Yusak Anshori

Drs.(UGM), MM.(Unair), Dr.(Unair)

Email: yusak.mmunair@gmail.com
WA : 08 11 33 77 99
 Buku Referensi

Philip Kotler and Kevin Lane Keller. Marketing

Management, 15th ed. Pearson Education. 2016
 Presentasi dengan video di setiap pertemuan
:
Date Topic Chapter Group

09 Nov Segmenting, Targeting, Ch.9 Yusak

Positioning Case: Generasi Milenial

16 Nov Analyzing Competitors Ch.12

Case: Mie sedaap vs Indomie
23 Nov Product Strategy Ch. 13, 14, 15
Case: Pocari Sweat
30 Nov Pricing Strategy Ch. 16
Case: Airasia & Logo Presentation
07 Dec Distribution strategy Ch.17, 18
Case: Garuda and Lion
14 Dec Integrated Marketing Ch. 19, 20,21
Communication Case: Philip Morris
 Future Challenges

Volatility, Uncertainty, Complexity, and Ambiguity

 Future Challenges
Drivers of Changes Generasi
Milenial

The
The Net
Technological
Generation
Revolution

The
The Social
Economic
Revolution
Revolution
 The Technological Revolution

Big Data

Robot Surgery, Medical Data,

Self Driving Car AI diagnosis

Mobility

Deep Learning Hardware

Drones

3D Printing
 The Net Generation

Millennial Norms
Freedom | Customization | Scrutiny
Integrity | Collaboration
Entertainment | Speed | Innovation
The Economic Revolution – Indonesia Case
The Economic Revolution – Indonesia Case
 The Social Revolution – New Competitive Space
• Over 50% of the world’s population is under 30 years old
• Today’s college students have never licked a postage stamp
• 53% of millennials would rather lose their sense of smell than their
technology
• Social Media = Relationships
• The return on investment (ROI) of social media is that your business will still
exist in 5 years
• 93% of buying decisions are influenced by social media
• What happen in Vegas stays on YouTube
• By 2018 video will account for over two thirds of mobile usage
• More people own a mobile device than a toothbrush
• One in three marriages start online
• The fastest growing demographic on Twitter is Grandparents
• Every second two people join LinkedIn
• LinkedIn age limit has been lowered to 13
• Word of Mouth >> World of Mouth >> Word of Fingers
Movement:Physical needs to communication
 Generasi Milenials

Diramalkan Mendominasi dunia

Sebagian besar di Brazil, India, China,

Rusia, dan Indonesia

Lebih Banyak menggunakan internet dan

media sosial

Kunci kesuksesan Perusahaan

 Karakteristik Milenials
Lebih suka Ponsel dibanding TV

Rata-rata memiliki Media Sosial (berekspresi & komunikasi)

Lebih suka informasi perorangan (review) daripada info searah (Iklan)

Kurang suka membawa media cetak, lebih suka e-book

Cenderung tidak loyal tapi bekerja efektif (kurang dari 3 tahun, jam kerja fleksibel, naik jabatan
setahun sekali)

Akrab dengan teknologi. Serba digital dan online 24/7

Terbiasa transaksi cashless. Tidak suka BAWA uang

 Ciri-Ciri Milenials
Suka Mencari
Perhatian di Internet

Cenderung spiritual
tetapi tidak religius

Sensitif

Penakut (IOEO)
 Perbedaan Generasi
Generation X (1960-1980) Y (1981-1994) Z (1995-2011)

Terpengaruh Krisis energi, akhir Media digital, serangan Teknologi, internet,

perang dingin teroris medsos
Sifat Mengutamakan Berprestasi, percaya Bergantung ke teknologi,
keseimbangan, diri, toleransi tinggi, menerima perbedaan,
menerima perbedaan, ingin punya banyak
pendidikan tinggi pengalaman

Menghargai waktu Individualitas Keragaman

Urusan Duit Konservatif, Mendapatkan uang Uang untuk dihabiskan

menabung untuk dihabiskan

Etos Kerja Bekerja lebih pintar Ambisius, multi tasking, Hobi menjadi pekerjaan,
bukan lebih lama, kewirausahaan tinggi. kewirausahaan tinggi,
skeptis, mandiri mementingakan kualitas.
“Generasi Milanials itu nggak usah diajarin, kasih saja
kepercayaan mereka akan jalan dengan sendirinya.”
-Dahlan Iskan-
What is Market?

