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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About MarkPlus, Inc.

MarkPlus Business Units And Services

Develop marketing and strategy

solutions based on proven concepts and
methodologies

Capture marketing and social insights Offer world-class corporate and

for crucial decision making public training programs

Provide online and offline

community-based media
activations

Twitter: @hermawank HERMAWAN KARTAJAYA

Our Offices

Banda Aceh

Medan
Manado
Pontianak
Pekanbaru Balikpapan

Padang Jayapura
Banjarmasin
Palembang
Makassar

Jakarta Semarang
Solo
Bandung Surabaya
Yogyakarta
Denpasar

Twitter: @hermawank HERMAWAN KARTAJAYA

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WHY
The Evolution WHAT: HOW:
of Marketing

The Evolving View of Marketing Practices

2010s Concepts Influenced
2000s by Connectivity

1980s 1990s
1960s 1970s
1950s

Market
Targeting Customer Equity Marketing 3.0
Segmentation
Strategy

Community
Positioning
Marketing

Permission
Marketing

Marketing
The Four Ps Product Portfolio Differentiation LAMP Co-Creation
Mix
Tactic

Social Media
Product Lifecycle FAB SPIN Selling Direct Marketing
Conversation

Professional Selling
AIDA Consultative Selling ‘Strategic’ Selling Commercialization
Skills

Experiential and
Customer
Brand Image Service Marketing Emotional Brand Equity
Relationship
Marketing
Value

Internet Marketing Brand as Character

One-to-One
Collaborative Care
Marketing

Engagement
Experience
Enjoyment

Twitter: @hermawank HERMAWAN KARTAJAYA

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Rethinking Marketing: Sustainable Market-ing Enterprise

Twitter: @hermawank HERMAWAN KARTAJAYA

4C Diamond: A Model to Analyze Business Landscape

CHANGE
Technology

Pol-Leg Economy Soc-Cul

Market

COMPETITOR TOWS CUSTOMER

Examination

COMPANY

Twitter: @hermawank HERMAWAN KARTAJAYA

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STV-Triangle: Positioning-Differentiation-Brand Triangle

i
brand ntegrity

POSITIONING DIFFERENTIATION

BRAND

Twitter: @hermawank HERMAWAN KARTAJAYA

STV Triangle: 9 Core Elements of Marketing

Twitter: @hermawank HERMAWAN KARTAJAYA

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New Wave Marketing

Twitter: @hermawank HERMAWAN KARTAJAYA

The Future of Power Shifts

The Age of Participation & From Vertical to

Technology Collaborative Marketing Horizontal

The Age of Globalization From Exclusive to

Political Economy Social Paradox & Cultural Inclusive
Legal Culture Marketing

Market
The Age of Creative Society From Individual to
& Spiritual Marketing Social

Twitter: @hermawank HERMAWAN KARTAJAYA

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New Wave Marketing: From 4C to 5C

CHANGE

COMPETITOR
4C CUSTOMER

COMPANY

Twitter: @hermawank HERMAWAN KARTAJAYA

New Wave Marketing: From PDB to TRIPLE-C

brand ntegrity

CLARIFICATION CODIFICATION
OF PERSONA OF DNA

POSITIONING DIFFERENTIATION
WHAT IS YOUR CONNECTED WHAT IS YOUR
COLOR? CATALYST AUTHENTICITY?
CIVILIZED

CHARACTER
WITH CHARISMA

BRAND

WHAT IS YOUR
AURA?

Twitter: @hermawank HERMAWAN KARTAJAYA

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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 HERMAWAN KARTAJAYA

12 – C of New Wave Marketing

Twitter: @hermawank HERMAWAN KARTAJAYA

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WHY: WHAT HOW:

Marketing 3.0

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 HERMAWAN KARTAJAYA

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Museum Marketing 3.0

Twitter: @hermawank HERMAWAN KARTAJAYA

Comparison of Marketing 1.0, 2.0, and 3.0

Twitter: @hermawank HERMAWAN KARTAJAYA

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Values-Based Matrix (VBM) Model

INDIVIDUAL

COMPANY

Mind Heart Spirit

MISSION
Deliver Realize Practise

(Why)
SATISFACTION ASPIRATION COMPASSION

VISION
(What)

Profit Ability Return Ability Sustain Ability

VALUES

Make a
(How)

Be BETTER DIFFERENTIATE
DIFFERENCE

Twitter: @hermawank HERMAWAN KARTAJAYA

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 HERMAWAN KARTAJAYA

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HOW
WHY: WHAT: WOW
Marketing

INTERNATIONAL EDITION
COMING SOON!

