GROUP FINAL TERM ASSIGNMENT (TAKE HOME)

MARKETING MANAGEMENT

Group 5
GM-8
Adrian Gautama 29318362
Agung Sri Utami 29318421
Cut Sarah 29318433
Rachmadivanie 29318396
Yanti Nurhasanah 29318481
Zurriyasha 29318423

Master of Business Administration Program

School of Business and Management
Institut Teknologi Bandung
2019
PART I
1. Problem (s) or challenges faced by Dove.
Dove has several problems and challenges faced. The problem faced is rolling from year to
year. Dove has a marketing concept for selling beauty products by carrying out the unreal
beauty of women. Dove, which was built by a multinational company called Unilever, is
demanded not to match the beauty of women from various countries, but the fact that at the
beginning of Dove began to be created as a beauty product, Dove equaled beautiful women with
white, tall, and European-looking faces. The other beauty products have same frame with Dove
too. But, Global Decentralization brought stress through diversity, but also problems of control.
In particular, the company’s brand portfolio has grown in a relatively laissez-faire manner.
However, from time to time, Dove tried to conduct research to validate whether the frames they
created were correct and gained awareness by the global community so as to increase profits for
Unilever or not. As many as 3000 women throughout the world are respondents to this. The
result are only 2% admit they are beautiful.
As summed up, In 1957, the first dove product was created and launched through Ogilvy
and Mather advertising agency. The message shown in the form of Dove Soap does not make
your skin dry, but vice versa. launched a campaign ad from Dove. Dove was tapped to become a
Masterbrand in February 2000. Beyond the beauty bar category, such as deodorants, hair care
products, facial cleansers, body lotions, and hair styling product, while much of the advertising
for these entrants spoke of functional benefit. In the June 2005, Dove began to switch to using
the film medium to campaign on the real beauty. In late 2006 the Dove brand builders in North
America announced a contest, titled real Ads by Real Women, to invite consumers to create their
own ads for Dove Cream Oil Body Wash, a new product scheduled to be launched in early 2007.
Whereas in 2000, there were additional new beauty products which were shown, among others,
deodorants, hair care products, facial cleansers, body lotions, and hair styling products. Whereas
in 2006, the Dove brand builders in North America announced a contest, titled Real Ads by Real
women, to invite their own ads for many products.
The challenge faced is that Dove has the challenge that many US citizens use soap as a
body cleaning tool and women there rarely use beauty products. This is a big challenge for Dove.
Finally, Dove makes bath soap with composition of beauty product. So that the composition of
the beauty product is put in the form of bath soap (soap bar). This can be said to be successful
because many women use Dove soap. In addition, the challenge faced by Dove is want to
"change the way society views beauty, and provoke discussion and debate about real beauty". So,
campaign for real beauty "became the biggest advertising campaign from Dove to change the
passion of female beauty globally. which in the end was a success. In the end, From all of
advertisement about real beauty campaign, Dove redefine the beauty perseption of women in the
world.

2. Tata Nano Value Proposition Canvas

In 2009, Tata Nano was launched as an ultra low cost vehicle, competing to the two-wheeler
vehicle which was leading the market share. Tata Nano enters the market claiming to be a more
safety, affordable, all weather form of transport for a family. Despite being low cost enough to
be within the market’s reach, it was also designed to meet or exceed emission norms and be low
in pollution and high in fuel efficiency. However, Tata Nano then had to shift their positioning in
target market, admitting that the branding as the cheapest car was a mistake and they should have
brand as an affordable car.
Now Tata Nano is shifting the target market from family to youth. Tata Nano is trying to build a
youthful and aspirational value around the brand and concentrates on to get youngsters to look
the Nano as a fashion accessory.

3. ​Ford Fiesta segmentation and alternatives of other segmentation approaches

Ford’s marketing strategy was to target the new Fiesta at so-called “millennials” – young
consumers in the 14-29 age bracket. According to Sheryl Connelly, one of Ford’s global
marketing executives, by 2010, millennials would make up to 20% of the US new car buyer
market. To woo this target segment, Ford positioned the Fiesta as an ecological friendly and
affordable car that did not compromise on styling, and was cool and hip. The Fiesta was Ford’s
most popular small car model in many countries around the world. The first version of the Fiesta
(“Mark 1”) was briefly sold in US in late 1970s, but for most of the model’s history it had stayed
out of the US market, mostly due to Americans’ penchant for larger cars over compact models.
Ford’s image differed in the other markets, in Europe, for example, Ford was associated with
small, zippy cars that were affordable and had low running cost. In early 2009, Ford announced
the return of the Fiesta to the American market with a fun, fuel-efficient, and sub-compact 2011
model, which was unveiled on December 2, 2009 at Los Angeles Auto Show.

