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7/23/2019 Marketing Strategy with consumer behavior approach for AT Motorcycle
http://slidepdf.com/reader/full/marketing-strategy-with-consumer-behavior-approach-for-at-motorcycle 1/45
7/23/2019 Marketing Strategy with consumer behavior approach for AT Motorcycle
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CONTENTS
• Introduction• Knowledge Structure-Attribute-Association
• Competitor Analysis
• Perceptual Map
• Marketing Strategy (STP)
• Marketing Tactic (7P)
• Decision Journey
• CRM
• Classical/ Operant Conditioning
• Conclusions
7/23/2019 Marketing Strategy with consumer behavior approach for AT Motorcycle
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GDP of INDONESIA:2011 IDR 7,427 trillion
2010 IDR 6,977 trillion2009 IDR 6,570 trillion
higher GDPmeans higher
buyer power
INTRODUCTION
Source: world bank, March 2012
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79,6%Indonesians have
motorcycle
(MarkPlus,2012)
Dominatedby Middle
Class
Assumed1 Family 1 Motorcycle
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KNOWLEDGE ASSOCIATION
YAMAHAAT MOTORYCYCLE
Innovative
Performance
Design Youth
Technologyadvance
SportyModern
Fast
Japan
Comfort
Moto GPValue for money
Quality
Satisfaction guarantee
7/23/2019 Marketing Strategy with consumer behavior approach for AT Motorcycle
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HIERARCHICAL STRUCTURE
Matic SportMoped
Mio J Xeon RCSoul GT Vega Jupiter mxJupiter z1 Byson ScorpioNew Vixion
Mio Fino
7/23/2019 Marketing Strategy with consumer behavior approach for AT Motorcycle
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Fee l so c lo se to you
…
R ig h t no w
S p e c i a l E d i t i o
n
7/23/2019 Marketing Strategy with consumer behavior approach for AT Motorcycle
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Customer A+tude
C O G N I T I V E
C O N A T I V E
A F F E C T I V E Customer Motivation Customer Satisfaction Brand Loyalty
Brand Awareness Brand Association Brand
Image
Consumer Habit Demography Customer Profile
88% awareness of Yamaha AT
motorcycle products
StylishInnovative
Sporty
InnovativeSpeed
Used to work, schoolTouring
21-30 years oldStudent
employee
Mercenaries,Experiencers
PerformanceDesign
Service network
38% satisfied withYamaha AT
motorcycle
22% Netpromoter
score (low)
Based on research to 45 SBM ITB Civitas
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MULTI ATTRIBUTE
MODELS
Attributes A5ributes
importance
Yamaha
Mio J
Honda
Beat FI
Performance 24 % 7.5 6
Color & Graphic 29 % 6.5 8
Fuel consumption 17 % 6.5 8.5
Comfort 30 % 7.5 9
Product Attribute Value
helps to understand the positioning of product/service and its competitor product/service positioning in
customers point of view.
7/23/2019 Marketing Strategy with consumer behavior approach for AT Motorcycle
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Yamaha
Mio J
HondaBeat
e f f i c i e
e f f i c i e n t
low performance
high performance
w a s t e f u l
Yamaha
Mio J
HondaBeat
g o o d
g o o d
low performance
high performance
b a d d e s i g n
PERCEPTUAL MAP
Perceptual Map of Performance-fuel consumptionPerceptual Map of performance- Color& graphic
7/23/2019 Marketing Strategy with consumer behavior approach for AT Motorcycle
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Yamaha
Mio J
HondaBeat
c o m f o r
c o m f o r t a b l e
low performance
high performance
u n c o m f o r t a b
l e
PERCEPTUAL MAP
Perceptual Map of Performance - comfort
Yamaha
Mio J
Honda
Beat
c o m f o r
c o m f o r t a b l e
wasteful
efficient
u n c o m f o r t a b l e
Perceptual Map of Fuel Consumption-Comfort
no AT Motorcycle is perceived by this particular consumer to be bothcomfortable and uncomfortable with fuel efficient
market opportunities
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ATTITUDE CHANGE STRATEGIES
1. Changing the importance/desirability of attributes
2. Changing brand beliefs
3. Adding new attributes
Getting low emission certification and sponsoring green activities
i.e. Environment friendly
Non stop touring activities to break national record i.e. 5 cities touring non stop (MURI record)
