Setters
No From To Out-side-in (Customer Insight) Community Involvement Dialog (Interactive Communication) Generalist/Collaborative Orchestra Strategic Intention Conductor Arrangement Virtual/Mobile Media One Look One Voice Reputation Marketing Emotional-Spiritual Aspect Perspective Audience Approach People Organization Leader Message Media Objective Orientation 01. In-side-out (Management Insight) 02. Individual Customer 03. Monolog (One-way Promotion) 04. Specialist/Individual Competency 05. Functional Driven 06. Manager Initiative 07. Traditional Media 08. Single Message 09. Sales Generating 10. Rational-Emotional

#01. In-side-out to Outside-in
Broadcast Media Print Media PR/Publicity Internet/ Interactive

Out-of-Home Media Personal Selling

Target Audience

Direct Marketing Sales Promotion

Point-ofPurchase

Word-of-Mouth

Events and Sponsorships

Product Placement

IMC Audience Contact Tools
Belch & Belch, 2007: 24.

Suara Hati Pelanggan

#02. Individual Customer to Community Involvement

#03. Monolog (One Way) to Dialog (Interactive)

#04. Specialist/Individual to Collaborative Orchestra
Tujuh Dimensi Aplikasi Satu 1. Satu Dirijen nada komando dan tujuan bersama
Kesatuan dan keselarasan nada/irama Harmonisasi Simponi antara korporat dan produk

2. 3. TematikOne-look, one-voice, bisa ganti tema/pesan Terkadang lembut-keras, tempo cepat-lamba 4. Berirama 5. Spesifik Segmen khalayak dan wilayah tertentu Tidak 6. Keterpaduanmenonjolkan diri, kompak, rendah hat M 7. Apresiasi enghargai partisipasi penonton/pemirsa Belajar dari 7 Dimensi Orkestra

Strategic Marketing Communications Orchestra
B= Strategic/Corporate Marketing. Rancangan konsep dan strategi pemasaran level korporat (induk perusahaan) yang dijabarkan ke strategi per produk/unit usaha

Strategic/Corporate
A= Strategic/Corporate Communications Rancangan konsep dan strategi komunikasi level strategik (induk/pusat organisasi)

B

A

SMC
Marketing Communications
C = Marketing Communications Komunikasi pemasaran per produk atau unit usaha yang mengacu pada stategi induk

C

SMC = IMC = Strategic/Integrated Marketing Communications

Orkestra Komunikasi Pemasaran Pariwisata
Tujuh Orkestrasi Aplikasi/Implementasi

Natural Orkestrasi Reputasi Indonesia: Harmony in Diversit

Pasar: Orkestrasi Khalayak Sekunder/Primer Wisman-Domest

Tematik: one-look one-voice, Citra, Reput Orkestrasi Pesan

Media Orkestrasi Media Plan: cetak, elektronik, interakti Forum/Komite Pemasaran Pariwisata Orkestrasi Organisasi

Insan Orkestrasi InsaniIklan, Promo, PR lintas instansi/pro

Anggaran Orkestrasi Kampanye dan Program IMC: tematis-tak
Sumber: Hifni Alifahmi, “Orkestra Komunikasi Pemasaran Pariwisata,” Bisnis Indonesia, 1 September 2007.

#05. Functional Driven to Strategic Intention

Peralihan Brand Ambassador

#06. Manager Initiative to Conductor Arrangement

#06. Manager Initiative to Conductor Arrangement

#06. Manager Initiative to Conductor Arrangement

Indomie vs Mie Sedaap

#07. Single Message to One-Look One-Voice
W ak 1975 tu Slogan Produk Slogan Korporat Slogan Industri Pelepas
Dahaga Asli Hari-hari Teh Botol Aslinya Teh

1985 Hari-hari Teh Botol 1994 Hari-hari Teh Sosro 1996 1997 Peluncuran Fruit Sosro Ahlinya Tea Teh 2002 Apa pun Sosro Ahlinya Makanannya, Teh Minumnya Teh 2007 Botol Tea Trustea Sosro Ahlinya Fruit Sosro Friend Teh

