Brand Optimalization for Price Sensitive Market

Hotel SemestaSemarang, 18/6/2011

Sukardi Arifin, MMDirektur MarketingMajalah Marketing

Brand Brand OptimalizationOptimalizationFor Price Sensitive MarketFor Price Sensitive Market



Market ShareMarket Share

MSF Product Actractiveness

Brand Awareness

Price Barrier

Availability X FactorsX X X X



Trend in Pricing Strategy

Price Customization Price Bundling Induce Trial Time Customization Psychological

Test Price Sensitivity

1000 2000 3000 4000 5000 6000 7000 8000



What do We Need to Change?

1. From Cost - Based Pricing to Value Based Pricing

2. Develop Appropriate Grand Marketing Strategies Before Setting The Price

Marketing Strategies:Segmentation - Targeting - Positioning

3. Apply Useful Tools Tool : Customer Value Map

4. Measure, Measure, and Measure Expert Judgment Customer Survey Price Experiments Analysis of Historical Market Data



Brandr = Brand :Brandr = Brand :

Gula Gula PasirPasir

Kopi Kopi CurahCurahRp. 300,-Rp. 300,- Rp. 900,-Rp. 900,- Rp. Rp.

5.000,-5.000,-Rp. 40.000,-Rp. 40.000,-

is the identity of a specific product, service or business



Syarat Menentukan MerekSyarat Menentukan Merek

RelevanRelevan

Mudah disebutkanMudah disebutkan

Mudah diingatMudah diingat

Fleksibel (Leverage, Region,dll)Fleksibel (Leverage, Region,dll)

Memiliki Makna PositifMemiliki Makna Positif

Apakah merek Anda sesuai syarat ini....???



Has an Has an EquityEquity in in BrandBrand

• Reduce Marketing Costs• Trade Leverage• Attracting New Customers• Time to Respond to competitive threats

• Anchor to which other asociations can be attached• Familiarity - Liking• Signal of substance/ commitment• To be considered

• Reason to Buy• Differentiate/ Position• Price• Channel member interest• Extensions

• Help process/ retrieve informatioan• Differentiate/ Position• Reason to Buy• Create positive attitude • Extensions

• Competitive Advantage

Brand Equity

BrandLoyalty

BrandAwareness

PerceivedQuality

BrandAssociation

BrandAssets

Provides value to Customer by enhancing customer’s

•Interpretation of information•Confidence in the purchase decision•Use satisfaction

Provides value to firm by enhancing customer’s

•Efficiency and effectiveness of marketing programs

•Brand Loyalty•Prices/ Margins•Brand Extensions•Trade Leverage•Competitive Advantage



Top of Mind :Top of Mind : Merek yang disebut paling Merek yang disebut paling pertamapertama

0% – 100%0% – 100%

Brand Recall :Brand Recall : Merek yang diingat tanpa perlu Merek yang diingat tanpa perlu dibantudibantu

0% – 100%0% – 100%

Brand RecognitionBrand Recognition ::

Merek yang diingat dengan bantuanMerek yang diingat dengan bantuan

0% – 100%0% – 100%

Brand AwarenessBrand Awareness



Brand AwarenessBrand Awareness

Brand Awareness

Market Share

Market Share

Market Share

++PricePrice

DisplayDisplayPackagingPackaging

Brand Awarenes

s

MARKET SHARE

???



“The Ultimate Driving Machine”

“Unlike Any Other dan The Best or Nothing”

“Volvo for Live”

“???? “

Brand Association Brand Association (Positioning and (Positioning and Image)Image)

YourBrand

Positioning : What we want customer to Perceive,

Think and Feel About our product and service relative to Competitors



Perceived QualityPerceived QualityReal Quality VS Real Quality VS Perceived Perceived QualityQuality Real QualityReal Quality

Expect QualityExpect Quality

CommunicationCommunication

SourcesSources

ProcessProcess

TechnologyTechnology



Customer Satisfaction

RetentionEffective Marketing

StrategyPrice Premium

LowCost

PROFIT

MorePurchase

HigherMargin

Brand Loyalty

Brand LoyaltyBrand Loyalty



Brand AssetBrand Asset

Product/ Product/ Service Service PeoplePeople SystemSystem TechnologyTechnology

CompetitiveCompetitiveAdvantageAdvantage



Customer Buying Brand Not ProductPizza Hut, Adidas, others

Finally :Finally :

Investor Buying Brand Not Infrastructure and Asset Sampoerna – Philip Morris (48T / 12T)

Kecap Bango – Unilever (100M -- 1TKaskus – Djarum (1T )Google – All BEJ/BES (???)

We Sell Brand Not Commodity

Thank YouThank You

Documents

Brand Optimalization for Price Sensitive Market