Dogosh

Re-positioning problem (part II)

2010-11-22T13:00:00.000+07:00

Oke now we continue the Re-positioning problem that repositioning, not merely improved the quality so as hoped the consumer & setting of the exact price , but the process that more important again was how to communicate this to the market, like what was done by samsung as their competitor . In this case the role of the promotion will really be needed. What will be communicated? That is differentiation" that would in deliver to the target market was aim..... so as brand the image that was formed on the consumer's marrow will easily help to increase the sale. So..... rather was difficult to boost the sale if being not supported by the promotion fund.

But how this monitor could arrive at end-user? How his relations with this retailer ? Had the incentive that was interesting for them every time they achieved the certain sale? Possibly was available.. Whether his relations with them were good enough? So close to them? Or even had never met them completely!

For example, As big the effect from the severing of Metrodata relations with the Principal this monitor influenced the interest retailer to recommend your this brand returned to the buyer? Possibly this must be communicated with your retailer . Because of the certain prospective buyer will ask to seller,"what kind of brand monitor was good ?

Although the prospective buyer came and said,"I wanted to buy the brand A monitor. The certain then seller would said,"Did not the brand A , the Brand B better, were "you convinced the brand B indeed better than brand A.is it possible the seller recommended Brand B, only because of relations he with the distributor" of the "brand B , better than relations with the distributor" of the "brand A ."

You must be know how the sellers interacted in the centres of the computer, like Mangga Dua, Gajah Mada, (sorry, this of all the centres of the computer in Jakarta) etc.. This opinion was I given in scoup the sale retail, if corporate, possibly will be different. Depended you as the distributor more the where of focus . Please occasionally gave also your attention to your retailer , so as your brand more recommended. The as simple as that!

There are those that had heard from someone who took part in distributing the product of Samsung & LG. their said that the strength of two brand this was seriousness as well as the ambition subsidiary and the power supported HQ. this was proven by Samsung that could fold GTC only in the calculation of time 1 year (2000-2001). Afterwards was followed by LG that folded GTC. Samsung as the player No.1 Monitor in the world had the OEM business with IBM and other PC brand , marketed officially by Subsidiary in moment that was exact.

At the time: LG was as the rival GTC experiencing the problem network, GTC was the king that was long weekend on his authority, Market was at that time being satisfied with varians GTC, other Brand in general not yet the focus and was not as serious as Samsung. From the side marketing & sales did not have the new blow from the two Korean products. The ambition and the strength of the budget their main weapon. I could see this in each exhibition, all blue with the Samsung attribute or red with the attribute of LG. and all the doors to the buyer in approached by them.

All brand the monitor in fact had the potential to become no.1, because of the acceleration of the innovation of monitor technology really slow in the equal pheriperal other. Everything of Trend Monitor at this time was located in convergence of the function, that notebene was not in his essence. Where the content monitor technology at this time almost all same and respectively the producer could develop. So at this time to become market leader really depended on the strength of his penetration, not to his product.

According me, Brand with the quality of the product that good together (such as, Philips, NEC, AOC, TVM, etc.) in fact really had chance to drag GTC. caused until this of GTC as the player local still was so slow and was increased with awareness brand local him that increasingly strengthened in the eyes of end user.

Likewise with LG that was potential to no.1, because Brand Awareness Samsung and LG in the market were same. If more serious to increase his activity, in year of 2002-2003 this LG possibly could become no.1. LG had system distribution that really was good with the line service that more in the Samsung equal. In the contributor's class sales biggest (14 and 15), LG had the variant more and was of quite good quality in the Samsung equal.

Whereas Samsung still often was canning be heard had the problem of the interpersonal price war channel. In the exhibition and the other promotion, Samsung not yet was as great and was as incessant in 2001.. Possibly was caused by Samsung at this time was more concentrating arranged the market with pricing strategy. And one matter more, Samsung still more focuses invested their brand awareness in the class future market 17”” above type the tube flat and the TFT LCD class that trend him began to be moving in this year. This could be seen by us clearly in market, the advertisement, and the other form promo.

If in estimated, the target achievement Samsung or LG last year possibly around 170000an the unit (30%). If the condition budgeting they between 1%-5% sales on average 70% 14 and 15 as well as 25% up 17, possibly their budget and $ 1Million. I was thought was enough to maintain and increase the market. And they must increase the budget again for the open war . from here the beginning stage for us was repositioning the goal, 15 big, 10 big, or 5 big. All that depended Principal's seriousness the monitor that was your marketed .

To brand, with the budget 1% from sales, in fact enough methods.. But must be formulated thoroughly. I suggested to as thoroughly as possible gather information about the success story your competitor available in big Five, especially Samsung and LG. as I knowledge of metrodata then had the role increased Samsung or Sony monitor in 2000-2001. Why did not try to dig up information to your workmate.

The practical step, as the player who just rose, really agreed if concentrating to sales network before. This to continue to strengthened brand preference you in sales network. The fund 1% of this sales was better given priority to for the incentive network .

The further action could apply the dirt cheap promotion that peered directly to end user. Moreover this was related to IT hardware, the newcomer if saw / tried him directly. The Samsung example or LG often did this, their network often borrow the PC and the monitor if the student or the other organisation was workshop or the seminar. Without must go out money, we also were happy they also profit….. Underground movement then often was carried out by them if one of the they were to played the sponsor.

based on the Samsung experience and LG as the Korean noble who was most insensitive.. already the price of the student was still being more counteracted was not the prestige and cared about all was bashed and gained. They spread the wings with many ideas ….. they were great. Proven.

If being connected by us, marketing that had three mashab/stream of thinking currently or the dominant approach or that like that...

1: MANAGERIAL MASHAB, so the process of the marketing was more gazed at as part of the process of the management of the company on the whole, possibly the example of his theory was 4P as well as Balance Score Card that united the activity marketing as the integral part of efforts to carry out the assessment of the achievement of the company comprehensively and decisive re-engineering if necessary (? )
2: CUSTOMER BEHAVIOR MASHAB, so the process of the marketing tended more referred in the behaviour of consumption as well as from the consumer's point of view including any criterion that became important for them in buying decision, and indeed like the mashab this more often relied on results of quantitative market research.
3: COMMUNICATION MASHAB, where the process of communication in the marketing was it was considered more dominant in determining results of the match of the end, so the study and his work program were more aimed in ~most~ the process of the promotion of guiding Perception of Market... possibly it seems the Brand Management of the Aaker was born from this mashab ...

That just to share that I was read ..., but henceforth the thereof this mashab did not stand in a mutually manner exclusive, only the problem of the centre of gravity of thinking, so if back to the case above, so determined first Value Segmentation that could target eventually... Value Segementation! , so few differences to that more dripped cause problems for in Segmentation based on the Product... Value Segmentation would aim in order to determine any attribute that to points-of- concerns from the prospective consumer, the price, heavy, inch, the flat screen or what next that could be made the parameter in the monitor industry...

For example if in motor, I had Value Segment the "Sensitive Down Payment" person, "retail Sensitive", or "Quality Sensitive " or "Discount Sensitive " in fact until "advs. Sensitive"..., (SORRY! By chance was given by his given name was SENSITIVE all for show in their any area was indeed more SENSITIVE... HEHEHE...! ) so as afterwards, while I did not advertise then I will not approach the Sensitive Segment of the Advertisement, worked hard and resources ! Now for Leasing Package I will then have two first package kinds indeed his instalment that was cheap and that was second DP was cheap... to always could satisfy respectively the segment that SENSITIVity differed earlier... :)

The method to get this could be, Focus-Group-Discussion or if having the budget was somewhat big (more expensive few of his intentions) was kept being carried out by yourself for Quantitative Research... From results of the research afterwards was known by his parameter sorts, then grouping according to your judgement , the name love for example S-1, S-2, S-3 or S-n. Afterwards from the groups whichever that approximately their demand evidently could agree with the character of your monitor product, so your MARKET TARGET... Who they are ? Saw in their Profile Part already diset previously in Questionaire you, they the student or the official, in Bandung or Jakarta, etc.... etc.... but they must be far more SENSITIv to the area of the SUPERIORITY of your product... SO CUSTOMER DRIVEN would...!? Was like this the presentation from the CUSTOMER BEHAVIOR GROUP...

It was again further, the MARKET TARGET that has been identified, this existence where (geographically) then guided Channel of Distribution you there should not forget the process of his selection the agency and the shop also needed a long time right including the compilation of his agreement, then the set at what Price the level incl. discount scheme etc...., don't forget to pay attention also your Internal Business Process, offering you there in accordance with policy in the company or not..., so neat also the process of his management... including for example AFTER SALES SERVICE etct.... Such was the MANAGERIAL MASHAB PRESENTATION.

Finally, just we could determine re position of your monitor on the consumer's marrow why finally? Because you have known precisely the target market him whichever afterwards the infrastructure of his marketing has been ready, just was communicated... remembered right that was sold that precisely BRAND as well as not only the SPECIFICATION of the PRODUCT that was owned by ACER... If previously indeed was perceived bad, now we know any segment that needed and wanted our thing (in a manner Value) so as the activity of the promotion could be just right and effective..., possibly the bad perception previously emerged because you offering your monitor that the character of LESS to the segment that hoping MORE, then was that gap caused the perception of the NEGATIVE... tried if you knew one segment that his hope was relative LESS from what your monitor could give, his impression will be MORE, then was GAP available took the form of the POSITIVE perception... In the segment, then FOCUS !

Also could be tried by using the function public relation, used rumours that previously could fail to be made the standard, such as garuda as the good example (at least to be the reference), except if having the change in technology like fitur or the other function could be properly to be the added value .

The characteristics of the heterogeneous consumer could be made the opportunity, especially could be wrought first on by the consumer existing, before did repositioning from the side of the product also must be paid attention to services him that possibly more could be increased, and I believed not all the consumers who were sensitive to the price, precisely for the quite sensitive electronics product concerning service before until after sales, like metrodata definitely has had database the customer personally, counted with CRM, more frugal with the budget that has been budgeted for.

As follower (sorry, adapted the condition) the step in the competitor could be copied, the replacement of the monitor with the price was cheaper than the monitor just completely, could be aimed for the user of the relevant product or the product that came from metrodata and was not expensive.

Repositioning-Problem (part 1)

2010-08-13T09:15:00.000+07:00

a little Sharing , Like the distribution a monitor product in Indonesia per January 2002. And this product ever the famous product in Indonesia and South-East Asia. But that became the problem that is beforehand had gained market leader during 1996 but afterwards they broken off with the Principal. Afterwards just official tied the co-operation in January 2002. With the condition for the market has begun to be bored the alias has entered brand other like samsung, LG, GTC and other. And market share biggest at this time reached approximately 30%.

The became problem, this product in the eyes of the consumer as the not so good product in the quality. This the past incident but during now we are convinced concerning the quality of this product so as we the set price in the level mid-high. With assumption when we the set price in the level mid-high was hoped for by us the quality in positioning consumer became good. But the incident was the reverse so as per today market share that was reached by us approximately 0.6%. How to boosting this product?

If from the corner of the person market research, definitely must propose to carry out market research against this brand . Whether the most important for users in the purchase of the monitor, the price, the quality of view in the screen, the futuristic form, etc.. This will have an impact on the development and the improvement of the product in the future, at the same time for the form of communication to the consumer.

The cause from market saturation including the number brand just sprang up, was increased again with the category of the monitor product was not "fluently” of the other computer component, such as the harddisk, processor, memory. Faced the market has been bored at this time, this brand must be able to give something , that was different from other monitors.

The example of the case,

previously we used the monitor for the wide regulation, information, etc. must be turned (the analogy by telephoning). Now most monitors must be pressed to arrange the feature (same as telephoning).
previously the monitor must we pressed the switch on/off to turn off the monitor, now could die personally after we shut down the computer, en so on... But to carry out these changes, must be known whether these matters were it was considered important for the consumer or not, like was untangled above.

Indeed if wanted knew in more detail and clear whether available dibenak the consumer, must be carried out research before moreover for his product was already perceived had the ugly quality by the consumer ? The following question was the shape of the quality for the consumer like what? The quality would be able to various things the characteristic .

That made brand this could become market leader several years ago because what? What because of not having the competitor or indeed brand him had value proposition that was superior was compared brand the competitor?

How could it be that repositioning was carried out when we did not know whether our surplus at the time of to market leader and that more crucial was whether available in mind the consumer against brand that is relevant now? That not to mention by the number brands just that sprang up then the competition will become was difficult because of being already done many brand that occupy customers mind. Must do mapping position previously and looked for the gap where being gotten by the possibility for repositioning and occupy the uncontested ground.

With Focus Group Discussion also bisa. if the normal research possibly results a little bagus. if with FGD, his research more the focus and results even less more could depict what we were wanted.

From the side of a practitioner in the ISP field (the Service Provider internet) and ITSP (the Telephony Service Provider Internet) and the experience in the sale of computer (home-made) or generic computer that in surabaya focussed in shops at Surabaya Mall (THR Mall).

The first, for example at this time your product was changing the Image in end user (the consumer) good that the aspect of the quality and the price afterwards still continue to had market share 0.6 %, (far from that for hoped ), requested this compared with moments beforehand the product time menguasi market share (Possibly had added value at the time, possibly the price was cheap, was Often encountered in outlet-outlet or in almost each shop or the other matter, that made this product have an interest taken in themshelves by the consumer).

The secondly, according to my experience the growth of the IT world indeed very fast, meaning that customer or the new customer will also develop fast and his composition will be bigger than the old customer . from this experience, the customer just found it easy to be affected by the advertisement and the seller in shops or outlets computer, meaning that every time they will buy one package of the computer (included the monitor) definitely also will consider what the seller's words. So as needed also the focus towards the advertisement about this product in the good media electronics and the newspaper and the magazine, afterwards that was second was decisive that this product was easy to be gotten in each shop/outlet.

The third problems of the price, our Community in level middle-lower was the consumer who really was sensitive to this problem. Because of that if thatyou’re your scrutinised were this level then you must correct "price" you. However if you will play in the level of Hig-middle then you must dare to compete with many brave products offered with the competitive price and the service guarantee purna jual that was good.

The last, possibly that could be made consideration was decisive that your product was easy to be gotten and to be easy to service if damage happening.

Oke next I will continue this matter as part 2 ........

Why I think PayDotCom is the Best Affiliate Marketplace on the Net!

2010-07-09T09:36:00.004+07:00

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Practice of Marketing

2010-07-08T12:01:00.000+07:00

as a new marketer, I often read and listened to the concept marketing from several teachers, the literature, and the professor in Indonesia . Good from the newspaper, the magazine, the book, talkshow, etc.. Plenty of concepts marketing that I was heard and I was tried nderstood. Such as the marketing the plan, blue ocean strategy, STP, etc.. This yesterday I was just assigned to make the concept marketing from our newest product. With the spirit was full of me tried to make it.

Segmentation, positioning, and targeting the products, down to CVP (customer value preposition). But evidently by my superior this concept was refused, he said "this would the theory of marketing.. I knew you want to piece by piece like boxes the customer, on the basis of in accordance with the requirement for the "customer" according to him, why the customer to be boxes.. why not all the customers were given by the same ease. Remain at them used him or not. The example: All customers were given by the cheap price and facilities more. If could like that why or not? Why must see his requirement? I became confused... approximately the theory marketing that in fact could be practically or not ? Or possibly because inexperienced ?.

Could be your boss blind concerning this marketing . but in fact the instinct of marketing that was needed by leader the company. When I just went to work, just frank of my boss also did not understand about marketing, and no matter what I was responsible to branding the product my company. That was most important it, we could convince our boss here, all benefit that was gotten from marketing plan. Give him the examples of the successful company to our boss.

Moreover was also our boss were not blind concerning marketing, precisely he knew theories that raised by you. Possibly he more knew the characteristics of our product because of being older in the company. Indeed did not have the theory marketing that was standard, that agreed for the “A” not necessarily agreed for the “B”, all returned to the consumer and the product, how to be harmonious the profit of a product with the requirement for the consumer. I suggested was better went to many field, the road together with the sales person to often possibly, will study the behaviour of the trader, the consumer and the competitor, later could be able to personally what was needed by you, even who knew could emerge the new theory. Because the objectivity from the product could not be measured just like that by means of STP although, there was the product that his characteristics were more mass without might be boxes the consumer, precisely if being boxes their market was increasingly small, not to mention if being available/many similar products, the struggle will more need energy that many, possibly this that wanted to be avoided by our management.

I suggested, please studied still was as big market share him previously, afterwards tried the analysis with SWOT, just was made the Market Plan, because to make the MP should be based on what was needed by the customer needed long time, and could not sit from behind the table. Don't forget "the Consumer/Customer Insight". Considered to think from the user's point of view of the product, his intention towards the concept of the product personally and tried to think about from the side of the consumer, thinking about what available on the consumer's marrow, why did the consumer need your product, and why? What the available problem in the consumer so as to need the solution from your product. For example: Yakult, this not for the person drank because of being thirsty, but because they wanted his digestion to be healthy, then Aqua, this also not the origin was thirsty, but the hygienic drink, that has dip roses and was checked in a manner the laboratory and healthy, because of coming from the original mountainous spring (Fresh & Healthy), same with Mizone, Vitazone, the drinking of Kaki Tiga Stamp, and all those had the different concept.

for example if I had the Instant Recording Talent Box, for what ? To sing ? Entertainment ? If I, to increase the feel of self-confidence in our community. In fact whether the difference sales and marketing ? Because occasionally the practice in his employment opportunities same but title him the difference. “all of them still one family... if Sales more the orientation to selling in, the distribution to shops. Marketing think about selling out from the shop to the consumer.

then was also that did research the market etc., had the special term with marketing this kind ? they said if marketing plan/research was not targeting . But in undertaking his task of Marketing must understand thoughts of the consumer, consumer insights, that must be carried out with survey. And Survey same many that were out of place, as well as no longer understood the aim why? Moreover was involved more far the matter research without understood that research that was drafted to achieve the aim of company / reached the target.

Therefore was that the “A” more superior, could Superbrand, but the “B” more superior could ICSA, but the “C” also superior because the market leader, so confusion if we did survey without understanding the aim of the company.

The difference of sales with marketing, starting tools Process Final, the target sales started from results of the production, the target sales to covered the loss, his practice sold as much as possible what has been produced in reaching the profit through the sale, marketing to matched between the requirement & the market wish, and the marketing plan/integrated marketing communication saw what in needed his market in reaching the profit through the customer's satisfaction.

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2009-11-20T14:08:00.004+07:00

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Playing in Outlet

2009-03-10T13:12:00.003+07:00

The survey has been proved, so many brands that had awareness high and high product quality evidently felt when disputing in the shelf outlet. More than 30% the Housewife still has not bought the brand that had been recorded and planned, afterwards changed to the other brand because of being affected by display, was promised the gift, the discount, sales girl and the others program promo.
If that has determined the brand, could change. Then did not surprise if more than 70%, they that in no way recorded items and the brand that will be bought will really depend with what was seen and offered in outlet.
The brand of the Toothbrush, Sauces, Detergen, Ketchup, etc. including the category of the product that really easy to change. Multivitamins, toothpaste, Soap , Perfume, Shampoo had quite strong loyalty, but could change.
So, as the marketer did not have felt satisfied with what was received at this time. Evidently still many gaps that could be used by the competitor to "steal" your consumer. Any Comment?
Possibly this one of the effects from Hypnosys Selling, where customer bought no longer was based by consideration of well thought out logic, but was affected with bargaining for a moment and time to break then not so many. So as customer did not yet have time to think clearly. Moreover to the product bought , was not the product that irreplaceable, so as to alternate the product in fact was not as influential with the quality of life.
its true. Now if wanting shopping to be enough to write anything that wanted to be bought, not brand. Except that has become generic, such as 'super-mop', 'molto'. In fact arrived in Mall that was bought brand anything that important had the promotion..
Now the world is topsy-turvy. Retail modern its so tough to controlled the market and supplier. For that felt himself expert to sell or the marketing, if meeting retail modern must change to purchasing. Because in fact they that became the seller not we. They sold "space" to us. We wanted bought they "space" to display our thing. 3 months your things not sold, must be withdrawn. Therefore that went up to retail modern and no longer the salesman or marketing but Manager's account/the Executive (AE). AE must be faced with the name of Merchandising Manager or Category Manager from retail that was relevant. Besides happening bargained trading the difficult term, Manager's account must design the promotion program together, arranged display in that category and until planned business review periodically.
In fact after got the good place, both in the gondola and in the middle of the shelf (Eye Level), the things possibly was sold but profit of zero because already blew up retail through trading the term. But continue to this place was contested because of becoming a kind of investment or the "advertisement", that stayed cheaper than the pair of the advertisement in the TV.
In the process of buying product, there were 3 stages that must be passed through. According to the classic theory of Fishbein and Ajzen that showed.

