BAHAN KULIAH 1

PENGANTAR PRESENTED BY:

MANAJEMEN PEMASARAN (PMP) DR. HINDRA MULYA, MM
 MENGAPA
PERLU
BELAJAR
MARKETING ?
APAKAH PERKEMBANGAN TEKNOLOGI
MEMPENGARUHI MARKETING?
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The Industry 4.0 Transformation
The Industry 4.0 Environment
9 Technology Pillars – Industry 4.0
 Cyber Physical Systems

A cyber-physical system (CPS) is a system of collaborating computational elements

controlling physical entities. CPS are physical and engineered systems whose
operations are monitored, coordinated, controlled and integrated by a computing and
communication core. They allow us to add capabilities to physical systems by merging
computing and communication with physical processes.
 Industry 4.0
Six Design Principles
• Interoperability: the ability of cyber-physical systems (i.e. work piece carriers,
assembly stations and products), humans and Smart Factories to connect and
communicate with each other via the Internet of Things and the Internet of
Services
• Virtualization: a virtual copy of the Smart Factory which is created by linking
sensor data (from monitoring physical processes) with virtual plant models
and simulation models
• Decentralization: the ability of cyber-physical systems within Smart Factories
to make decisions on their own
• Real-Time Capability: the capability to collect and analyze data and provide
the insights immediately
• Service Orientation: offering of services (of cyber-physical systems, humans
and Smart Factories) via the Internet of Services
• Modularity: flexible adaptation of Smart Factories for changing requirements
of individual modules
 Digital Enterprise
Entire value chain is digitized and integrated
 Industry 4.0: Why we need it?

Cost
 Eliminate waste & losses Complexity
 SubNano technology
 Eliminate hidden cost  Cyber Physical System
 Cost reduction  Exponential technologies

 Personalize  Digitalization
 Fast, Cheap, Quality  Increase competitiveness
 Total Customer Satisfaction  Globalization
Customer Competition
 4 UNICORN DI INDONESIA

Unicorn merupakan perusahaan rintisan (startup) yang memiliki

nilai valuasi di atas US$1 miliar.
MEMBACA PELUANG INVESTASI DI UNICORN STARTUP INDONESIA
• "Ekspansi dulu, untung
kemudian" adalah salah satu ciri
khas konsep pertumbuhan
bisnis dari perusahaan rintisan
alias startup.
• Tidak seperti konsep bisnis
perusahaan konvensional pada
umumnya yang melulu fokus
untuk mengejar untung, , tren
yang berkembang bagi startup
saat ini adalah tren merugi
tetapi terus mengejar ekspansi.
• Mengapa demikian?
• Hal pertama yang dikejar adalah
valuasi.
MEMBACA PELUANG INVESTASI DI UNICORN STARTUP INDONESIA
• Indonesia saat ini memiliki 4 startup  unicorn
yang menjadi raksasa bisnis baru di negara
dengan populasi lebih dari 260 juta jiwa ini.
• Unicorn tersebut terbagi dalam tiga jenis
industri, yaitu Go-Jek yang merajai sektor
transportasi, kemudian ada Tokopedia dan
Bukalapak sebagai marketplace memberikan
solusi berbelanja tanpa menyita waktu dan
energi, serta bagi masyarakat yang gemar
pelesir sangat dimanjakan dengan kehadiran
Traveloka.
• Bermula dari sebuah konsep, kemudian
merangkak tumbuh sebagai startup, hingga
kini mereka mampu menjadi korporasi dengan
nilai valuasi di atas US$1 miliar atau lebih dari
Rp13 triliun
MEMBACA PELUANG INVESTASI DI UNICORN STARTUP INDONESIA
• Kesuksesan perusahaan startup Unicorn ini
tentu tak luput dari derasnya gelontoran dana
fantastis dari modal ventura.
• Memiliki model bisnis dan konsep brilliant,
startup unicorn milik anak bangsa ini sukses
menjadi primadona para investor untuk
menggelontorkan dana, terutama bagi para
investor asing.
• Hasil riset Google yang dirilis pada akhir tahun
2017 bahkan menunjukkan bahwa nilai
investasi di bidang startup teknologi di
Indonesia menempati urutan ketiga terbesar
setelah sektor migas, dengan total investasi
yang masuk berjumlah Rp 40 triliun pada
periode Januari hingga Agustus 2017.
 Apa itu Business Startup ?
• Sebuah bisnis dianggap sebagai start-up jika
pengusaha memulai bisnis berdasarkan ide unik
dan membawanya sepanjang jalan dari tahap
perencanaan untuk benar-benar menjalankan
bisnis.
• Bisnis ini biasanya dianggap sebagai masih dalam
tahap start-up sampai mulai menghasilkan
pendapatan yang cukup atau penjualan untuk
menutupi biaya persediaan dan biaya operasional.
 Business startup yang baik
• Idea (ide) berarti memiliki konsep yang menarik dan
fundamental yang kuat.
• Innovation (inovasi), kemampuan untuk melakukan terobosan
ide menjadi sebuah kesempatan bisnis.
• Integration (integrasi), kemampuan untuk melakukan
integrasi ide tersebut dalam bentuk web, platform atau
aplikasi. Singkatnya, ada transformasi ide ke wujud nyata.
• Implementation (Implementasi), kesanggupan pebisnis untuk
melakukan implementasi. Dalam arti luas, tidak terbatas
dalam sistem dan platform, tapi juga pemasaran (marketing).
• Improvement (perbaikan) yakni kemampuan dan kegigihan
start up untuk melakukan perbaikan dari beberapa prinsip di
atas.
Kurangnya Inovator dan tenaga ahli di bidang
Internet
• Untuk menciptakan sebuah layanan yang berbasis
Internet, kita perlu beberapa alat yang dapat menunjang
Internet dan penguasaan bahasa pemograman.
• Untuk memahami dan dapat menciptakan sebuah
layanan dengan bahasa pemograman itu cukup sulit.
Belum lagi waktu yang cukup lama untuk membangun
sebuah layanan dari awal.
• Sebuah layanan yang baru dan kreatif, perlu pemikiran
yang panjang, orang yang kompeten di bidangnya, sabar
dan telaten dalam membuatnya, juga promosi.
 Kiat Sukses Bisnis Startup

