StreetSmart Markethink!

Yosie Marthinus. D

Work Experience
Training Manager at PT. Nutrifood Indonesia, 2000 Training Center Manager at PT. Nutrifood Indonesia, 2001

Business Journey

It was started at 2003 and now still standing!

The Brands

What & Why StreetSmart MarkeThink ?

And in the mean time, e MARKET is CHANGE!

Re:Think!

MarkeThink!

MARKETINGS LOSS OF EFFECTIVENESS

MARKETING will be less eec0ve in the next few years Marke0ng budgets will be lower Companies will want marketers to do more with less

DISTRIBUTORS

TRADITIONAL MEDIA

COMPETITION

PUBLIC

SOCIAL MEDIA NETWORKS

DISTRIBUTORS will Tradi6onal media such Categories are so demand more TRADE as TV 30-second spots, crowded with PROMOTION. This will newspapers, etc., are compe6tors that leave less money for growing LESS heavy price cuNng marke6ng research, EFFECTIVE will be UNAVOIDABLE adver6sing and consumer promo6on for brand building and ul6mately reduce brand equity. Investors will then downgrade the stock. This will leave the company with fewer resources to prop up demand. This is a VICIOUS CIRCLE

The public, in its wish Social media networks to spend less, will be will play an increasingly less inclined to pay inuen0al role in higher prices for top shaping brand brands where the evalua0ons quality dierences are minimal. There is a strong shiO to store brands and sub- brands. This means that top brands are overvalued and there may be a brand bubble.

Source : Kotler, 2011

MUST MARKETING BE RE-INVENTED?

MARKETERS are prisoners of an OLD PARADIGM
Companies aim to maximize prots Company investors are more important than other stakeholders Customers buy ra6onally to maximize value
Customers get most of their informa6on from sellers and dont talk to each other about products

MARKETERS are opera0ng in a TIME WARP

Dont acknowledge the growing power of the customers Dont acknowledge the growing power of the channels and other stakeholders Dont acknowledge the new social media world and their growing social responsibili6es

WE NEED TO.

Source : Kotler, 2011

MARKETING 1.0 vs 2.0 vs 3.0

MARKETING 1.0 Product-centric Marke0ng
Objec0ve Enabling Forces How companies see the market Key marke0ng concept Company marke0ng guidelines Value proposi0ons Interac0on with consumers
Sell products Industrial Revolu0on Mass Buyers with Physical Needs Product development Product specica0on Func0onal One-to-Many Transac0on

MARKETING 2.0
Customer-oriented Marke0ng
Sa0sfy and retain the consumers Informa0on Technology Smarter Consumer with Mind and Heart Dieren0a0on Corporate and Product Posi0oning Func0onal and Emo0onal One-to-One Rela0onship

MARKETING 3.0 Value-driven Marke0ng

Make the world a beYer place New Wave Technology Whole Human with Mind, Heart, and Spirit Values Corporate , Vision, Values Func0onal, Emo0onal, and Spiritual Many-to-Many Collabora0on

Source : Kotler, 2011

Values-Based Matrix Model

Source : Kotler, 2011

There are so many brands in some categories that it is difficult to stand out.

purchasing behavior

aYen0on

interest

desire

memory

ac0on

OLD !

purchasing behavior

aYen0on

interest

desire

memory

ac0on

aYen0on

interest

search

ac0on

share

NEW

Customer Focused Marketing

Product Promo6on Price Place Solu6on Informa6on Value Access

Product Life Cycle

Source : www.mgt2413.blogspot.com downloaded by May 15, 2012

THINGS

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The brand name may account for more than half of the brand value on the balance sheet.

Almost 70% of the market capitaliza6on of such brands as Nike and Prada lie in its intangibles, especially the brand. The former chairman of Quaker Oats said: If the business were split up, I would take the brands, trademarks, and goodwill, and you could have all the bricks and mortarand I would fare be]er than you.

Within five years, if you run your business in the same way as you do now, youre going to be out of business. Philip Kotler