Emphasize the low fuel consumption and better performance campaigni.e. Advertisement of faster and economical
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FOCUSING ON AFFECT
Overall
attitudechange
Positive
marketing
stimuli
through adsemphasize
on faster and
environment
friendly Behavior
(purchase)
Increased
positive
beliefs
Increased
affective
response
(liking)
toward
AT
Yamaha
Mio X
Gear
Increased
positive
beliefs
Behavior
(purchase)
Experential Hierarchy:
High involvement learning
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MATCHING ENDORSER WITH PRODUCT
AND TARGET AUDIENCE
Youth
Noah, IDPInnovative,
stylish, Sporty
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Dynamic
A5ributeSta?c
A5ribute
Segmentation
GEOGRAPHIC PSYCHOGRAPHIC
Indonesia
Urban, Sub urbanJava, Sumatra, Kalimantan
Active, SportyExperiencer
DEMOGRAPHIC BEHAVIORAL
21-30 years old
Single, Married (1 child / nochild)
Student, Employee, Self
employeeIDR 1-2 Million monthly
expenses
PerformanceFirst time customer,
Ex-customer
Medium loyal
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Targeting
Market size
Source: world bank, march 2011, based on susenas, markplus april 2012, gaikindo 2011, www.bps.go.id, aditya (2013)
56.5%middle class
population
237,168million people (2010)
5,159million lower
middle class
Market growth
79.6%owned motorcycle
YOUTH8
million sales (2011)
10-15%Increment per year
68million units
in Indonesia)
PICTURE
PLEASE
Innovators, Early adopters,Sports minded
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Posi?oning statement
“For Youth, MIO Xride special edi7on is
the AT Motorcycle that delivers
the latest YMJet_FI technology, because only MIO Xride is
Faster, low fuel consump7on and environmental friendly ”
Posi?oning
By CompetitorsBy Attributes
YMJET_FI
10% efficient
Sporty attributes
(lamp, tire,
speedometer etc)
The latest innovative fuel injection
Customized and special edition
Faster, 30% low fuel consumption,
environmental friendly
,
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COMPETITOR ANALYSIS
POP POD
Yamaha Mio Automatic Motorcycle
Automated head onlamp
FI Technology Economic fuel
consumption
Latest technology
Complete Injectionsystem Larger fuel tank
capacity
Honda Beat Side stand switch
Parking brake lock
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SHARE
OF
THROAT
ManualMotorcycle
ScooterSport
motorcycle
(Trail)
Other motorcycle(customized)
Competitive Situation
54.1
35.3
8.1
0
10
20
30
40
50
60
Honda Yamaha Suzuki
Powerful
Weak
Market share
Source: markplus,2012
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STRENGHTS WEAKNESSES
Well known brandWell established and trust
High quality of productLarger baggage
Better performance (speed) Advance in technology used
Better design
Slightly taking more fuel compare toHonda Beat
OPPORTUNITIES THREATHS
Demand come from male segmentationInnovation towards extreme field user
Increasing sales by maintaining better relationship with third-party
Offering in many different color
Had fewer service center and dealer compare to Honda
Lower reselling value than Hondaproduct
Honda Beat and Suzuki Nex ascompetitive product
Its market share were already highly
competitive
S.W.O.T. analysis
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Content
Context
Infrastructure
Differentiation
The latest innovative fuel injectionCustomized and special edition
Faster, low fuel consumptionvalue for money, environmental friendly
Professional technician
Modern equipment at service center
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Core product
Faster
Low fuel consump?on
User friendly
Actual product
Augmented product
The latestYMJet_FI
technology
Stylish
Yamaha
AT Motorcycle
years machine
guarantee Environmental
friendly
Wider dealernetworkWider services
network
Separate
Spare part
Product
Air Assist
Passage
(sub‐port)
Downstream
Thro:le Valve
Upstream
Thro:le Valve
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Nama
Alamat
Cara Bayar
DP
Leasing
SENDCLEARBACK
F.X. Kresna Paska
Jl. Cijagra Bandung
No HP 085214099494
CREDITBAFRp. 3.000.000
Exclusive for Android user through YAMAHA Android appsTo order, test ride and purchase IDR 16,699K
Value based price
IDR 17,000KX RIDE Adventure Special Edition
3% discount for
android users!!
