4C Diamond Analysis-MarkPlus [PDF]

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18/04/2016



Strategic Marketing



From Legacy to New Wave to WOW!



Hermawan Kartajaya Founder and CEO of MarkPlus, Inc. Co-Founder of World Marketing Community One of the “50 Gurus Who Have Shaped the Future of Marketing” (CIM, UK 2003)



About Hermawan Kartajaya’s International Books



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 25 languages



Every year, we predict trends going forward and define the recommended marketing practices in Indonesia



Twitter: @hermawank



HERMAWAN KARTAJAYA



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18/04/2016



About MarkPlus, Inc. MarkPlus Business Units And Services Develop marketing and strategy solutions based on proven concepts and methodologies



Offer world-class corporate and public training programs



Capture marketing and social insights for crucial decision making



Provide online and offline community-based media activations



Twitter: @hermawank



HERMAWAN KARTAJAYA



Our Offices



Banda Aceh



Medan



Manado Pontianak



Pekanbaru



Balikpapan Jayapura



Padang



Banjarmasin



Palembang Makassar Jakarta Bandung



Semarang Solo



Surabaya



Yogyakarta Denpasar



Twitter: @hermawank



HERMAWAN KARTAJAYA



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18/04/2016



WHY



WHAT:



The Evolution of Marketing



HOW:



The Evolving View of Marketing Practices 2000s 1980s 1950s



1960s



Strategy



Market Segmentation



Concepts Influenced by Connectivity



1970s



Targeting



Customer Equity



Positioning



Community Marketing



Marketing 3.0



Permission Marketing Marketing Mix



Tactic



2010s



1990s



The Four Ps



Product Portfolio



Differentiation



Product Lifecycle



FAB



SPIN Selling



Direct Marketing



AIDA



Professional Selling Skills



Consultative Selling



‘Strategic’ Selling



Service Marketing



Customer Relationship



Value



Brand Image



LAMP



Co-Creation Social Media Conversation Commercialization



Experiential and Emotional Marketing



Brand Equity



Internet Marketing



Brand as Character



One-to-One Marketing



Collaborative Care



Engagement Experience Enjoyment



Twitter: @hermawank



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Rethinking Marketing: Sustainable Market-ing Enterprise



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4C Diamond: A Model to Analyze Business Landscape CHANGE Technology



Pol-Leg



Economy



Soc-Cul



Market



COMPETITOR



TOWS



CUSTOMER



Examination



COMPANY



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STV-Triangle: Positioning-Differentiation-Brand Triangle



i



brand ntegrity



POSITIONING



DIFFERENTIATION



BRAND



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STV Triangle: 9 Core Elements of Marketing



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New Wave Marketing



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The Future of Power Shifts



Technology



Political Legal



Economy



Market



Social Culture



The Age of Participation & Collaborative Marketing



From Vertical to Horizontal



The Age of Globalization Paradox & Cultural Marketing



From Exclusive to Inclusive



The Age of Creative Society & Spiritual Marketing



From Individual to Social



Twitter: @hermawank



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New Wave Marketing: From 4C to 5C



CHANGE



COMPETITOR



4C



CUSTOMER



COMPANY



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New Wave Marketing: From PDB to TRIPLE-C brand ntegrity CLARIFICATION



CODIFICATION



OF PERSONA



OF DNA



POSITIONING



WHAT IS YOUR COLOR?



DIFFERENTIATION



CONNECTED CATALYST CIVILIZED



WHAT IS YOUR AUTHENTICITY?



CHARACTER WITH CHARISMA BRAND



WHAT IS YOUR AURA? Twitter: @hermawank



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New Wave Marketing: From 9 Core Elements to 12 Cs LEGACY MARKETING



NEW WAVE MARKETING



Segmentation



Communitization



Targeting



Confirmation



Positioning



Clarification



Differentiation



Codification



MARKETING MIX



NEW-WAVE MARKETING MIX



Product



Co-creation



Price



Currency



Place



Communal Activation



Promotion



Conversation



Selling



Commercialization



Branding



Character



Service



Care



Process



Collaboration



Twitter: @hermawank



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12 – C of New Wave Marketing



Twitter: @hermawank



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WHY:



WHAT



Marketing 3.0



HOW:



Marketing 3.0 From Products to Customers to the Human Spirit



The fifth international book co-authored with Philip Kotler, Marketing 3.0, published by John Wiley in the US in May 2010, available in 25 languages Twitter: @hermawank