Redefining Brand Loyalty

in a Connected World

Philip Kotler
Hermawan Kartajaya
Iwan Setiawan
Twitter: @hermawank HERMAWAN KARTAJAYA

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Competitiveness Level of Brands

LEVEL 3

ENGA GEMENT

LEVEL 2

EXPERI ENCE
AHA

LEVEL 1

ENJOYMENT OK

Twitter: @hermawank HERMAWAN KARTAJAYA

Customer Path: From Individual to Social

Aware Appeal
AttitudeAsk Act Advocate
Act Again

Twitter: @hermawank HERMAWAN KARTAJAYA

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Introducing New Brand Metrics

PAR
Purchase Action Ratio
BAR
Brand Advocacy Ratio

Twitter: @hermawank HERMAWAN KARTAJAYA

The Purchase Action Ratio (PAR)

Act
PAR =

Aware

Twitter: @hermawank HERMAWAN KARTAJAYA

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What PAR really means

PAR = 0.5

Aware Appeal Ask Act Advocate

Brand Market
Awareness* Share
+1% +0.5%

Twitter: @hermawank HERMAWAN KARTAJAYA

The Brand Advocacy Ratio (BAR)

Advocate
BAR =

Aware

Twitter: @hermawank HERMAWAN KARTAJAYA

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What BAR really means

Appeal Ask Act Advocate

BAR = X X X

Aware Appeal Ask Act

Twitter: @hermawank HERMAWAN KARTAJAYA

Conversion #1: Creating ATTRACTION

Loyalty Appeal Ask Act Advocate

(BAR)
= X X X

Aware Appeal Ask Act

Twitter: @hermawank HERMAWAN KARTAJAYA

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Conversion #2: Creating CURIOSITY

Loyalty Appeal Ask Act Advocate

(BAR)
= X X X

Aware Appeal Ask Act

Twitter: @hermawank HERMAWAN KARTAJAYA

Conversion #3: Creating COMMITMENT

Loyalty Appeal Ask Act Advocate

(BAR)
= X X X

Aware Appeal Ask Act

Twitter: @hermawank HERMAWAN KARTAJAYA

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Conversion #4: Creating AFFINITY

Loyalty Appeal Ask Act Advocate

(BAR)
= X X X

Aware Appeal Ask Act

Twitter: @hermawank HERMAWAN KARTAJAYA

The Ideal Customer Path: Bow Tie

Aware Appeal Ask Act Advocate

Attraction Curiosity Commitment Affinity

Twitter: @hermawank HERMAWAN KARTAJAYA

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Integrating Legacy & New Wave

E3
NEW WAVE MARKETING
LEVEL 3
More New Wave Marketing As Brand Steps Up Competitiveness

ENGAGEMENT Connected marketing approach:

• Confirmation to Customer Community
• Clarification of Brand Character and
Codification
E2
• Connected Marketing Mix (Co-Creation,
Currency, Communal Activation,
LEVEL 2
LEGACY MARKETING Conversation) & its Commercialization
EXPERIENCE
• Customer Care and Collaboration
Conventional marketing approach:
• Strategic Segmentation & Targeting
• Brand Positioning & Differentiation
E1 • Tactical Marketing Mix (Product,
Price, Place, Promotion) & Selling
LEVEL 1
Approach
ENJOYMENT
• Value-Creating Services & Processes

A1 A2 A3 A4 A5
AWARE APPEAL ASK ACT ADVOCATE

More New Wave Marketing As Brand Intervenes Further Across Customer Path

Twitter: @hermawank HERMAWAN KARTAJAYA

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