Firstly, the product must has been in the consumer's cognition, or normally was measured with TOM (Top Of Mind).
Secondly, the intention or the wish. The process of lightning in our head became the hole in the process of the purchase of the product, because indeed our person did not have the process of planning in the purchase, but also impulsive.
Thirdly, the behaviour of the purchase personally.

If so just appropriate many big products that could fall. The challenger's product that was playing in display outlet will win. Because of the clever product will attack in the lack hole of the intention to the consumer in planning bought the certain product.
Moreover, our community pretending the expenses recreation as prepared the budget more when shopping. Not like that the relatives? As the illustration certainly if we go to Dufan were not possible only prepared 100,000 for the admission ticket and ate. Who knew later that we was bought starbucks inside? The brand that could displaying good product had a big opportunity won that budget more . the name purchase of the addition, attempted, and did not planning (again and again). To market leader not the guarantee for this behaviour to bought .
In sum, to be able to win in retail big, brand certain could make display they as creatively as possible so that could skidd in the process of the purchase of the product and pointed to the behaviour of the purchase. The example like mizone placed their SPG in Carrefour corners, and display their product so good. They Market share ever could collapse, slowly rose again.
But will be different if we playing in small retail, wanted the consumer have or not the intention bought also, then the big possibility of him taking the product market leader. So if wanting the focus in retail small, often played in ATL, the TOM could be fast big. Like extra joss. might not display very pompous, equal enough. Want to win in retail big and small? Do it both. right?

Perceived Quality VS Real Quality

2009-02-24T12:34:00.002+07:00

I really was attracted with my colleague's statement from Senior Partner Qxxxtxm Consulting in the Marketing Magazine the edition last July. he said that to determined the perception of the consumer was producer and marketer. Therefore, most important not value but perceived value. Not Quality but perceived quality. And He added, nothing guarantee the drinking water in the package that was expensive more hygienic than was cheap, or the reverse. But that important is the perception of consumer.
Aqua its quite relative more expensive compared with the other brand. There was also Sparkling Water, water was increased gas carbonites, that many times over price. In the five star Hotel, for one bottle must pay 40,000. In fact possibly this product of cost price around 1500. so, that’s the perception he said.
its so Interesting.
I want to underline the words “Not Quality but Perceived Quality”. Possibly colleagues often met the producer of the owner brand. They were also certain confused with the strength of the perception. They be sure that they brand more better in the matter of the quality and in the matter of used technology, but why the consumer still used other brand ? And, the lay consumer then brave claimed if brand competitor more better although without carrying out the testing before. Our community, was enough heard from 2-3 mouths, then they will become the fourth mouth that guaranteed the quality of a brand. Once more its very interesting!!
Possibly if being asked by the Lubricant brand, the Baterai Stone brand, and the Deterjen Soap brand that was most quality and most durable? Possibly this answer will be different from results of the test clinically (the Lab Test) that was carried out by the researchers.
If might tell about repeated results of the test that was carried out by the Consumer's Indonesian agency (YLKI) a few time ago. at that time, any 6 brand of detergent to be test. 1st test that 6 school clothes were white was smeared with broth rendang then in washed used the washing machine with the same brand. The six dirty clothes that were smeared rendang earlier was washed at the same time with same washing machine with used difference detergent. The test results showed that RINSO, was not cleanest. And the brand of Swallow detergent occupied the first place.
So, the test results had been announced. But, still to the strong perception people that RINSO cleaned most cleanest. And, whatever had the consumer who wanted to buy the Swallow brand, although with the cheaper price. He said had the price, there was the quality...... why could like that?
other test results proved that brand of the DURACELL battery could remain continued to be on after being put into the temperature of the backward extreme 20 degree for two days. But the consumer, continue to believed 100% if ENERGIZER was the brand of the most strong and durable battery. Even, the test model was blamed... why must be tested in the cold temperature, the battery used them in the tropical area. It was confused...!!
So, Perceived Quality evidently could overcome Real Quality.
In this problem indeed would many opinions were different, like the other opinion that Perceived quality and Real quality must go both of them, because of paying attention to Perceived quality continue to and neglected Real quality will result in robbed. Now many product market shares that only relied perceived quality began was undermined by good quality product although the development of image was still barely adequate.
see The easiest example of Operating System Windows had Perceived quality very good, gradually began in shifted OS Linux continued to tidy up in real quality. Now many users windows began to think Why not to linux it was free with same facilities or even better than windows?" . Especially the academic circle (the student) that more idealist than consumen, generally its easy to accept rumours than reality.
Although small amount, if this moved on continually, last finally will make other customer was curious and want to tried, after trying them would like and increased the awareness would real quality. Our community now begins so many smart to responded something, so do not only the perception but also the quality !
So the uniqueness of the world marketing. This is the location of "challenge" and "opportunity" . Please we test ourselves whereas that we experienced together.
When suddenly had the sensational news in Indonesia, for example the aircraft fell, what television broadcast that we will be watched before? METRO TV? , just the other? In fact in several last sensational news, I found that METRO TV not the first TV station covered this news. But when having the other sensational news, personally I continue to again tried METRO TV first!!! in fact I am unsatisfied when not yet this METRO TV. And this happened most to ourselves.
In our mind was buried that "METRO TV" was the fastest news channel , since the tsunami incident. So that’s "perceived quality". " In fact "real quality" were not always like that." Asked to ourselves: how to removed this "habit"? Really was difficult it seems, although enabled.
Except if having a sensational news where METRO TV completely blank or did not produce this news, was not very much but needed several times, then "perceive quality" this will be faded. But apparently this matter was not possible to happen. And definitely METRO TV will try to maintain their reputation as the fastest reporter in Indonesia.
myself did not find the method changed "perceive value" of METRO TV for this case. Any idea in relationship how to changed this "habit"?
Let's share it here. Thanks..... generally I agree that perceived quality more important than real quality.
Please we remembered again case of mizone. mizone also sold perceived quality that this drink could make the consumer be awakened full consentration. after that mizone collapsed because of being jumped by rumours of the preservative drink . The question is... its really the preservative drink like mizone dangerous. Pheww! Once more perceived quality won. and mizone collaps.
Now mizone appeared again with maxxibillities that together served perceived quality that could make the consumer be awakened 100% concentration. Waw! Continue to be able to rise again their market share . it was interesting real quality not touch on-touch on in the case mizone. True by drinking of mizone the concentration was awakened? What research that proved? This became the weak point that could be made use of by the competitor in the similar category that most could put forward real quality . Vitazone wanted to try possibly? don't attack perceived quality (preservatives) but real quality (really could make the concentration).
the good case could be seen in Pocari Sweat. At least real quality as the isotonic drink that could replace body fluids quickly was proven with several available researches. But whether true by drinking Pocari Sweat will be influential significantly? The seeker of the sulphur in the crater Semeru still strong without Pocari, he.. he.. hehehe…
Despite Pocari put forward real quality, but perceived quality that was communicated far more bigger the qualities intensity. according to me this is exact step. Because at least their real quality was available, although being exaggerated. So if wanting to have the similar product that wanted attacked, the rival's same product must could exceed real quality and perceived quality that Pocari made .
According to a book with the title I saw in gramedia 'all marketers are liars'. Weww, really? Basically, if wanting to lie, don't be abundant. Real quality also continued to be put forward please, but perceived quality must above.

Case Study : Rinso vs So Klin

2009-02-18T12:28:00.004+07:00

All must know that previously had done something wrong one biggest war in the depths consumer goods in Indonesia, between Rinso from Unilever Vs So Klin from Wings group. If being that notice, So Klin just dismissed the new advertisement: So Klin cleaned 101 stains, this was caused overseas there, Rinso has gone out "cleaned 99 stains"... so it s just a matter of time to also in launched in Indonesia...but the Wings Group has stolen start to launching So Klin 101 cleaned the stain.
Question: if you are the marketer of So Klin... what would u do given the case above: stolen the start, overtook Rinso or was waiting until Rinso launched “ cleaned 99 stains”, to afterwards at the time of simultaneously bashed with So Klin cleaned 101 stains... or others ?
If I am the marketer So Klin, it must I have been will overtake Rinso, because with to pioneer the effect would more was felt especially for the Indonesian market than only to follower although we state that So Klin cleaned 101 stains whereas Rinso only 99 stains.
Another thing that was questioned about Tide, new detergent from P&G, there are those that knew the development of this product in the market, because as we know this Tide was detergent no 1 in America, but in Indonesian P&G did not undertake the incessant marketing, in fact did not have his advertisement completely. Immediately after Tide circulated in the market, KAO at once issued Attack Color just, but also Unilever issued Rinso Excell, will Tide remain?
Why attacked it only in the image? Must also was innovation the product. For example uptil now detergent, softly and the fragrance was separated, why was not combined then? If could not all of them, yes the cleaner and the softly. So we did not need to buy So Klin as the softly. Secondly, after that just entered the new product 3 in 1, as the cleaner, softly, and fragrance. Perhaps this was suitable for Rinso. Because So Klin will also produce So Klin Detergen and So klin softly in fact only So Klin fragrance then.
Considering penetrationi powdered detergent has been high. Almost 85% domestic used detergen. was still must be looked for by the new use. The other alternative was to create the good detergent also to wash the car. Unlike now the person is still very anxious if washed the car with detergent. This will have an opportunity to seize the Kit market and so on. Which was the big market. To Guaranteed price was definitely cheaper than Kit.
as the rumours because of early of the So Klin emergence 101 because in the other country Rinso already launched Rinso 99 and the difficult success with the theme, so before Preceded launching in Indonesia, So Klin Overtook first by making 101 that meaning could clean 101 stains of all the certain stains could be lost.. if being not wrong of look, the education has begun with view list of the stain in the So Klin package 101 that joined with the TV advertisement and billboard.
Only whether Rinso will respond with for the bigger number, it seems its impossible, usually Unilever most the allergy for the theme that resembled the other person, moreover so follower... Even apparently the detergent war will move to the front that more Premium in the category of concentrate Detergent, here has remained silent Kao Attack that more previously entered this category. And So Klin too late... it seems in the front of this category the war will be longer than the number 101 war.
Tide in Indonesia just only taste the water, soft launching, but soon or later apparently they will enter the biggest because the market was indeed big.. but P&G apparently would not the concentration there because of their business that more make money was the Pantene .
Concerning the Indonesians's habit that separated the washing for the machine and the hands, indeed that because of the character of the washing machine that only could for wash the heavy things like bed cover, Jeans, etc.... if the silk model, underwear etc., that with the hands washing, moreover the Coat must with dry clean...
The matter why has used detergent, continued to be given the fragrance and softly.. he he he.. (a little promotion) the softly that to material is still being good to be used and to be easy in iron whereas fragrance.. this is affair the marketer increased the expenses cost then....
Must the innovationof product. For example uptil now detergent, softly and fragrance was separated, why was not combined then? Possibly for us sound of funny, how come was detergent, there is softly, there is fragrance... but beforehand had the research... evidently need would softly/fragrance that was available, and so many...
the name our person was unsatisfied if only washed, apparently more comfort, if after washed, was soaked with fragrance/softly previously before being put in the sun to dry. There is also after being washed with the washing machine, still in washed again with the hands, there is also that said, if detergent so many foams, the sign could wash cleaner, thats why previously had had detergent to claim washed without many foams, the end of this product in Indonesia not the used and loss...
But, the needs that was because of having the problem. Then where is the problem? In detergent or their clothes? Let us hope not in fact did not have detergent to satisfied. more unclean, not softer in fact possibly like the chrispy / chip if being put in the sun to dry hot, not more fragrant because of the fragrant aroma detergent yawned. So the image of detergent that was built through the advertisement uptil now possibly over promise. But because of not having the choice of the other product that was better using detergent. So, if there is more good why did not move to the others product or brand?
As in the case of person washed with the washing machine. Why has been rolled how come still rolled by hand anymore? Because its a habit instinct hand rolled or because indeed results of washing in machine washing were more unsatisfactory. myself possibly including that was conventional. After being washed with the washing machine that of the same class Electrolux although continue to I was still checked to eliminate the stain and stain although already with Rinso Excell.
I agreed, even my friend to commented concerning this case... according to him, if Rinso went out with the version 99... not old afterwards was followed by So Klin with the version 101, for example the echo of his communication will have 2. but the profit will be in side with had perceptional benefit higher, in this case according him SoKlin 101... what do you think?
That became my question precisely why must use the figure 101 were free from the intention to block the Rinso campaign. Has The community known if the spot Kind of the amount 102 ( for example)? That meant to eliminate 99% stains Kind. And didn’t better like that has been said eliminated all of the stains crumps.
its only as though as.... In Fact, is it dangerous to used one brand for 2 different categories, the example of extreme, if mine the marketer of Uniliver, what is the danger if we launching detergent with the Lux brand, what the consumer will be confused or even did not have the effect?
Or arrived entered Toiletries with launching the floor cleaner with mint taste of Mentos brand... Because I saw the case of the ABC, their apparently so good with used the ABC from the brand of the battery stone till the Soy Sauce, if being not wrong to have been forecasted if this ABC brand would not survive because the product extention its too distance.
If I was the consumer, its up to you, the important product was good and branding each quite strong product although more consumer's self-confidence, still more passes again if brand more was generic, the ABC its generic isn’t it, difference if viagra made peppermints or detergent.
Yamaha could enter the musical instrument and the motor, why not? This is the problem of perception. Mean the perception about the brand that has adhered in mind the community. Frankly, myself just knew now (after read mail) if the ABC stone of the brand of battery with ABC soy sauce its one group with the same company. the matter my perception uptil now the ABC battery and ABC soy sauce did not have relations to one another. Moreover I thought the ABC battery and ABC soy sauce were two different companies that by chance with the same brand. What this because of the effect of the name of the generic brand ? The ABC, General, National, etc.??
So my Opinion.. don't distinguish the category... but continue to in the same core for example samsung to the electronic device, LG to electronics. But I was asked about it. As honest a little hesitant because of being compatible with the principle of the "focus" in Al ries style. Do you remembered Yamaha, what’s them? Afterwards remembered samsung what’s them? The washing machine, TV? The mobile phone? Or what?
If according to the expert Brand the Aaker, if you want to did brand extension and the success, the condition only 2:

this brand has been perception with the good quality.
complimentary effect in a sense category of the product that became the target extension complemented each other with the category of the beginning product for example toothpaste pepsodent did extension to the toothbrush, or soap lifebuoy to shampoo that complemented each other for the affair bathed.

Indeed in several articles aaker often was proven, and this in a manner indirectly with the example of common sense also often was supported by Al Ries with immutable laws of branding, especially for the ABC, apparently this hypothesis was unproven, but back to the question, how far we saw the survivor of the ABC, if could remain the significant theory of the expert in the marketing could be broken.
For the ABC case, that only one example of the success 1 brand for several categories of product, & could not be made the example to other brand was not so strong, brand ABC has been the tradition & was rooted on the consumer's mind.
My question is (in connection with the book of Aaker). How if the case like this: (for example) PT XYZ initially issued XYZ brand toothpaste, continued the product sold out and really was known. Even their time issued several variants of the taste / the benefit from this toothpaste, the community still really liked (the sale still good). So if the person said XYZ then their remembered this toothpaste. (Brand awareness XYZ has been very strong).
Then one day went out a new policy from the boss of PT XYZ that wanted to issue the other product (for example) perfume. And the XYZ brand will be made corporate brand (In Other Words did not have again XYZ brand toothpaste, available brand toothpaste 123, 456, etc. from PT. XYZ), the question, will the community become confused or not? (with this change, let us hope not later even it was thought XYZ toothpaste immitation ). and how if later PT XYZ will be still issuing the perfume? Made again confused or not?
Still relation with the matter above that the possibility must be discussed, why there is company wanted to used the same brand for the different product? What cheaper? Easier or what? What the difference to using one brand just at the same time. Certainly had the surplus and lack.
maybe the surplus certainly brand recognition, the person has memorised the name, and if the brand had the good reputation, with the hope this reputation can transferred to the new product and this new product was given the same name.
the lack of certainly if the quality from this new product evidently did not have the same quality as the product beforehand, then reputation that good earlier for the origin product could take part in being eroded or being completely lost.
And the dangerous, where ?
The example of the case that too much was not similar but had the characteristics were same from this brand shifting ,

in quoted from New York Times on September 8 2003, KODAK Switches to Business Focus, was discussed that because of the digital threat KODAK photography now tries shift line they product from the consumer of photography to new fields as written this:
"Kodak formed four other groups: health imaging; commercial printing, which makes equipment for use in graphic arts; commercial imaging, which sells storage devices and services; and display and components, which makes sensors and displays used in cameras and car radios. "

In fact they did not have the experience and the reputation beforehand as the provider of this product and service and they will be faced with the player who has been rooted in this industry like the HP or GE.
The KODAK was not associated with the other service apart from photography in the USA , they were very famous with the communication used the slogan of "The KODAK Moment". But Whether the power? From now onKODAK must replace their communication that they not only the provider's company of the photography product but must be attracted to the other side that KODAK had the reputation as company that gave the best solution anything the service that their given. In this case according to KODAK, this change not the choice but must be done.
So this is not the same brand for 2 different categories but the same brand for the new category.
For the KODAK case, they also had strongly Brand & their new toy still not too far from the length toy, in the IT category.
About Yamaha, like also company Japan generally tended to use the name founder as Brand, the proven was successful also in the musical instrument even Water Purifier. The Others such as Mitsubishi also played in the Elevator, Kawasaki in the heavy implement, the aircraft, the tanker even the satellite, Honda played also in Robotic.
But for new cases, apparently rarely to heard? Even tended for the similar category product, to be made second brand...
And regarding to use of the same name in 2 difference categories this is usually caused the company did not have the budget more to promoted new brand, then used the one of brand that already exist. So if you were in my position like this, so how? Continue to remain to launching with the same brand or waiting if later had the money...
So if I in this position I will choose the one brand for one category then. its Busy in the next period if positioning was increasingly conical.
Possibly in the same category wanted to be brought to 17-25, that one wanted to be brought to 35+ will not be possible to join in. difference language , difference communication. Now possibly was not felt but we did not know the development in the future, whereas investment for constructive the road brand continued.
usually the company hard-working to register their product as trademark although the production not yet to move, in fact launching possibly sometime. This one to save time launching because if being not wrong register trademark this product will eat the long time .
About waiting for if have money or have budget, it would be better if really serious and wanted support some brand with the reasonable budget, just launching of product, if the only half of brand (its poorly) like the stepchild, lived not, support also not, maybe only the agent to happy :)
in a manner the theory, its realistic that often decisions like this happened because of truth factors or the logical requirement when that. So we had not known in fact why A like this, while B like that and all of them just very legal.
From that I heard , one of the important matters in decide to used the same brand for 2 different categories was to consider the attribute from that brand personally. Brand, as we known, had the brand association certain (that not only one, occasionally many). And must become attention for marketer to consider which attributes to keep? And which attributes to delete? For example lifebouy. Soap lifebouy had the attribute: soap anti germs, the family's soap.
when to launched shampoo, lifebouy to maintained the attribute of family, and eliminated the attribute anti germs. Could be seen from the advertisement and marketing communication shampoo lifebouy this clearly was seen that shampoo for all the family. (the advertisement, must have the mother, the child, and the father hair was good and bla - bla - bla because used shampoo lifebouy).
According me, lifebouy exactly chose the attribute that must be maintained and whatever that their disposed. could be imagined if maintained was the attribute anti germs. for example: shampoo anti lice... :) not necessarily lifebouy shampoo could be successful as now.
The other example was Gillete. As we known, the association that adhered to Gillete was: razor technology (shaving technology), and Man. and we knew possibly all the men knew the good shaver for them was Gillete. But Gillete failed total during launched Gillete for the Women. As honest in this case, I did not understand whether Gillete chose badly attribute which must they maintained or because of attribute of the man who clung to Gillete very strong? So as when they left this attribute, precisely to blunder for this brand.

