SYARIAH MARKETING MANAGEMENT

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Designing Marketing Strategic and Plan Based on

Syariah Value

Paradigm Shifting :

• BUMN > Private or Public• Monopoly > Free Competition• Asset-Based > Customer Service Based• Mass Market > Customized Market• Transaction Selling > Relationship Selling• Goods & Services > Emotion & Experience• Rational Value > Emotional Value• Conventional marketing > Syariah

Marketing.

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What is Syariah Marketing ?

Syariah Marketing is a strategic Business discipline that directs

the process of creating, offering, andexchanging values from one

initiators to its stakeholders, and the whole process should be in

accordance with muamalahprinciples in Islam.

(Sula & Kartajaya)

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What is Syariah Marketing ?

Syariah Marketing is is an organizational Function and a set of processes for creating, communicating, and delivering syariah value

to customers, in ways that benefit the organization and its stakeholders, and

the whole process should be inaccordance with muamalah

principles in Islam, to get Allah’s Ridlo.(Ratnasari)

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Dasar Syariah Marketing ?

QS. Adz-Dzariyaat : 56

Hakikat Manusia hidup Ibadah Pada Allah Swt.

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Dasar Syariah Marketing ?

“Al-muslimuuna ‘alaa syuruuthihim Illa syarthan harrama halaalan aw

ahalla haraaman”(Kaum Muslimin terikat dg kesepakatanbisnis yg mereka buat kcl kesepakatan

yang mengharamkan yg halal ataumenghalalkan yang haram)

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Dasar Syariah Marketing ?

“Al-ashlu fil mu’aamalah al ibaahah illa Ayyadulla daliilun ‘alaa tahriimihaa”

(pada dasarnya semua bentuk Muamalah –bisnis- boleh dilakukan

Kcl ada dalil yang mengharamkannya)

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Karakteristik Syariah Marketing

1. Theistis (Rabbaniyah)2. Etis (Akhlaqiyah)

3. Realistis (Al-Waqi’iyah)4. Humanistis (Al-Insaniyah)

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Karakteristik Syariah Marketing

1. Theistis (Rabbaniyah)1 keyakinan yang bulat, bahwa semua

gerak-gerik manusia selalu berada dibawah pengawasan Illahi.

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Karakteristik Syariah Marketing

2. Etis (Akhlaqiyah)Semua perilaku manusia harus berjalan

diatas norma etika Islami yang sudah berlaku secara umum.

Etika = the will of God.

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Karakteristik Syariah Marketing

3. Realistis (Al-Waqi’iyah)Sesuai dengan kenyataan, tidak

mengada-ada, apalagi yangmenjurus pada kebohongan.

Semua transaksi harus berdasarkan realita.

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Karakteristik Syariah Marketing

4. Humanistis (Al-Insaniyah)Berperi-kemanusiaan,

hormat-menghormati sesama.Peran marketer menjadi fasilitatorUntuk memperbaiki tatanan hidup

Masyarakat. Qs. Al-Anbiya’:108

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Designing the “Right” Product

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Figure 5.1 Organizational Charts

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Figure 5.2 Determinants of Customer-Delivered Value

Customer-delivered

value

Total customer

value

Total customer

cost

Product value

Monetarycost

Personalvalue

Energycost

Customer Peceived Valueis difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

• Total Customer Valueis the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering

• Total Customer Costis the bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering, including monetary, time, energy, and psychic costs

Customer Value (Woodruff:1997)

• „Customer value is a customer’s perceived preference for and evaluation of those product attributes, attribute performances, and consequences arising from use that facilitate (or block) achieving the customer’s goals and purpose in use situations“.

Tujuan dan sasaran (customer’s goals and

purposes)

Konsekuensi yang diinginkan (desired consequences in use

situations)

Atribut produk dan kinerja atribut yang diinginkan (desired product

attributes and attribute performance)

Syariah Marketing Value

• Value bertujuan untuk merebut tempat di hati pelanggan (how to create an emotions touch).

• Pergeseran selera pelanggan dimana fitur dan benefit tidak cukup lagi untuk memuaskan pelanggan.

• Value penanaman nilai2 yang makin lama makin bermutu, meningkatkan value added bagi pelanggan layanan memuaskan akan membuat nama perusahaan semakin bergengsi dan menjadi kebanggaan pelanggannya.

• Value harus disusun berdasarkan karakteristik syariah.

Total Customer S a t i s f a c t i o n

• Is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (outcome) in relation to his or her expectations

Definisi Expectation :

• Oliver (1980) : ramalan kinerja yang akan datang• Spreng dan Olshavsky (1993) : suatu keinginan

atau bentuk idealnya • Cadotte et.al. (1987) : norma-norma yang

berdasarkan pada pengalaman masa lalu• Lovelock dan Wright (2000:88) : standar internal

dimana pelanggan dapat menggunakannya untuk mempertimbangkan kualitas dari suatu produk.

• Ratnasari (2010): paradigma ideal untuk memenuhi kebutuhan hidup guna mencapai kondisi yang diridhoi Allah.

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Loyalty

A deeply held commitment to re-buyor re-patronize a preferred product

or service in the future despite situationalinfluences and marketing efforts having

the potential to cause switching behavior.

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Measuring Satisfaction

Periodic SurveysPeriodic Surveys

Customer Loss RateCustomer Loss Rate

Mystery ShoppersMystery Shoppers

Monitor competitive performance

Monitor competitive performance

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Product and Service Quality

Quality is the totality of features andcharacteristics of a product or

service that bear on its ability to satisfy

stated or implied needs.

