New Wave Marketing

Group 1 – Final Presentation

CommunitizationConfirmation

ClarificationCoding

MM-5003 Marketing ManagementSyndicate Group 1 – BLEMBA 19

Andika Mahardika!Intan Karima!Lauditta Larissa!Ravelino Agoes!Ruli Himawan!Arif Batubara!Achmad Fachrizal!Dian Shinta Fonty!!!!

Kiki Fitria Rahardian!Meikel Suhartanto!

Fakhrudin Muharam!Donda Ria Veronica!Arlyza Eka Wijayanti!

Prasetya Eka Winaya!Fu Guan Zhen!

Wahyu Adi Nuryono!!

!!!

Communitization

Andika Mahardika . Intan Karima . Lauditta LarissaRavelino Agoes . Ruli Himawan

Pseudo Marketing Legacy Marketing New Wave!

Company Profile of Harley Davidson

1909Comes to market

with V Engine

1950 Significant growth

1959Japanesse motorcycle entering US

market

1973Market share declined while

motorcycle market increase 33%

1975-1985Survive and

succeed in second IPO

1993Abuelle acquisition

2004Launch several

marketing strategy

Segmentation Vs. Communitization

Change in Information Technology!

By Default! By Design!

Communitization in Harley Davidson

Harley Davidson established the Harley Owner Group (HOG) in 1983 to build loyalty of Harley Davidson enthusiast as a means to promote a lifestyle alongside its products. HOG highlights HD as brand that already has strong roots in motor biking culture.!

Community by Design

M!

More communities established by the customers!

Community by Default

Company do not need to perform/ buy expensive research.!

HOG taken care by the members. Company for not need to pay anything.!

Served to open new revenue streams for the company.!

Community voluntary market and defend the company from criticism.!

Low Budget High Impact, Yes or No?

Confirmation

Arif Batubara . Achmad Fachrizal . Dian Fonty

Company Profile of Bogasari Flour Mills

1969 PT. Bogasari Flour Mills established

1981 Bogasari Baking Club (BBC) established

1995 PT. Bogasari Flour Mills acquired by PT. Indofood Sukses Makmur

1995 MoU with Koperasi Industri Kerajinan Rakyat Mie dan Bakso (Kopinkra)

Targeting Vs. Confirmation

Choosing Market !Segment!

Joining Market!Community!

Targeting vs Confirming!

Confirmation in Bogasari Flour Mills

Community by Design

Small and Micro Business!

Housewives & Hobbyist! Professional Baker!

Bogasari Baking Center!

Confirmation in Bogasari Flour Mills

Community by Design

BBC clarify that BOGASARI Product is capable to !support quality bakery!

!

More communities established by the customers!

Low Budget High Impact, Yes or No?

1. BBC is profit center

2. Alumni network help

confirming

3. High level activity among

the need for flour in bakery

and pastry industry, ensure

the sustainability, after the

product is clarified.

Clarification

Kiki Fitria . Meikel . Fakhrudin . Donda Hutagalung

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!

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Clarifying your persona

What is our ‘color’?

Clarification:

Horizontal Character

THE MOST IINOVATIVE STARTUP IN INDONESIA

(TECHNO-BASED)!NOW SERVICES IN 10 BIG

CITIES!

SERVICE: INSTANT COURIER, TRANSPORT, GO-FOOD, SHOPPING!

PARTNERNING WITH MORE THAN 200,000 EXPERIENCE OJEK

RIDERS!

!NADIEM MAKARIM (CEO)

& MICHAELANGELO MORAN (Co-Founder)!

100% INDONESIA MASTERPIECE!

Clarification:!COMPANY IN BRIEF:!

SERVICES:!

Positioning Vs. Clarification

Positioning vs.Clarification!

Changes in !NEW ERA!

Positioning: An Ojek for Every Need!

Defining brand identity into the customer mind/perception.!

Persuading and creating image in the customer mind and get

thrust !

Clarification: Fastest transport, courier & shopping service!

GO-JEK do the Clarification to identify the product character.!

Perception and reality are equally important. Clarifying requires effort continuously!

!

!

!

“The more positive comment will lead to download numbers (monetization potential)!

GO-JEK should provide excellent user experience in order to gain the positive

clarification. !!

GO-JEK use customer advocacy to amplify the message and reach bigger community. !

Clarification: !

Clarification: !REVIEW:!

REVIEW:!

Clarification:!

Low Budget - High Impact!!

1. Less promotion cost for the product.

3. Less cost for distribution channel

2. Learn what customer expect regarding product feature

Clarification:!

Codification

Arlyza Eka W . Prasetya Eka W . Fu Guan Zhen . Wahyu Adi P

Indofood and Chitato Profile

1990 Indofood was incorporated as PT Panganjaya Intikusuma.Chiki Chitato was launched

1992 Chitato brand was no longer using Chiki brand

1994Renamed PT Indofood Sukses Makmur and listed in Indonesia Stock Exchange. Stepping into Total Solution Food Company

2002 Chitato change its image into more modern packaging, bright and interesting colors to target teenagers and young adult market

2008 Introducing Chitato image: Life is Never Flat and expand the product into 6 different flavor.

2013 Introducing Asian CuisineSeries variant and entering premium market

2015 Introducing Chitato Rasa Indomie Goreng

Differentiation Vs. Coding

CODIFICATION!DIFFERENTIATION! VS!

Uniqueness in content, context, and infrastructure

The uniqueness is in the DNA of the product. It can

not be easily copied by the competitors.

Make an Unique shape

CODIFICATION!DIFFERENTIATION!

Maximum enjoyment in both our palate and mind with !special Indonesian taste!

VS!

Codification in Chitato Rasa Indomie Goreng

•  Original potato chips with wavy cuts and bold taste.!

•  Unique taste from Indomie Goreng that

already being the legacy of Indofood. !

Low Budget High Impact, Yes or No?

•  First introduce the product via Indofood Director’s personal twitter account which then triggers consumers’ curiosity.!

•  Sampling Chitato rasa Indomie Goreng to communities, offices, advertising agency, media, etc.!

•  Post to their social media about the product.!

•  Publish the hype of this program to Chitato’s social media.!

Low Budget High Impact of Chitato Indomie Goreng

End!