Aplikasi Komunikasi Pemasaran pada Fast-Moving Consumer Goods

Presentasi berjudul: "Aplikasi Komunikasi Pemasaran pada Fast-Moving Consumer Goods"— Transcript presentasi:

1 Aplikasi Komunikasi Pemasaran pada Fast-Moving Consumer Goods
Marcom Ten Setters: Aplikasi Komunikasi Pemasaran pada Fast-Moving Consumer Goods Hifni Alifahmi

2 The Marketing Diagonal
Marketer Marketer Marketer Marketer Marketer Marketer Marketer Information Channel C h a n n e l Channel Channel Information Media Media Media Media Media Information Customer Customer Customer Don E Schultz & Beth E Barnes, Strategic Brand Communications Campaign, 1999: 25

3 Competing Values Framework for Corporate Communications
MARKETING COMMUNICATIONS Reputation/Branding Individuals/Groups Products/Markets Corporate Communications MANAGEMENT COMMUNICATION Identity FINANCIAL COMMUNICATION Image Systems/Processes Goals/Strategies Performance Credibility/Accountability ORGANIZATIONAL COMMUNICATION Source: Alan T. Belasen, The Theory and Practice of Corporate Communication: A Competing Values Perspective. Sage Publications, 2008: 28 & 124.

4 Corcom-Marcom Mapping
CORPORATE COMMUNICATIONS Reputation (Fombrun) Driving Brand Value (Duncan & Moriarty) Corp Reputation & Competitiveness (Davies, et.al) Strategic Corcom (Van Riel) Marcom Policies (Busch, Unger, Seidenspinner) Strategic PR & Integrated Comm (Caywood) Reputations (Dowling) The Admirable Company (Brown & Turner) Value-Added PR (Tom Harris) The Future of Reputations (Solove) Excellence in PR & Integrated Comm (Grunig) The Marketer’s Guide to PR (Tom Harris) Strategic Marcom (Smith,Berry,Pulford) Reputation Marketing (Marconi) Corp Comm (Belasen) Corp Comm (Cornelissen) PRODUCT/BRAND MARKETING CORPORATE REPUTATION Image Marketing (Marconi) Word-of-Mouth Marketing (Serenovitz) Adv & Integrated Brand Promotion (OGuinn,Allen,Semenik) Marketing Corporate Image (Gregory) Marketing Communications (Fill) Integrated Marcom (Schultz, et.all) Think IMC! (Estaswara) Marcom Orchestra (Alifahmi) Relationship Marketing (Egan) IMC: the Next G (Schultz & Schultz) Adv & IMC (Duncan) Adv & Promo: IMC Perspective (Belch&Belch) Passion Branding (Duffy) Emotional Branding (Marc Gobe) Integrated Marketing (Smith) MaxiMarketing (Rapp&Collins) Customer Bonding (Cross & Smith) MARKETING COMMUNICATIONS

5 Marketing Communications Ten Setters
No From To Aspect 01. In-side-out (Management Insight) Out-side-in (Customer Insight) Perspective 02. Individual Customer Community Involvement Audience 03. Monolog (One-way Promotion) Dialog (Interactive Communication) Approach 04. Specialist/Individual Competency Generalist/Collaborative Orchestra People 05. Functional Driven Strategic Intention Organization 06. Manager Initiative Conductor Arrangement Leader 07. Traditional Media Virtual/Mobile Media Message 08. Single Message One Look One Voice Media 09. Sales Generating Reputation Marketing Objective 10. Rational-Emotional Emotional-Spiritual Orientation

6 #01. In-side-out to Outside-in
Broadcast Media Print Media PR/Publicity Internet/ Interactive Out-of-Home Media Direct Marketing Target Audience Personal Selling Sales Promotion Point-of-Purchase Word-of-Mouth Events and Sponsorships Product Placement IMC Audience Contact Tools Belch & Belch, 2007: 24.

7 Suara Hati Pelanggan

8 #02. Individual Customer to Community Involvement

9 #03. Monolog (One Way) to Dialog (Interactive)

10 #04. Specialist/Individual to Collaborative Orchestra
7. Apresiasi Menghargai partisipasi penonton/pemirsa Tujuh Dimensi Aplikasi 1. Satu Dirijen Satu nada komando dan tujuan bersama 2. Harmonisasi Kesatuan dan keselarasan nada/irama Simponi antara korporat dan produk 3. Tematik One-look, one-voice, bisa ganti tema/pesan 4. Berirama Terkadang lembut-keras, tempo cepat-lambat 5. Spesifik Segmen khalayak dan wilayah tertentu 6. Keterpaduan Tidak menonjolkan diri, kompak, rendah hati Belajar dari 7 Dimensi Orkestra

11 Strategic Marketing Communications Orchestra
B = Strategic/Corporate Marketing. Rancangan konsep dan strategi pemasaran level korporat (induk perusahaan) yang dijabarkan ke strategi per produk/unit usaha Strategic/Corporate A = Strategic/Corporate Communications Rancangan konsep dan strategi komunikasi level strategik (induk/pusat organisasi) B A SMC C = Marketing Communications Komunikasi pemasaran per produk atau unit usaha yang mengacu pada stategi induk Marketing Communications C SMC = IMC = Strategic/Integrated Marketing Communications

12 Orkestra Komunikasi Pemasaran Pariwisata
Orkestrasi Kampanye Anggaran dan Program IMC: tematis-taktis Tujuh Orkestrasi Aplikasi/Implementasi Orkestrasi Reputasi Natural Indonesia: Harmony in Diversity Orkestrasi Khalayak Pasar: Sekunder/Primer Wisman-Domestik Orkestrasi Pesan Tematik: one-look one-voice, Citra, Reputasi Orkestrasi Media Media Plan: cetak, elektronik, interaktif Orkestrasi Insani Insan Iklan, Promo, PR lintas instansi/profesi Orkestrasi Organisasi Forum/Komite Pemasaran Pariwisata Sumber: Hifni Alifahmi, “Orkestra Komunikasi Pemasaran Pariwisata,” Bisnis Indonesia, 1 September 2007.