 Sumber Daya Manusia, dibutuhkan tipe manusia yang berjiwa muda,

berpikiran besar (see the future), pandai memanfaatkan celah, fokus
dan terus berinovasi. Ini adalah modal awal dan mutlak untuk
membangun kesuksesan.
 Marketing (Pemasaran), marketing merupakan hal yang mutlak
diperlukan, pemasaran harus mampu mengolah strategi dengan fokus
dan banyak inovasi. Salah satunya dengan menggunakan sosial media
untuk menyebar info, viral marketing dan WoM (low cost).
 Lebih baik fokus pada teknologi yang dikuasai dan mengolahnya
dengan detail, kembangkan sedikit demi sedikit sesuai fokus bisnisnya.
 Dari sisi Keuangan, Bisnis startup sebaiknya memperbanyak network
untuk mencari investor lokal agar terus besar sesuai visi, misi dan
manfaatkan komunikasi yang low cost tapi impact besar.
Model-model Business Startup

• -monetize (cari
uang)
• -popularize (jadi
populer dan
mencari network).
 The New Marketing Realities

• Technology

• Globalization

• Social responsibility

COPYRIGHT © 2016 PEARSON

Copyright © 2016
EDUCATION, INC.Pearson Education, Inc. 1-22
1-22
 A dramatically changed marketplace

• New consumer capabilities

– Can use the internet as a powerful information

and purchasing aid

– Can search, communicate, and purchase on the

move

– Can tap into social media to share opinions and

express loyaltyCOPYRIGHT © 2016 PEARSON
Copyright © 2016
EDUCATION, INC.Pearson Education, Inc. 1-23
1-23
 A dramatically changed marketplace

• New consumer
capabilities

– Can actively interact with

companies

– Can reject marketing they

find inappropriate

COPYRIGHT © 2016 PEARSON

Copyright © 2016
EDUCATION, INC.Pearson Education, Inc. 1-24
1-24
What Is Marketing?
Simplest
definition

Marketing is Attract new Keep and grow

managing profitable customers by current customers
customer promising superior by delivering
relationships. value satisfaction.
Marketing Defined
Broadly defined, marketing is a social and managerial
process by which individuals and organizations obtain
what they need and want through creating and
exchanging value with others.

We define marketing as a process by which companies

create value for customers and build strong customer
relationships to capture value from customers in return.
 Marketing Process
This important figure shows marketing in a nutshell. By
creating value for customers, marketers capture value from
customers in return. This five-step process forms the
marketing frame work for the rest of the chapter and the
remainder of the text.

Understand
Understand the
the Design
Design Construct
Construct anan Build
Build profitable
profitable Capture
Capture value
value
marketplace
marketplace customer-
customer- integrated
integrated relationships
relationships from
from
and
and customer
customer driven
driven marketing
marketing and
and create
create customers
customers to
to
needs
needs and
and marketing
marketing program
program that
that customer
customer create
create profits
profits
wants
wants strategy
strategy delivers
delivers delight
delight and
and customer
customer
superior
superior value
value equity
equity

Create value for customers and

build customer relationships Capture value from
customers in return
Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands

Needs States of felt deprivation

• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression

Wants
• Form that needs take as they are shaped by culture
and individual personality
Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands

Demands
• Human wants backed by buying power 。
Market Offerings-Products, Wants, and
Demands

• Market offerings are some combination of products,

services, information, or experiences offered to a
market to satisfy a need or a want.

• Marketing myopia is focusing only on existing wants

and losing sight of underlying consumer needs.
Customer Value and Satisfaction
Expectations

• Customers
– From expectations about the value and satisfaction that
various market offerings
– Will deliver and buy accordingly.