Konsistensi Pesan/Slogan Sosro

Kerangka Analytic Network Process (ANP)
Tujuan (Goal) Aspek (Aspects)
G OAL A1 A2 A3 A4 M1 M2 M3 M4 M5 M6 M7 M8 M9 M10
Feedbac k

Masalah (Problems)

Pemecahan (Solutions)

P1 P 2 P3 P4 P5

S1

S2 S3

Strategi (Strategies)

Source: Thomas Saaty

GOAL

Orkestrasi Iklan, Marketing PR, Sales Promotion, dan Interactive Marketing
Periklanan Tema Pesan/Reputasi Segmen Khalayak Marketing PR Tema Pesan/Reputasi Khalayak Sasaran Newsworthy Marketing SDM dan Organisasi Integrasi Program Sales Promotion Tema Pesan/Reputasi Segmen Khalayak Skema Dual-Promo SDM dan Organisasi Integrasi Program Interactive Marketing Tema Pesan/Reputasi Segmen Khalayak Skema Virtual-Mobile SDM dan Organisasi Integrasi Program

ASPECTS

PROBLEMS

Perencanaan Media SDM dan Organisasi Integrasi Program

Kom/Media Internal

Peralatan/Sarana

Sharing + Caring

Analisis-Strategis

Media Monitoring

Database Media

SOLUTIONS

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

GRAND STRATEGY

Koordinasi Komite Komunikasi Pemasaran dan Korporat Spirit Orkestra: Integrasi, Sinergi, dan Harmonisasi

Proaktif-Dialogis

Layanan Prima

Studi banding

Career Path

Online/Web

Reorganisasi

Standarisasi

Pelatihan

#08. Sales Generating to Reputation Marketing
ig Des n

Pe r co sona nta l ct
of rd Wo outh m

Country of origin Indust ry Compa ny

Di r m ect ai l

M co ed m ia m en t

i tis r ve Ad ng

How Reputation is Created
Gary Davies, Corporate Reputation and Competitiveness, 2003: 63.

P ex rior pe ri ce en

e Pric s t poin

#08. Sales Generating to Reputation Marketing

50 Tahun Astra

Spirit Harmonisasi Tim

Marketing PR

Jangan Takut Kotor

Ayo Main,

Rinso

Tim Tujuh Rinso Ayo Main
ASAL TIM
Tim Marketing & Brand Tim Corporate Relations Tim Sales Lowe, strategi komunikasi R&R, hubungan media/publik Mindshare, media placement/buying Ogilvy Action

NAMA ANGGOTA
Ainul Yaqin Roberto Saputra Tanti & Juli Maria Dewanti Dwianto Elvera Nuriawati Makki Ida Agustina Satwiko Ayu Fadjar Arimanda Hanny Rika Novriady, Vira Madjid, Hanny Setiawan Gordon Yap Hana NA

JABATAN
Marketing Manager Rinso Senior Brand Manager Rinso Assistant Brand Manager Rinso External Comm Manager External Comm Assistant Manager National Activation Manager Trade Category Manager Account Director Senior Account Executive Creative Director NA Account Director Implementor NA, eksekusi lapangan

Sumber: Diolah dari majalah Mix 08, 23 Agustus-20 September 2007, hlm. 29.

#09. Traditional Media to Virtual/Mobile Media

#10. Rational/Emotional to Emotional/Spiritual
Ruhani

Nurani

Komunitas

Niat
(Spiritual)

Nilai Bersama

Naluri Rasa

Nalar Rasio

Sumber: Hifni Alifahmi, Spiritual Marketing Communications, 2008.

Penguatan Komunitas Spiritual

The Golden Triangle of Marketing Communications

Spirit
Strategic

Sense

Strategic Marketing Communications

Marketing

Communications

Sense

Spirit

Sumber: Hifni Alifahmi, Marketing Communications Orchestra, 2008.

Marcom References

Sinergi Tujuh
Leadership

Branding

Publishing

Advertising

Sales Promotion

Public Relations

Event