ITS ABOUT CORPORATE LOGO

2009-01-28T10:39:00.002+07:00

In relation with the subject above about the logo for one company could be same as holding company ? Indeed could by a little frase. for example from the logo BiNus, available BiNus Center, BiNus Career, the University BiNus, BiNus High etc..
Indeed had several strategies branding in part:

Product branding - one brand name was used exclusive for one product then.
Line branding - one brand name for the main product that was used also for products complimentary.
Range branding - one brand name for some product range.
Umbrella branding - one brand name (most names of the company) was used for all the product ( Sony )
Share branding or two tier branding - brand name and company name was used simultaneously ( Honda Accord )

So the logo one company same as the logo holding happened when company that used the strategy umbrella branding.

The profit : economic of scale from the side communication, each product contributes against overall brand equity, entered the new market more was easy.
The loss : Poor umbrella will become the hindrance for the introduction to a new product, when the product just failed all the other product was affected by latex, the consumer became confused concerning the identity and positioning this company (diluted).

The logo for each one brand always difference, but each of view promo must have their logo holding company.

should not forget that BII substituted the logo, simply and not not as the change in the point of view and the bank's mission.
When the same logo or almost be the same as holding company, when group holding company at one time experienced the decline, this will definitely affect the image in subsidiary company (group the company/the subsidiary company), BII possibly for example just small where being gotten by credit stalled in the Sinar Mas Group at that time so as the image/the community's belief in BII at that time increasingly descended that finally had experienced the restructuring of banking was supervised by BPPN.
BiNus had the logo almost same was caused BiNus that was other was the work part/the division/the service from BiNus that personally not company just so as to continue to use the parent logo, despite few changes then.
Maybe this had few discourses about the Study of the Logo was taken from the "Creativity & Visual Communication the" III Th" edition. In October. 2002 by Leonardo Widya, S.Sn.

I Was thought the problem of use corporate logo or brand to an individual brand that was spent by the company really will depend in as strong to make or the logo corporate this brand .
If corporate brand indeed had equities so strong, precisely that will benefit with leverage the equity available in corporate brand, but if corporate brand was not strong enough, not better constructive individual brand? Clearly their respective had the bad impact but also the good impact like that has been written by the other.
But if we saw the available condition, especially for the company in the service field, then tended more make use of corporate brand, for example the hospital that everywhere always relied corporate brand because of the characteristics intangiblity that made us rather was difficult to try if compared with consumer goods.
The other example such as the bank, see it, how each certain banking product being same with corporate brand, for example to klick BCA, BII Syariah, BritAma etc..
Moreover had several reconciliation books that could be read as our reference, in part:

David A Aker - Building Strong Brand.
Tom Duncan - IMC, Using Advertising & Promotion to Build Brands.
Helen Vaid - Brand Strategy, Design & Implementation of Corporate & Product Identity.

Still was related the problem branding, also you could be read the book that title: "The 22 of Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand Penulis": Al Ries and Laura Ries, the explanation was very clear, and always (as I remember) was accompanied by the example brand failed and was successful. Also could order in Amazon.com

Product Management

2009-01-12T14:18:00.003+07:00

If the bloggers that had knowledge or the experience about product management, please sharing, In discussions this time will see played jobs from some product management? Product development ? was the category of Product determined by attribute or the function from this product ? What is the product packaging? And Is the product packaging to packaging of several features to be one ?
Product management in basically more was like "a pilot" that must be able to manage well the product portfolio of company. the company with various categories of the product often forgot this core competence, that precisely often to causing the cannibalisation.
So basically, how to manage the product portfolio. had one interesting experience from P&G previously more leant in the manage label where respectively brand will be managed by especially one person, but afterwards the problem emerged after evidently was known raised their cannibalisation between this label was playing in the category of the same product.
Finally they decided to bundle various label with the same category of product into one category of the product, despite each other label to continued be leader but they must refer in product management that was formed in order to the unhappen cannibalisation.
The category of the product? Indeed so many methods of categorising the product and not having a standard reference because its really depended on the level of the competition but also the change business landscape happened, if being based on the function, then whether appropriate if our categorized coca cola and ades in one category of product in this company? Together to satisfy the thirst ? But they continued to have to be distinguished.
Trend at this time more stressed in categorized of product from the consumer's point of view alias more market-driven to compared production-driven that divided on the basis of the form, the attribute etc. that possibly irrelevant with the consumer.
How with Product packaging? Its Simple was how the way it looks like. features are part of what customers Will see and feel it. Although staying better the focus in one usefulness, no need the twisted research.
Please with common sense, we will buy medicine behind was calibrated could cure various sorts diseases starting from when catching a cold, the headache, toothache, was offended to impotent?
Whatever you choosing to compared with medicine promotion to focus in one illness, for example the cough? The principle of foundation of the marketing was you can not be everything for everyone!! Any other comments ?
Also will be better if chosen differensiation was the category completely just, immutable laws of marketing

it's better to be the first than it is to be better.
if you can't be the first in a category, set up a new category where you can be first in ...

Once more, we tried to be seen previously the market size ..
If being asked the profit what be the first in this category, to answer this we must come back to reviewed the rule no. 1 of Al Ries in The 22 immutable marketing laws,... no.1 Is about Perception,... because point of the first impression always the matter most easy to penetrate our heart, for example the Sanyo water pump always to remembered, because their the first time entering Indonesia.
The first President RI more found it easy to remembered than that so many, the first love, the first girlfriend, the first aircraft that to the month etc., etc. ,... the first was felt always more easy to remember,.. so in the other law if that was first has been filled up for the first category more penetrated on the consumer's mind, was not like this?
According to me this case often depended ,

depend on the level of the available competition.
depend on the product and the usefulness.
depend on the market size that wanted to aim, etc. So quite true, all depended on the situation:) if the problem being the first, I had read the journal concerning this very interesting topic.

This journal united between the entry a brand to the market (whether follower or the first) and mathematical knowledge. the conclusion as follow:

Before the existence of brand in the segment of market, the consumer had the reference point on their mind about a product,
after having the first brand to entered step by step the reference point shifted to the first brand point. Note: this point was formed from several fuses, for example 2 price fuses and feeling.
Afterwards this first product was the point reference that had several profits if to managed continuously.

Again concerning the benefit of this food. As marketer, possibly based on in this principle that is: you can not be everything for everyone.
In the further case that is consumption of this food quite the way it was used for various illness sorts. so for example the A illness, B and C. the consumer satisfied with this food because of being proven experienced the improvement with the A illness, B and this C.
If we want to focus, returned to the D illness, and used strategy marketing, focus to where the direction like the "product x = for cough. Not in a manner indirectly we deadly the customer's market A, B and C? back to the businessman, they want to leader in the market D illness and sacrificed the A market, B and C, this case was quite proven that is the existence of the consumer who had the different requirement but could be met by this food.
One case anymore, if you can not be everything for everyone, why the marketer LG, Samsung cleared to the mobile phone market, television, and other electronics, also AC whichever previous as the washing machine or the water pump (if I was not wrong). so practised in Al ries principal, LG famous by what ? The AC or tv or the washing machine or the pump? Even so samsung was rocks with the mobile phone.
It was quite interesting that what it was said above, indeed some extent could several usefulness were made one, but if we wanted Al ries centrally, not Al ries also had shown with the quite convincing data that the product was not focus will produce performance to supervised the product that focus, so that tried to be discussed by Al rise in his book focus.
But let's saw from the point of view a little non Al ries. we took the example about LG etc., entering various category products? the question was whether comparable alias apple to apple when we compared a medicine product with various usefulness compared with the brand that entered various categories?
Not that as comparing the citrus fruit with the coconut tree? Remembered, one brand of medicine with various usefulness had impact that was different from one brand entered the several categories. you can not be everything for everyone by offering every function!! (more complete isn’t it)
What was LG done, Samsung cs, more significant brand extention alias used one brand that was already perceived established to enter the other category, like Pepsodent to entered the toothpaste, medicine of washing mouth.
Why brand extention could be successful? The first person who stuck the theory of the foundation brand that is David A Aaker gave 2 conditions so that brand extention could be successful.
Firstly, your brand must have the high equities in the eyes of consumer. for example Pepsodent, because already in good perceive , then more will be easy to boost up the category of the new product with the brand Pepsodent , we certainly would more perceive well Pepsodent toothpaste was compared other toothpaste for example the pepsodong brand.
Sony also entered to various categories beginning with the tv, play station etc. because of Sony already in the good perception, tried if we were offered the free mobile phone with 2 choices of the brand that one had the Sony trade mark and that one had the Sontoloyo. definitely we choose Sony.
Secondly, Brand extention will be successful if the aim category of the product had relations closely in the matter complimentary effect alias this product to complemented each other.
For example Pepsodent toothpaste with the Pepsodent toothbrush, complemented each other ? For example Sony television with DVD player. or LG TV with vcd player but also could with the refrigerator complemented each other because indeed headed to electronic home appliance.
Please if once more given the free option, handycam Philips with the Pilu. make choose Philips, despite we knew its possibly philips was not yet superior in this category handycam but in fact we know how Philips performs on lighting category, don't we ?
Back to medicine, Sony will have not said the tv offered various function sorts ? That’ s why brand extention different from functional extention. For example Panther, always said frugal, isn’t it? Never panther said frugal, fast, safe, comfortable, strong, kept was hit, anti theft, anti caught a cold etc..
Karimun as the example of case that did not want to study against Panther, see first advertisement, small but wide, could for the tree . too many things right? Moreover, the matters to shown again contradictory, how to wanted the sustain? Finaly, to be replaced immediately.
Too many things customers should remember, too many problems your brand will have. So distinguished between functional extention and brand extention.
Possibly wanted to be straightened by me, not meant me compared between food that had many benefits and brand extension.
back to the first case, what yours opinion ? if we ready to sacrifice the customer A, B, of C by focussing himself with marketing strategy to stuck that the product x = the D illness where in real fact was enough customers that used for the A illness, B and C. so any question.
For me, to choosing one function, and sacrificed the others, could not all of suddenly we Judge that we will lose the consumer and loose money, tried to be thought about us, if we focus and how many additions that were interested, how much money it Will create.
Please compared the brand that always to communicate the usefulness with the focus in one illness with offered magic various brand. saw whoever was more successful. I feel the formulation of David Aaker also appropriate to used to analyse the Functional Extension.
However, 1 thing that ought to be stressed here all those must be gazed from the side of the consumer... especially the consumer as the user... not from the Marketer side.
So, to borrowed the second rule from David Aaker that mentioned the Brand extention will be successful if the category of the product aiming had relations so close in the matter complimentary effect alias this product to complemented each other, if the consumer perception the one extension (both functional and brand) as something that had complimentary effect because of 1 and so on the matter, definitely had the possibility to efforts extension to carried out will be successful; although the side marketer different to believing from the consumer perception.
Well, the question is whether the expansion from Brand and/or Functional that will be done was still being gazed at by the consumer as something had 'complimentary effect' or not? This is important to be known because the effect could reinforce/weakened the formed of Brand Equity.
Personally more liked to have cow D that were healthy compared with having 4 cows that very thin and rather flu. Although heavy to 4 cows its same as the cow D, but the production of D cow milk definitely more smooth and certain. It was tolerable that other cows to increase vitamins of D cow milks, Vegeta the first time to launch the positioned as diet medicine (whether the laxative...I forgot).
Although the Brand still susceptible equities , they dared to destabilise the competitor in a changing manner position as health medicine of the heart and intestines cancer. They brave did it because the player in this categories still a little and indeed for Vegeta too long to let the playing alone. So as to have much money to buy advertisement vitamins for rocks despite.

HAPPPY NEW YEAR...............

2008-12-31T07:50:00.002+07:00

Lucu juga nih....

2008-12-24T07:27:00.003+07:00

visit Mangalabulan for your info.

HAPPY MERRY CHRISTMAS TO ALL OF YOU

2008-12-24T07:18:00.005+07:00

Distribution Strategy

2008-12-04T13:59:00.004+07:00

Today I want to promote of problem about Distribution Strategy, especially for the New product. Which a little literature about this. In one literature I got the problem:
"For the New product, because not all that was glanced at by the big Distributor then better use the producer Strategy directly --> Retailer, later after the behaviour product just used-->Wholesaller--> the big Distributor" (the Sun Tzu , Creating Distribution Strategy).

if could distribute directly, after the behaviour it was recommended used the Distributor? as the UKM more happier to follow the Direct route moreover Direct Marketing.
a product/the producer better use the Direct strategy ?

There were those who gave input and the answer as follows:

spreading was more equitable and fast, moreover also minimized cost.
depended the policy of the company, you wanted sold mass or peered niche

To minimizing cost here its only to pay the margin around 20-30%, depended the policy, have we been could to cover the big territory in Indonesia. Whereas if we sold personally, we must prepare the seller's power or sales force term quite big enough the amount to sell, the operational cost (the use of the most united system), etc.. Whereas if we used the distributor's service, we only prepared sales force that the amount around 1/10 . That not to mention, if having outstanding cost around 1-3 months from respectively the shop (retailler and reseller). But if being centred in 1 or 2 distributor, we could count the rhythm of the sale and the debt.
And certainly any several lacks also:

possibility of the leaking of the marketing "plan" & sale.
If having the problem with the distributor, usually our "merchandise" would be stack in the warehouse.
Must be beautiful with the determination discount.

The matter that could attract the distributor to co-operate was:

The product that the "behaviour" in the market.
The quite competitive margin. Usually, if for their new product asked around 5-10% from the competitor's product.
Outstanding / was due the debt more than 45 days, or older than the competitor's product.
Good Relations with the producer.

So when we could do direct selling, was kept depending of sale capacity same not with the market size, mass market ( free market) or niche market .
This strategy direc of Distribution , could be seen from the example: Dell Computer, where Dell to market the computer and received order through the internet, afterwards carried out the sale and the direct delivery of goods to user.
The direct strategy could be at once applied in condition where customer wanted a product that was customization (in accordance with the wish customer) and the company could satisfy the requirement this customer.
There was other example as our reference from the application of this direct strategy that is the marketing strategy to carried out by the MLM companies (Multi Level Marketing) where being formed by one networking that was assigned as marketer (downline), afterwards customer bought the direct product to counter that was provided by this company. The profit from the strategy at once was to be able to carry out efficiency in distribution cost (the distribution cost of goods and services).
Reference: Supply Chain Management, Strategy Planning dan Operation, Sunnil Chopra and Peter Meindl
I agreed with the product that customized (made to order) its most appropriate used the short distribution system. But, did not agree when MLM could give efficiency distribution cost.
Like the insurance, the product that was sold by MLM was difficult to be sold generally with various reasons, and finally must give the quite big commission, also bonus (went out overseas, etc.. ). IBO Principal (the term in Amway)/the insurance agent /whatever the term -->end user, price could be more expensive than the distribution of traditional route.
I heard information the commission of an insurance agency could 30% of the premium a year during the first year and could reach 100% premium a year in stages when participants in the insurance continued to go along to the certain year. For MLM, because has been how long began to receive product entrusted goods was not the production personally (and several of it was not customized for this MLM), could be compared by price with the price in the supermarket or travel agent, etc.. Although MLM distribution was short, but had the service like intermediate fee in B2B or winning fee in the big tender or for the commission in the team of the land broker.
especially in MLM, because of having the pyramid with the rank up-line that was so long (distrbution still direct from the producer - sales/the agency -the buyer, but the sale gave the commission to upline-upline in accordance with the current provisions), fee was unlimited, like the potential claim for production of 'Sky Is the limit', differed from the other commission that appointed, when the team was big each receiving fewer. The addition operation expense in MLM was hidden because of being the personal issuing the agency without being entered in a book (telephoned, the visit trip, stock, consumption personally, etc.).
Please saw in the FMCG business, apparently previously the producer so happier to have direct access by having personally distributor, only for their 'new' area be forced with the agency previously, but now the trend was opened in each regency, the cost and risk will be too big to be opened personally. That was clear, with the agency was glad able to borrowed the facilities (the warehouse and transport), funding (although being given by credit was placed by them previously the guarantee), also the risk of market, but consequences could not arrange at will as having the employee personally (wanted to be complained to, was dismissed, etc. liked Principal's owner).
According to me, if indeed the spent of effort by your company to direct selling must be comparable with the market that was gained and the profit that obtained, distribution strategy still was enough with direct selling with resources that was had by their company. this condition will become different when the company will widen the market and for the sake of guaranteed the available stocks in market.
If the effort was spent became quite big to make the company's profit descend or even again inappropriate with the aimed at just distribution channel was straightened out. Moreover when the product has been enough to be known good by the market and with the request that turn over was high enough. However the several point its so important to paid attention concerning the distribution channel, that is the partner's election and the control from the partner.
If bargaining position from the company's product has been strong enough, usually to be marked with the high request response, then the company could push this partner so that in managed market increasingly good. However was the reverse when bargaining position the company was not yet so somewhat strong will be difficult in controlled distribution channel (the partner).
So in other words the election distribution strategy its really depended with the effort to spent and the turnover that will be achieved.
Was based on our friends's experience in the world of distribution an I thought most of this product that sold we must develop distribution in a massive manner because with increasingly the spread of a product then our opportunity to increasingly of sell will be very big to compared when to stacking stock in some outlet.
To spread the distribution its needed quite a bit of fees because we needa very big investment (the Building, car, SalesForce, etc.) so as by giving few of our margins to the Distributor will be cheaper compared with direct investment.
Better the distribution strategy was seen from the goods kind and segmentation that will be taken. Indeed if the new product was not all that glanced at by the big Distributor, because so many personally to distribution, but that not 100 % true, for the product its depended many factors to be received by market or big distributor, because the distribution was some part of the strategy marketing, if the other strategy marketing so good (the price, the product, the promotion, segmentation, brand, etc.) then the big distributor will be glance our new product,
Moreover if the distributor was given the big profit their must wanted, the basically the distributor then looked for the profit, If we distributed personally and quick-selling afterwards we looked for the big distributor to help us, for this indeed to have correctly but to have to not be wrong to choose the distributor, because our aim searched distibutor to widen the market, looked for the distributor/the person that really understood the similar product market or product competitor so as to be able to increase the sale turnover of your product and to speed up the rotation of the product.

The promotion of Sale

2008-11-24T07:43:00.002+07:00

I wanted review a little concerning subject above, thought had the response not concerning the question that regarding subject above this concerning:

how increased/maintained the temporary sale of the promotion of the sale was stopped by us?
What in fact the measurement of the effectiveness of the promotion of the sale apart from the sale that increased (in a manner the percentage from before the promotion)? When being read by us buku advertising & promotion the Belch article 2007 very very simple ok? How the practice in the FMCG world?
had one journal, said that sales promotion that only to short-term, that was significant could not to increase brand loyalty. but in the Belch book said could for the long period . my question how did to simple trade research (possibly the question this one not all that connected but my intention how we knew the effectiveness sales promo to long-term).

