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
!
!
!
!
!
!
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!
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