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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 We wanted bought they "space" to display our thing. 3 months your things not sold, must be withdrawn.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?

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.

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

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).

1. 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.
2. a product/the producer better use the Direct strategy ?

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

1. spreading was more equitable and fast, moreover also minimized cost.
2. 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:

1. possibility of the leaking of the marketing "plan" & sale.
2. If having the problem with the distributor, usually our "merchandise" would be stack in the warehouse.
3. 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.

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

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.

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.

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.

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:

1. Our target in accordance with the thing that was sold by us (education, economics, the location and the culture)
2. 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.
3. The location of the target.
4. 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.

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...

1. 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.
2. 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.
3. Pay attention to how your competitor carried out the marketing. Look for the weakness of the competitor..
4. 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.
5. 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.
6. 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?

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.

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;

1. analyses of the financial capacity the prospective client,
2. level assumptions of the pattern thought dan
3. brand the image that has been owned by the prospective client,
4. 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.

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.

1. 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).
2. 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).
3. 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

1. 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.
2. 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.

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…