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Quality

Conformancequality

Performancequality

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Total Quality Management

TQM is an organization-wide approach to continuously improving the quality of

all the organization’s processes, products, and services.

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Maximizing Customer Lifetime Value

Customer Profitability

Customer Equity

LifetimeValue

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Estimating Lifetime Value

• Annual customer revenue: $500

• Average number of loyal years: 20

• Company profit margin: 10

• Customer lifetime value: $1000

Customer Relationship Marketing :

• Definisi (Gronroos:2000) :

“the process of identifying and establishing, maintaining, enhancing, and when necessary terminating relationships with customers and other stakeholders, at a profit, so that the objectives of all parties involved are met, where this is done by a mutual giving and fulfillment of promises”

• CRM is the process of managing detailed information about individual customers and carefully managing all customers “touch points” to maximize customer loyalty.

• A customer touch points :

– Any occasion on which a customer encounters the brand and product – from actual experience to personal or mass communications to casual observations.

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Framework for CRM

Identify prospects and customers

Differentiate customers by needs and value to company

Interact to improve knowledge

Customize for each customer

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Table 5.1 Mass vs. One-to-One MarketingMass• Average customer• Customer anonymity• Standard product• Mass production• Mass distribution• Mass advertising• One-way message• Economies of scale

One-to-One• Individual customer• Customer profile• Customized market

offering• Customized

production• Economies of scope• Share of customer

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Customer Retention

• Acquisition of customers can cost 5 times more than retaining current customers.

• The average customer loses 10% of its customers each year.

• A 5% reduction to the customer defection rate can increase profits by 25% to 85%.

• The customer profit rate increases over the life of a retained customer.

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Figure 5.4 The Customer-Development Process

Prospects

Suspects

Disqualified

First-timecustomers

Repeatcustomers Clients Members

PartnersEx-customers

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Financial Benefits

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Social Benefits

Spiritual Benefits

• BSM

• RM Padang

• F & B Halal

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Database Key Concepts

• Customer database

• Database marketing

• Mailing list

• Business database

• Data warehouse

• Data mining

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Using the Database

To identify prospectsTo identify prospects

To target offersTo target offers

To deepen loyaltyTo deepen loyalty

To reactivate customersTo reactivate customers

To avoid mistakesTo avoid mistakes

Marketing Plan (1)

• Perencanaan atau planning adalah kegiatan awal dalam sebuah pekerjaan dalam bentuk memikirkan hal-hal yang terkait dengan pekerjaan itu agar mendapatkan hasil yang optimal.

• “jika engkau ingin mengerjakan sesuatu maka pikirkanlah akibatnya, maka jika perbuatan tersebut baik, ambillah dan jika perbuatan itu jelek, maka tinggalkanlah.” (HR. Mubarak).

Marketing Plan (2)

• “Hai orang-orang yang beriman, bertakwalah kepada Allah dan hendaklah setiap diri memperhatikan apa yang telah diperbuatnya untuk hari esok (akhirat); dan bertakwalah kepada Allah, sesungguhnya Allah Maha Mengetahui apa yang kamu kerjakan.” (Al-Hasyr: 18)

• Konsep ini menjelaskan bahwa perencanaan yang akan dilakukan harus disesuaikan denagn keadaan dan kondisi pada masa lampau, saat ini serta prediksi masa datang.

• Bahkan karena begitu pentingnya merencanakan masa depan, muncul ilmu yang membahas dan meramalkan masa depan yang disebut “futuristics”.

Marketing Plan (3)

• Dalam surat al-Insyirah: 7-8 Allah berfirman,– “Maka apabila kamu telah selesai (dari suatu

urusan), kerjakanlah dengan sungguh-sungguh (urusan) yang lain. Dan hanya kepada Allahlah hendaknya kamu berharap.” (al-Insyirah: 7-8)

• Makna dari ayat di atas adalah manusia tidak boleh diam dan jangan diam. Rencanakanlah untuk melakukan pekerjaan yang lain jika satu masalah telah dikerjakan/diselesaikan.

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Levels of a Marketing Plan

• Strategic

– Target marketing decisions

– Value proposition

– Analysis of marketing opportunities

• Tactical

– Product features

– Promotion

– Merchandising

– Pricing

– Sales channels

– Service

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Marketing Plan Contents

Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls

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Evaluating a Marketing Plan

Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?

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Tools to Measure Marketing Plan Performance

Sales Analysis

Financial Analysis

Expense-to-SalesAnalysis

Market ShareAnalysis

Fakta• Masyarakat Memerlukan Kehadiran Bank Syariah

Namun Pemahaman Tentang Perbankan Syariah Masih Rendah.

Bunga Bertentangan Dengan

Ajaran Agama

Paham Produk & Manfaat

Bank Syariah

Provinsi(% Penduduk Muslim)

Jawa TimurJawa Timur

(97%)(97%)

Jawa BaratJawa Barat

(98%)(98%)Jawa Tengah & DIYJawa Tengah & DIY

(96%)(96%)

TABEL HASIL SURVEY PERSEPSI MASYARAKAT MENGENAI BANK SYARIAH

31 %31 %

62 %62 %

48 %48 %

10 %10 %

6 %6 %

16 %16 %

Source: BPS census 1990, public survey in W. Java, Central Java, Yogyakarta, E. Java, W. Sumatra, & Jambi, conducted in 2000-2001 by BI, IPB, Universitas Diponegoro, Universitas Brawijaya, Universitas Andalas, & Universitas Jambi.