PQ Commercial 3

Prepared by:
Prawira Fajarindra Belgiawan &
Nila Armelia Windasari

School of Business Management

Institut Teknologi Bandung
Fasilitator Profile

Prawira Fajarindra Belgiawan, Ph.D.

Associate Professor
Business Strategy and Marketing Interest Group
- Research Interest : Choice Modelling, Marketing, Transport
Planning, Travel Behavior
- Best Researcher ITB (Business and Management Category) :
2020
- Best in Teaching Activity ITB (Business and Management
Category) : 2021
- Top 10 young faculty member ITB with the most Scopus SJR
Q1 Publications (2019 -2022)

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Major Forces in Macro Environment
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1. AI in the energy sector
2. Green hydrogen energy
3. The Internet of Energy
4. Advanced engineering in
renewables
5. Bioenergy

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Actors in Microenvironment
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Overview dari Analisis Situasi

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9 Steps Positioning
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Source: Iskandar (2022), a modified version of Matthews (2014)

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Bagaimana Anda mendefinisikan
kompetitor?

“Siapakah
kompetitor Teh
Botol Sosro?”
 Bagaimana Anda mendefinisikan
kompetitor?

“Do not define

competition too Product type
narrowly”

Competition occurs
at benefit level Product category
rather than
attributes level
Product class
Fungsi masing-masing promotion mix
Nature of each promotional tool
Advertising
Reaches Many Buyers, Expressive; Impersonal

Personal Selling
Personal Interaction, Builds Relationships; Costly

Sales Promotion
Provides Strong Incentives to Buy; Short-Lived

Public Relations
Believable, Effective, Economical; Underused by Many Companies

Direct Marketing
Nonpublic, Immediate, Customized; Interactive
Fungsi masing-masing promotion mix
PLN Mobile
Direct & Digital Marketing

https://youtu.be/6pF55yy0H3g
Langkah-langkah komunikasi efektif

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Langkah-langkah komunikasi efektif (2)

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Langkah-langkah komunikasi efektif (3)

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Contoh IMC dalam Advertising (product placement)
Contoh IMC dalam Crisis Management
Cost Effectiveness
Notes