• Marketers
– Set the right level of expectations
– Not too high or low
Exchanges and Relationships

• Exchange
– the act of obtaining a desired object from
someone by offering something in return
• Relationship
– Marketing actions try to create, maintain, grow
exchange relationships.
Markets
• Markets are the set of actual and potential
buyers of a product.
Designing a Customer-Driven Marketing
Strategy

• We define marketing management is the art

and science of choosing target markets and
building profitable relationships with them.
What customers will we serve
• (what’s
Two important questions:
our target market)? Ch2

How can we serve these

customers best (what’s our Ch7
value proposition)?
Selecting Customers to Serve

• Market segmentation refers to dividing the

markets into segments of customers.
• Target marketing refers to which segments to
go after.
Choosing a Value Proposition

• A brand’s value proposition is the set of

benefits or values it promises to deliver to
consumers to satisfy their needs.
Marketing Management Orientations

The The The

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Selling Societal
tion t ng
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Concep Concep Concep Concept
t
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Marketing
Marketing Concept
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The product concept holds that consumers will favor
societal marketing
The marketing concept concept
dependsholds that the
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The selling
products concept
production
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concept
the thatquality,
holds
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performance, will
marketing
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and
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delivering themaintains or improvesbetter
desired satisfactions both the
than
undertakes
affordable.
improvements. a large scale selling and promotion effort
consumer’s and
competitors do. society’s well-being.
 Marketing Management Orientations
• The selling concept takes an inside-out view that focuses on
existing products and heavy selling. The aim is to sell what the
company makes rather than making what the customer wants.
• The marketing concept takes an outside-in view that focuses on
satisfying customer needs as a path to profits. As South-west
Airlines’ colorful founder puts it, “We don’t have a marketing
department, we have a customer department.”
 Preparing an Integrated
Marketing Plan and Program

• The marketing mix is the set of tools (four Ps) the

firm uses to implement its marketing strategy. It
includes product, price, promotion, and place.
Price
t
Produc tio n
Promo

• The firm must blend each marketing mix tool into a

comprehensive integrated
Place marketing program that
communicates and delivers the intended value to
chosen customers.
 Building Customer Relationships
Customer Relationship Management (CRM)

• In this broader sense, customer relationship

management is the overall process of building
and maintaining profitable customer
relationships by delivering superior customer
value and satisfaction.
 Relationship Building Blocks:
Customer Value and Satisfaction

• A customer buys from the firm that offers the

highest customer-perceived value—the
customer’s evaluation of the difference between
all the benefits and all the costs of a market
offering relative to those of competing offers.
• Customer satisfaction depends on the product’s
perceived performance relative to a buyer’s
expectations. If the product’s performance falls
short of expectations, the customer is dissatisfied.
 Customer Relationship Levels and Tools

• Companies can build customer relationships at

many levels, depending on the nature of the
target market.
• Many companies offer frequency marketing
programs that reward customers who buy
frequently or in large amounts.
• Other companies sponsor club marketing
programs that offer members special benefits
and create member communities.
 The Changing Nature of Customer
Relationships

• Today’s companies are building deeper, more

direct, and lasting relationships with more
carefully selected customers.
 Relating with More Carefully Selected
Customers

• Today, most marketers realize that they don’t

want relationships with every customers.
Instead, they target fewer, more profitable
customers.
Relating More Deeply and Interactively

• Relating more deeply and interactively by incorporating more

interactive two way relationships through blogs, Websites, online
communities and social networks
• Today’s consumers have more information about brands than ever
before, and they have a wealth of platforms for airing and sharing
their brand views with other consumers. Thus, the marketing
world is now embracing not only customer relationship
management, but also customer-managed relationships.
• A growing part of the new customer dialogue is consumer-
generated marketing, by which consumers themselves are playing
a bigger role in shaping their own brand experiences and those of
others.
 Partner relationship management

• In addition to being good at customer

relationship management, marketers must
also be good at partner relationship
management—working closely with others
inside and outside the company to jointly
bring more value to customers.
 Partner relationship management

• The supply chain describes a longer channel,

stretching from raw materials to components
to final products that are carried to final
buyers.
• Through supply chain management,
companies today are strengthening their
connections with partners all along the supply
chain.
 Capturing Value from Customers
• The final step involves capturing value in
return in the form of sales, market share, and
profits. By creating superior customer value,
the firm creates highly satisfied customers
who stay loyal and buy more. This, in return,
means greater long-run returns for the firm.
Creating Customer Loyalty and Retention

• Customer lifetime value is the value of the

entire stream of purchases that the customer
would make over a lifetime of patronage
 Growing Share of Customer
• Beyond simply retaining good customers to
capture customer lifetime value, good
customer relationship management can help
marketers increase their share of customer
—the share they get of the customer’s
purchasing in their product categories.
 Building Customer Equity

• Customer equity is the total combined

customer lifetime values of all of the
company’s current and potential customers.
 The Changing Marketing Landscape

• This section have five major developments:

The Changing
The Digital Age
Marketing Landscape

The Growth of Not-

Rapid Globalization
for-Profit Marketing

Sustainable Marketing
─ The Call for More
Social Responsibility