The Role of IMC in the

Marketing Process

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Marketing and Promotions Process Model

Opportunity
Analisis
analysis
Peluang

Identifikasi
Identifying
markets

Pemilihan
Product
decisions
Produk
Promotional
Keputusan
decisions
Promosi

Competitive
Analisis
Persaingan
analysis

Segmentasi
Market
Market
segmentation

Target
marketing

Penetapan
Pricing
decisions
harga

Channel-ofPenetapan
distribution
Saluran
distribusi
decisions
Selecting
Pemilihana
target market

Promotion
to final
buyer

Advertising
Direct
marketing
Interactive
marketing
Sales
promotion
Publicity
and public
relations
Personal
selling

Internet/
Interactive

Promotion
to trade

pembelian
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Konsumen
Consumers
Perusahaan
Businesses

Resellers

Positioning
through
Melalui
marketing
strategi
marketing
strategies

Konsumen
Ultimate
consumer
akhir

The Target Marketing Process

Identikasi market yang belum terpenuhi
Identify markets with unfulfilled needs
kebutuhannya
Menentukanmarket
segmentasi
market
Determining
segmentation

Selecting
Pemilihanmarket
target to
market
target

Positioning melalui strategi marketing

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Marketing Segmentation Process

Find ways to group consumers
Kelompokkan according
customer to
berdasarkan
kebutuhannya.
their needs.
Lakukan
yang
Find
ways tindakan
to group marketing
marketing sesuai
actionsproduk
- usually
the
diwarkan
perusahaan.
products offered
- available
to the organization.
Develop a segment
market/product
to relate
thedan
market
Sesuaikan
market grid
dengan
produk
tindakan
segments tomarketing
the firms perusahaan
products and. actions.
Pilih
Select
segmen
the product
produk sesuai
segments
dengan
toward
tindakan
which marketing
the firm
directs its
perusahaan
marketing actions.

Pilih tindakan marketing sesuai dengan target segmen.

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Bases for Segmentation

Psychographic

Demographic

Customer
Characteristics
Socioeconomic

Geographic

Behavior

Usage

Outlets

Buying
Situation
Awareness

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Benefits

Geografic
Negara
Pulau
Propinsi
Kota
Jumlah penduduk

Demografi

Jenis kelamin
Umur
Kebangsaan/suku
Kelompok: balita, anak-anak, remaja, dewasa, senior
Generasi: baby boomer (1946-1964), generation X
(1965-1976), baby boomlet/generation Y (1977sekarang)
Anggota keluarga
Rumah tinggal: sendiri, kontrak/sewa
Status perkawinan

Socioeconomics
Jumlah penghasilan
Pendidikan
Pekerjaan

Psikografis
Social Class: Bawah rendah, bawah
tinggi, kelas pekerja, kelas menengah,
menengah atas, atas rendah, atas
tinggi
Lifestyle: Berorientasi budaya,
berorientasi olah raga, berorientasi luar
rumah
Personality: Kompulsif, suka
bersosialisasi, otoriter, ambisius

Outlet
Di toko: toko, mall, supermarket
Langsung: mail order,katalog, door
to door, internet

Benefit
Fitur produk
Kebutuhan: kualitas, servis, harga

Pemakaian
Tingkat pemakaian: pemakai
ringan, medium, berat
Status pemakai: bukan pemakai,
bekas pemakai, prospek,
pengguna pertama, pengguna
rutin

Awareness
Pengetahuan produk: tidak peduli,
peduli, pemberi informasi,
pemerhati, pembeli, penolak
produk

Behavior
Keterlibatan: effort minimum,
pembandingan, effort khusus

Pemilihan Target Market

Selective Specialization

Single Segment Concentration

M1
P1

M2

M1

M3
P1

P2

P2

P3

P3

M2

M3

M2

P1
P2

P3

M2

M3

X
X
X

Full Market Coverage

M1

M3

P1

P1

P2

P2

X X X

P3

11/20/2014

M1

Product Specialization
M1

Market Specialization

P3

15

M2

M3

X X X
X X X
X X X

P=
PRODUK
M=
MARKET

Positioning
Positioning adalah tindakan merancang
penawaran dan citra perusahaan agar
mendapatkan tempat khusus dalam
pikiran target market, dengan tujuan
menempatkan merek dalam pikiran
konsumen untuk memaksimalkan
manfaat potensial bagi perusahaan
Repositioning adalah pemosisian
kembali karena turunnya angka
penjualan atau stagnasi pasar dan
adanya peluang di pasar lain

Developing a Positioning Strategy

Dimana
posisido
What
position
kitahave
saatnow?
ini?
we
Apakah strategi
kita sesuai?

