MARKETING STRATEGY

PLANNING
WHAT A MARKETING MANAGER DOES?

o Planning Marketing Activities

o Directing the implementation of the
plans
o Controlling these plans
WHAT MARKETING STRATEGY
PLANNING IS?

Finding attractive opportunities & developing

profitable marketing strategy
TARGET MARKETING

A marketing mix tailored to fit some

specific target costumers
4 PS IN MARKETING MIX

Product, Place, Promotion, Price

 PRODUCT

 Physical good
developin
 Service
g the right
‘product’  Feature
for the  Benefits
target  Quality level
‘market’.  Accesories
The  Installation
product  Instructions
must  Warranty
satisfy the  Product Lines
consumer’s  Packaging
need.  Branding
 PLACE

getting the  Objectives

‘right’  Channel type
product to
the target  Market exposure
market’s
place.  Kinds of intermediaries
Related to
channel of  Kinds and locations of stores
distribution  How to handle transporting and storing
so consumer
reaches the  Service levels
product.
 Recruiting intermediaries
 Managing channels
 PROMOTION

telling the
target market
or others in
 Objectives
the channel of
distribution  Promotion Blend
about the
‘right’ product.
Focused on
 Sales people
acquiring new
costumers and  Advertising
on retaining
current  Sales promotion
costumer.
 Publicity
 PRICE

price setting must

consider the kind
 Objectives
of competition in
the target
market and the
 Flexibility
cost of whole
marketing mix.
Try to estimate
 Level over product life cycle
costumer reaction
to possible  Geographic terms
prices. Currents
practices as to
mark ups,  Discount
discounts and
other terms of
sale.  Allowances
 Elements of a firm’s marketing program
Target Market

Marketing
Strategy
Marketing Mix
Marketing Plan
Time related
details and
control Other A firm’s
procedures marketing marketing
Plans program
WHAT IS COSTUMER EQUITY
why it seek to increase
TEXT’S FRAMEWORK FOR MARKETING STRATEGY PLANNING

Ex costumer
t.
M
Segmentation Product Place
ar
and targeting
ke
ti s
ng
va
company w
o
Differentiation
c
ri t and
ab
le
positioning Price Promotion

competitor
4 BROAD TYPES OF MARKETING
OPPORTUNITIES

Present
New Product
Product
Present Market Product
Market Penetration Development
Market
New Market Diversification
Development
Why strategies for opportunities in
international market should be
considered
Perencanaan Strategi Pemasaran

 Perencanaan Strategi Pemasaran adalah menemukan

ide-ide dan kesempatan kemudian
mengembangkannya kedalam strategi pemasaran
yang akan menguntungkan marketer.
 Strategi pemasaran harus mengacu pada:
1. Kelompok / konsumen yang ingin dicapai oleh
marketer, disebut pula sebagai target pasar.
2. Variabel-variabel yang diciptakan oleh marketer untuk
memuaskan target pasar atau yang disebut paduan
pemasaran.
MRA BMD
Broadcast Media Division
YOUR PERSONAL STATION

90.4 Cosmopolitan FM
adalah radio untuk wanita modern, membahas
tentang relationship and personal life. Wadah
untuk wanita kembali ke comfort zone-nya.
Target Pasar

Cosmopolitan FM Listeners:
 Diutamakan wanita

 Kelas menengah keatas

 Usia 28 – 38 th

 Modern personalities:

 Open minded
 Expressive
 Kebebasan bertanggungjawab
 90.4 Cosmopolitan FM listeners adalah wanita yang
multitasking – wanita dengan banyak harapan dan
mimpi, ambisi, dan menginspirasi. Mereka mencari
kesenangan dan inspirari yang akan meningkatkan gaya
hidup dan hubungan mereka dengan orang lain.
 Paduan Pemasaran
 Cosmopolitan FM Program: (on air / off air / live broadcast)
- Cosmopolitan Breakfast Club (06.00 – 10.00):
- Penyiar: Steny Agustaf + Novita Angie
- CFM Career w/ Alexander S.
- CFM Financial Survival w/ Ligwina H.
- Cosmopolitan Life and Work (10.00 – 16.00):
- Music Box; Fun Fearless Female: Sita RSD
- Cosmopolitan Happy Hour (16.00 – 21.00):
- Penyiar: Arlingga Panega + Ivy Batuta
- Cosmopolitan Cooling Down (21.00 – 24.00)
 Cosmopolitan FM Music: (on air)
- 90,4 Cosmopolitan FM musik-musiknya lagu yang mudah dan trendi, seperti pop, dan R & B.
 Radio Services: (off air / live broadcast)
- Production House: Cosmopolitan FM dapat membantu Anda membuat dan menghasilkan spot
radio untuk mendapatkan hasil yang terbaik untuk promosi produk Anda. program radio.
- Event Organizer: Cosmopolitan FM siap untuk mengatur setiap acara/perayaan, meluncurkan
produk baru, seminar dan promosi lainnya.
- Research & Development: Cosmopolitan FM dapat menunjukkan hasil iklan yang dipasang
klien di 90,4 FM Cosmopolitan.
Klien & Produk

 BNI Financial Survival (BFC, Rabu 7-8am)

 LG Healthy Living
 Durex Couples Theraphy (HH, Jumat 7-8pm)
 Sketcher Walk in the mall
 Olay Heart to Heart (HH, 4-5pm)
 BCA Cosmopolitan Trip
THANK YOU
^_^