As far as I know FMCG was the abbreviation from "FAST MOVING CONSUMER GOODS". Any that including the "fast product moved that?" That is could peppermints, detergent, cigarettes, etc., please was increased again !!!
The promotion of sale, indeed often was carried out if the competition has been very tight. What happened in the telecommunications business apparently could be made as an example case. Rp 49, there are those that Rp 1 in fact Rp 0 !! Soy sauce then did not want to be inferior, has had the chilli sauce bonus, the measurement increased 30%, the discount as far as 50% et cetera.
It seems, if not carrying out the promotion of sale then will not have the sale. The consumer will glance at the competitor's product that was promo, and our product will only become the standard in the display window retail.
Therefore, many marketer tried to avoid warfare in this route. Moreover when the company was classed as the small company. How could it be that we opposed Unilever, Indofood and Wings Group. The three companies, brave sold until the profit = zero in fact possibly to the loss point. With the condition, your company closed down just afterwards they arranged market.
As marketer, we were required creative. Not only "Me Too". If previously the motor must be frugal, now the motor must be fast, if previously the mobile phone must be small, now handphone must be big, should be not provoked to take part in the regulation of the leaders of the market that indeed had extraordinary capital. They were not frightened the loss, now we not yet whether what has been unfortunate, the profit just a few not necessarily could survive.
Sales Promo, at least was carried out from time to time only to spoil our customer. Not as the only effort to get the customer. Therefore, the success sales promo not only was seen from how many percent of the growth of the market, but how many continue to did repeat order and most important how many percent of the increasingly loyal customer ?
Sales promo, usually was carried out if we wanted to attract the competitor's customer. That too with the condition, your product was far more better from the competitor's product. So, after trying them will continue to use our product. If evidently our product was just the same or even had the quality below the product competitor, usually more it was suggested searches value added that was other (for example the form of the package, the practicability, the availability, the price, the measurement, etc.) and was not in the form sales promo.
Sales Promo, of course was not directly in contact with Loyalty, moreover if often to carried out will unload the image of the brand. Because, the customer will see that in fact Value our product not be as high as that. Loyalty was more caused by Satisfaction that was developed from product quality, best price, avaiability, and other elements.

A Few ways to increased of Market Share

2008-11-12T08:24:00.003+07:00

So !! ever heard or read this one, "Think Out of the Box!! How big the space available inside the box ? its Relative, how big the space available of the outside box ? Wow, no limit !!
When your brand were trapped in the violent competition with the same level competitors ( especially in the competition from the aspect of price and promo that completely that really drained the margin of the profit ), and apparently did not have the way out apart from continuing to serve the competition or was forced to surrender, When your brand have been enough existed in the market was hemmed in by the giant's competitors, and apparently must be satisfied with a little market share, When the market apparently has been very bored so as almost was not niche market that could be wrought on, at first your label was absolute market leader (controlled approximately 80% market share), so as apparently one by one the task only maintained the market share.
During to considering of few methods in increasing Market Share, along with this:
1.Launching the premium product your brand . Don't had been provoked to widened the market share brand you by launching class products of two (the quality was reduced). Your Brand will be broken. On the other hand, the launching of the premium product will from your product have many profits, such as the image brand rose on the whole, the margin of the company's profit took part in rising, and the rise market share also enabled. By launching the premium product, brand you at least had new room to move, was not trapped in stagnation. See The example: Gery Chocolatos, Dji Sam Soe Super Premium, Toyota Camry, Toyota Prado, Chitato taste of cheese, etc.. The risk of the failure continued to be available, the example: Extra Joss Tube.
The Idea : To out of the competition with Indofood, Wingsfood launched Sedap noodles Premium , that did not contain MSG, did not contain preservatives, noodles were finer, the original spice, etc
2. Added added value in your brand , Added value certain will create the certain market share also. The example: Nokia with the camera, Nestle Omega (utk the health of the heart), Pepsodent Milk teeth .
The Idea : how with Gery Plus (to growth the child, etc.)?

3. Widen of scope your brand in the other industry that still was related, In Fact when the industrial whole in the category of your label already stuck, your brand could be developed to other industries that still very potential. There absolutetly no limit.
The example:

When the comic business & the Disney cartoon began to be stagnant, they entered to the new industry that still was related the field entertainment, that is building the Disney Land, the playing place of children. Now they develop to the producer of films animasi famous, like Cars, The Lion King, etc.. guest what outcome was when Walt Disney did not spread brand "Disney" to the other similar industry, such as, Japanese comics.
Donald Trump made use of the reputation themmself as the brand, by entering to the book field (he published books about herself), the field tv show (The Apprentice), and all the complexities from the tie to the coat with the "Trump" label. Take note the expansion of the TRUMP in his website www.trump.com. Take note also the expansion of the OPRAH WINFREY SHOW make that more mesmerised in her website oprah.com.
Martha Tilaar made use of the brand strength in cosmetic products, to build beauty salons.

The Idea: was supervised the Extra Joss silhouette, Hemaviton Jreng could opened the network fitness all over Indonesia with the system franchise, the football training centre (futsal) or other sport, etc..
As the reminder its also necessary to knew that the Expansion strategy of the Line in marketing was really the opposite of the Focus Law.
The strongest concept in the marketing was to have a word in the prospective customer's memory.

The Volvo example -- > the security, Mercedes -- > the engineering, BMW -- > driving.

Many companies were trapped in the expansion law of the line that only may always be successful short-term but failed in the long term. The example like IBM as the master mainframe computer that finally had failed after descending to the PC market, likewise Xerox that has exist in the machine copy failed after trying the expansion of the line in the PC market.
If the context was the ruler of market, actually anything efforts that were carried out were on the occasion of maintained market share and especially being to maintain the business. Launched the premium product or added value just to a product according me not to increase market share, but to raised the image and maintained the market that their had.
Nokia launched the camera Mobile phone only their user did not move the product, because that loyalty was scrutinised. The "2nd class product” of unilever for the Shampoo category that is Sunsilk could in fact stand stable like his relatives that is CLEAR that more previously was released. For the soap product, Unilever had two products that is LUX and Lifebuoy that were equally strong, but both of them also not the premium, only of his segmentation differences then. Like also Ponds with Citra.
Saw the Unilever success, evidently they launched the "2nd product ", his intention what ? If I was not wrong, they want to locked market share shampoo. It Works !! other Brand was enough to be difficult to compete with the brother's duet.
Avanza and Xenia, not the premium product, but success!! This as repeating the Unilever success with the "product no.2 ". Avanza and Xenia became proof that brand Toyota and Daihatsu not stuck, precisely sustainable.
In here was seen that the Brand processing its very important and quite decisive existent of our business, must not with the advertisement or the promotion also, launched the "generic" product also one of the methods of processing Brand so that always exist.

MARKET INTELLIGENCE (Part 2)

2008-10-10T11:17:00.001+07:00

If we being paid attention to each supermarket visitor or hypermarket like Macro, Carrefour, Hero or the other supermarket, always had the certain person who only looked around the product or just recorded the price of certain products. Who were they? Partly was the envoy from the producer of the certain brand that wanted to know the price of the competitor's product and some of course from the peer retail. In the industry retail, the price had the important role. They must monitor continually every day the development of prices of the product that was sold by retail of their competitor.
Indeed, in the simple form , market intelligence could be carried out by means of observation. The cheap method and often could give useful information. I was convinced, market intelligence in this form, quite often was carried out by the company anywhere. There were a small part that have had systematic planning like the big players retail and most only did in the form of ad hoc or was carried out when having the requirement.
Telkomsel, Satelindo or Excelcomindo could do market intelligence in the form of observation to know the strength of the signal in the certain area. Be enough to buying the competitor's product and afterwards observation to each area or the area that was wanted and saw as good the level coverage and the strength of his signal. Banks in Malaysia were able easily to carry out observation to know the other surplus and at the same time the level of the service that was given of the bank's facilities.
The technique market intelligence through observation that over limit sophisticated had been carried out by Avon in America at the beginning of 1990. They gathered of wastes that were thrown away by the company of Mary Kay by means of employing the special person of a kind of detective. Each memo, the note and the report of Mary Kay that was exiled in the waste was researched repeated and when still possibly in-reconstruction. The Avon wanted to learn the movements of Mary Kay that was reported will acquire this company. This method its very effective and did not violate the law but from the aspect of ethics definitely was difficult to be accepted.
This that often became the problem with observation that is the problem of ethics. The Avon was quite proven did not violate the law as the court concluded but clear violated of business ethics. That was the reason, company of the world like IBM and P&G that have had the Market Intelligence division that advanced, always paid attention to the problem of ethics in the data collection.
The other cheap method of getting information was with doing interview to the competitor's customers or with supplier. To know how big the turnover from the soy sauce factory, relative the easy work if we could get information from their bottle supplier . To know how big the turnover from the brand of peppermints or the certain biscuit, could be received when we got information from their package supplier.
The other method of the data collection that still was categorised in Market Intelligence was with the method that was mentioned scanning market environment. For the small scale company where the use of his information technology was still being left behind, this method is usually carried out with the clipping. Definitely, too old , this method not efficient to remembered the increase in the number of datas its extraordinary from the year to year.
They who were serious with the Market Intelligence development very grateful with the existence of the development of the internet. The work scanning market environment this could be carried out quickly and the information was global. Nevertheless, without the use of adequate information technology, being difficult to make the data and information that were received could be pattern well. Therefore, the company will fail to transform this information to some knowledge that could be used by the decision-maker. Without the data was bad matter, but too many datas were also not maximal so as to be able to not make use of results, the outcome was equally bad also.
Today, has begun many software that could help scanning market environment. We only necessary typed "key word" that we wanted , and all the article could we took in the condition was compiled. Software this would increasingly very useful if in the future most contents could be from the mass media accessed in a manner online.
Be sure, Market Intelligence is one of the collector's components of the data and very important information today. At the beginning of 1980, Fuji Film succeeded in preceding Kodak when introducing the one used camera in the Japanese market, in fact Kodak beforehand patented the similar product. Learn from this, afterwards Kodak gathered information through their division market intelligence. When Fuji wanted to launch this camera in America, Kodak finally could precede only one day before Fuji did event their launching . As a result could be suspected that the Kodak product got the address that was far more better in the American market.
The real challenge in developing Market Intelligence division anywhere was resistance from the each of CEO. This could happen because inattentive and his interest, did not know must begin from where or did not see as something that was useful. It is not surprising, as part of big the Market Intelligence activity was only carried out when having the requirement. In the long term, this activity did not have the strategic meaning and did not give the contribution in found knowledge just that was needed by the decision-makers.

Market Intelligence (Part 1)

2008-10-05T07:47:00.002+07:00

What was buried in our marrow when hearing The intelligence words? I was convinced, around 80-90% will think that these words associated with activity of spy on. The response like this that I often was received every time to beginning discussions with the executives marketing. As you know, intelligence words could not be indeed separated from the bodies of world intelligence were famous like CIA. From outside, this work was often published as acknowledged as the spy.
Indeed must be acknowledged also, that the concept market intelligence in the world of the business often adopted from the military circle and the government body. The concept of intelligence in the military that was developed by the Sun Tzu for example, was acknowledged as one of the foundations from the activity of intelligence in the world of the business. It is not surprising, the Sun Tzu afterwards often was mentioned as the Father of Intelligence.
Market intelligence in the world of the business, not the work spy on. Market Intelligence was one of the components in marketing information system. And that must be underlined was that Market Intelligence in the business was the ethical work, might not steal the data from the other company or methods that were not illegal in getting the data. In the industry countries like America, the legal equipment relative quite adequate although the ethics limitation was still continuing to become rumours that were difficult to be made by the limit of clearly.
based on one study in America, from the company that was registered in Fortune 500, only around 10% that really had the commitment carried out the activity market intelligence. Approximately 80% stated that their company carried out this activity, but the characteristics only were limited by the project and the case by case. How in Indonesia? I was convinced, perhaps the number of companies that really developed market intelligence as a special department could be counted with the finger.
In the era of free competition like this time, information was really as the competitive weapon that was very important for the company. In many opportunities, I often encouraged so that many companies in Indonesia straighten out market information they system . It was really true that Information Is a Power.
For the small company scale and in a middle manner, information that was received from the secondary data and the internal report like the sale data and the customer data for the time being could become the important reference as the source of information. For the company with the increasingly big scale, information that was received should market research could not be avoided. They must spend several fees to get information like the behaviour of the consumer.
For the company with the big scale, especially that entered the very competitive industry, necessarily has begun think about to build the department or most did not allocate their resources for the need market intelligence. The structure and the position of this department must enable to have access to the decision-maker but also enabled them to sharing concerning information that was received by them. Two departments that most often were related to the department market intelligence was Marketing and R & D.
What made the company in Indonesia not yet think about serious about this? based on my observation, the first obstacle was the ignorance to begin. This happened caused really did not have the concept against market intelligence. The second obstacle to being the attitude did not care because of felt did not need. The attitude like this usually often is seen in the company that the level of the competition was low or indeed did not have the wish to change and advance.
The third obstacle was the feeling frustration towards methods in making use of the data. They have had many datas but really was difficult to maintain the available data let alone making use of its. Therefore, they had a sceptical attitude about the allocation resources to develop the rank market intelligence
As general, same as the intelligence bodies in the military or the government, there were 4 main works from the department of market intelligence. The first work was the planning stage where they must determine information kinds what wanted to be received. The second stage was to gather the data and information. This activity could be carried out by means of observed or observation, read results of the publication or carried out the interview with various sides like suplier.
In the further stage, their hoped could carry out the analysist . For the analysis, the company could make the analyst qualitative especially when want to see the trend globally an industry or the quantitative analyst with the tools that was complicated, involved a set of computer. The last stage, the stage that most often to forgot carried out was sharing or the spreading of information to the other related department.
To the article part 2, I will try to explain the data and any kind of information that must be gathered by the department market intelligence but also various cases how the company got the profit by making use of information from market intelligence.

Social Marketing

2008-09-11T10:21:00.000+07:00

In this subject was I tried took the topic of Social marketing that aim was non-profit. So rather seldom was different from the activity marketing generally. Tools to the market could use publicity or public relation or also could use the advertisement of the community's service.
Social marketing more stressed to form or change the perception of the person /people against something, so the activity could with used public figure that was honored on the community or that became the example in the public. For the 4P , price in this case was cost that was spent to form a perception in the community that meaning that unlike marketing normally that used the strategy penetration or skimming. For the Product already clear, the product was the policy personally, if Place meaning that the place where the activity campaigned for the activity was carried out. Then if the promotion... this main tools of marketed, education, as well as undertook the policy personally.
Effective or not the policy that was made by all that depend on the activity of the promotion (education). For example the policy of the government exchanged kerosene to gas. because uptil now that it was stressed was to campaign for the community to leave kerosene. In part with the advertisement of the community's service and public, but its not too necessarily was appropriate, the method must carry out a research and knew the characteristics of consumer, moreover Indonesians still many that the level of his education was still low. So the process of the certain education will take up time and the delivery language must be then matched.
And concerning the matter assumption of the policy of the government replaced the kerosene stove to gas. I comprehended the impression had economical cargo was overturned by the policy of the government. Only, his approach was the unclear alias apparently forced the desire. It should be that our ruler must understand true whether by carrying out this change in the community will be ready, especially them who lived in the poverty line. Secondly, the concept of his even distribution how is it going ? Were the Irian community, Bangka, Kalimantan and various other cities also touched by these program ? In Jakarta many residents that could not get the gas stove. Now resulting from the policy the small people was made confused to look for kerosene that has begun to be rare.
The problem was not wrong or not the government. But the approach that was wrong and Only action then. If all the poor people in Indonesia asked for the tube of gas, could the government serve them? What the difference between the Irian resident, Bangka and Kalimantan and Java? All of them the Indonesian citizen. So.. in the future the government must be careful and the approach that was carried out only did not see from one point of view with what was named stopped the rate of the subsidy. But rather from that, the ruler must see him comprehensively so as to not deviate as is now the case. This would for example saw the matchbox. The ruler only saw from the side, but from above, low and the other side was not seen.

People position

2008-09-03T00:25:00.000+07:00

In this article I wanted to touch regarding marketing mix (4p:product,price,place,promotion) where the position "people" ? The People position in marketing mix in a manner indirectly adhered to these aspects, in the understanding: Product spoke about Who (people)was the user of this product , Price meant segmentation (the user/people) product, Place meant the user's target/people, and Promotion meant the target audience/people that will be "stimulated" to buy product.
The position people was in to his four, because the people was the target, the method reached the target used 4p . 4 P saw who our target:

Our target in accordance with the thing that was sold by us (education, economics, the location and the culture)
The thing that was sold by us enabled to be bought by the target that we aim. the example for the rural community that not all that could accept the product microwave because possibly the level of education or the requirement would this thing not yet until there.
The location of the target.
The method of promotion. The method of promotion for the group's middle community low in a middle manner upper will be different. So 4P was the method or the strategy that was used to deliver or sell a product to a target.

4 factors marketing mix, all that was influenced by people, People from the aspect of the consumer that was aim:

Product: every had or not a quality one product, your consumer, wasn’t it !
Price: how much that were regarded as cheap or expensive, how much that were appropriate, according to Whom? Your consumer And , wasn’t it!
Promotion: who was the promotion target , the aspect that must be paid to attention who were the applying promotion strategy before ? The your consumer anymore, wasn’t it!
Place: where the distribution to? To the modern market, traditional, the stall, fitness center? To make sure the target distribution to the many place of our target market . Then finally our consumer again.

So, already the plasticity there the function of "people". In compiling the strategy marketing mix, that our aim was the people, that our considered to people, that we asked also the people.
4P this was the term from Philip Kotler, the first time giving this jargon. In the development, was gotten by the widening from 4Ps by the others experts marketing , to be 5Ps, or 7Ps. For 5Ps, P the 5 was People. Utk 7Ps, was increased by People, Process, Physical Evidence (Service).
So the replied concerning where the People that already clear to replied. this question apparently was easy. But was begin to wrote the answer, began to be felt by the difficulty. But must be determined for the brainstorming model.... concerning true or wrong or was high-quality or not ... please asked to the expert regarding this one.
Also must be added, that PEOPLE inside consumer good, has been representative inside this 4P (PRODUCT, PLACE, PRICE and PROMOTION). For the PRODUCT for example, not rare we heard the claim being "produced by the experts" or "we were the quite expert “. The expert here meaning that the "person or people" who worked and produced this Product.
Likewise for PROMOTION. Ads. or the form of the other promotion that was successful thight strong in the consumer mind, definitely was not free from the person or creative people behind.
In the Consumer Good Business, indeed the person was not featured. But in SERVICE industry like the Hospital, banking,Delivery Service and other... The experts agreed added of 3P again from 4P available. So, apart from Product, Place, Price and Promotion.... was increased anymore the People element, Process and Physical Evidence.

Increased the power of sold & the expansion

2008-08-23T05:21:00.000+07:00

There was the question about the sale of the product, for example drybag for the company export import, how increased the sale power and the expansion of the market so as the target market more could be widened ?
According to me had several matters that must be done, among them...

Know the characteristics of your product in a manner details, whether that could be appointed "selling point" from this product. Differentiation and your innovation product with the other similar product.
If you were in Existing Market, pay attention to as big the market composition where you were (market size), pay attention to how many the producer in this market, But if you made some market just where not yet having the competitor, tried to make secondary the product, so as the consumer had the choice. Because if not having the competitor also in a manner indirectly will be troublesome you in carrying out the marketing.
Pay attention to how your competitor carried out the marketing. Look for the weakness of the competitor..
Communicate your product well. Feature your product surplus, but don't be too excessive. And you too must show his lack. Because if even not will become the boomerang for this product if being complained from user. In an orderly manner all those in the Marketing Communication Strategy program that was interesting and was directed.
Appointed, as big market share that wanted to be gained by you (periodically), because of being difficult it seems a product was able quickly to be accepted by the consumer, made that as the trigger to enlarge market share.
Continued to prepared. good in a manner the quality of the product and the company management.

