MARKETING MIX, BRANDING, SWOT

Transkripsi

1 Modul ke: Fakultas 06ILMU KOMUNIKASI KEWIRAUSAHAAN MARKETING MIX, BRANDING, SWOT Anom Tri Djatmiko, M.Pd Program Studi HUBUNGAN MASYARAKAT

2 MARKETING MIX (BAURAN PEMASARAN) Rujukan: Bauran Pemasaran (marketing mix) dari Pengertian Marketing Mix dari The Marketing Mix dari

3 Pengertian Marketing Mix Bauran pemasaran merupakan seperangkat alat pemasaran yang digunakan perusahaan untuk mencapai tujuan pemasaran dalam memenuhi target pasarnya. The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives (Merupakan alat yang sesuai untuk sebuah bisnis guna mendapatkan reaksi dari target pasar dalam kaitannya dengan tujuan pemasaran). Menurut Kotler (1997:92), Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. Bauran pemasaran adalah sejumlah alat-alat pemasaran yang digunakan perusahaan untuk menyakinkan obyek pemasaran atau target pasar yang dituju.

4 Pengertian Marketing Mix (lanjutan) Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the market. (Marketing Management,1997) (Bauran pemasaran adalah kumpulan dari variabel-variabel pemasaran yang dapat dikendalikan yang digunakan oleh suatu badan usaha untuk mencapai tujuan pemasaran dalam pasar sasaran). Bauran pemasaran adalah unsur atau elemen internal penting yang membentuk program pemasaran sebuah organisasi. Bauran pemasaran merupakan salah satu konsep universal yang telah dikembangkan dalam pemasaran. (Ad. Payne, 1995:31)

5 Marketing Mix 4Ps: 1. Price, 2. Product, 3. Promotion, 4. Place 7Ps: 1. Price, 2. Product, 3. Promotion, 4. Place, 5. People, 6. Process, 7. Physical Environment/Evident

6 Marketing Mix Product Physical Envidence Price Prosess Marketing Mix Promotion People Place

7 The Marketing Mix Dikatakan marketing mix, karena: Marketing objectives (tujuan pemasaran) Type of product (jenis produk) Target market (target pasar) Market structure (struktur pasar) Rivals behaviour (perilaku pesaing) Global issues culture/religion (isu global, misalnya: budaya/agama) Marketing position (posisi pasar) Product portfolio (portofolio produk)

8 Product Product Product: 1. Desaign (desain) Physical Envidence Price 2. Technology (teknologi) 3. Usefulness (kemanfaatan) Prosess Marketing Mix Promotion 4. Convenience (kenyamanan) 5. Value (nilai) 6. Quality (kualitas) 7. Packaging (kemasan) 8. Branding (merek) People Place 9. Acceccories (asesori) 10. Warrantie (garansi)

9 Product Methods used to improve/differentiate the product and increase sales or target sales more effectively to gain a competitive advantage, e.g. (Metode yang digunakan untuk memperbaiki/ membedakan produk dan meningkatkan target penjualan yang lebih efektif untuk mendapatkan keunggulan kompetitif, misalnya:) Extension strategies (strategi perluasan) Specialised versions (versi khusus) New editions (edisi baru) Improvements real or otherwise! (perbaikan-nyata atau yang lainnya) Changed packaging (perubahan kemasan) Technology (teknologi) Etc. Image copyright:

10 Price Product Price: Physical Envidence Price 1. Skimming (peluncuran) 2. Penetration (penetrasi) 3. Psychologycal (psikologikal) Prosess Marketing Mix Promotion 4. Cost-plus (beaya tambahan) 5. Lost leader (kehilangan arah) People Place

11 Price Image copyright: Pricing Strategy (strategi harga) Importance of: knowing the market (memahami pasar) elasticity (elastisitas) keeping an eye on rivals (menaruh perhatian terhadap kompetitor)

12 Promotion Product Promotion: Physical Envidence Price 1. Special offers (penawaran khusus) 2. Advertising (iklan) 3. User n trials (ujicoba) Prosess Marketing Mix Promotion 4. Direct mailling (surat langsung) 5. Leaflet/posters 6. Free gifts (hadiah) 7. Competitions (persaingan) People Place 8. Joint ventures (patungan)

13 Promotion Strategies to make the consumer aware of the existence of a product or service (strategi untuk membuat konsumen sadar akan keberadaan produk atau jasa NOT just advertising (tidak sekedar promosi)

