Beberapa Fakta Globalisasi

FAKTA MARKETING RADIO:
Kondisi vs Strategi
Oleh : Hery Margono
Workshop Penyegaran Pimpinan Radio Siaran Swasta
PRSSNI-Dewan Pers
14 Oktober 2009
Beberapa Fakta Globalisasi
• Globalisasi telah mendorong interaksi antara aspekaspek politik, ekonomi, sosial, budaya, pertahanan dan
keamanan menjadi makin intens dan makin kompleks.
• Globalisasi telah mendorong tantangan maupun peluang
yang dihadapi pelaku usaha menjadi sangat dinamik
• Pelaku usaha yang mampu mengantisipasi dinamika
perubahan yang sangat cepat pasti akan survive.
Sebaliknya yang tidak memiliki kemampuan melakukan
perubahan akan tersingkir dari permainan.
• Komunikasi memainkan peran yang sangat penting
untuk mengantisipasi dinamika perubahan.
Three Elements Of Communications
Planning
Consumer
Ideas
Products
Channels
COMMUNICATION CHANNELS
Trade
Television
Music property
Radio
Direct Mail
Merchandise
Newspapers
Home shopping
Booklet
Facebook
Activations
Event
Consumer
Contacts
Magazines
Internet
Cinema
Multimedia
Trader, Dealer
Incentives
Theme Park/
Virtual Reality SMS
Out of Home
Feature Film
CD Rom
Internet penetration is growing fast in South East Asia
Number of Internet user in Southeast Asia
(last 6 months of 2005)
Country
Population
Number of users
Penetration
Source
Malaysia
27,392,442
10,040,000
36.65
Internet world statistics (IWS)
Singapore
4,300,000
2,421,000
56.30
Internet world statistics (IWS)
Brunei
393,568
56,000
14.22
Internet world statistics (IWS)
Thailand
66,527,571
8,420,000
12.65
Internet world statistics (IWS)
Philippines
85,712,221
7,820,000
9.12
Internet world statistics (IWS)
Vietnam
83,000,000
10,700,000
12.89
Internet world statistics (IWS)
Indonesia
221,900,701
18,000,000
8.11
Internet world statistics (IWS)
Laos
5,719,497
20,900
0.36
Internet world statistics (IWS)
Cambodia
15,017,110
4,1000
0.27
Internet world statistics (IWS)
Myanmar
54,021,571
6,3700
0.11
Internet world statistics (IWS)
ASEAN
563,984,681
57,582,600
10.20
Source: APMF
Media is evolving and so must your marketing strategies
Ogilvy one – Asia Pacific
Data Penggunaan Media
di Indonesia
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31 juta keluarga pemilik pesawat TV (2007)
476 ribu keluarga langganan Pay TV (2007)
25 juta pengguna internet (2008)
125 juta pengguna ponsel (2008)
15 juta total oplah media cetak (2007)
6,5 juta total Suratkabar Harian (2007)
Sumber : Depkominfo
Berapa jumlah pesawat radio ?
Key Environmental Change
Information:
Big noise society
Birth of Cynical consumer
Products :
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•
•
Perusahaan swasta nasional
Perusahaan multinasional
BUMN
Pemerintah/PSA
Partai
Pilpres/Pilkada
LSM/NGO
Perorangan
dll
BELANJA IKLAN
Advertising expenditure
in local currency at current prices (Rupiah billion)
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007*
2008*
2009*
Total
Newspaper Magazines
3,335
1,075
211
4,140
1,202
270
5,094
1,540
311
3,762
958
191
5,521
1,415
194
7,768
1,882
308
9,613
2,693
422
13,062
3,502
521
16,165
4,378
667
23,434
5,711
1,097
27,311
5,524
1,212
32,077
8,165
1,247
38,413
9,760
1,561
46,096
11,712
1,874
54,854
13,938
2,230
* projection
Source: ZenithOptimedia
TV
1,638
2,203
2,678
2,213
3,449
4,933
6,007
8,383
10,311
15,298
17,792
20,648
24,683
29,619
35,247
Radio
Cinema Outdoor
170
11
230
189
10
266
206
9
350
136
4
261
187
6
269
267
8
269
329
9
202
413
9
232
516
11
279
595
13
719
781
14
884
850
15
1,150
950
16
1,437
1,140
19
1,727
1,387
22
2,052
Internet
0
0
0
1
1
1
1
2
3
3
4
5
6
8
9
Advertising expenditure
MEDIA SHARE OF ADVERTISING
EXPENDITURE
ADEX (Rp. billion)
100%
Internet
80%
Outdoor
Cinema
60%
Radio
40%
TV
Magazines
20%
Newspaper
0%
#REF!
1995 1997
1999
Source: ZenithOptimedia
2001 2003
2005
2007
2009
Belanja Iklan Pemerintah dan Partai Politik 2007 - 2008
Category
2007
2008
% Diff.
Telco Services
2,771
4,377
58%
Government & Politics
1,327
2,208
66%
Corporate Ads & Social Servicces
1,315
1,666
27%
Motorcycles
1,459
1,654
13%
Hair Care
1,514
1,426
-6%
Clove Cigarettes
1,512
1,386
-8%
611
1,327
117%
Facial Care
1,135
1,122
-1%
Banking & Financial
1,033
1,109
7%
Media & Production House
1,011
1,068
6%
886
920
4%
Partyline & Horoscope
Laundry Products
Source: Nielsen Advertising Information Services 2009.