But also could emerge the other difficulty, that is when experiencing the difficulty in building some relationship with new consumer? I am not confident enough. Not all the Confident... must be dug further up what caused not all that confident... generally not all that confident emerged because we felt not in line with the person who was dealt with by us, and for that take note several steps along hoped could help :

built the pattern of thinking that we co-operated with customer was as the business partner, same line, meaning that making us become one of their business interiors to give the solution for the problem/the risk that their owned. This pattern thought very strong to influenced our attitude..
controlled the our product/company well in order to be able to explain the customer questions convincingly...
tried to dig up information totalling possibly about customer we were good personally and company so that we could be glad communicating with our customer ..
developed our concept about anything so that during us opposite customer, discussions anything that was developed our customer , could be followed.

Or could be asked first what made us not confident in carrying out relations supplier – customer? About our product? Control our product, if our product had the weakness, yes ! must be able to investigated, by not opening the opportunity to attacked by our prospective buyer. If our product surplus certainly you were in charge of him, yes featured as well as possible. Or possibly from inside ourselves, how our appearance, the method of speaking about us, we bounced in facing them, yes ! was straightened out so that our self-confidence.
Don't ever feel unbelieve itself, controlled our customer by studying the kind customer whichever that was dealt with us; that smart and did not like people to much speak out , that liked in asked chatted, that liked to be praised, that acted as if clever and wanted to be listened to, well.. faced them with the good way apropriately.
From the available experience uptil now especially in marketing, (that without knowledge alias instinct) the first time was self confident, we appeared fully convincing (certainly was supported with our appearance, the method spoke about us/the identity and our knowledge not only against our product, but also against the our customer world so as smoothly discussions ), Customer will see us fully the conviction in presenting our product, and when they could in persuaded, definitely they were interested bought.
Only an input: please imagined when our position was the buyer, if the seller came to us with the appearance that did not persuade and the feeling did not believe himself alias not confidence, we at once were not convinced also to buy the product. But if you were so convincing in could speak and inform the profit / the product surplus, we were not interest also was the interest.
The Factor of person bought something sometimes not from the product expertise, the cheap price, but from psychological the buyer. (he.he.. this I said t) See the mother in the supermarket, they were not intention, so bought because of the promotion etc.. Sometimes we could sell the thing with the price that was more expensive than the competitor because buyer was convinced. Sometimes buyer happy when we asked them to speak about the company/his world, if being created the closeness, easy very convinced them about our product and aftermath .. our product was bought... This our trick, isn’t it !
So, after controlling the product, was straightened out yourselves, all of Oke, move on! You must be win and could! Indeed the consumer was the king, but when facing them should not imagined that they were a king. but imagined as though would they our colleague personally and constructive the kingdom of the business togehter. just relaxed, make it simple and..... think positif. and remembered, the main strength was ourself thoughts . if you always thought not confident, forever you will not feel confident. but if you thought you could carry out, you will definitely carry out although a step by step. tried to relax, eliminated all the thoughts of the negative, said in yourself that you could...! hope this could alleviate your burden.... let’s we make a friendship n share each other caused we can not solve some the problem alone... any other opinion?

Study a few of research language

2008-08-10T07:22:00.000+07:00

Only a sharing about several words /the expression that often was my experienced in Marketing and the Research, it is hoped was useful to the reader of this blog and if any wanted to add please..
The population and Sample
in research, was known by two terms, that is the Qualitative research (Focus Group Discussion and In Depth Interview that consisted of One on One, One on Ones, Dyath, etc.) and the Quantitative research. the Population's words and Sample more often were used in the research that was Quantitative , good the scientific research or social.
as theory, the Population was often interpreted as a collection objects, the object, the incident, the individual or the group that had the same characteristics (Naresh K Malhotra, Marketing Research International Edition, Prentice Hall 2004). The example was in a research aimed to see the behaviour of the "SMOKER" that was population of smoker all over the universe. But if the aim of the research was to know the behaviour of the "smoker in Bandung", then the population was someone that smoked in Bandung. Not the Bandung person that smoked in Jakarta. Except if his aim was changed into the behaviour "smoked the Bandung person". This that often was acknowledged as "Frame".
The behaviour or the characteristics of the Population could was homogeneous or heterogeneous. The population that was homogeneous did not need the same sample of the size with the population that was heterogeneous. The population that had the homogeneous characteristics, needed the sample that fewer to give the quantitative picture and spread everywhere for the population. And Often was said that this sample has satisfied to be extrapolated against the Population.
While the some of Sample or the insignificant part of the object, the object, the incident, the individual or the group that was researched. So that sample was made target the research had the same characteristic with the population, then was needed by the SAMPLE PULLING technique that was true. In broad outline had two techniques sample, First that is the Probability (Simple Random, Systimatic, Cluster, Stratified, and other) and the two Non- Probabilitas (Snowball, Convenience, Judgement, etc.). The Non Probabilitas Technic weakness was to be able to not be used to estimation the population and only gave the qualitative indication. For more deeply please read the Research book !
SES Vs Income
SES was the abbreviation from Social Economic Status. SES was often used to distinguish the strata/level was based on the social position of someone in the community. Usually the status is distinguished from the code or the A label till E. Kode A or A+ often was given for the upper group (the rich person) whereas E was to be the reverse.
Several research companies gave the value for each code. For example the A code was them that in general average disbursement per month was bigger than 3.5 million, this figure not including for the house instalment, the car instalment and the other instalment. Whereas the E code was them that disbursement less than 750 thousand per month. So, We including whichever group ? Why the issuing figure and not the production figure? Not the production more real and definitely ?
Necessarily, indeed the production figure. But based on the experience, got this figure really was difficult. Most communities ( was surveyed) tended to cover information concerning the production. But, more prepared gave information of the total of issuings for electricity, water, ate, education, the telephone et cetera. Was based on this, then most researchers tried to group respondent was based on SES. Is it accurate? Yes... not also, but moderate! The figure was definitely more accurate if that was asked about their production/revenue.
as Completely : (A+ bigger than 5 millions), (A between 3.5 millons - 5 millions), (B between 2 millions - 3.5 millions), (C between 1.250.000 - 2 millions), (D between 750.000 – 1250.000 ), (E less than 750.000)
Country of Origin (COO)
COO was the origin country of a product. Usually if speaking of "MEDICINE" we will agree if COO highest was the China country and Indonesia compared to Japan and France. Likewise for Technology, the person will agree with Germany.
Cosmetics = France, the Car = Europe and Japan et cetera. Is based on knowledge about COO, usually the producer will claim the country from the product. With the note: had the COO value highest. So, not all the foreign claims exact. For example to speak about the matter of the Car from China, or cosmetics from Germany and Technology from Indonesia. Far more just right if cosmetics from Indonesia, medicine from China and Technology from Germany.

How to Identify the Capacity of client candidate ?

2008-07-23T12:09:00.000+07:00

In this opportunity let's please discussed more in the matter the price decision of a service product to the prospective client, positive if we asked about the 'level' of their 'capacity to consume' our product service?
I got the information that was quite valuable about studied the small businesses. tried to be studied by us carefully (certainly with all the limitations and my capacity) concerning the market price that the product was similar with the service product that would in sold.
As far as this is concerned the standard of the quite varying price in accordance with the condition for the prospective client who was dealt with. And usually was based to;

analyses of the financial capacity the prospective client,
level assumptions of the pattern thought dan
brand the image that has been owned by the prospective client,
operational fees that must go out with the variant of facilities that will be given.

absolutely the difference of the price from respectively of this package will be followed by the service and facilities that were given. It was increasingly expensive that the package that was chosen, even more facilities that were received by the prospective client. And the price then, once more, I already to compared with the market price that I was known . There were two case models that had happened, and both of them were the opposite;
The first case, by studying the background of the prospective client/the partner, one time I offered price list with several package kinds of the service product that was owned. Because the category of the prospective partner was the middle class to high. then, I made the package of the price that I the appropriate and just right feeling. However, when I presentation, the prospective partner without thinking complicated immediately said 'deal' and said "your price was cheap enough." ?
The second case, with the same methode, I had made bargaining that according to our calculation was very just right in accordance with their level. However evidently, the side of the client's candidate seldom felt 'low self' and finally ask for restrained time to 'calculated' previously. After several appropriate days promised, I tried contacted, and the answer was this prospective client postponed to use my service product. Because of the price 'capacity' that was owned a little lower from the package of the price that was offered . This was I known , after with somewhat careful asked about the potential for the cost capacity that was owned.
Must be known here, that for the two case kinds above, in the bargaining, I always sent information regarding the outside package of the price that I offered still had the other package that specification above and was supervised from this package. Therefore, how the strategy that better be used to can closing the prospective partner with the exact price and the maximal profit ? And any to gave the suggestion as follows, hope beneficial; in fact no problem to asked of the candidate's 'capacity' client. Just only must use our interpersonal skill when speaking with the candidate client to ask abou the problem of 'this sensitive relatively.
Why was as relative of sensitive? Because every time client would had had the sensitive level certain in appreciating the question that touched the matter of they 'capacity in financial'. There were those who did not care and just very logical.. alias just very straight / was not touched on if being asked by this problem.. there also are those that felt the prestige to show the capacity. Could be someone that earlier usually just logical got this question, but in one during could be 'high temper' because stress (both that the matter of work, and the private matter that were brought arrived at the workplace). That’s why our interpersonal skill to playing and use our feeling when we meeting with client to be able for successful (especially that was related to the matter of money).
Another thing had been discussed in topic 'determined of RETAIL PRICE' both in the product and the service was to measure the 'wishes' candidate client.. Customer willingness to pay... Please you imagined if and how in measuring 'Customer Willingness to Pay' in your service business . the example that I had been used to make Business Plan for efforts resto with international community as the candidate customers. By depicting the atmosphere and the food kind what will be met in resto this, afterwards I survey with respondens that was very different the background. Basically, although their capacity was very different (alias their income from that low to high income) helped showed to me that resto of kind was with reasonable price that 'so many' and service available 'so many'. This facilitated us to make the mapping of the location and segmentation when and where these efforts were undertaken.
Basically, with the different of capacity or income , and also level of balanced of education respondens (the level of the pattern thought), they could give input what the reasonable price for the product/service that wanted to be given by us in resto this eventually. Your experience in two events this could be still very possibly often being met when we carried out Sales bargaining. The 4 references that were named and you too might be used as the benchmark (now), but should be not taken as the 'standard' matter.
A person of Marketing, especially Sales was the tip of the spear, because usually they often met Client. However I was personal in fact more wanted who that in the office or in a business could become marketing/Sales. In a sense, although job desc. not there, but support to client in their position as non marketing/sales very supportive at the time of where the customer was connected with one of the staffs nonmarketing/sales.
The capacity someone in interpersonal skill really will help the succesfull an effort, good as a person of Marketing or Sales or non Marketing/sales. That was needed the Sensitivity. The sensitivity to understand Customer, from beginning "NEED", and contion /situation of that was supportive the customer in taking the decision 'BUY'. these basically, how made/built Customer Loyalti (How to retain your Customer).
In my experience, several times I had maintained customers as loyal customer (occasionally the price of bargaining from the other competitors higher than me), but they knew and continue to used my service . Moreover they showed to me the prices of the very competitive competitor. For several of my certain matters, I also tried flexible to not cause difficulty customers, at the time (for example their budget at that time indeed was 'low'), at least in my heart and mind, we helped customers to fluently in their business (was still should not take the profit exclusively,.... hehehe). And I also often approach with the candidate customer, tried 'heart to heart'... as how big the fund their budget to this service, so as I also did not cause problems for them.its important 'care' to candidate customer so as they also could feel that.
In marketing plan, offering Customization ( product or service) really will help Client in determining the attitude 'BUY' in accordance with their capacity, without the seller touched on the matter of their 'CAPACITY' to pay. Customization in a sense you could 'flexible' produced or gave your service in accordance with the requirement or their respective clients will .
I did not know whether your business at this time, but if you mention the service could be package... yes, be flexible with the capacity of client, asked the client fair, and positioned yourself in the eyes of client if quite really intended to help so as did not place the client. Hoped in other time, the client will be reminded would how kindness you are in the problem at the time, and in certain moments, you were the first person in thoughts the client at the time of needed this service.

Appointed Of the retail price

2008-07-07T11:54:00.000+07:00

There was a case in an effort to garment retail. The problem that often was dealt at this time was how appointed retail price that was exact, so as to stay competitive ( this was the new player) but continued to give the profit that was enough to operational and definitely, the investor. Any parameter that must in considered, and how applied this parameter in the determination retail price? And to reply this matter returned to the basic matter, that is,
Price : the first thing must be ascertained was analysed whether you have entered the target of market that was true for the product that you sold , and whether the location of the sale has been strategic enough for the target of market/ customer that was wanted by you. Afterwards saw in market their position , the old player or our biggest competitor was playing in the position of the price below or relative was the same as us. With the note, we were in the position of the thing kind, quality, and the service method towards customer (customer service) that was relative same with this competitor. Basically we must see or analysed the 'competitive advantage product' or our efforts and analysed the biggest competitor.
When we the newcomer, and was not certain with our product and our service in more higher of quality than the senior player (notabene: our competitor), its better to playing in safe position, for example with reducing the margin profit or placed retail price under the price our the old player. Minimal for the acceleration of the return or the rotation of capital. The pricing retail under the old player in fact was carried out also for the product that relative had a quality higher. This could be done in order to pursues the sale target and created brand awareness in our market towards presence.
Except when we convince with the competitive advantage product and service to play in Premium market and created the special image brand, then we could determine the price to seeing the level of preference of the product election in the difference premium class . For this, our task of being concentrating thought about the marketing Strategy for the Premium market. (and most important... your courage to enter this class... ).
marketing plan to estimate the stage or the year could be achieved to how many actual profits. For the explanation what break even analysis, apart from in business book or marketing, in the internet also enough and was easy to looked for but also was digested concerning what and how break even analysis that was tried by us depicted a little to breakeven analysis efforts this garment retail :
the formula for Break even: Fixed Cost was divided by Contribution Margin per the unit, Contribution Margin per the unit : Sales per the unit of – Variable Cost per the unit.
Fixed Cost : the cost that must be spent by you good when you have a yield or were not productive in range specific time, for example a year. (for example: building rent, the insurance, etc.)
Variable Cost: fees that were very influential in the number that you the production for example material cost or the worker, the cost shipping and other.
The example : to build the company, total your fixed cost in a year of valuable 50,000,000,-. Afterwards your variable cost (good that was productive or bought garment from supplier to be sold again) was: material cost 100.000 per unit, the worker 50.000 per unit, the other cost in variable cost 10,000 per the unit. So the total your variable cost 160,000.
If your competitor sold the thing that was the same as the position. 300,000, and you wanted 'Price War' by means of under the price of the competitor, for example 260,000, then your Contribution Margin per unit was 260,000 – 160,000 = 100,000.
So the number of units that you must be pursued to be able to reach the profit in this year : (50.000.000 / 100,000) x 1 unit = 500 unit When you achieved the sales on 500 units in this year, the sales surplus for your profit and your investor.
That became the problem, could we pursue the sales on target 500 units to reach break even point in a year. This depended how our marketing strategy in a re-manner saw : the target market , the location of distribution / the sales, competitive advantage product, competitor analysis. However when the possibility of the condition situation for the economy and the environment the business did not enable, better you used fixed cost during 3 years or 5 years, despite finally patient several years to enjoy the profit when break even point just was exceded.
But how, if at this time we have tried to carry out the election merchandise that was exact, to reduces the margin profit, and tried playing in the low price of competitor and when certain applied discount as far as 50% for all items. However the fact is always did not go smooth, this raised our question how, and as big thought to mark-up this factor "x" in determination retail price to covered the risk that must be faced. In a sense how we counted the risk personally in the determination retail price?
if the question was how Mark-UP this “X” factor (I assume only the X factor as cost), so far the available fact did not yet find standard product “A” must mark up so many, product “B” must mark-up so many. Except indeed this Company appointed the SALES TARGET that must be reached their Sales Force with standardized percentage mark up so many and so many, that possibly with the foundation of certain thinking from this company with standardized percentage was like this. Or had Syndication of the market in the certain industry that made you must join in the standard mark up or the selling price limit that was permitted.
For the problem this garment retail , for example, with the price list we could from supplier plus the cost shipping and other became total cost so many, then the selling price must in mark up so many percent of the total cost available. But how many to be precise the percentage, I was thought that must be enough to carefully in order to not lose the customer because mark-up to covered this risk finally even had made the price be the height and customer became lazy to entering the shop.
Not only to election Merchandise that was accurate, but also the Customer wish to pay (CUSTOMER WILLINGNESS TO PAY) must be measured with did survey. Lest we the wrong move only because covering the risk in fast time. In fact in business was natural to break even point in restraining specific time, 3 years for example. At first increasingly big efforts that in undertook, for example the factory garment, by machine investment etc. that was far more bigger, then break even point took place older.
There were 3 matters here that must be thought especially in internal the garment business in a year went, about the possibility to retail price stayed competitive in the eyes of customers.

We already to minimize the cost continued to undertake this business, especially when startup. When being already done, for example rent of shop / the building that often was cost highest in start up business, was item that could be anticipated to minimize other high fees (FIXED COST).
have have controlled the inventory so well for that not overstock. The election merchandise accurately also really could help anticipated inventory to not overstock. (INVENTORY).
Have we made the promotion directly in the location of sale with something 'events' that different? (PROMOTION)

as normally Break Even Point in the company was 3 to 5 years. However its returned with in how could you to minimize the cost in your FIXED COST. As reduced of the cost area especially at the time of start up or in a year, will be increasingly fast the break even point was pursued. So as not many risks of the loss because of must cover this cost fixed . For example you might not lease the office building, but utilised some areas of the house to be made the office. This to press the building cost or the other cost, so as fixed cost you did not become high and break event point immediately could be reached shorter.
The second matter, apart from carrying out the election of exact of merchandise, also did survey, that is survey to measure the Customer wish to pay (Customer Willingness To Pay). This not measured the capacity, but rather in the Customer wish to buy and pay this product. You had product so good and fashionable, to close the cost / the available risk, so as you possibly installed the price on the competitor. In fact, when customer did not have the capacity to pay, that quite definitely will be the problem in finishing stock when we were wrong to carry out segmentation our customer.
Survey for Customer Willingness to pay that was important, because 'the wish was different from the capacity'. However the capacity could drive the wish, so as customer was still buying your product. But also must be paid attention to whether having the substitution thing/the other replacement who was wanted by them was in the other shop with the competitive price, so as to be able to result in several item in stock of the thing was not bought.
For survey this:

for you to estimated the price or mark – up that in accordance with purchasing power and the wish in fact from our customer in segment that you have decided .
for the election merchandise that was exact so as with the available of capacity of purchasing power or the will from customer to pay this product, could become the reference budget purchasing .

To control the possibility of happening risks, better be carried out anticipation in INVENTORY. As apart from inventory system that was repaired (for example the thing was lost in inventory place, the movement in and out of the thing, et cetera), also counting at the time of you analysed the profit and loss. Because of the use methode FIFO (First in First Out), LIFO (Last In First Out) or Average Cost Method in accounting will influence how many net Income in fact. You could discuss with your Accounting Department .
In analysed the inventory at this time, possibly that could be tried undertook at this time, was

Sales Analysis for this year, what kind of product that customer enjoyed , and at the time of when happening peak in sales. With analysed this, you could anticipate thing supplies to not overstock or the possibility not the behaviour. So as stock could completely fast and did not make inventory continue to on the hands too long. This could mean the loss, because possibly at the time of the purchase, you used the bank's credit, and interest the bank was continuing while the thing was still being kept as inventory. Although being assets, but not something that was fast liquid became money. However could happened at the time still could not analyse exactly, yes, possibly more must be open to see taste of customer against our product and trend for that. Or possibly with our expertise or the staff in determining appetite/taste in market, even could to drive customer to see us as trendsetter.
Had the possibility with the available condition, carried out the choice inventory with the condition Make-to-stock or Make-to-Order. Make-to-stock (usually to garment manufacturer) usually in the condition for anticipation demand at the time of certain seasons, so as they made the production for stock. (Usually was carried out for consumption in the 4 country seasons). However this only with the conviction has carried out the Sales analysis uptil now and the projection for the following requirement, so as to anticipate the market request and not until happened shortage stock. Now for Make-to-Order, this was quite influential in our service in customer, because they must be waiting until could enjoy with this product. This also really helped you to anticipate the risk so as the thing that was available only at the time of order. For example possibly the garment that was displayed only several sets, for example display so as could control purchasing the budget for the procurement of things.