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Museum Marketing 3.0



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Comparison of Marketing 1.0, 2.0, and 3.0



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Values-Based Matrix (VBM) Model COMPANY



INDIVIDUAL



Sustain Ability



DIFFERENTIATE



Make a DIFFERENCE



(Why)



Return Ability



MISSION



Practise COMPASSION



(What)



Realize ASPIRATION



Deliver SATISFACTION



VISION



Spirit



Profit Ability



(How)



Heart



VALUES



Mind



Be BETTER



Twitter: @hermawank



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Ten Credos of Marketing 3.0 Credo #1: Love Your Customers, Respect Your Competitors Credo #2: Be Sensitive to Change, Be Ready to Transform Credo #3: Guard Your Name, Be Clear of Who You Are Credo #4: Customers are Diverse; Go First to Who Can Benefit the Most from You. Credo #5: Always Offer a Good Package at a Fair Price Credo #6: Always Make Yourself Available, Spread the Good News Credo #7: Get Your Customers, Keep and Grow Them Credo #8: Whatever Your Business, It is a Service Business Credo #9: Always Refine Your Business Process, In Terms of Quality, Cost and Delivery



Credo #10: Gather Relevant Information, But Use Wisdom in Making Your Final Decision



Twitter: @hermawank



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WHY:



HOW



WHAT:



WOW Marketing



INTERNATIONAL EDITION COMING SOON!



Redefining Brand Loyalty in a Connected World Philip Kotler Hermawan Kartajaya Iwan Setiawan Twitter: @hermawank



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Competitiveness Level of Brands LEVEL 3



ENGA GEMENT



AHA



LEVEL 2



EXPERI ENCE LEVEL 1



OK



ENJOYMENT



Twitter: @hermawank



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Customer Path: From Individual to Social



Aware



Appeal AttitudeAsk



Act



Twitter: @hermawank



Advocate Act Again



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Introducing New Brand Metrics



PAR



BAR



Purchase Action Ratio



Brand Advocacy Ratio



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The Purchase Action Ratio (PAR)



PAR =



Act



Aware



Twitter: @hermawank



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What PAR really means PAR = 0.5



Aware



Appeal



Ask



Brand Awareness* +1%



Act



Advocate



Market Share +0.5% Twitter: @hermawank



HERMAWAN KARTAJAYA



The Brand Advocacy Ratio (BAR)



BAR =



Advocate



Aware Twitter: @hermawank



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What BAR really means



BAR =



Appeal



Ask



X



Aware



Act



X



Appeal



X



Advocate



Ask



Twitter: @hermawank



Act



HERMAWAN KARTAJAYA



Conversion #1: Creating ATTRACTION



Loyalty = (BAR)



Appeal



Aware



X



Ask



X



Appeal



Twitter: @hermawank



Act



Ask



X



Advocate



Act



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Conversion #2: Creating CURIOSITY



Loyalty = (BAR)



Appeal



X



Aware



Ask



X



Appeal



Act



X



Ask



Twitter: @hermawank



Advocate



Act



HERMAWAN KARTAJAYA



Conversion #3: Creating COMMITMENT



Loyalty = (BAR)



Appeal



Aware



X



Ask



X



Appeal



Twitter: @hermawank



Act Ask



X



Advocate



Act



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Conversion #4: Creating AFFINITY



Loyalty = (BAR)



Appeal



Ask



X



Aware



Act



X



Appeal



X



Advocate



Ask



Twitter: @hermawank



Act



HERMAWAN KARTAJAYA



The Ideal Customer Path: Bow Tie



Aware



Attraction



Appeal



Ask



Curiosity



Act



Commitment



Twitter: @hermawank



Advocate



Affinity



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Integrating Legacy & New Wave



More New Wave Marketing As Brand Steps Up Competitiveness



E3



NEW WAVE MARKETING



LEVEL 3 ENGAGEMENT



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



E2 LEVEL 2 EXPERIENCE



LEGACY MARKETING Conventional marketing approach: • Strategic Segmentation & Targeting • Brand Positioning & Differentiation • Tactical Marketing Mix (Product, Price, Place, Promotion) & Selling Approach • Value-Creating Services & Processes



E1 LEVEL 1 ENJOYMENT A1



AWARE



A2



APPEAL



A3



ASK



A4



ACT



A5



ADVOCATE



More New Wave Marketing As Brand Intervenes Further Across Customer Path



Twitter: @hermawank



HERMAWAN KARTAJAYA



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