Belanja Iklan Pemerintah dan Partai Politik di Suratkabar
Jan – Dec, di 93 Suratkabar
Category
2007
2008
% Diff.
Telco Services
978
1,390
42%
Government & Politics
758
1,310
73%
Motorcycles
751
980
30%
Corporate Ads & Social Services
685
966
41%
Real Estate
531
715
35%
Banking
553
647
17%
Media & Production House
494
584
18%
Hotel, Bar, Cinema, and Restaurants
432
545
26%
Formal Education
418
535
28%
Cars
375
454
21%
Source: Nielsen Advertising Information Services 2009.
ALUR KERJA IKLAN
Produsen/
Klien
Rumah
Produksi
Konsumen
Biro Iklan
Rumah Rekaman &
Post Production
Percetakan
Event
Organizer
Media Iklan
Riset
Alur umum
Alur tidak umum
Alur opsional
FUNGSI PERUSAHAAN PERIKLANAN
1.
2.
3.
4.
5.
6.
Membangun konsep komunikasi
Membangun strategi kreatif dan strategi media
Merencanakan program kampanye periklanan
Mempersiapkan materi periklanan
Membeli waktu dan ruang media
Mengukur efektifitas program periklanan
PERUSAHAAN PERIKLANAN
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Media Buyer
Biro Reklame (Out of home)
Creative Boutique
Media Specialist
Full Service Agency > Biro Iklan Layanan Penuh
Brand Agency
Integrated Marketing Communication Agency
Trends Media Komunikasi,
Konsumen, Produk, dan Biro Iklan
• Lompatan teknologi komunikasi dan informasi telah
memunculkan berbagai wujud pesan dan media
periklanan baru
• Mayoritas pengiklan menggunakan media TV dan surat
kabar
• Perkembangan media berdampak pada perubahan
gaya hidup/ kebiasaan konsumen
• Belanja iklan tahun 2007 & 2008 didominasi sektor
komunikasi, pemerintah&politik, korporat & sosial, dan
motor
• Perkembangan agency(biro iklan) semakin bervariasi
• Walaupun reach radio lebih tinggi daripada surat kabar
& majalah, namun persentase belanja iklan di radio
lebih kecil bila dibandingkan surat kabar, majalah dan
televisi
Persaingan Program Radio
Product:
No distinctive products
Radio A’
Radio A’’
Radio A’’’
Radio A
IMPLIKASI
Strategi komunikasi
memegang peranan penting
bagi pelaku bisnis untuk
memenangkan kompetisi.
7 M Strategi Komunikasi
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Mission (tujuan komunikasi)
Message (pesan komunikasi)
Money (anggaran komunikasi)
Marketing Communications Mix
(bauran komunikasi pemasaran)
• Media (pemilihan media komunikasi)
• Moment (penjadwalan komunikasi)
• Measurable (terukur)
Strategi Pemasaran
• Corporet Strategy
• Marketing Strategy
• Communications Strategy
• Advertising Strategy
Corporate Strategy
Management
Marketing
Financial
Production
Peran Komunikasi Dalam Strategi
Pemasaran
Target
Audience
MARKETING
STRATEGY :
-Segmentation
-Targeting
- Positioning
MARKETING MIX :
Product
Price
Place
Promotion Mix/IMC :
- Advertising
- Sales Promotion
- Marketing PR
- Personal Selling
Target
Market
MARKETING COMMUNICATIONS
CONSUMER GOODS
INDUSTRIAL GOODS
The Effect of Various
Marketing Communications
Effect
on
each
state
AIDA
Public relations
Advertising
:
Attention
Personal Selling
Sales promotion
Interest
Desire
Action
INTEGRATED MARKETING
COMMUNICATIONS PLAN
1.SITUATION ANALYSIS
 The Industry
 The Competition


The Institution
The Communications spending
2. SWOT ANALYSIS
 Opportunity
 Threat
 Strength
 Weaknesses
3. TARGET AUDIENCE
 Geography
 Demography
 Psychographic
 Behavior
4. OBJECTIVE
 Announcement
 persuade
 Remind
 Behavior Change
5. COMMUNICATION PROBLEM
 Category
 Differentiation
 Product life cycle
 Loyalty
 Customer / Consumer Problem
INTEGRATED MARKETING
COMMUNICATIONS PLAN
6. CREATIVE STRATEGY
 Positioning
 Approach
 Selling premises & credo
 Tone and manner
 Execution
7. COMMUNICATIONS MIX
Advertising (strategies, activity, rationale, payout)
Public relations (strategies, activity, rationale, payout)
Sales promotion (strategies, activity, rationale, payout)
Personal communications (strategies, activity, rationale, payout)
Beberapa Kegiatan
ADVERTISING , MPR, SP
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TV Commercials
Radio spot
Print Ad.
Outdoor
Car Cards
Direct Mail
Sponsorship
Advertorial
Point of Purchase
Tie – in Promotion
Booklet & Brochure
Etc.
-
Publication
Publicity
News Conference
Seminar
Survey
Expert Opinion
Event
TV programs / Film
Lobbying and negotiation
Community involvement
Corporate Social
Responsibility
Etc.
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Coupon
Discount
Patronage Awards
Price Packs
Incentive
Exhibition
Demonstration
Festival
Entertainment
AV Presentation
Etc.
Mungkinkah share belanja
iklan di Radio Siaran Swasta
terhadap media periklanan
lainnya meningkat?
Thank You
Let’s Discuss