3 Advance Business Functions.ppt

8/10/2019 3 Advance Business Functions.ppt

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Learning Outcomes

Pada akhir pertemuan ini,diharapkan mahasiswa dapat

memahami secara spesifik

advance business functions


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3

Business Intelligence


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Branding and trademarks arekeys to success in business

and in the global market


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YESTERDAY S OPERATION:

- Technology Brands

- E-mails Campaigns

- PR in place of advertising

- Viral Marketing TODAY:

- Lifestyle Brand

- Authenticity Marketing

- Product Placement

- Viral Marketing

- Brand Culture


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What is Branding

Branding -- is the process by which the nameor the identify of an owner, acompany/enterprise or organization, is

communicated . Branding allows a company to differentiateits products and services from thecompetition by creating a bond with its

customers. It aims to create customerloyalty. This way, a company takes a position in the

marketplace.


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SUCCESSFUL BRANDING

Developing a brand is part of every strategicbusiness plan

Target what customers care about: articulateprecise values and qualities that are relevant andof direct interest

Emphasize features that are both important to

consumer and quite differentiated fromcompetitors

Communicate constant innovating brand image

at all levels of operation


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Trademark Forever


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1. menurut ANDA apakah perlu

memiliki trademark??

2. kapan ANDA merasa harus memiliki

trademark??

Latihan Individu 1


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10 Points aboutTRADEMARKS


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10 POINTS ABOUT TRADEMARKS 1. P roduct or service Image (Identity)

2. Distinguish goods or services among others3. Play a pivotal role in the branding/marketing Strategy 4.

Can be extended to any country5. Defines a certain image - builds a reputation

6. Is a marketing tool - enabling licensing & franchising

7. Is a valuable IP business asset8. Encourage companies to invest, maintainand improve product quality

9. Once protected, are useful for obtaining financing

10. Can be put in the stock exchange

Before launching a trademark - key to success is CLEARANCE


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A TRADEMARK IS MADE OF :

Any Distinctive Words, Letters, Numerals,Pictures, Shapes, Colors, Logotypes, Labels

Examples:


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Less traditional forms Single colors (Louis Vuitton)

Three-dimensional signs

(shapes of products or packaging)

Audible signs (sounds)

Olfactory signs (perfume)
http://images.google.fr/imgres?imgurl=http://www.n-sane.net/tutorials/3d_spiral_abstract/13.jpg&imgrefurl=http://www.n-sane.net/tutorials/3d_spiral_abstract/index.php&h=500&w=500&sz=119&tbnid=uG3RZLAG2NgC1M:&tbnh=127&tbnw=127&hl=fr&start=17&prev=/images%3Fq%3Dhttp://images.google.fr/imgres?imgurl=http://www.arsc-audio.org/Assets/ARSC-MH1.jpg&imgrefurl=http://www.arsc-audio.org/&h=254&w=416&sz=74&tbnid=WYclYnB0hjaJpM:&tbnh=74&tbnw=122&hl=fr&start=9&prev=/images%3Fq%3DAUDIO%26svnum%3D10%26hl%3Dfr%26lr%3D%26sa%3DG


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Types of Trademarks? Trade marks: to distinguish goods

Service marks: to distinguish services Collective marks: to distinguish goods or services by

members of an association Certification marks

Well-known marks: benefit from stronger protection Tradename (Brand name)
http://images.google.fr/imgres?imgurl=http://kms-fra.com/fileadmin/bilder/refimg/Disney.jpg&imgrefurl=http://kms-fra.com/company/referenzen/&h=41&w=100&sz=4&tbnid=-ctiCVfdfx-wAM:&tbnh=31&tbnw=77&hl=fr&start=14&prev=/images%3Fq%3DWELL-KNOW%2BBRANDS%26svnum%3D10http://images.google.fr/imgres?imgurl=http://www.wififreenet.com/images/logo1a.gif&imgrefurl=http://www.wififreenet.com/&h=163&w=164&sz=13&tbnid=0G3NtCEzlj-p1M:&tbnh=92&tbnw=93&hl=fr&start=2&prev=/images%3Fq%3DCERTIFICATION%2BMARK%26svnum%3D10%26hl%3Dfr%26lr%3http://images.google.fr/imgres?imgurl=http://www.bdma.org.uk/UserFiles/images/BDMAcollectivemark.jpg&imgrefurl=http://www.bdma.org.uk/index.aspx%3Fpid%3D85&h=801&w=1161&sz=70&tbnid=f6Vjnnu52au9KM:&tbnh=103&tbnw=150&hl=fr&start=1&prev=/images%3Fq%3DCOLLECTIVE%2http://images.google.fr/imgres?imgurl=http://www.parkerip.com/images/Parker-col.jpg&imgrefurl=http://www.parkerip.com/servicemark.asp&h=911&w=1621&sz=108&tbnid=eUZ9OflJBTr7DM:&tbnh=84&tbnw=150&hl=fr&start=15&prev=/images%3Fq%3DSERVICE%2BMARK%26svnum%3D10%26hl%http://images.google.fr/imgres?imgurl=http://www.aaok.com/photos/parts/6438.jpg&imgrefurl=http://www.aaok.com/partsections/oilsystem.html&h=455&w=497&sz=46&tbnid=_WxkO7RWxF_qXM:&tbnh=116&tbnw=127&hl=fr&start=15&prev=/images%3Fq%3DTRADE%2BMARK%26svnum%3D10%26hl


