Strategi Marketing 1

HOW TO MARKET
LOCAL PRODUCT POTENTIAL
MARKETING STRATEGY OVERVIEW
BAKSO KONVEN
BAKSO CUP
BAWANG MERAH
BAWANG MERAH ------ BAPER
TANAMAN JAMU
TANAMAN JAMU
SUWE ORA JAMU
BAKSO CUP
BAKSO CUP
Menggali Potensi Lokal
Ide Bisnis
Website,
internet
marketer,
medso
Pengembangan
Produk lokal
Model
pemberdayaan
Masyarakat
Peluang-peluang
Kuliner
Toko online,
youtube
adsense, PPOB
gratis dll
Usaha Toko
convenience
goods
Konveksi.
Kerajinan ,
pernik2 dll
Jasa pendidikan
– kursus,
pelatihan dll
Usaha Agribisnis
–
budidayasayur,
jamur, rempahrempah
Usaha ternak –
mulai cacing,
lele hingga sapi
MENGGALI
IDE
PENGEMBANGAN
POTENSI DAERAH
LOTUS BLOSSOM
MODEL
13
MODEL
CUSTOMER
INSIGHT
14
DEFINITION OF MARKETING
• Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large (AMA, 2013)
The Value Delivery Process
2-16
MARKETING STRATEGY PROCESS
UNDERSTAND
THE CUSTOMER
ANALYZE
MARKET
REVIEW &
REVICE
MS
PROCESS
FINANCIAL
ANALYSIS
DEFINE
MARKETING
MIX
RESEARCH
DISTRIBUTION
ANALYZE
COMPETITION
ANALYZE MARKET
MARKET
RESEARCH
DATA BPS.
DATA KEPENDUDUKAN
DINAS PERINDUSTRIAN
&PERDAGANGA DLL
MARKET
SIZE
MARKET
GROWTH
UNDERSTAND THE CUSTOMERS
PERSONA
PROFILE
SEGMENTASI
TARGETING
POSITIONING
ANALYZE COMPETITORS :
The Five-Forces Model of Competition (PORTER)
Potential development
of substitute products
Bargaining power
of suppliers
Rivalry among
competing firms
Potential entry of new
competitors
Bargaining power
of consumers
Bauran
Pemasaran (4P)
Product
TARGET PASAR
Jalur/Channel
s
Variasi Produk
Kualitas
Place
Price
Promotion
Cakupan/
Coverage
Fitur
Daftar harga
Merk
Diskon
Promosi
Penjualan
Daftar isi/
Assortments
Kemasan
Daya beli
Iklan/ Advertising
Lokasi
Ukuran
Termin
pembayaran
Pramuniaga/
Sales forces
Inventory
Kredit
Public relations
Design
Layanan
Jaminan
Pengembalian
Direct marketing
Transport
FINANCIAL ANALYSIS
• RETURN OF INVESTMENT – ROI; benefit to an investor
resulting from an investent of some resources
ROI = NET INCOME/INVESTMENT
• CUSTOMER LIFE VALUE (CLV); total net profit a company
makes
from any
given
customer
REVENUE
GAINED
FROM
CUSTOMER - COST ACQUIRING &
SERVICING
Marketing Activities
STRATEG
Y
TOOLS
CUSTOMER
ACQUISITIO
N
STRATEGY
COMPETITIVE
POSITIONING
BRAND STRATEGY
PRICING
DISTRIBUTION
CHANNEL
TOOLS
NAMING
WEBSITE
IDENTITY
MESSAGING
VENDORS
RECRUITMEN
CUSTOMER ACQUISITION
CUSTOMER ACQUISITION
SALES PROCES
CAMPAIGN PLANNING
TRADITIONAL
DIGITAL
TRADITIONAL
MEDIA
DIRECT MAIL
PUBLICITY
SEO & SEM
ONLINE
ADVERTISING
SOCIAL MEDI