Alternatives of other segmentation approaches:

Psychographic Segmentation
It is a method used to group prospective, current or previous customers by their shared
personality traits, beliefs, values, attitudes, interests, and lifestyle and other factors. These
characteristics may be observable or not. Ford has obvious grouping of target segments seem to
have radically different needs and responses to the offerings and messaging, this is a major
indicator it is a good time to look at psychographic segmentation. This method is a powerful way
to market the same product to individuals who otherwise seem very heterogeneous. Many expert
marketers say this approach will ultimately yield the greatest payoff, in many ways: purchase
amount and frequency, lifetime value, loyalty, and more.
​User Persona
We divided the personas into three:
● Passive Paul (14-19 years old): Paul is 16 years old and a High School student. He is
first-time user and passive user. Minimum age of driving to get learning permit in United
 States are between 14 to 16 years old. As a beginner, he is full of curiousity, excitement,
and enthusiast. He likes a simple car with little engagement Main goal: a car for teenager
that could be fun and hip for first-timer
● Active Alene (20-24 years old): Alene is 21 years old and studying in College. She has
been actively driving since she got her driving license, she also engaged with social
media and shares feedback. She likes fun and hype looking car to represents her active
lifestyle. Main goal: a groovy car to support an active lifestyle
● Advocate Charlotte (25-29 years old): Charlotte is 28 years old man who is
professionally work for consulting company. Besides working he has interest in cars, and
has a good impression on driving Ford previously. His hobby makes him popular with car
industry. Main goal: city car for mobility in affordable price
Three segmentations are divided according to the age, needs, and lifestyle of each range of
groups. Begin with the first-timer Passive Paul , in age bracket 14-19, At this age, they are really
excited to get her/his own car as a birthday gift. Assuming driving permit is under the parental
guideline, meaning they may drive passively and needs to be educated on how to drive safely.
Second segment, Active Alene, she is in college has her things to do after school and catching up
with her friends. She usually spends her day out and socializing, she needs a groovy car yet fun
and hip. The last is Advocate Charlotte, she is a young professional, her mobility demanding her
to have small car in the city with good looking design. After understanding the segmentation
approach, user persona is a guide to facilitate the next level of marketing effort.

4. Jill’s Table Positioning Statement

Level 1: ​For home cooks and professional chefs alike, Jill’s Table is the specialty food items that
provides cookware and kitchen gadgets ​directly from sellers who are experts in their fields​.
Level 2: ​For home cooks and professional chefs alike, Jill’s Table is the specialty food items that
provides cookware and kitchen gadgets ​directly from sellers who are experts in their fields.
Unlike William Sonoma that focused on comprehensive selection home furnishings, Jill’s table
will get you easier to pick because the product is already being narrowed down.
For home cooks and professional chefs alike, Jill’s Table will be the destination that will provide
cookware, kitchen gadgets, recipes and many things to make it more connected with customer.
Unlike Amazon that only a platform to sell many products including kitchen and food, Jill’s table
try to make it more comfortable by creating relationships with customer.
Level 3:
To achieve a 3 to 5 percent revenue growth per year, Jill’s Table will improve their dedication to
expert service to food lovers, which is the foundation of the business since its opening.
Jill’s Table is not just a kitchenware seller, we don’t just sell our products, we can also educate
our customers on how to use the product they have bought, we also give personalised advice to
our customers to best suit their needs. We even put our products together to give our customers
ideas on how to use them.
We do not target customers who wants many choices in a category. If a product considered not to
suit to our customers needs, we won’t sell the product. As a result we do not have too many
variations of a product, we only sell the best selections for each categories of a product. We are
not spoiling our customers with choices, we spoil them by ensuring they got the best product.
We do not target one time customers, who will come one time and never to return again.
PART 2
Halodoc’s Testimonial Based Promotion Video
Link Video​: ​https://youtu.be/rD_lNFyBaVw
Video Editor: Zurriyasha & Rachmadivanie
Team:

Time Allocation of Halodoc’s Testimonial Based Promotion Video (Total Time: 00.03.13)

Time Explanation

00.00.04 - 00.00.19 Introduction of 1st Hero (Zurriyasha)

00.00.20 - 00.00.29 Villain Explanation (Zurriyasha)

00.00.30 - 00.00.45 Introduction of 2nd Hero (Agung Sri Utami)

00.00.46 - 00.01.01 Villain Explanation (Agung Sri Utami)

00.01.08 - 00.01.14 Introduction of 3rd Hero (Adrian Gautama)

00.01.14 - 00.01.28 Villain Explanation (Adrian Gautama)

00.01.30 - 00.02.08 Ally for 1st Hero & 2nd Hero (Zurriyasha & Agung Sri Utami)

00.02.09 - 00.02.17 Ally & happy Ending for 3rd Hero (Adrian Gautama)

00.02.18 - 00.02.27 Happy Ending for 1st Hero (Zurriyasha)

00.02.28 - 00.02.35 Happy Ending for 2nd Hero (Agung Sri Utami)

00.02.43 - 00.02.52 Halodoc’s Doctor Explanation (Cut Sarah)