13 Harmoni Iklan-PR? The Fall of Ads? The Rise of PR?
Bagaimana menjalin harmonisasi iklan, promosi dan PR agar tidak terjadi rivalitas? The Rise of PR? The Fall of Ads? Public Relations is the sun, uses the slow buildup, verbal, reaches somebody, other-directed, lives, inexpensive, favors new brands, likes new names, serious, credible, brand building. Advertising is the wind, uses the big bang, visual, reaches everybody, self-directed, dies, expensive, favors line extensions, likes old names, funny, incredible, brand maintenance. Source: Al Ries & Laura Ries, 2002

14 #05. Functional Driven to Strategic Intention
Peralihan Brand Ambassador

15 #06. Manager Initiative to Conductor Arrangement

16 #06. Manager Initiative to Conductor Arrangement

17 #06. Manager Initiative to Conductor Arrangement
Indomie vs Mie Sedaap

18 #07. Single Message to One-Look One-Voice
Waktu Slogan Produk Slogan Korporat Slogan Industri 1975 Pelepas Dahaga Asli 1985 Hari-hari Teh Botol 1994 Hari-hari Teh Sosro 1996 Aslinya Teh 1997 Peluncuran Fruit Tea Sosro Ahlinya Teh 2002 Apa pun Makanannya, Minumnya Teh Botol Sosro 2007 Fruit Tea Trustea Friend Konsistensi Pesan/Slogan Sosro

19 Strategi (Strategies)
Kerangka Analytic Network Process (ANP) GOAL Tujuan (Goal) A1 A2 A3 A4 Aspek (Aspects) M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 Masalah (Problems) Strategi (Strategies) Feedback Pemecahan (Solutions) P1 P2 P3 P4 P5 S1 S2 S3 Source: Thomas Saaty

20 Orkestrasi Iklan, Marketing PR, Sales Promotion, dan
Interactive Marketing GOAL ASPECTS Periklanan Marketing PR Sales Promotion Interactive Marketing Tema Pesan/Reputasi Tema Pesan/Reputasi Tema Pesan/Reputasi Tema Pesan/Reputasi Segmen Khalayak Khalayak Sasaran Segmen Khalayak Segmen Khalayak PROBLEMS Perencanaan Media Newsworthy Marketing Skema Dual-Promo Skema Virtual-Mobile SDM dan Organisasi SDM dan Organisasi SDM dan Organisasi SDM dan Organisasi Integrasi Program Integrasi Program Integrasi Program Integrasi Program SOLUTIONS Pelatihan Studi banding Career Path Sharing + Caring Online/Web Peralatan/Sarana Kom/Media Internal Reorganisasi Layanan Prima Standarisasi Analisis-Strategis Database Media Media Monitoring Proaktif-Dialogis STRATEGIES Kepemimpinan, Pengembangan Kapasitas SDM Pemasaran Berbasis Visi-Misi-Kultur Komunikasi Internal dan Digitalisasi Revitalisasi dan Standarisasi CPR-MPR Brand Activation, Integrasi Media Plan/Placement Koordinasi Komite Komunikasi Pemasaran dan Korporat Spirit Orkestra: Integrasi, Sinergi, dan Harmonisasi GRAND STRATEGY

21 #08. Sales Generating to Reputation Marketing
Design Personal contact Country of origin Direct mail Word of mouth Industry Company Price points Prior experience Media comment Advertising How Reputation is Created Gary Davies, Corporate Reputation and Competitiveness, 2003: 63.

22 #08. Sales Generating to Reputation Marketing
50 Tahun Astra

23 Spirit Harmonisasi Tim
Marketing PR Rinso Ayo Main, Jangan Takut Kotor

24 Tim Tujuh Rinso Ayo Main
ASAL TIM NAMA ANGGOTA JABATAN Tim Marketing & Brand Ainul Yaqin Roberto Saputra Tanti & Juli Marketing Manager Rinso Senior Brand Manager Rinso Assistant Brand Manager Rinso Tim Corporate Relations Maria Dewanti Dwianto Elvera Nuriawati Makki External Comm Manager External Comm Assistant Manager Tim Sales Ida Agustina Satwiko National Activation Manager Trade Category Manager Lowe, strategi komunikasi Ayu Fadjar Arimanda Hanny Account Director Senior Account Executive Creative Director R&R, hubungan media/publik Rika Novriady, Vira Madjid, Hanny Setiawan NA Mindshare, media placement/buying Gordon Yap Hana Implementor Ogilvy Action NA, eksekusi lapangan Sumber: Diolah dari majalah Mix 08, 23 Agustus-20 September 2007, hlm. 29.

25 #09. Traditional Media to Virtual/Mobile Media

26 #10. Rational/Emotional to Emotional/Spiritual
Ruhani Nurani Nilai Bersama Komunitas Niat/Intention (Spiritual) Naluri Nalar Rasa Rasio Sumber: Hifni Alifahmi, Spiritual Marketing Communications, 2008.

27 Penguatan Komunitas Spiritual

28 The Golden Triangle of Marketing Communications
Spirit Sense Strategic Strategic Marketing Communications Marketing Communications Sense Spirit Sumber: Hifni Alifahmi, Marketing Communications Orchestra, 2008.

29 Marcom References

30 Sinergi Tujuh Leadership Publishing Branding Advertising
Sales Promotion Public Relations Event