1. Brand Optimalization
For Price Sensitive Market
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
2. Market Share
MSF Brand
Awareness X
Product
Actractiveness X
Price
Barrier X Availability
X X Factors
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
3. Trend in Pricing Strategy
Price Customization
Price Bundling Test Price Sensitivity
Induce Trial
Time Customization
Psychological
1000 2000 3000 4000 5000 6000 7000 8000
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
4. What do We Need to Change?
1. From Cost - Based Pricing to Value Based Pricing
2. Develop Appropriate Grand Marketing Strategies
Before Setting The Price
Marketing Strategies:
Segmentation - Targeting - Positioning
3. Apply Useful Tools
Tool : Customer Value Map
4. Measure, Measure, and Measure
Expert Judgment
Customer Survey
Price Experiments
Analysis of Historical Market Data
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
5. Brandr = Brand : is the identity of a
specific product, service or business
Gula Pasir
Kopi Curah
Rp. 300,- Rp. 900,- Rp. 5.000,- Rp. 40.000,-
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
6. Syarat Menentukan Merek
Relevan
Mudah disebutkan
Mudah diingat
Fleksibel (Leverage, Region,dll)
Memiliki Makna Positif
Apakah merek Anda sesuai syarat ini....???
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
7. Has an Equity in Brand
Brand Equity
Brand Brand Perceived Brand Brand
Awareness Association Quality Loyalty Assets
• Anchor to which other • Help process/ retrieve
informatioan • Reason to Buy • Reduce Marketing Costs • Competitive Advantage
asociations can be attached
• Differentiate/ Position • Differentiate/ Position • Trade Leverage
• Familiarity - Liking
• Reason to Buy • Price • Attracting New Customers
• Signal of substance/
• Create positive attitude • Channel member interest • Time to Respond to
commitment
• Extensions • Extensions competitive threats
• To be considered
Provides value to Customer by Provides value to firm by
enhancing customer’s enhancing customer’s
•Interpretation of information • Efficiency and effectiveness of
•Confidence in the purchase decision marketing programs
•Use satisfaction • Brand Loyalty
• Prices/ Margins
• Brand Extensions
• Trade Leverage
• Competitive Advantage
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
8. Brand Awareness
0% – 100%
Top of Mind : Merek yang disebut paling pertama
0% – 100%
Brand Recall : Merek yang diingat tanpa perlu dibantu
0% – 100%
Brand Recognition : Merek yang diingat dengan bantuan
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
9. Brand Awareness
Market Market Market Share
Share Share
Brand
Awareness
+
MARKET
Price
Brand
SHARE
Display
Awareness
??? Packaging
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
10. Brand Association (Positioning and Image)
“The Ultimate Driving Machine”
“Unlike Any Other dan The Best or Nothing”
“Volvo for Live”
Positioning :
What we want customer to Perceive,
Think and Feel About our product and
Your service relative to Competitors
“???? “
Brand
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
11. Perceived Quality
Real Quality VS Perceived Quality
Sources Real Quality
Process Expect Quality
Technology Communication
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
12. Brand Loyalty
Brand Loyalty
Customer Satisfaction
Effective Marketing Price Premium
Retention Strategy
More Low Higher
Purchase Cost Margin
PROFIT
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
13. Brand Asset
Product/ Service
People Competitive
System Advantage
Technology
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011
14. Finally :
We Sell Brand Not Commodity
Customer Buying Brand Not Product
Pizza Hut, Adidas, others
Investor Buying Brand Not Infrastructure and Asset
Sampoerna – Philip Morris (48T / 12T)
Kecap Bango – Unilever (100M -- 1T
Kaskus – Djarum (1T )
Google – All BEJ/BES (???)
Thank You
Sukardi Arifin, MM
Direktur Marketing Hotel Semesta
Majalah Marketing Semarang, 18/6/2011