Visual Communication Design.03 Think creative, No boundaries Prepared by: Jacky Cahyadi, S.Sn.

Today’s Class SWOT ANALYSIS BUILDING A CONSUMER PREPOSITION SUMMARY FINAL PROJECT Think creative, No boundaries February,

SWOT ANALYSIS Think creative, No boundaries Comparison Surveys

Think creative, No boundaries What is SWOT ANALYSIS ? SWOT Analysis is a strategic planning method usedstrategic planning to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture.projectbusiness It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieving that objective. The technique is credited to Albert Humphrey,Albert Humphrey who led a research project at Stanford University in the 1960s and 1970sStanford University using data from Fortune 500 companies.Fortune 500

Think creative, No boundaries The technique is credited to Albert Humphrey,Albert Humphrey who led a research project at Stanford University in the 1960s and 1970sStanford University using data from Fortune 500 companies. Fortune 500

SWOT Analysis Table Think creative, No boundaries

Strengths: attributes of the organization that are helpful to achieving the objective. Weaknesses: attributes of the organization that are harmful to achieving the objective. Opportunities: external conditions that are helpful to achieving the objective. Threats: external conditions which could do damage to the business's performance.

Matching and converting Another way of utilizing SWOT is matching and converting. Matching is used to find competitive advantages by matching the strengths to opportunities. Converting is to apply conversion strategies to convert threats or weaknesses into strengths or opportunities. An example of conversion strategy is to find new markets. If the threats or weaknesses cannot be converted a company should try to minimize or avoid them. Think creative, No boundaries

SWOT analysis groups key pieces of information into two main categories: External factors: The opportunities and threats presented by the external environment to the organization Internal factors: The strengths and weaknesses internal to the organization. Think creative, No boundaries

The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization's objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4P's; as well as personnel, finance,4P's manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix. Think creative, No boundaries

SWOT Analysis in Marketing Communication In many competitor analysis, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors. Think creative, No boundaries

What should you do before make a SWOT Analysis? Do a product or service analysis Do a market analysis (Product, Price, Place, Promotion, and Service) Do a competitive analysis Do a consumer analysis Think creative, No boundaries

HOW TO BUILD A CONSUMER PREPOSITION Think creative, No boundaries The next step after you have SWOT analysis report

A CONSUMER PREPOSITION What we will used to convince our consumer that my product is the right brand for them Think creative, No boundaries

Building a Brand Essence Find the Consumer/ Human Insight Think creative, No boundaries

Brand Essence? Think creative, No boundaries What is

+BRAND ESSENCE + The combination of the essential points or aspects of a brand condensed Into a central core conception, which is brought to life through The branding concept and the visual articulations of the concept Think creative, No boundaries

BRAND ESSENCE FUNCTION PERSONALITY DIFFERENTIATION SOURCE OF AUTHORITY Think creative, No boundaries

BRAND ESSENCE FUNCTION is telling about a benefit of products or services, what are they? PERSONALITY is telling about what is the product or service personality DIFFERENTIATION is telling about what is the difference between your products with its competitor in market. And what is the selling point? (Unique Selling Preposition) SOURCE OF AUTHORITY Think creative, No boundaries is telling about an advantage point to give guarantee of product or service quality

CONSUMER INSIGHT Think creative, No boundaries What is a consumer insight? Consumer Insight is all about undercover facts that influences consumer behaviour (related to certain product or service) For the examples: I know this brand and use this product because of my family tradition I use this product or service because I like it so much and make me so easy to start my activity.

Brand Essence Consumer Insight Consumer Preposition Tagline and Positioning Think creative, No boundaries

Examples: Think creative, No boundaries Kecap Sawi Kediri-do brand surgery

FUNCTION Untuk Memasak (sebagai bumbu) Untuk menambah cita rasa dan selera Makan (sebagai food sauce) Untuk Sambal dan saus cocol (sebagai Dip sauce) Untuk tampilan masakan (warna) Kadang untuk obat alternatif Tradisional (batuk, luka bakar) PERSONALITY Ibu paruh baya Konservatif Perfeksionis Experienced Jujur Peduli dan Penuh Perhatian Ramah dan bersahabat DIFFERENTIATION SOURCE OF AUTHORITY Think creative, No boundaries This strategy is created by EnRgi, marketing comm. Lebih sehat (menggunakan 100% bahan alami, No chemical/artificial ingredients) High Quality dan higienis (mempertahankan tradisi pembuatan kecap Yang baik dan benar dengan dukungan Teknologi moderen) Aroma khas kecap lebih kuat Pengalaman perusahaan sejak 1935 Bersertifikat SNI Mempertahankan tradisi pembuatan kecap yang baik dan benar (alami, kualitas tinggi) Menggunakan bahan baku impor dengan kualitas terbaik (black soybean dari Cina)

BRAND ESSENCE? Concern menjaga tradisi untuk kesempurnaan kualitas alami Think creative, No boundaries This strategy is created by EnRgi, marketing comm.

CONSUMER INSIGHT Think creative, No boundaries “Saya hanya beli kecap yang biasa saya beli” “Saya hanya beli kecap yang biasa digunakan keluarga saya” Saya hanya beli kecap yang kata banyak orang enak” “Saya hanya beli kecap yang enak menurut selera saya” “Saya hanya beli kecap dari merek yang saya kenal” (“Untuk Rasa, Saya Tidak Mau Ambil Resiko”) This strategy is created by EnRgi, marketing comm.

A CONSUMER PREPOSITION (Kecap Cap Sawi adalah kecap yang memiliki kualitas lebih dari sekedar Kelezatan rasa: 100% alami!) Think creative, No boundaries This strategy is created by EnRgi, marketing comm.

Think creative, No boundaries (Kecap Cap Sawi adalah kecap yang memiliki kualitas lebih dari sekedar Kelezatan rasa: 100% alami!) Kelezatan Asli Kecap Alami (tagline) This strategy is created by EnRgi, marketing comm.

Think creative, No boundaries Thank you for listening =)