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Dream your paint, paint your dream MARKETING STRATEGY Universitas Mercu Buana.

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Presentasi berjudul: "Dream your paint, paint your dream MARKETING STRATEGY Universitas Mercu Buana."— Transcript presentasi:

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2 Dream your paint, paint your dream MARKETING STRATEGY Universitas Mercu Buana

3 marketing department If Life is Painting, Make It Masterpiece Dream Your Paint, Paint Your Dream If Life is Painting, Make It Masterpiece Friendship based on business is better than business based on friendship. (Henry Rockefeller Sr.)

4 Remember Marketing is not just a battle of products, is not just a battle of products, it is a battle of perceptions.

5 Back to Nature

6 Commited 2 Y

7 Recycle, Reused

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11 Marketing Highlight   “Proses sosial dan manajerial dimana seseorang atau kelompok memperoleh apa yang mereka butuhkan dan inginkan melalui penciptaan dan pertukaran produk dan nilai.” ( Kotler, 1988 )   “ Create, Communicate and Deliver the Value to a Target Market at a Profit.” (Kotler, 2007)   David Packard (cofounder of HP): “ marketing is far too important to be left only to the marketing department.”

12 Reminders   If company focus only on their costs, they will never grow to greatness   Seeing marketing expenditures as an investment not a cost   Emphasizing on the long term results not on the short term.   Move from traditional marketing (integrated) to holistic marketing   Marketing cannot work unless it is holistic   Holistic marketing is a step in changing the company’s architecture

13 UMB Brand Repositio n MARKETING t HOLISTIC Process Improvemen t HOLISTIC MARKETING Internal Marketing Marketing Department, Top Management, Others Departments Integrated Marketing (Traditional marketing) Products and Services, Channels, Communications Relationship Marketing Customers, suppliers, partners Social Respons. Marketing Community, Environment, Ethics, Legal, etc.

14 The Latest Marketing Paradigm 1. 1.Successful companies focus on their CUSTOMER first Marketing is more than advertising (moving from traditional advertising to on-line promotion, public relations and creating branded experiences) 3. 3.Using more Marketing Research (MR) to guide your strategy 4. 4.Based on MR, choose and focus on a segment of the market where you can deliver superior VALUE through differentiation and relevance 5. 5.Be careful about your PRICE.

15 Marketing Process   Research ( understanding the market, their needs, wants, expectations, etc)   Segmentation (identify different segments in the market through the use of various marketing research technique)   Targeting (which of the segments does my company wants to go after)   Positioning (where does my company really stands for – i.e. the high quality campus at middle class with reasonable price)

16 Marketing Process cont.   Marketing Mix : 4 P, 7 P, 10 P ?   Implementation   Control and Evaluation (collect information: preference, awareness, how we are doing and to analyze what worked WELL and NOT)

17 RETHINKING   “Rocket Diagram” SME Model (Sustainable Market-ing Enterprises) – –Sustainable: political, Technical, cultural change – –Market-ing : Outlook, Architecture, Scorecard   Outlook : 5 C (customer, competitor, company, change, connection)   Archite : S T V ( Strategy, Tactic, Value)   Scorecard : P C S ( people, customer, shareholder value) – –Enterprise : inspiration, org.culture, institution

18 Direktorat Marketing UMB 1. 1.Melakukan Riset Pemasaran (pertama tahun 2002) dan tetap dilakukan setiap tahun – –Tujuan utama utk identifikasi : segment, target dan positioning dan brand image UMB saat itu – –Tujuan tambahan : identifikasi keinginan konsumen ke depan Membuat marketing plan, strategy dan program sesuai hasil riset Melakukan Evaluasi dan Perbaikan

19 Marketing Research Tujuan: Problem definition and Research objectives Research methodology, Data collection plan Data collection, Data analysis Results, Recommendations, Implementation Mencari keterkaitan antara konsumen, manajemen dan masyarakat, melalui analisis informasi menggunakan metode riset yang tepat dalam rangka menemukan keinginan pasar (needs, wants) dan harapan untuk menyusun marketing strategy, memahami secara lebih baik proses pembelian dan konsumsi serta mengevaluasi kinerja pemasaran

20 Image and Reputation Pyramid   Referral : Saya akan merekomendasikan   Dominant : Kampus pilihan saya   Trial : Apa bukti Mutu UMB   Inclination : Saya akan mengamati UMB   Image : Saya tahu UMB   Familiarity : Saya sering melihat kampus   Recall : Saya ingat UMB   Recognition : Saya pernah mendengar   Confused : Kayaknya saya pernah   Unaware : Saya tidak pernah mendengar

21 Marketing Plan and Program Activities

22 Menjadi institusi yang memiliki “brand image” yang kuat dalam bidang pendidikan…baik di tingkat lokal maupun internasional. Menjadi kampus pilihan karena memiliki jaringan yang kuat dengan industri dan dunia kerja Menjadi penyelenggara pendidikan terintegrasi (universitas, akademi, training, pusat kajian). Menjadi institusi pendidikan yang berada pada segment middle-upper. Menerima mahasiswa baru sebanyak 2000/tahun untuk semua jalur. Marketing Vision

23 4/22/2015marketing department22 Segmen Pasar UMB  Berdasarkan Pekerjaan Orang Tua: PEKERJAAN ORANG TUA 1 24% 2 36% 3 33% 4 7% 1. PNS 2. Wiraswasta 3. Karyawan swasta 4. Lain-lain

24 4/22/2015marketing department23 Segmen Pasar UMB  Berdasarkan Penghasilan 1.Di bawah 5 juta 2.Antara 5 – 8 juta 3. Di atas 8 juta PENGHASILAN ORANG TUA (2007) 1 52% 2 43% 3 5% PENGHASILAN ORANG TUA (2008) 1 48% 2 45% 3 7% 1 2 3

25 4/22/2015marketing department24 Segmen Pasar UMB  Berdasarkan Asal Sekolah 2. SMU NEGERI1. SMU SWASTA

26 4/22/2015marketing department25 Segmen Pasar UMB  Berdasarkan Lokasi Rumah LOKASI RUMAH 1 44% 2 3% 3 6% 4 1% 5 2% 6 44% 1 Jakarta Barat 2 Jakarta Pusat 3 Jakarta Selatan 4 Jakarta Utara 5 Jakarta Timur & Bekasi 6 Tangerang

27 Marketing Target PROGRAM/ TARGET TAHUN 2004 TAHUN 2005 TAHUN 2006 TAHUN 2007 TAHUN 2008 SAAT INI Jumlah Mahasiswa Baru  Tingkat kompetisi : : : : : Brand Image :  UMB pilihan pertama  Lulusan UMB cepat kerja  Fasilitas lab UMB baik  Mengenal UMB 13% 10% 80% 15% 12% 82,5% 20% 14% 85% 25% 16% 87,5% 30% 18% 90% 11% 5% 8% 75%

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29 4/22/2015marketing department28 Kata Pepatah: Jika anda puas ajaklah anak, teman, saudara masuk UMB, jika anda tidak puas/kecewa sampaikan kepada….. SEKIAN DAN TERIMA KASIH


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