Revolusi Manajemen Markom di Dunia yang Semakin Datar*

CEO and Entrepreneurial Development ForumS2 - Management Business IPB

Bogor, 13 Juli 2010

*The World is Flat: Thomas L. Friedman

Largest Agency for Global Accounts – Four Years in a Row

Latar Belakang terjadinya Revolusi di dalam Manajemen

Marketing

DEFINISI “Convergence involves the ongoing coming together of a number of technologies previously considered

separate. There is a need to consider changes in management and regulation associated with thisintegration of telecommunications, information technology (using computer/internet) and broadcasting. The

technology enabled,hybrid applications which are a product of the proliferation of the combined technologies, appear to users

through fixed or mobile access, offering voice, data, image pictures, on-line and interactive services simultaneously -as multimedia services.”

APEC TEL 19, March 1999) National Telecommunications Commission –World Bank

Knowledge Partnership Program

Pemicu Konvergensi

• Meluasnya penggunaan Internet

• Kemajuan yang pesat dalam teknologi bergerak

• Deregulasi dan kompetisi

• Usaha global dalam mengurangi “digital device”

Detik.com 5 Milyar Penduduk Bumi Jadi Pelanggan Selular

Sumber: International World Statistics- July 2010

Sumber: International World Statistics- July 2010

Sumber: International World Statistics- July 2010

Sumber: International World Statistics- July 2010

Sumber: International World Statistics- July 2010

Pemicu Bagi Operator PSTN Migrasi Ke NGN

Revolusi yang Terjadi di Konsumen Global

Source: EURO RSCG Worlwide consumer research Dec 2009

The New Consumer in The Era of Mindful Spending

72% are shopping more carefully and mindfully

than they used to

48% said they won’t go back to their purchases patterns even when the economics rebound. 43% are committed to reducing their

use of credit cards over the long term

69% claim to be smarter shopper than they were a few

years ago, while 635 said they more demanding

64% say making environmental friendly choices makes them feel good

72% said they will use brand

who doing good for society

Go Green, Get Rich

Go Green, Get Rich

Case

s

Give it back, and get it more....

The New Marketing Paradigm

SEGMENTATION

TARGETING

POSITIONING

MARKETING MIX

90’s

Marketing is all aboutAwareness and PerceptionMessage : Fulfill the desire

EXPERIENCE

ENGAGEMENT

BONDING

200’s

Marketing is all aboutExperiential

Message : It’s Me Brand

today’s marketing

CONVERSATION

ACCESSCONTENT

ALIGNMENT

Marketing is all Mutual

Conversation Message : Taking

Care of

COMMUNITY

CO-CREATION AFFORDABILITY

PRICE

PRODUCT

PRICE

Marketing is all aboutfulfill the basic needsMessage : Functional

Benefit

40’s

PLACE

PROMOTION

New Marketing Framework

CONTENT

CO-CREATION

a product must be dynamic, is a two-way, interactive, giving the user space to be creative in accordance with each person's character. Having multiple sources of supporting infrastructure

QuickTime™ and aYUV420 codec decompressor

are needed to see this picture.

New Marketing Framework

CONTENT

CO-CREATION

a product must be dynamic, is a two-way, interactive, giving the user space to be creative in accordance with each person's character. Having multiple sources of supporting infrastructure

QuickTime™ and aYUV420 codec decompressor

are needed to see this picture.

New Marketing Framework

CONTENT

CO-CREATION

a product must be dynamic, is a two-way, interactive, giving the user space to be creative in accordance with each person's character. Having multiple sources of supporting infrastructure

New Marketing Framework

A product must have the ability to give its users the option to purchase in accordance with their buying power. Prices of these products are not absolute but can be customized with the consumer desire.AFFORDABILITY

PRICE

New Marketing Framework

a promotional activity that provides a place for interaction: a peer-to-peer and many-to-many, where the conversation will occur between two parties which is equivalent to finding the truth value of a product. this will create a joint truth and will be more readily accepted by consumers.

CONVERSATION

ACCESS

QuickTime™ and aYUV420 codec decompressor

are needed to see this picture.

a promotional activity that provides a place for interaction: a peer-to-peer and many-to-many, where the conversation will occur between two parties which is equivalent to finding the truth value of a product. this will create a joint truth and will be more readily accepted by consumers.CONVERSATION

ACCESS

New Marketing Framework

a promotional activity that provides a place for interaction: a peer-to-peer and many-to-many, where the conversation will occur between two parties which is equivalent to finding the truth value of a product. This will create a joint truth and will be more readily accepted by consumers.

CONVERSATION

ACCESS

QuickTime™ and aYUV420 codec decompressor

are needed to see this picture.

New Marketing Framework

A product must be able to identify the existence of the community to be utilize to spread the real value of a product to the target. Establishment of communities conducted from individual to individual based equivalent, so it is horizontal.Also in community activities undertaken by these products should contain empathy and alignments

ALIGNMENT

COMMUNITY

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