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The Value of Trademarks Global Brand Scoreboard 2012

1. Coca-cola 6. GE

2. Apple 7. Mc Donals

3. IBM 8. Intel

4. Google 9. Samsung 5. Microsoft 10. Toyota


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The Value of Trademarks Global Brand Scoreboard 2013

1. Apple 6. GE

2. Google 7. Mc Donals

3. Coca-cola 8. Samsung

4. IBM 9. Intel 5. Microsoft 10. Toyota


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3. bagaimana cara ANDA mengatasi

jika trademark tidak gampangdikenal konsumen??

4. trademark seperti apa yang akan

ANDA miliki??

Latihan Individu 2


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Choose something yourkids will LOVE Find a date that works Complete template with

ALL details

Send template to MasterCalendar


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Choose something yourkids will LOVE

We dont need idea -givers

We need doersThink of what YOU would LOVETO DO

If you want it to happen Make it happen


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Find a date that works

Check the APS Calendar

in the Member Loginsection of the APSWebsite.

Once you find a date thatworks, enter it in the APSSpecial Events Template


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Complete template withALL details

Event Date and Day:

Event Title: Event Time:

Include this event with coupons for: Double- click box then mark checked q Sept q Janq Nov q Junq Apr

Event Location:

Event Address:

Event Phone:

Event Staff Info:

Event OPEN TO: Contact Name: (Send Coupon To)

Contact Phone:

Contact Address:

Contact E-mail:

Coupon Deadline:

Amt APS is Charged:

Cost:

Misc Info:

Event Description:


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Complete template withALL details

Amt APS is Charged:

Cost: COST is what will be printed on the coupon .This amount should be greater thanAmt APS is Charged.

Once published we DO NOT change it.If Cost on coupon differs for adult /child enter all;i.e. Adult $5.00;

Child (5-12 yr.) $3.00;Child (1 - 4 yr.) FREE

Misc Info:

Event Description:This is what is published on the COUPONPlease follow the standard format:

Date / Day / Time / Cost / Loc at left Bold Title Brief, upbeat description

Send Coupon, SASE, Payment to

Amt APS is Charged:

Cost:

Misc Info:

Event Description:

09/15/06 Fri

Time: 8:45am

Grades: All

Cost: Free

LOS ANGELES COUNTY FAIR: Lets go to the L. A. County Fair! Check out animals, science, history,ecology, art, physics, culture and transportation. This is very educational and FUN! APS families mustenter together and wear name tags to get in FREE. This event is open to all family members. Onceinside families can separate or join each other for a fun-filled day! PLEASE NOTE: Coupon Deadlineis Orientation. Please DO NOT put the coupon into the ANDRUS APS mailbox at Orientation.Send coupon and SASE to: Mary Smith 9999 Kemper Ave., Valencia, CA 91355 by 09/09/11 .

d l


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Send template to The APSOffice


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Special Event

Special Event


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Special Event

Special Event


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Productlaunches

Productlaunches

E M


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Product Launches, Why Does It Matter?

Newinnovations

IncreasedCompetition

More,Complex

Products

More channels

Less time to

sell

Eroding Margins

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Why Launches Can Make You Crazy

(educate, announce,certify,)

(Web, CD, face-facePDA, Document)

(presentation, web cast,press releases, demos,..)

MultipleObjectives

MultipleTools

Multiple DeliveryOptions

(Customers, sales, resellers,distributors, integrators)

MultipleAudiences

E M


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Documents

3 Advance Business Functions.ppt