With the controlling inventory (in and out), anticipated from the election merchandise, and found out the Customer wish to Pay (`Customer Willingness to Pay Survey), could help you to anticipate risks that emerged and controlled fees that might not, so as you might not be forced mark-up that was not yet measured that could be competitive or not.
My opinion when the new business a year, the possibility of developing was still being big opportunity, for increase in the sale, possibly could make event a kind fashion show in the shop as one of the promotion efforts of the product. Or like that had been seen by me where having one shop accessories, that could continue exist sold in this Mall that notabene for products that were sold that in fact simple.
Moreover could be counted was easy to be encountered by us in Jakarta. However the owner installed Fashion TV with the models that back and forth in catwalk especially featured certain products a kind that he sold in this shop. He placed the position of the Flat Screen TV was big enough that continually ON in the shop, with the position that eyecatching to be seen from the person that through and did not intend to enter the shop, to come in / entered. Yes, still had other ideas that could be developed by you to form the image or educated the candidate customer by putting forward models wore product that fashionable was seen attractive, so as that earlier did not have the intention bought, so bought.

The application of customer satisfaction that was not maximal

2008-06-19T07:42:00.000+07:00

In this article the writer tried to promote the case of the not maximal bank applied customer satisfaction. Firstly, the example of the BXA Bank, although in each one of their branch offices had many teller (until 8), but that I often was met , counter teller that opened then only 2 or 3 . always often happened the long queue that made annoyed the customer. Secondly, the BXI bank, so many of branches often encountered when the hour rested teller they also rested. the customer who wanted to carry out the transaction must be waiting up until the rest hour to end. The question is, where the bank's responsibility that often incessant campaigned customer satisfaction.
According to me the institution that as the public's service (such as the bank, electricity, telp, etc) ought to arrange their rest hour differed from the normal office. Because at the rest hour most customers/the client carried out the activity apart from the office affair . although many that did business with the institutions due to task of the office, but when being paid attention to by most precisely for the interests apart from the office.
Certainly will be very troublesome all when the rest hour was made all same . imagined the official who "stole" rest time for the affair (to the bank for example) at the same time the official of the bank was resting, this meant the service time was longer than the fact. We seen workshops on the Saturday and the week continued to be opened because on that day precisely most people to the workshop, because of not working. Please imagined if the workshop took part in the holiday each on Saturday and the week.
Indeed if we spoke about Customer Service Excellent then that covered mindset the practically and also the current system all of them must refer to the customer's satisfaction. But if speaking about the customer, there were 2 kinds that was the internal customer but also the customer external, the all must receive attention and the handling that were good from the company, but unfortunately occasionally the company personally did not inspire the meaning from customer care or the interest to the customer. At first again if they felt his business was very established so as to be certain of the service that an existence also customer will continue to come because they indeed to needed this service.
But they forgot that the competition in the business field will never stop and the demand of the consumer increasingly on the day increased then someday in the future will make the businessman was arrogant will get the backlash.
Indeed at this time BXA might be considered to be superior because they had the ATM most and entered the corner, their service kind then quite innovative and apparently their fronts line has been organised well is seen now teller far more friendlier because the company provided the need utility for the consumer to consider that was placed in front of the table teller that was relevant.
The Security Unit's side even efficient opened the door for the guest who came, appeared the humankind already many that changed but customer service not only the smiling and friendly but most important must be professional and used customer focus mindset and empathy.
So if they could not analyse when the hour hour peak the customer's queue and made the rule to shift the hour ate a person teller indeed that happened the consumer that was sacrificed, unfortunately because of not having our choice only could submit because of wanting to move the bank also did not find it easy.
Most quite worse service in the hospital, I saw many of employees who have been used to see the person was sick and died the outcome was already immune faced the person who was sick, they continued to remain undertook the hospital rule that required the person to place Down Payment first could be served, at all their heart not touched to saw the panic and the sadness of the patient and his family. Indeed not all like that but how many the hospital that wanted really true undertook their human obligation on the calculation rupiah that must they received ?
There were also input and the explanation as being supervised this concerning the matter customer satisfaction, please was scrutinised,
The BXA bank realized the truth, with the number around 6.6jt the customer, really had difficulty giving the maximal service. Therefore, BXA hoped the customer who carried out the cash withdrawal nominally certain. Be enough through the ATM then. If only a Ceck the balance or the Transfer, through the SMS banking or the internet banking . That became the problem, our community most were still being blind technology (although much money ! ). Not believed was the same machine. And liked to be served (if this, although has money a little... hehehe... ). Increased again the reader's letters that complained about the card were swallowed, money terdebet, money did not go out, etc.. Be most gathered customers in front of Counter.
with the available room capacity between 4-8. And usually all is used, in that moment certains. For example to gaze at the end year, visited Lebaran, Christmas or long holiday days. On Monday and on Friday was used as big as 50-70% from the capacity, now Tuesday-Thursday just adequate. This strategy for the sake of saving (read: efficiency) resources. To not annoyed because of queuing, being transaction in the BXA Bank on the day Tuesday-Thursday, after struck 13.00WIB, or used E-channel (the ATM, SMS, INTERNET or Phone Banking).
BXI : If this one bank was quite exciting. The number of his customers was biggest in this Country, exceeded 11 million customers. Wow Good-looking..!! their branch penetrated as far as the Regency, in fact some of the province as far as the level of the District. don't attempt transaction in the date 4-9 of each beginning of the month. You could receive the number of the queue 12,546. In these dates along with the taking of the PNS Pay, retirement, widows, I ever queue, from 10 o'clock to 14 o'clock in the BXI bank the branch of Kartini-Lampung. Luckily I was carrying out the audit (the service research), so was not too bored.
But, don't think the customer the BXI Bank decreased because of the problem of the queue. They are so happy . Because not that their reason for choosing BXI as the place kept money. Along with their reason for not moving from BXI: SAFE because of property of the government, There Is everywhere (the intention to in the Village! ), has known with the Cashier, and that was most exciting...... Embarrassed to enter the other bank (the intention, the other bank too good-looking, as villagers... they must not served, the Air Conditioning might not very cold, his seat was too comfortable, no need to open the door, they only wanted to save 50rb or 100rb).
Satisfactorily the customer was indeed obligatory. But was not possible to satisfy all of them. Then the choice was what Customer who most must be satisfied before? Each customer had the value (Customer Value). The choice was the customer with Value highest. Therefore, they gave the PREMIUM service for the customer PREMIUM (had in general the minimal Balance 1 Billion per the month). And the NORMAL service for the NORMAL customer.
And in our Business was known the term "Customer dismissed ". Than the Customer became the burden (cost and source), indeed an of the customer's time must be to the certain segment released. It is not surprising, if one day opened the account in BXA the deposit initially to 2,5jt. Last, the campaign customer satisfaction... definitely was aimed at the customer with VALUE highest. As businessman and NOT as consumer, we compulsory education to choose the segment that was exact to be made the Marketing Target.
SCIENTIFICALLY: Satisfaction was in English acknowledged as Satisfaction. Satisfaction was words from the language latin, that is satis was meant enough and facere that meants to do or did. So, the product or the service that could satisfy was the product and the service that could give something that was needed by the customer till meinimum level was enough.
The achievement of the customer's satisfaction was influenced by various factors from the customer's side and from the company's side, as well as the existence of the other factor. " the customer who was satisfied to be the customer that felt got value from the supplier or the service provider, that is take the form of benefit from the product, the service system or something that tied the customer in a manner emotions". (Handi Irawan MBA MCom, 10 principles of the Customer's Satisfaction 2002: p 2-4). Further was said that the customer's satisfaction was results of the accumulation of the experience of the consumer or the customer in using the product or the service.
Therefore, each transaction or the experience just gave the influence on the customer's satisfaction. Efforts to satisfy the customer were the long experience that did not know the limit and various efforts were carried out to be able to fill hope of the customer in getting the satisfaction. Many factors that must be paid attention to in an effort to fill hope of the customer in achieving the satisfaction, including the quality of the product, the price of the product, the service kind, the psychological aspect of the customer, the company image, the competition, moment of truth, etc..
"Satisfaction was the level" of the "feeling someone after comparing the achievement or results that they felt compared with hope". So the level of satisfaction was the function from the difference between the achievement that was felt in the hope that. The customer could experience one of the three levels of general satisfaction. If the achievement under hope, the disappointed customer. If the achievement in accordance with hope, the satisfied customer. If the achievement exceeded hope, the customer was very satisfied, and happy . (Philip Kotler, Manajemen of the Company 1998 - Prentice Hall Edition Indonesia: p 46-50)
Remain at the level of satisfaction that how that look for by prospective or existing customer. Here we must get real. If in the food field & the drink its easy, the illustration like this: Regard the Polan want to made surprise for the future prospective spouse (the girl because still & was fighting to get her) came to some café in one of the grandest malls. He saw the list of the menu that was most notable near in the door . saw there saw here, he apparently searched resto luxurious with famous food delicious and definitely that was appropriate the pocket of the alias that has been checked discount up to 50% appropriate credit card that he had. Briefly, he & his girlfriend entered to the resto . By being confident he asked to waiters, what kind of special food & the drink their mainstay. Pretended to be ignorant the breakdown content from the menu that was promoted. Basically, he indeed only saw his price then.
After food came he saw the girlfriend, and while a liitle laughing he asked: Come On.. just relax …why was not yet touched.. this was delicious But whether his girlfriend's answer: NO…This steak is not fresh… really ? ... but it seems was delicious. Even he has protested to Resto Manager, his appetite has been lost to older there. Finally this night was annoying for Polan and he annoyed because his surprised totally ran out.
So the story was overturned that in fact like this: the Polan hoped with the money was sacrificed will get something that he hope . What you give Is what what you get.. but the fact is that night became messy caused only a slice sirloin import. There is typical person who has been used to it received without wanting to try gave. The Resto Mgr felt because he who most knew the matter of food (in the heart he mumbled,: the Polan knew whether the food matter ,…I already 10 years more led resto this was not yet that complaint). That’s a really big mistake…in fact did not know that the girlfriend the Polan evidently the graduate of one of the universities in Swisse that was quite famous with the Mayor hospitality. But, that’s the note that point I wanna tell you…
Customer satisfaction was formed from the perception someone who departed from the direct experience when he experienced an incident that gave him deep impression. The application of the price / the menu that was fair appropriate food quality, service and many more and did not look for the profit, precisely will satisfy & constructive relationship that was long with customer. In short like this: If you can touch your customer, that’s the time your customer would be loyal and touch you back… now even was company that dared to make the innovation with tagline: The extra that we care….its so critically, I thought here the role of Public relation, MarKom Manager or what the term to bridging this one, communicated the missing the ring between ekspectation the buyer and the seller's wish. It is hoped gave the new perspective…

The promotion in the mass media

2008-06-12T10:31:00.000+07:00

How to promoted the underwear product in the mass media ? .. because frightened of colliding with the polite problem. Until the promotion that in already in applied through BTL to spreading pretty SPG. Simply the wishes was how someone if going to the shop/the market could buy our product because his spirit has been "arrested"... like me wanted to glodok bought the television (sorry..) Sony, the product was very good.... couldn't someone be thoughtful that was same, and I wanted to the market to buy "X" label underwear... the prospective consumer that not all knew with the underwear product often must come so as when to the market / the shop, the role of seller more ,... Please choose the Z label or the X label.... the idea how could turn the condition of this kind ?
Possibly we had seen the product of the guy's underpants that brands was widespread a great number. How was advertisement ? And See where and how was the media? The man Underwear advertisement many found in the special guy magazine , even so that the girl. If and wanted to dismiss the different advertisement, why did not try in the Newspaper? Was difficult? Not also.. This only an idea then.
I Often to seen the product advertised must by depicting the product directly. Such as the shampoo products, must to see the shampoo, also soap , clothes moreover. Why did not try to not show it ? If for the product underwear, whether the factor that was looked for by the consumer? The form, the colour or their model ? They will not wear it like Superman ? So that must be sold the comfort. Might not show like whether the model and colour.
Like if someone has felt comfortable with brand certain (for this product), then he would back again. Remembered, although this product was valuable hundreds of thousands , its uncertain he will feel he rose his prestige because of this product not necessarily was used outside. Show the comfort, you can advertise anywhere. Don't restricted themself with what available.
The promotion must not vulgar. Many underwear was advertised. GT-Man for example. Moreover that was more sensitive like the bandage, the sensitive organ Cleaner the woman, and that was most sensational, FAMILY PLANNING Rubber was also advertised. Only the method advertised necessary more attention. and did not lead to another thing. Moreover from exact segmentation, for example when advertising in the man's magazine or the special magazine of woman. His advertisement also must that was elegant and did not have the cheap impression. As far as I know that often advertised like that was Wacoal, Triumph, CK, GTMan, and so many others .

Competitive Advantage

2008-05-15T08:21:00.000+07:00

Just was mischievous here possibly had the colleague at the same time that wanted to addition the matter of competitive advantage. As something absolute was owned in order to be able to remain in the business. Competitive advantage was the superiority that owned by us and was not owned by the competitor. This matter was the trigger why the consumer chosen us. Competitive advantage for example to have the cheap product (but not cheap) or had the quality product high or had very superior technology. Walmart sold cheaply, because will be chosen by many people.
That’s interesting from this book, was told that had competitive advantage not yet was enough. The Competitive advantage must be communicated to the community. The example: when the plague of dengue fever happening, the company that produced mosquito repellent installed "our Mosquito Repellent" advertisement "could kill caused mosquitoes the bloody fever." Will be more superior than the company of this kind, although the competitor's mosquito repellent could also kill these mosquitoes. So as competitive advantage could emerge, when we were the first claimed had mosquito repellent that killed the cause of dengue fever.
Competitive advantage was the long concept was not cracked in ate the time, and still continued to become a concept that remains up to now. In fact we still could not speak about Competitive advantage without speaking about the competition.... because the competition that finally had created the concept competitive advantage.
Spoke about Competitive Advantage I was still remembering words of Michael E Porter, there were 7 matters that affected CA that is:

Cost Advantages
Differentiation
Bussines Linkages
Services
Infrastructures
Technology
human Resources

well , remained adapted your company could enter with any category.
Competitive advantage despite this absolute advantage. the old theory from Adam Smith. So if competitive advantage = the superiority that was not had by the competitor, whereas absolute advantage = the superiority that was owned because of the strength of capital/technology so because of the strength that could not be competed with.
The real exampleof absolute advantage = big companies that had technology no 1 and have big capital. This still could be opposed by competitive advantage like human resources / culture of company. So keep on fighting.

Which one the first ?

2008-05-11T09:01:00.000+07:00

I could hear discussions between the friend, some of them, Brand Manager of interlude food had the shape of Jelly. He asked, if launching the new product. Regarded his name "KREZZy" what the first time must be done? The advertisement previously afterwards continued with availability all through the outlet all over Indonesia, or inside previously to all outlet then after all outlet covered then afterwards incessant carried out the advertisement..?
For me, this is classic question. Same like the case of the "Egg or Chicken", whatever that first? If the advertisement previously. Awareness will be high. But, if when the consumer looked for this product and evidently was not available, the prospective consumer will be disappointed. And I was convinced, the person will not want indent only for a dozen of Jelly the KREZZy product.. if was "spread" previously but did not carry out the advertisement,this weakness being two. Firstly, Have the bargaining power its so weak with the owners outlet, usually the owner of the shop or outlet did not want to accept the products that not familiar.
Supposing that wanted, definitely with highest bargaining in the matter of the price, discount and the system (Consign or bought was cut off). Secondly, If leaking by the big competitor, they will communicate first and claimed as Pioneer. At that time, our product was forced to become Follower. How was it ? Any Comment?
According to them the middle road, the advertisement first, but was mentioned that KREZZy could be able to begun..., so as awarness has been high and bargaining position already standby, the outlet also was offered definitely did not want to lose please was the same to the next shop. The prospective consumer also will not search before the product available, but has planned to search, got ready the harvest.
But the time extension must be just right, don't too long, so as to be crucified competitor the capitalist, but don't also the speed so as awareness not yet the peak. Lest also availability inexact promised. And the advertisement must really interesting, if more unimpressive comfort, what for the person bought, although staying beneficial to branding. Business is all about taking risk. If you stay safe, you Will not be resulting.
But also must be remembered that the product of "KREZZy" was not the foodstuff or the main product, but the product / interlude food. So if in my opinion was better SKA arranged time table where between the production & the advertisement could enter simultaneously. That all could be reached with the existence sinergy between the team of Sales & Marketing. Distributed the product beforehand also not good because both of distributor's side and the market or outlet had bargaining power that was very strong moreover if entering the market of hypermarket.
If putting on the advertisement first also was not good because you investment against something that was empty. Please study the sale that was sold by the stallholder in the street, was their product known by the community? And tried to count the turnover that got by the Businessman? Here the need was arranged by you the strategy that was better before delivery in the battlefield. If wanted better with the pattern of military strategy because more potent was compared suspected-guessed.
based on the experience of the several Principals, most ideal if could be made planning that spread everywhere beginning with launching to ATL, the availability of the thing in outlet, and the activity of BTL. Playing in the business/the activity like this needed the high co-ordination plus quite a bit of fees but in the matter of the return, the effect was very effective. But when could not coordinate the three matters above will interrupt the series of the process of the sale.
The example: If the availability that was given priority then the consumer that did not yet knowing about this product also will not react to their product. On the other hand if ATL was given precedence to without the availability then this will become the high cost because money that went out immediately was not matched by the sale.

BAck to BaSIC - The Simple Marketing Promo Plan

2008-04-26T23:27:00.000+07:00

For me, the promotion was the war, its significant that we must win! In a warfare will never have the assurance guarantee of the victory, but the Spirit, convince & efforts to win must be owned.
A. Basic Marketing: 4 P Knowledge

Product, including inside was: recognised Competitor’s Product
Place (could be interpreted as: the Market) Especially: recognized your Customer & Segmentation of the Product/Market
Price, Focus: how to make highest selling price with minimal cost of product!
Promotion, Focus: how to make sales/income!

B. Basic Promo: PDCA
1. The plan, determined:

the promotion Target qualitatively & kuantitatif
the Concept & the budget of the promotion, the Focus: Make your plan as simple as possible

2. Do, Check & Action

This part it was most DIFFICULT!!! Entered this stage the silhouette would the problem at once emerged & became the hindrance! Various reasons & the fear will emerge, like: Frightened of failing, the budget reason (in fact had never been made by some of Marketing Promo Plan), How the reason to do, and the reason of “Justification ” : the slow market!!!
as I wrote in the beginning part, the promotion was warfare, meaning that: had the target / the aim that wanted to be achieved! Precisely for reasons of the slow market this matter was significant step that we must carry out in the promotion
C. Basic of The Simple Marketing Promo Plan: Spirit to win!!!
Various forms of the promotion can be made in such a way, with various theories, the concept, the technique, et cetera, but that was most important only one: Spirit to Win! although The simple promotion can be very successful, if spirit to win could develop our capacity to be folded 10 fold times!
Still about BASIC MARKETING: 4 P Knowledge, there was the addition again that is PRAY, make we are more calmer & the self-confidence. If being correlated with the religious side, its really fit, humankind tried, the decisive Lord.

