Marketing 4 - WordPress.com · Anatomy of Change Economy Technology Pol-Leg Soc-Cul Market....

Hermawan KartajayaFounder and Chairman of MarkPlus, Inc.

Co-Founder of Asia Marketing FederationStaf Khusus Kementerian Koperasi & UKM

Marketing 4.0Moving from Traditional to Digital

HERMAWAN KARTAJAYATwitter: @hermawank

About Hermawan Kartajaya’sInternational Books

Every year, we predict trends going forward and define the

recommended marketing practices in Indonesia

Our intellectual properties have been endorsed by

Philip Kotler and acknowledged by

international publishers

The latest international book, Marketing 3.0, published by John Wiley in the US in May

2010, is translated into 26 languages

By John Wiley – US 2010Available in 27 languages

By John WileyLaunched at

MarkPlus Conference 2017Available in 20 Languages


Marketing 4.0

1. United States, Canada,

Singapore, UK, Australia (English)

2. Thailand (Thai)

3. China (Simplified Chinese)

4. Japan (Japanese)

5. Poland (Polish)

6. South Korea (Korea)

7. Brazil (Portuguese)

8. Vietnam (Vietnamese)

9. Germany (German)

10.Spain (Spanish)

11. Italy (Italian)

12. Portugal (Portuguese)

13. Taiwan (Chinese)

14. France (French)

15. Iran (Persian)

16. Turkey (Turkish)

17. India (English)

18. Netherlands (Dutch)

19. Russia (Russian)

20. Ukraine (Ukrainian)

19 languages including English, 20 editions, 24+ countries)

Licensing Deal from August 2016 (before publishing) – April 2017: 9 months


About MarkPlus, Inc.


Our Offices

Medan

Jakarta

Bandung

Semarang

Surabaya

Denpasar

MakassarPalembang

Pekanbaru

Banjarmasin

Manado

Padang

Solo

Yogyakarta

Balikpapan

Pontianak

Jayapura

Banda Aceh


Marketing 4.0 - Wiley


Marketing 4.0 - Thailand

WHAT: HOW:WHY

Traditional

Marketing


Anatomy of Change

Economy

Technology

Pol-Leg

Soc-Cul

Market


4C Diamond: A Model to Analyze Business Landscape

CUSTOMER

COMPANY

COMPETITOR

CHANGE

Pol-Leg

Technology

Economy

Market

Soc-Cul

TOWSExamination

Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu


STV-Triangle: Positioning-Differentiation-Brand Triangle

POSITIONING DIFFERENTIATION

BRAND

brand integrity



STV Triangle: 9 Core Elements of Marketing



Customer – Product – Brand Management

Customer Management

Product Management

Brand Management

WHY: HOW:WHATNew Wave

Marketing


New Wave Marketing


The Future of Power Shifts

The Age of Participation & Collaborative Marketing

The Age of Globalization Paradox & Cultural

Marketing

The Age of Creative Society & Spiritual Marketing

Economy

Technology

PoliticalLegal

SocialCulture

Market

From Exclusive to Inclusive

From Vertical to Horizontal

From Individual to Social


New Wave Marketing: From 4C to 5C

COMPETITOR CUSTOMER

COMPANY

4C

CHANGE


New Wave Marketing: From PDB to TRIPLE-C

CLARIFICATIONOF PERSONA

POSITIONING

CODIFICATIONOF DNA

DIFFERENTIATION

CHARACTERWITH CHARISMA

BRAND

CONNECTEDCATALYSTCIVILIZED

brand ntegrity

WHAT IS YOUR COLOR?

WHAT IS YOUR AUTHENTICITY?

WHAT IS YOUR AURA?


12 – C of New Wave Marketing


Marketing 3.0

INDIVIDUAL

COMPA

NY

Mind Heart Spirit

Deliver

SATISFACTION

Realize

ASPIRATION

Practise

COMPASSION

Profit Ability Return Ability Sustain Ability

Be BETTER DIFFERENTIATEMake a

DIFFERENCE

MIS

SIO

N(W

hy)

VIS

ION

(What)

VA

LU

ES

(How)

WHY: WHAT:HOW

Marketing 4.0Moving From

Traditional

to Digital


Marketing 3.0 & 4.0

By John Wiley – US 2010Available in 27 languages

By John WileyLaunched at

MarkPlus Conference 2017Total Languages: 20


Competitiveness Level of Brands

L E VE L 1

ENJOYMENT OK

L E VE L 2

EXPERIENCEAHA

L E VE L 3

ENGAGEMENT


Customer Path: From Individual to Social

Attitude Act Act AgainAware AdvocateAppeal Ask


Introducing New Brand Metrics

PARPurchase Action Ratio

BARBrand Advocacy Ratio


The Purchase Action Ratio (PAR)

Aware

ActPAR =


What PAR really means

Aware ActAppeal Ask Advocate

PAR = 0.5

Brand

Awareness*+1%

Market

Share+0.5%


The Brand Advocacy Ratio (BAR)

Aware

AdvocateBAR =


What BAR really means

Aware

Appeal Ask

Appeal

Act

Ask

Advocate

Act

X X XBAR =


Conversion #1: Creating ATTRACTION

Aware

Appeal Ask

Appeal

Act

Ask

Advocate

Act

X X XLoyalty

(BAR)=


Conversion #2: Creating CURIOSITY

Aware

Appeal Ask

Appeal

Act

Ask

Advocate

Act

X X XLoyalty

(BAR)=


Conversion #3: Creating COMMITMENT

Aware

Appeal Ask

Appeal

Act

Ask

Advocate

Act

X X XLoyalty

(BAR)=


Conversion #4: Creating AFFINITY

Aware

Appeal Ask

Appeal

Advocate

Act

X X XLoyalty

(BAR)=

Act

Ask


Most Common Customer Path


The Ideal Customer Path: Bow Tie

Aware ActAppeal Ask Advocate

Attraction Curiosity AffinityCommitment


Fix the Gap

ATTRACTION

- Brand positioning

and differentiation

- Marketing Communication

Aware

Appeal

CURIOSITY

- Community

marketing

- Social media

marketing

X

Ask

Appeal

AFFINITY

- Service blueprint &

customer care

- Loyalty program

X

Advocate

Act

X

Act

Ask

COMMITMENT

- Channel management

- Sales force management


Integrating Legacy & New Wave

AWARE APPEAL ASK ACT ADVOCATEA1 A2 A3 A4 A5

LEVEL 3

ENGAGEMENT

LEVEL 2

EXPERIENCE

LEVEL 1

ENJOYMENT

E3

E2

E1

LEGACY MARKETING

Conventional marketing approach:

• Strategic Segmentation & Targeting

• Brand Positioning & Differentiation

• Tactical Marketing Mix (Product,

Price, Place, Promotion) & Selling

Approach

• Value-Creating Services & Processes

NEW WAVE MARKETING

Connected marketing approach:

• Confirmation to Customer Community

• Clarification of Brand Character and

Codification

• Connected Marketing Mix (Co-Creation,

Currency, Communal Activation,

Conversation) & its Commercialization

• Customer Care and Collaboration

More New Wave Marketing As Brand Intervenes Further Across Customer Path

Mo

re N

ew

Wa

ve

Ma

rke

tin

g A

s B

ran

d S

tep

s U

p C

om

pe

titive

ne

ss

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