PRICE
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145West Java
Sales service
spare parts
outlets
122West Java
Service spare parts outlets
PLACE
WIDER SERVICE NETWORK
(ACCESSIBILITY)
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Advertising
Gambar Mio
Sponsorship Sales promotion
Promotion MIX
Noah & IDP asbrand ambassador
Xtremesports
Event,Touring
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*
CRM A ti it
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CRM Activity
Visit to Customer
Customer Gathering
Free Gasoline
CRM A ti it
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CRM Activity
Birthday Customer
Customer Door Prize
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PROCESS
Pre Purchase Purchase Post purchase
Test rideSales agent upselling
Service reminder Check satisfaction
within 1 month
CRM
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People
Physical
Recruit young people average 18-20 years old
Collaborate with SMK in West Java for working program
experience
Workshop for machine maintenance education
1 month internal workshop for both of sales agent and technician
before new product being launched
Sales service spare parts outlets Service spare parts outlets
Music Banner of products
Price sign Ambience
Ready stock product
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DNA OF CUSTOMER EXPERIENCE COLIN SHAW
Value
L o y a l t y
Value Destroyer
Value Drivers
DestroyingCluster
Attention
Cluster
Recommendation
Cluster
AdvocacyCluster
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DestroyingCluster
Stressed
Neglected
Unsatisfied
Frustr ated
Disap
pointed
Unhappy
Hurried
Irritated
AttentionCluster
Stimulated
Interested
Explorat
ory
Energeti
c
Indulgent
ATTENTION cluster
DESTROYING cluster
RECOMMENDATION cluster
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Recommendation
Cluster
Safe
Caredfor
TrustedFocused
Valued
RECOMMENDATION cluster
Advocacy
Cluster
Happy
Please
d
ADVOCACY cluster
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Pleased
ADVOCACY cluster
Happy
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TYPE OF CONSUMER LOYALTY
SATISFACTION
MERCENARIES
YAMAHA AT Motorcycle
consumer feels satisfy, but heor she does not do repurchase
LOY
A
LTY
HIGH
HIGHLOW
DEFECTOR
HOSTAGES LOYALIST
22% (Low medium NPS)
Based on group research
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CONSUMER DECISION
JOURNEY
Phase Factors %
Initial Company Driven Marketing
Past Experience
Consumer Driven MarketingStore/Agent Interaction
39%
28%
21%12%
Evaluation Consumer Driven Marketing
Store/Agent Interaction
Company Driven Marketing
Past Experience
37%
26%
26%
10%
Purchase ConStore/Agent Interactionsumer Driven Marketing
Company Driven Marketing
Past Experience
43%31%
22%
5%
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CRM PROGRAM PER
CONSUMER JOURNEY
I n i t i a l P h a s ePoint of sales
activities
Adding more sales
personRejuvenation currentproduct
Brand ambassador
Racing eventsponsorship
Social mediaawareness
A c t i v e E v a l u a t i o nWell information on
website
Online forums
Open booth at mall
Testimony from wellknown mechanic /media review
Test drive
Corporate respondvia social media
P u r
c h a s eCash-back program
Motorcycle buy-backprogram*
Easiness in term of payment
Discount price
Free maintenanceprogram
Free accessories
CRM flow
7/23/2019 Marketing Strategy with consumer behavior approach for AT Motorcycle
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- Download - Follow up by phone- Update - Reminder
MARKETING SUPPORTUpdate
CRM flow
Dealer 3S
1st year 3rd year ● ●●
CRM
CROVisit Customer
SPV CRM
• Data analysisHot leads
New Order
Download
SALESPERSON
checked
follow up
ask reference
Hot Prospect Data
• Random Check
1
2
3
4
5
6
7
8
9
DataFaktur
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CLASSICAL
CONDITIONING
Every time Dicki sees ads of Ariel riding Mio X-Gear Special Edition TVC, he
couldn't help to feel connected and proud if riding the motorcycle just like in the
TVC were. When he needed new motorcycle, he didn’t put much thought into
which brand he would buy – he automatically choose MIO X-Gear
Classical Conditioning
Uncond./Cond. Stimulus Ariel
Neutral/Cond. Stimulus Mio X TVC
Uncond./Cond. Response Attracted to buy Mio X
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OPERANT
CONDITIONING
Operant Conditioning
Behavior Buy the motorcycle and become a member
Consequence Every service/ maintenance with dealer will add point that
can be exchanged with gift or voucher
Expected Change Will increase after-sales service and word of mouth
Operant Conditioning
Behavior Receive good service from Yamaha dealer (CRM)
Consequence When need service will come back to Yamaha
Expected Change Become loyal and refer to his friends.
Marketing strategy for Mio X-Gear Special Edition also includingthese conditioning to motivate customer to visit and buy product
Mio X-Gear Special Edition, also its after-sales service.
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ADS STORY BOARD
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