The appreciation to the customer

2008-04-19T01:22:00.000+07:00

Did you Know, in fact we often did not realise if we as the customer often not all that were appreciated. Many brands or the company that glorified the customer with gave service excellence but the fact they did not appreciate the customer. There were three explicit examples that often were encountered :
When buying the thing in retail often the change cents / money often was replaced with the product / peppermints. Many people considered moneys of Rp 25, Rp 50 or Rp100 that the trivial matter but if were gathered possibly thought very significant. I considered by exchanging the change with peppermints was the form of dishonesty, was at the same time very insulting the customer When was being in the building parking place often in paper parked or the plank parked was written. “everything the form lost did not become our responsibility ”. That my opinion was also to be the form did not appreciate the customer.
We have paid parked definitely all that already including with the security factor. If not why we must pay parked to the manager parker When being finished shopped in a shop or the supermarket often in invoice sheet was also written “the things that has been bought could not changed,” according me that sentence also to be the insult to the customer.
Its OK, to branded reason or the company carried out all that to avoid the naughty customer. However, that became the question whether the customer all that naughty? The example in America, the three examples above had not been encountered and had not been also there definitely also many naughty customer. Until where we as the customer in appreciated by branded or the company was notabene often to sounding the customer's satisfaction? Any comment..

The war to the instant noodles product

2008-04-12T00:08:00.000+07:00

this review as the reflexy from the strategy of spectacles marketing, especially in the noodles business instant that happened last year, the struggle between Indofood and Wingsfood that entered the round to three. The first round previously, Indofood time disputed with Wings with the Indomie Vs Mie Sedap brand. According me, not Indofood no smart, but he used the long-term strategy faced Wings. the Indofood had three brands, Indomie, instant noodles, and sarimie. In first warfare, the offensive strategy he expedited to attack delicious noodles. Whereas sarimie and super-noodles in the position remained. Possibly the Indofood brand that most was ready to face Sedap noodles was Indomie. even warfare happened, Indofood improved various available illness sorts in the product sarimie and super-noodles. In this warfare, Sedap noodles 'it was thought' defeated warfare because of the level of the growth of the quite high market.
The second round, Indofood began re-war drums when to lounge the product Super- Mie. Supermie very clear challenged Sedap noodles because of the similarity of the package and the logo. The second round war was begun! But now Sedap noodles do not only face one brand, but two brands. In this round, according to me Sedap noodles were great enough to be able to remain from the Indofood attack. Slowly but definitely Indofood undermined Sedap noodles.
The third round was begun when Indofood rejuvenated again Sarimie by replacing his package. But continue to in the same feeling, for example the feeling of soup. If indeed Indofood wanted to bring Sarimie back to life, definitely Indofood will dismiss the feeling variation that was different from Super- Mie. In fact not, Sarimie was much the same with the older brother, Super- Mie. According to me this was the determination round whether Sedap noodles could eksis or not in the instant noodles market. Delicious noodles were attacked not only by one brand, but three brands at the same time. The position of Sedap noodles was surrounded by Indofood brands.
Warfare of three rounds for Indofood as asking Wingsfood to run the long distance. Pedalled completely was guarded and the middle. Now how the Wings breath faced the Indofood challenge. Be strong enough or not? Such was that was observed by me. It is hoped engrosseded in being read. Interesting paid close attention to the business that continued to grow this. If being asked about by his breath, we knew, the Wings Group company was the company was very determined in launched the cost in order to advertise. How did So Klin continue to fight against Molto. Sedaap noodles the miraculous baby. I was convinced could remain faced the Indofood attack although from various directions. It is not impossible, there were new brand that will take part in enlivening this promising business.
During the achievement of GREAT BRAND AWARD, I could discussions with Marketing Director Mie Sedaap, he really "happy" with his achievement at this time. Almost 10 years Indofood controlled the Instant noodles market. Other makes came and went without the impression, only brought few cake crumbs share. There was not one brand of noodles instant non Indofood that could pocket share on 5%. Horrifying!!! "But, Sedaap noodles??" its different ,as he said.
From the problem on above, we could see how the kick lunged at brands of Instant noodles for the last 6 years (from 2002 to 2007) based on the data was attached. Only in time 2,5 years Sedaap noodles could penetrate the second place, evidently Wings Group as they said the local company that also was managed like be proper for family business not significant did not have strategy marketing that was competent and proven. Along with his data, it is hoped beneficial. I hoped you wanted to save this data for the interests of observation in the future. Where still could be able to the data series for 6 years like this ?

the Market Share : noodles Instant the Year of 2007, Indomie 65,3%, Sedaap 22.9%, instant noodles 3.4%, Gaga 2,6%, Sarimi 1.0%, Alhami 1.0%, Kare 0.7%, the ABC 0.6%, Alhami 100 0.5%
The Market Share : noodles Instant in 2006, indomie 64.3%, Sedaap 22.4%, instant noodles 4.5%, Sarimi 1.9%, Gaga 2,0%, Alhami 1.4%, the ABC (Noodles) 0,7%, Gagamie 0.3%
Market Share : noodles Instant the Year of 2005, Indomie 66,3%, Sedaap noodles 13.4%, supermie 7.1%, Sarimi 2.2%, Gaga 2,5%, 100 noodles 2,4%, Alhami 1.9%, the ABC 0.6%
Market Share : noodles Instant in 2004, Indomie 72.5%, Supermi 11.5%, Mie 100 4.2%, Sarimi 3.5%, Alhami 2.1%, ABC 1.0%, Salam Mie 0.5%, CNI Mie Sehati Ginseng 0.4%
Market Share : noodles Instant in 2003, Indomie 75.5%, Supermi 10.1%, Sarimi 3.7%, Alhami 1.9%, Mie ABC 1.1%, Gaga Mie 1.8%, Mie 100 2.3%, Salamie 0.5%, Pop Mie 0.6%
Market Share : noodles Instant in 2002, Indomie 68.8%, Supermi 10.2%, Sarimi 5.7%, Gaga Mie 4.4%, Mie ABC 2.5%, Salamie 1.0%, Nissin 0.3%, Miduo 0.3%, Pop Mie 0.3%, Mie & Me 0.2%, Mie Sakura 0.2%, Cintamie 0.2%, Karomah 0.1%, Chatz Mie 0.1%, Mie President 0.1%, Mie Gelas 0.1%.

If saw from market share that was written above, apparently Sedap noodles success kicked out the product that Indofood outside, even the Indofood product as instant noodles and Sarimi have wanted to be killed. Therefore very incessant was second the product opposed like in acts of the person's puppet that wanted to be killed still gave the last opposition. Until the point of final blood. If Sedap noodles success acquired, meant the quite significant opponent only Indomie that notabene already not the opponent a border because indeed the class difference. Hmmm... meant indeed to be waited for when Wings will dare to oppose Indomie, Before we seing the great battle number IV, lets enjoy steps parried in third round warfare.

CSR role

2008-03-27T08:09:00.000+07:00

Ever heard or knew what of CSR, CSR was Corporate Social Responsibility, basically that already times the company realised the importance of giving attention to their human resources in the social field for example; each one of the company's days gave the spiritual shower, motivation, etc. also pay attention to / guaranteed the security, comfort, etc. uptil now many companies that "over the profit oriented" without thinking about the condition social surrounding area.. for friends that more knew please let me know, it was also true or not like that, please was corrected if doing something wrong ?
For me as personal, CSR precisely was related to the environment around their company. for example carried out the development of the community, the improvement of means and the infrastructure in the environment around the factory or the company. that was clear, if being not wrong that was the form of social responsibility this company, for example:

PT. R*** pulp & paper, Promoted the economy of the community around that with provided the capital to the resident around the factory to become The craftsman of the cane work, made the dam for the irrigation of the community's paddy-fields.
PT. Bhinea In the processing field of wood, With the limitations of his private forest land, that was relevant distributed the prospective tree albasia to the community around to in planted in his land was their respective, for The reforestation and afterwards in the certain age would in bought by this company... finally the community around the factory even merchandise, not the seed to distributed from the company, even cultivated personally... (very smarts, finally this company never the lack of the raw material).
etcetera.

Moreover also must be added here that the CSR understanding according to the writer who originated in several books (kotler & Nancy Lee) as well as from World Business Council, generally was the company's commitment towards the social environment around it in carrying out the practices of the business. The company's commitment could be carried out in 6 important things, that is:

Corporate social marketing (the company's Support for the campaign social like anti illegal drugs, etc.)
Cause Promotion (provided several funds to produce awareness masayrakat towards the social problem)
Corporate Philantropy (gave the donation to the environment around in education or the environment)
Cause related marketing (the Donation that was given from his product sales revenue)
Community Volunteering (included the employee in supporting social programs)
Social Responsibility Business Practice (the Application of the practices of the business willingly that was not compatible with social ethics and human rights)

These CSR practices generally aimed at increasing the image of the company. There was a book that must be read and was comprehensive enough to discuss CSR that the book of Kottler and Nacy Lee (Corporate Social Responsibility: Doing The Most Good)
About CSR that uptil now to trend just in Indonesia (in fact this has been a long time but possibly the package that was different) how the execution of the CSR program could be said as one of the promotion sites (possibly more to be precise the promotion below the line), CSR = marketing strategy ? That I knew indeed uptil now many companies that formed dept community development (or was that knew with commdev or CD) for this CSR problem.
even uptill now CSR also as the "security" site of the company, was up to you to interpretation this case in the "security" the problem, both that the product and his corporation personally, if I positioned this CSR execution was divided into two aims.. the first was for companies that were involved in the mining (like Antam or Inco) the CSR aim was more to the side of constructive corporate the image and two were for companies like unilever that had the CSR aim that was more again "impure", selling.. or you all had the other opinion? I salute with the execution of these lifebouy program shared healthy, according me its work of their HOMEWORK could really be successful.. the execution of the program was successful!
Just sharing information... in the MIX magazine edition of program PR & people, the edition 1 rose on January 20 – on February 20 2007 was complete enough to discuss CSR or program PR that it was thought was successful, one of them "shared Sehat" from Unilever. Possibly we could contact the team of MIX magazine editorial staff to get the magazine (if outside has been difficult to be obtained).
According me , CSR its very important for the company because apart from corporate the image that was built at the same time getting the belief from the community, and better CSR was good must be also published to the community so that they know the CSR program what has been done by this company. The good CSR program was the combination between the Marketing aim and PR was them must be able to the co-operation to get the best results, and did not lose the importance of the Media's support (the publication in the media)
Spoke about CSR, must be clarified before concerning the form from the creature who was named CSR. Basically the task from marketing and PR with CSR was different. Marketing more to a method of 'appealing to the' consumer' to want somewhat sacrificing with gave resources him to the producer of the product.
Whereas the PR more to the division that became a funnel for the company. The example most concrete the PR like Andi Malarangeng, spokesman of the Presidency. Such was the task of PR in the company. Whereas CSR more to the study and action to help the impact of the business that was undertaken by the company. The example, Astra Honda Motor that co-operated with police untuk faced together faced rumours of the safety of the motor. From there could be seen that Astra only was not responsible for selling the motor but also responsible to resulting from from Astra sold many motors would the rumours of many motor drivers who liked to be unreasonable. The three functions of this company were united by the point of view and the company's mission.
That made CSR was grey because the company advertised their program CSR. Possibly although the person saw that CSR the company walked and the company not only just wanted the merchandise . But the outcome was confused. He wanted CSR or formed Brand Image or Marketing? If so was not sincere please? Therefore not surprised the company often the clash with the activist LSM. LSM would be really criticism to saw odd matters like that.
CSR better be publicity that consciously was carried out by the mass media. So the CSR program was indeed covered by the mass media because the CSR program of a company went consistently!
If the CSR concept that was put forward by me that was not the cost of investation, its wrong. The stability of the company was happened because of the social stability and politics. So if because of the business our rule of the community became chaotic and the indifferent company. Yes goodbye… to revenue. Therefore, by setting aside several percent of Return on Investmen to CSR precisely would helping our company continued to stand. That caused CSR to become was the cost because of the program that was not in accordance with the definition of the company's business. For example Astra Honda Motor was in charge of the problem of the control of the waste of Bantar Gerbang. For me that CSR that became the cost because of being not in accordance with the definition of the AHM. business except AHM sanking money excrements -sorry rather rough- was still being mixed in the problem of the waste. But for the limited fund. Choose the program that in accordance with the definition of the company's business.
The CSR scope also was bisected, that is:

It was outside that the company, like that has been analysed by me above.
In the company, the company only was not responsible to the environment .

but also to their employee. this one was not yet often touched on in studies. Possibly if there is one that is experienced could share please.
Moreover had the other opinion that CSR was Corporate Social Responsibility. However in fact, especially in Indonesia, CSR was often confused with the Marketing activity or in other words companies in Indonesia often united CSR Activity with Marketing Activity. For example, CSR Activity from companies in Indonesia, often in-publish in the media in order to increase Sales or Marketing activity.
But if returning to the real aim, then: CSR was the company's activity that was connected with Public Relations or non-profit activity. Output from CSR would be comparison straight with the Image from this company, or the existence of the company in Long-Run the period was linked with his relations with stakeholder available in the company (not only shareholder), including the community around it. The good CSR from the company will produce Sustainability from this company in long run. Because we knew, the company was built was for Long Term, not only Short Term or only not be based on shareholder value creation.
Whereas Marketing was the company's activity that was connected with the Profit creation this company. Output from Marketing would be comparized straight with Sales and the Profit from this company. Marketing is generally measured with Sales and shareholder value creation in the form of the achievement of the company.
If speaking about the CSR comparison in the USA sometimes was used also as the media for corporate there to reduce the number of taxes that must be paid. Why? Because by carrying out the CSR activity that was reported and in accordance with criteria the US government, then corporate this had the right to get the reduction in the tax so many percent.
According to the opinion of some communities that CSR necessarily to fully intention for the External factor (the Culture, environment and the Community) and not to Internal (assets, Profit, HR, Share Holder, etc.). Although in the end several effects will return to Internal (especially the Image).
In fact CSR or SR (Social Responsibility) was one of the available activities in company. but depended on his company also, CSR this was put in the company's program or only was limited in the non routine activity. In the big companies usually they put this CSR as the Key Result Are (possibly the naming difference to each one company), so was the routine program and structuring in the organization, and for finance also could continue to one route with the mother (cash flow finance the mother) and was also that was separated and independent but under control finance, remained at the problem of the policy, to small/the medium company usually continued to be to the mother finance, because of the fund current usually would supporting also by company apart from dari the contribution or other funds. So please was chosen, approximately whatever that is the best for this CSR.

The aspect of price psychologist

2008-03-13T08:27:00.000+07:00

A price had the psychological factor. This factor emerged because the consumer in the process of their purchase, only did not have a rational attitude but also irrational because of the existence of matters emotional that was involved in the process of the purchase. They relied on the perception and impure used counted-calculation mathematical in comparing the price of one product with the other product. Therefore, the marketer who formulated the price strategy, must also consider the psychological factors.
Many applications where the marketer could make use of this psychological factor. In the world retail for example, there were two matters that often were used as the weapon to compete through the pricing. Retail often used tactics "lost merchandising". There were several deliberate products was made very cheap and when must be unfortunate or his price under cost price. This product was afterwards displayed in front of and was given the big price label. The consumer who entered, immediately will see this price. Retail hoped, since the first time entering in retail this, has been formed by the perception that retail they gave the relatively cheap price.
Many retail especially the supermarket where the customer was the household that was sensitive to the price, to carry out the tactics of the price fitting under the psychological threshold. There was the product that was given by the price 9,995, 49,990 or 99,950. With this price, wanted to be pointed out that their price did not yet penetrate the psychological limit. "Still under 10,000 or under the upper threshold limit of a product".
Price tactics like this must be careful. When so many products were maintained by the price like this, will be formed in the perception of the customer that retail this tried to cheat the customer. In the long term, can damage the image. Therefore, the pricing like this was enough for the several items product then.
The application of the second psychological price was to be connected with currency. especially for this products where the market target was the middle group low. The retail price that was sold by retail, must be striven for did not exceed the certain value of currency. The pricing of a peppermint of 125 were bad. First gave the impression that the price of this product penetrated the currency limit 100. This could give the expensive impression. Secondly, this made both the seller and the buyer were not comfortable in transaction.
So, must be monitored whether the retail price of this product could 100. When usually the shop has the profit 20% of the selling price, then the price of the shop must 80. When to causing the inflation must rise to 90, then must be considered to do cost reduction through the package that was reduced or the other method so that the price continue to 100. When at one time must have penetrated 100, must be considered in determining the selling price of 200 at the same time by means of increasing the contents of the product volume.
When the Aqua 600 ml was sold of 500 by retail trader in Jakarta, this make the domination. When the price must rise to 600, many pedlars who were happier to offer the other make that still could be sold of 500. The consumer was also happier to buy package water costing 500 than 600.
When the prices to rose because of inflation, made the price new from Aqua to 1000. Precisely, the Aqua sale in the pedlar began to rise again. The consumer chose the Aqua price of Rp 1000 than the other valuable money make 800 or 900.
The psychological aspect in determination of the effective price could be carried out was in selling products that entered the category of accessories, like accessories for mobile phone products, the computer, automotive, et cetera.
Accessories products generally give the quite good profit. Saw, the mobile phone trader many that complained that the level of the profit that was obtained by them very small. For the mobile phone that costing 2 million, his profit sometimes only reached around 25 thousand - 50 thousand. But precisely, the price of accessories that only costing 100,000, level of this profit could reach 50 thousand. Why was like this?
Indeed, the first factor was because of the nonexistence of the standard of the price for accessories. The label/brands was so many and with thousands of models. The consumer will be reluctant to carry out the price comparison through the information collection for a product that the price was not too big and the items like this many. Time that was spent by them not in accordance with the price of the product that would they paid.
The second factor was the psychological factor. The consumer is generally not sensitive when spending money in the big number. So, if buying the mobile phone of 2 million, they were not sensitive anymore when issuing 100,000. Has "gone out 2 million, then they increase 100,000 more, not too many" thought the consumer. It is not surprising, they often will not bargain for the accessories product.
Application tactics of the price in the style of these accessories are generally effective to maximise the profit. So, for products that the standard, we for the matter that competitif. this was needed to facilitate the first transaction. Spent money that the first time, was difficult step and was full of consideration from the consumers. After that, each small increase from the first transaction, tended more was easy. So, 100,000 that was spent after 2 million, was not the same as 100,000 that was spent for the first transaction. Is there yourself was inspired to determine the price by considering these psychological aspects?
There were those who said or believing if the decisive price of the quality of a thing, but according me that not 100% true. For me, expensive or cheap them, a thing was determined by many factors outside from the quality of this thing. If having several friends who worked in a field mentioned Consumer Goods. In the business like this the game of the price its really determined as big the volume of the sale that will be gained but also decisive as big the cost that was spent by the company to increasing their products.
So as if a product had the same quality (or was based on the SNI standard) but could give the different price possibly the other factor really influenced like the existence of the advertisement cost, or the other thing that did not place the consumer so as to form HRP (the Highest of Retail Price). Whereas Psychological this current price according me was not too influential big to the individual consumer or the buyer that bought in a small number, but rather was felt to the buyer in the big amounts. The individual consumer more felt program bargaining banded compared with psychological the price. This I could say because of our consumer already was educated well although this consumer experienced lowest education even.
So be not meaning that if a price of the thing that necessarily 10,000 but on the label was given by the price. 9,950; although the consumer will continue to pay 10,000. This was caused by several factors as the difficulty gave the change in the small change like 50, 25, 10 and 5. Secondly was many consumers who accepted this value as the money for the tip for the cashier who served them / the consumer.
the question was whether we in carrying out the purchase transaction of a thing still saw to psychological the price that he thought was not too big? And we don't became the person who was too Naive by counting on change like 50, 25, 10 and 5 were multiplied by the number of circulating changes that was not asked for by the consumer. If some consumers did not make an issue of him why we made an issue of him. We knew what was done by retailer by giving the price. 10,000 became 9,950 were not too big. Really enabled also if retailer did not provided the change in the fixed price in the 10,000. -
I still believed if having the product that his price was cheap but his quality was better than that was more expensive. At this time, still many decisive producers of the price really depended on The Total of Cost and the Margin that were hoped for. So, the product with the good quality of course could be cheaper, while having efficiency towards the use of time/resources/the raw material/etc. as well as the margin size that was chosen. For the price with the label 9,999, indeed ought to be acknowledged as Psychological by the price, not the Rational price. So, consideration to counted the change was not cared about. Named also, Irrational.
Believed or not if the Drink energy in the Package of the Bottle that did not want to be mention like Kratingdaeng, Lipovitan, Panther, etc. (hehehehe...oops,escaped! ) the total production cost of them only around Rp 900 ? This product could be sold with the price 3,000 as far as 5,500. If like that, we paid more expensive (around 70%) was factor the Irrational. like the make, packaging and the Promotion. Now, without being given by the make, without being advertised, and being packed with the plastic also, the benefit could be obtained by us from this product still same. If being overturned!! Did we want to buy the energetic drink that not have the trade mark, in packed neatly in plastic, and had not been advertised with the price 1000? Our answer could be Rational and Irrational.
In here the madness of marketing, played the perception of the consumer with the price. Saw the price of clothes/the baby's shoes & children, it doesn’t made sense compared with our clothes that his measurement 10x . for me took medicine generic not the problem, continued to recover, because the ingredient its same. But for the outsider/the public, increasingly expensive medicine was increasingly stable results. The person in the village if being sick when not in the injection felt was not yet treated. Realise that cost irrational how many times were I tried to bought Private's product the label in the famous supermarket, in the hope that, this supermarket must consider the quality of vendor and the product, evidently true Private's product the comparable price label with the quality. Its bad . be carefull ! The suggestion for marketers, market survey to price mapping very necessary before we appointed the price to be free from rational or not. Don't want to seized share with the cheap price but even was not believed the consumer.

practice of marketing : that like what ?