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PK2930
Market is potential buyers who has buying power.

Number of
People Buying Power
Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offers that have value
for customers, clients, partners,
and society at large.
Marketing is about identifying and
meeting human and social needs.

The shortest definitions of Marketing is

meeting needs profitably.
Marketing management is the
art and science of choosing target
markets and getting, keeping, and
growing customers through
creating, delivering, and
communicating superior
customer value.
 Selling Vs Marketing Concept

Starting Focus Means Ends

point

Existing Selling and Profits through

Factory
products promoting sales volume

The selling concept

Customer Integrated Profits through

Market
needs marketing satisfaction

The marketing concept

 Core Marketing Concepts
Needs, wants, and demands
Target markets, positioning, segmentation
Offerings and brands
Value and satisfaction
Marketing channels
Supply chain
Competition
Marketing environment
 Marketing Management Tasks
Develop market strategies and plans
Capture marketing insights
Connect with customers
Build strong brands
Shape market offerings
Deliver value
Communicate value
Create long-term growth
 The New Marketing Realities
Four Fundamental
Three Major Two Key Market Pillars of Holistic
Market Forces Outcomes Marketing

Relationship Marketing
Technology

New
Consumer
Capabilities Integrated Marketing

Globalization

Internal Marketing

Social New
Responsibility Company Performance
Capabilities
Marketing
Holistic Marketing Dimensions
The Four P’s
 Marketing Evolution

Modern Marketing
Marketing Mix
Management
Four Ps Four Ps
Product
People
Place
Processes
Promotion
Programs
Price
Performance
 7Ps and Target Market

PRODUCT

PHYSICAL
PLACE
EVIDENCE

TARGET
MARKET
PROCESS PROMOTION

PEOPLE PRICE
 Apakah STP itu?
• Menghomogenkan pangsa pasar yang
Segmenting heterogen

• Memilih segmen pasar yang diinginkan

Targeting

• Menancapkan produk dan image dibenak

Positioning konsumen yang menjadi target pasar kita

P268
 3C

Competitor Cengli
Customer Cingcai
Company Cuan
Two Developments have changed Marketing

The arrival
of the
internet

The rise
of global
branding

Revolutionary
Change in
Marketing
 Now Days

SEO (Search Engine Optimization):

Nomor satu di halaman pencarian google

IOEO

Semua dihandle , Tugas marketing apa?

Alasan untuk Go Online – dari Sisi Konsumen Anda

Perjalanan Konsumen (Dalam Proses Pembelian)

THIN SEAR FIND CLICK ENGAG BUY

K? CH ! E

Mengalami Mencari Informasi Bisnis Anda Melihat bisnis Mengunjungi Proses pembelian
masalah / mengenai solusi hadir di Google Anda melalui Situs Bisnis yang mudah
membutuhkan atau kebutuhan dan juga Google ataupun akun
sesuatu mereka mencari Bisnisku atau media sosial
produk di iklan Google bisnis
media sosial khususnya
melalui seluler

Kesadaran & Konsiderasi Pembelian

 Ideal Mindset in the Sales & Marketing Position

Position Sales Marketing

DOSM 25% 75%

S&M Manager 50% 50%

S/M Executive 75% 25%

Public Relations 10% 90%

 In Fact

Position Sales Marketing

DOSM 100% 0%
S&M Manager 100% 0%
S/M Executive 100% 0%
Public Relations 0% 100%
Tugas Individu !
Thank You 