14 Place Product Physical Envidence Price Place: 1. Retail (eceran) 2. Wholesale (besar-besaran) Prosess Marketing Mix Promotion 3. Mail order (pesanan lewat surat) 4. Internet 5. Direct sales (penjualan langsung) 6. Peer to peer (orang ke orang) People Place 7. Multi channel (berbagai saluran)

15 Place The means by which products and services get from producer to consumer and where they can be accessed by the consumer (merupakan sarana di mana produk dan jasa dari produsen sampai ke konsumen, atau di mana produk dan jasa tersebut dapat diakses oleh konsumen) The more places to buy the product and the easier it is made to buy it, the better for the business (and the consumer?) (semakin banyak tempat yang mudah untuk mendapatkan atau membeli produk/jasa, semakin baik bagi bisnis)

16 People Product Physical Envidence Price People: 1. Employees (karyawan) Prosess Marketing Mix Promotion 2. Management (manajemen) 3. Culture (kultur) 4. Customer service (layanan pelanggan) People Place

17 People People represent the business (orang mewakili bisnis) The image they present can be important (image yang diberikan produsen akan menjadi penting) First contact often human what is the lasting image they provide to the customer? (kontak pertama tentang gambaran apa yang harus diberikan oleh produsen kepada konsumen?) Extent of training and knowledge of the product/service concerned (penambahan training dan pengetahuan tetang produk/layanan yang relevan) Mission statement how relevant? (pernyataan misi, seberapa relevan?) Do staff represent the desired culture of the business? (apakah staf mewakili budaya bisnis?)

18 Process Product Physical Envidence Price Process: Prosess Process Marketing Mix Promotion 1. Especially relevant to service industries (relevan dengan industri jasa) 2. How are services costumer? (bagaimana melayani pelanggan) People Place

19 Process How do people consume services? (bagaimana orang menikmati layanan?) What processes do they have to go through to acquire the services? (Bagaimana proses untuk mendapatkan layanan?) Where do they find the availability of the service? (Di mana mereka mendapatkan layanan? Contact (mengontak) Reminders (mengingatkan) Registration (mendaftar) Subscription (melanggan) Form filling (mengisi isian) Degree of technology (tingkatan teknologi)

20 Physical Evidence Physical Envidence Evidence Prosess Product Marketing Mix Price Promotion Physical evidence: 1. Smart (cerdas) 2. Run-down (lesu) 3. Interface (antar muka) 4. Comfort (nyaman) 5. Facilities (fasilitas) People Place

21 Physical Environment The ambience, mood or physical presentation of the environment (kondisi suasana: suasana hati, suasana lingkungan) Smart/shabby? (cerdas/lusuh?) Trendy/retro/modern/old fashioned? (trendi/moderen/kuno?) Light/dark/bright/subdued? (terang/gelap?) Romantic/chic/loud? (romantis/kasar?) Clean/dirty/unkempt/neat? (bersih/kotor/tidak terawat?) Music? (musik/) Smell? (berbau?)

22 BRANDS AND BRANDING A brand is a name, term, sign, symbol, or design that helps identify a product or company. Branding attempts to get consumers to assign meaning to a brand.

23 Keller, Kevin Lane. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. 57(January 1993) (Adapted) Brand Recall Brand Recognition Brand Awareness

24 Keller, Kevin Lane. Conceptualizing, Measuring, and Managing Customer- Based Brand Equity. Journal of Marketing. 57(January 1993) (Adapted) Types of Brand Associations Favorability of Brand Associations Strength of Brand Associations Brand Image Uniqueness of Brand Associations

25 Customer Experiences with the Marketing Mix Price Promotion Place Product Customer Experiences from Others Word-of-mouth recommendations Press and other media coverage Brand Awareness Recognition Recall Brand Image Types of associations Favorability Strength Uniqueness Brand Equity

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27 trengths ASK yourself: What advantages does your company have? What do you do better than anyone else? What unique or lowest-cost resources do you have access to? What do people in your market see as your strengths? What factors mean that you "get the sale"?

28 eaknesses ASK yourself: What could you improve? What should you avoid? What are people in your market likely to see as weaknesses? What factors lose you sales?

29 pportunities ASK yourself: Where are the good opportunities facing you? What are the interesting trends you are aware of? Useful opportunities can come from such things as: Changes in technology and markets on both a broad and narrow scale. Changes in government policy related to your field. Changes in social patterns, population profiles, lifestyle changes. Local events.

30 hreats ASK yourself: What obstacles do you face? What is your competition doing that you should be worried about? Are the required specifications for your job, products or services changing? Is changing technology threatening your position? Do you have bad debt or cash-flow problems? Could any of your weaknesses seriously threaten your business?

31 SWOT Analysis Example