2008-02-11T14:48:00.000+07:00

As a new marketer, I often read and listened to the concept marketing from several teachers, the literature, and the professor in Indonesia . Good from the newspaper, the magazine, the book, talkshow, etc.. Plenty of concepts marketing that I was heard and I was tried nderstood. Such as the marketing the plan, blue ocean strategy, STP, etc.. This yesterday I was just assigned to make the concept marketing from our newest product. With the spirit was full of me tried to make it.
Segmentation, positioning, and targeting the products, down to CVP (customer value preposition). But evidently by my superior this concept was refused, he said "this would the theory of marketing.. I knew you want to piece by piece like boxes the customer, on the basis of in accordance with the requirement for the "customer" according to him, why the customer to be boxes.. why not all the customers were given by the same ease. Remain at them used him or not. The example: All customers were given by the cheap price and facilities more. If could like that why or not? Why must see his requirement? I became confused... approximately the theory marketing that in fact could be practically or not ? Or possibly because inexperienced ?
Could be your boss blind concerning this marketing . but in fact the instinct of marketing that was needed by leader the company. When I just went to work, just frank of my boss also did not understand about marketing, and no matter what I was responsible to branding the product my company. That was most important it, we could convince our boss here, all benefit that was gotten from marketing plan. Give him the examples of the successful company to our boss.
Moreover was also our boss were not blind concerning marketing, precisely he knew theories that raised by you. Possibly he more knew the characteristics of our product because of being older in the company. Indeed did not have the theory marketing that was standard, that agreed for the “A” not necessarily agreed for the “B”, all returned to the consumer and the product, how to be harmonious the profit of a product with the requirement for the consumer. I suggested was better went to many field, the road together with the sales person to often possibly, will study the behaviour of the trader, the consumer and the competitor, later could be able to personally what was needed by you, even who knew could emerge the new theory. Because the objectivity from the product could not be measured just like that by means of STP although, there was the product that his characteristics were more mass without might be boxes the consumer, precisely if being boxes their market was increasingly small, not to mention if being available/many similar products, the struggle will more need energy that many, possibly this that wanted to be avoided by our management.
I suggested, please studied still was as big market share him previously, afterwards tried the analysis with SWOT, just was made the Market Plan, because to make the MP should be based on what was needed by the customer needed long time, and could not sit from behind the table. Don't forget "the Consumer/Customer Insight". Considered to think from the user's point of view of the product, his intention towards the concept of the product personally and tried to think about from the side of the consumer, thinking about what available on the consumer's marrow, why did the consumer need your product, and why? What the available problem in the consumer so as to need the solution from your product. For example: Yakult, this not for the person drank because of being thirsty, but because they wanted his digestion to be healthy, then Aqua, this also not the origin was thirsty, but the hygienic drink, that has dip roses and was checked in a manner the laboratory and healthy, because of coming from the original mountainous spring (Fresh & Healthy), same with Mizone, Vitazone, the drinking of Kaki Tiga Stamp, and all those had the different concept.
for example if I had the Instant Recording Talent Box, for what ? To sing ? Entertainment ? If I, to increase the feel of self-confidence in our community. In fact whether the difference sales and marketing ? Because occasionally the practice in his employment opportunities same but title him the difference. “all of them still one family... if Sales more the orientation to selling in, the distribution to shops. Marketing think about selling out from the shop to the consumer.
then was also that did research the market etc., had the special term with marketing this kind ? they said if marketing plan/research was not targeting . But in undertaking his task of Marketing must understand thoughts of the consumer, consumer insights, that must be carried out with survey. And Survey same many that were out of place, as well as no longer understood the aim why? Moreover was involved more far the matter research without understood that research that was drafted to achieve the aim of company / reached the target.
Therefore was that the “A” more superior, could Superbrand, but the “B” more superior could ICSA, but the “C” also superior because the market leader, so confusion if we did survey without understanding the aim of the company.
The difference of sales with marketing, starting tools Process Final, the target sales started from results of the production, the target sales to covered the loss, his practice sold as much as possible what has been produced in reaching the profit through the sale, marketing to matched between the requirement & the market wish, and the marketing plan/integrated marketing communication saw what in needed his market in reaching the profit through the customer's satisfaction.

Deeply with Television Era

2008-02-05T11:36:00.000+07:00

I wanted to watch the film.... I wanted to watch football... I wanted to watch the cartoon... the incident that like this in the matter of the routine struggle for power happened between Dad, Mom and the child. Previously! For this rich family was not the problem. Be enough to buy 3 televisions, respectively one. Since then, communication between the child, the father and the mother was increasingly rare happened. The morning till the afternoon, respectively had the activity. The father to the office, Mother possibly to the Social Gathering or to Mall, children to the school or the place of the course. The night ? Yes that earlier, each one enjoyed the program of the favourite TV in the room, and in the work room. The television program that was status PG (parents's Guidance) and Mature 17+ entered the room the child without the control father and mother.
As the Marketer, Team marketing LG in Television division, saw this one as the opportunity. Not all the families canned or wanted to buy 3 televisions. Finally, they "created" fitur "Time Machine TV". Fitur this one could record the favourite program that already through. So the Father, could accompany the small watched his film of the favourite cartoon. After that, continued by watching the recorder of the team's Football of pity.
This many Feature surplus . For example, could arrange the program schedule that will be recorded, without must be in front of television. Could record although the position of the stand by. Could watch while recording two different TV broadcasts. Could "Pause", so did not lose moment important during must to Toilet or took drank.
Yup ! as the marketing. This was the phenomenon. Could become Early of a big success, or only became the explosion on a small scale. If LG did not communicate the superiority their products. or did not claim as that was first. If not making use of the momentum. If not this and not that....! Then in a short time the certain competitors not "small", will claim and did that.
Remember with the toothpaste of "Odol". This make was the pioneer of toothpaste. The make that carried out the "clearing" of the "forest", that "had" constructive blood the category of toothpaste. Whoever enjoyed results? Vegeta, in fact not the Pioneer as the fibrous drink product. Already many similar products artificial foreign that circled in Indonesia. But they did not communicate him. As far as Vegeta that reaped the results.
Pocari Sweat ! This also not that the first time. Gatorade already more previously entered, in fact used endorser Michael Jordan. Because of being wrong the segment of the market. The sports market, too little much. the fact is Indonesians after processing the body was still happy to drink aqua, bottled tea or even coca-cola. Walls led the market 50% in the category of the Ice-cream. Evidently only makes "later". The Pionir "Woody" and "Diamond" only enjoyed 3% market share. Many constructive makes, that opened the road..... but not many that could enjoy results...!
This also will happen to the LG TV ? Responded to the matter like this especially whoever was first! Who that popularised! I also had information about the first Bank had the ATM machine, if being not wrong the Native's Bank, but we could guess during now what Bank that was most popular with the most ATM.. wouldn’t it ?
In fact not the new matter also.. his matter had the tv that provided the tv on demand also that his function was almost same, only his difference with the tv facilities on demand must pay, but tried to reconsider the phenomenon at this time & who that wanted in peered by LG, my fore knowledge, tv facilities on demand same unpopular in Indonesia because of the segment was also middle above: the very busy person, facilities in the tv personally, that divided the tv into 2 parts also only an additional facility that finally only had been the intruder, his matter watched him to bugging had the other box in the tv the outcome was not the focus, moreover the information media also from all the directions: that did not watch in the agenda of the tv station of one was one him again that relay the repeated broadcast.
If according me, did Indonesians have the habit like that was hoped for ? Because to the computer that used the tv tunner that could record then not was used like that was imagined earlier, parents's relations and the child were increasingly harmonious, but even could trigger to the matter of the negative.. tv facilities that like this could, cultivated the hijacking where to ,like the videoclip or the film could be kept as you wish or could the film that not the show was for the child kept by his older brother, and the small brother began to be brave opened and saw him... in fact if being not kept by the brother will never see because he will go to sleep...
Communicated that must, but whether Indonesians will make use of like that was hoped for by the producer, in the matter of parents relations and the child can be harmonious? And whether the person who was connected with the tv media could accept the other effect? According to me only small explosions... for example the motor-scooter that Automatic first in the beginning of the decade 90 an his name of "Vespa Corsa" (fur ladies), was reaped the harvest at this time was Yamaha Mio. Previously Corsa lost because in saw was not yet usual in in his time.
If any war for television personally, from the trader's population (that was small) in Harco Mangga Dua, the Korean make not all that in be interested in, his reason was classic because of being not yet proven their good product. Even the LG existence in Indonesia already teenage. In fact for the quality, they had the moderate reputation good his proof of LG once to export the important component television to a big manufacturer in Japan the make ( 3 big company in Japan ), so, yes please marketer LG invested the image more in again to the Indonesian market, beforehand has had the "innovation" weapon would. By the way, the LG time machine would not only could record 30 minutes behind then ? So was in recorded now could not to in watched 1 hour afterwards, perhaps only the function "rewind", if we still are careless/blinked then could not see his golf ball entered to the hole.

Marketing of domestic thing vs The Import thing

2008-01-09T01:49:00.000+07:00

If being paid attention to by us shops in Jakarta and then not surprised if local things were difficult very much opposed outside things. Each thing that was sold, the seller only was required say that this from America/Malaysia/Singapore/HK/Taiwan, and the thing must be guaranteed will be more quick-selling than sold Indonesian things. Your opinion personally how is it going? Whether that must be done by marketer local things to make the Indonesian product advance and be known in the country, if necessary overseas.
That must be done by marketer the thing made in Indonesia "change" consumer perception about the product made in Indonesia. Because we have known if most of indonesian characteristics still "brand outside" minded. the hard work must be carried out from the aspect of the product before, the improvement would the quality of the product to be able to compete. After the product OK, then must be thought about the brand name as well as the positioning as well as 4 Ps that was other.
Indeed was needed by time that was long to promote the Indonesian product image. In several results survey country of origin, the Indonesian name always was in the "distended" number. Malaysia and Korea that had high Nationalism, possibly could be made the example for the local product.
Moreover there is one that is believing that case by case then. Depended his product what previously, headed to who. If his product around lifesytle and headed to SES AB, at this time the community was still liking to see imports and branded. So what to do? The example the package and the value from these imports, if must use brand that had a foreign smell. Because that was sold was that was lifestyle, the example; toiletries, food, jewelleries, clothes. Provided that his appetite in accordance with his segmentation, it seems marketing the local product could be successful against the product impor. for example: JCO, Invio (clothes), Possibly that was other could give the example again, Sad indeed if we could not show the Indonesian image in our product. : ( but the market are the rules..)
In the middle of the brightness of the competition between brand local and outside then must have an analysis concerning this matter. Like that has been named that Malaysia had high nationalism against his product then we necessary to do an observation towards this matter.. So, in a relationship information concerning this matter?
after that, its time for the us to take action. The group intelectual that must help this matter if we the market practitioners could be observation then "this Is the time for us to take action", Through blog this, let's began to be communicating and action to help the Lokal Thing war vs. The thing import. So don't have the previous case was discussed, When the action ? when we wanting to advance ? We must be more was SENSITIVE to MICRO MARKETING AVAILABLE.
This could be put for Behind The Screen marketers that simply was the Manager market that personally to accommodate the suggestion as well as carried out the available idea so as marketer more "vocal" and active... We Need the Action Not Talking Only.
Sad indeed we could not show the Indonesian image in our product. In fact sad this could be overcome by us if we began to overcome him as early as possible... In several results survey country of origin, the Indonesian name always was in the "distended" number. paid close attention to this in fact already the time for us began to be constructive the Marketing world in Indonesia.
How : First, was observed by us the industry that was most influential against the trade-marked thing afterwards we observation and investigated from the side marketing, what could be done by us to overcome this matter? Afterwards, was looked for by us the method where we could communicate this matter to the traders and were seen by us apakah was successful in accordance with that was planned by us?
Concerning brand local vs brand foreign, according to me as personal all came back to the government, had the action significant that obviously to support the available brands local, like promoted brands local in the international market, gave help of knowledge especially the small and middle industry, we took the example brownies the make of main point stars (did not have the element of the promotion), all of us knew, that brownies quite famous main point stars and was glad, but only in the local scope, that too perhaps only Java islands, if we wanted took action, possibly we could appeal to the government to want more care against brands local and should not want "was dictated" by brands foreign.
From ourselves, if we could produce a product that could be spoken of highly, don't use the name that contained the element was too west, or also that was too traditional that important reflected the Indonesian name, and was easy to be remembered... how ? Agree or not? I wanted to ask the matter super brand, there are those that knew how the process of the determination some brand was appointed to super brands? I’m confuse, was considered to be sad, yes ! , but indeed most of the characteristics of the Indonesian community personally so possibly was not all that the nationalist. If did not believe, just try, if for example, had 2 products with the same price, that one artificial foreign that was other was artificial Indonesia, well... the big possibility that the artificial behaviour foreign. Moreover until had the clothed person very foreign although the good-looking cool and funky.
About Brand Lokal VS Brand International, according me depended on ourselves was their respective as the businessman and marketer to increase some of Brand as well as the existence of the support from the government. The Brandof Int’l management and Brand Lokal equally busy him from the side of the legality. If I as the businessman certainly saw the factor risk and return. When I made brand personally definitely the investment cost that was spent for the advertisement, promotion, the training, the system, etc. its very big and risky high, but if I took the foreign make to be increased by me in Indonesia and be adapted by me to the image local definitely more easy to be accepted by the consumer, with the risk of the lower business, as well as the existence of the work system that was clear from principal.
For example Johny Andrean bought franchise Bread Talk from Singapore and so be busy initially afterwards being followed by the emergence of bread boutiques. However I saw his intelligence by being opened J.Co that is the local make by adapting the Krispy Kreme doughnut from America that was famous.
As their advertisement of J. Co in Kompas newspaper promoted itself to oppose his competitor (that is Krispy Kreme) with the theme that his doughnut was not too sweet so as safer for the diabetes sufferer. So with the principle of the OCM ( Observed, Copied and the Modification) will help the local businessman with brand local to compete in this increasingly bloody competition era.
to respond concerning the process of the determination some of Brand to Super Brand, could be seen by his methodology in the SWA Magazine (usually rose in the middle of the year in July or in June). As the short explanation of his determination method of using the Brand Equity concept from David Aaker, of Mr World Brand from his book the 'Managing Brand Equity' title. Not only that, for the last two years still was increased by other factors like the command brand towards the market share, and the estimate of the growth some brand.
Important to in recorded together that to make brand local could secular needed the long trip and the handling that extra, in said extra because from brand this had competitiveness and the competitive tasteless value. To become competitive must have the superiority from that brands , that just from intenal branded. not to mention from external branded like the image 3P (the process, people, phisycal excident) plus the motive factor from the government (political government) that always support to the domestic industry.

The promotion strategy of the “P” Bank.

2008-01-05T22:36:00.000+07:00

I had the topic that possibly was interesting enough to be discussed, that is about the promotion strategy of savings from the Bank “P” at now, we often encounter the advertisement and the promotion of savings generally through the marketing media above the line (ATL) like the advertisement in the TV, the mass media, etc.. And for the advertisement and the promotion of the product credit card went through the marketing media below the line (BTL), that is through telemarketing, SPG in the place of the bustle, etc., with the aim of seizing the consumer credit card directly in the field.
However this did not apply to the “P” Bank. The “P” bank pedalled the promotion media below the line (BTL) for their savings product, that is by spreading customer services went through SPG-SPG in malls and the place of the bustle. This SPG will offer the form of the account opening to his prospective consumer with various ease the gift. And results were phenomenal enough. When other banks baggy because of the cost marketing that was high compared with results that were received, the “P” Bank on the contrary. Approximately according to you, what the background that based the program from this “P” Bank (where the promotion of his savings through BTL), if compared with the program from the other Bank that generally goes through ATL? Key success factor from the Bank's “P” program?
In my point of view, this strategy is extremely successful, especially in today's market. Here are the reasons:

The bank jumps right into the market and is able to be seen by potential customers
Customers today would like things to be easy and not time consuming since everyone is very busy
By being there for the clients, they feel well served and that is the basic for customer service
Doing ATL is expensive and the negative effect is that if potential customers have questions, you cannot answer it right away and it requires them to put more effort in reaching you, therefore, BTL wins because it is inexpensive and can directly relate to the people.
ATL can easily be forgotten and BTL would remind consumers of their existence

Precisely with the limited budget, each company raced to think about the best method of getting the consumer as much as possible. In real him, the budget marketing that was big not necessarily produced big results. For the problem of this credit card, abnormal with the normal road, must be different from effort the other Bank, so more effective if by being opened customer service, where the target audience more will be able to feel the touch from their Bank.

Real facts.
Please in spread widened....
Let us open our minds and be knowledgeable about the real facts.
It seems this information was good enough for all of us as the reference, apart from increasing good knowledge the public and from the side marketing, because this case had also been discussed beforehand.
Regarding the Mizone side that wanted to clarify rumours that were developing about product him, fine then. But rather good when having his explanation, why did they say safe. Standard minimal him how many and his dangerous content how many was owned by Mizone, so as we could receive him with the safe feeling. If only said safe, who could say, not? Sorry, I did not mean to take sides, but we will need the explanation and the safety feeling.
About this of Mizone must carry out clarification about the security of his product, according to me Mizone must explained went through various media. I was sure Mizone will do that, in view of the fact that backing in this product was the multinational company. However in the development at this time, Mizone was precisely seen slow carried out the denial against what was accused to themself. This that afterwards was made use of by Vitazone to take the opportunity towards the condition situation at that time.
Must be remembered that the Indonesian community now gradually begins to care about the security of food. If true charges that were addressed to several makes of food and the drink concerning the security of his product, were significant marketer we in Indonesia did still not realise that the Indonesian consumer has changed. Just reminded that the Marketing magazine had contained about results of the research concerning the Security of Food. Results of the research of AC Nielsen this said if most Indonesian consumers (76%) has cared about the Security of Food. Most of them this always paid attention to the place and the product that will be bought by them. Afterwards totalling 37% from them this said the problem of the Security of influential Food significant towards the purchase of the product and where their buying.
From this information, it is hoped our marketer this especially in the food field and the drink really must pay attention to the problem of the security of his product. Lest the consumer's community knew if the product was not safe. Moreover until told lies to the consumer, clear sinful that!! . Therefore, rumours of the security of the food were very important to pay attention.