What
Dimana
position
posisi
do
yang
we want
diinginkan?
to own?

The
Position
Do we have the
Apakah kita
tenacity to stay
dapat bertahan?
with it?

Dengan
From whom
siapa
must
kita
weharus
win this
position?
unggul?
Do we have the
Apakah kita
money to do the
memiliki dana?
job?
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Positioning Strategies
How should
we position?

By Atribut
Attributes
danand
manfaat?
Benefits?

Harga
By Price
atau
or kualitas?
Quality?
By
Penggunaan/aplikasi
Use or Application?
?

ByKelas
Product
produk?
Class?
Pengguna
By Product
produk?
User?
ByKompetitor?
Competitor?
Simbol ?
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Cultural Symbols Can Differentiate Brands

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Developing a Positioning Platform

1.

Identify the kompetitor

Identifikasi
competitors

2.
perceptions
them
2.NilaiAssess
persepsi
konsumenofthdkompetitor

3.

Determineposisi
their kompetitor
positions
Tentukan

4.

Analyze preferensi
consumer konsumen
preferences
Analisa

5.

Make the posisi

positioning
decision
Tentukan
perusahaan

6.

Monitor posisi perusahaan

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Membuat keputusan pemosisian

Is the current
Apakah
strategi
position strategy
pemosisian
saat ini
working?
berjalan
efektif?

Is Apakah
the segmentation
strategi
strategy
pemosisian
sudah
appropriate?
tepat?

Pertimbangan

Seberapa kuat
persaingan?

Apakah
Are there
sumberdaya
sufficient
resources
untuk to
mengkomunikasikan
communicate the
posisi
position?
cukup?
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Develops Brand Images

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Mengembangkan rencana
program marketing
Keputusan produk
brand (merek) adalah nama, istilah,
tanda, lambang atau desain atau
kombinasinya, yang dimaksudkan
untuk mengidentifikasikan barang
atau jasa dan mendeferensiasikan
dari pesaing
Packaging (kemasan)

Keputusan harga

Branding and Packaging Work Closely Together

Product Decisions
BRANDING

Brand
menunjukkan atribut
dan makna

PACKAGING

Iklan
menciptakan dan
mempertahankan
brand
equity

Kemasan
produk
menjadi
semakin
penting

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Kesan
pertama
konsumen
terhadap
produk

A Package Is More than a Container

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Pricing Must Be Coordinated with Other Factors

Pertimbangan
penetapan
harga

Harga
Price
harus
must
sesuai
be consistent
dengan persepsi
with
perceptions
produk
of the product
Higher
Harga prices
yang tinggi
communicate
menunjukkan
higher
kualitas
product
yang
quality
tinggi
Harga
Lower
yang
prices
rendah
reflect
mencerminkan
bargain or
persepsi
value
nilai
perceptions
yang murah
Price,
Harga,
advertising
iklan danand
distribusi
distribution
harusbe
menyatu dalam
unified
mengidentifikasi
in
identifying
posisi
the product
produk position
Produk yang diposisikan berkualitas
tinggi tetapi harga lebih rendah
dari pesaing akan membingungkan
pelanggan
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Some Products Compete on Price

Others Compete on Quality

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Distribution is a Vital Link in the Chain

Selecting

Distribution
Channel
Decisions

Managing

Motivating

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Middleman Can Play a Key Role

Brokers

Independent
Channel
Intermediaries

Distributors

Wholesalers

Retailers
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Push Versus Pull

Push Policy

Pull Policy

Producer

Producer

Wholesaler

Wholesaler

Retailer

Retailer

Consumer

Consumer

Information Flow
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotion to Push Goods Through Channels

PUSH

Point of sale displays, racks, stands

Trade deals, special displays
Dealer premiums, prizes, gifts
Cooperative advertising deals
Advertising
Advertising
materials,
materials
mats, inserts
Push Push
money
money
or spiffs"
Collaterals, catalogs, manuals
Company conventions, meetings
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotion to Pull Goods Through Channels

PULL

Sampling, free trial

Cents-off promotions
Cents-off coupons
Combination offers
Premiums or gifts
Contests, sweepstakes
Point-of-purchase
Trading stamps
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

TUGAS KELOMPOK
CARI CONTOH-CONTOH
PERUSAHAAN MELAKUKAN
MELAKUKAN STRATEGI STP DAN
BERIKAN KOMENTAR SAUDARA