Brand:

http://www.topbrand-award.com/top-brand-survey/survey-result/top_brand_index_2016_fase_1

Susu
kental
manis
could
not be
chose
n for
your
KAT2

Belinda
Brand:
http://www.topbrand-award.com/top-brand-survey/survey-result/top_brand_index_2016_fase_1
TABLE OF CONTENTS

1. DIRECT MARKETING
2. PUBLIC RELATIONS
3. PERSONAL SELLING
4. PACKAGING
5. EVENT, SPONSORSHIP
6. CUSTOMER SERVICE
Direct Marketing Strategies
• One-step approach - direct marketing Direct marketing media:

media used directly to solicit an order A.Direct selling

B.Direct mail

C.Telemarketing
• Two-step approach –multiple efforts used
D.Internet selling
to generate a response. First effort is used
E.Catalog selling
to screen, qualify or interest potential
F.Cable TV
buyers. Follow-up used to achieve order or

close the sale.

1–4
Customer service

1–5
Marketing Public Relations (MPR)

General PR Marketing PR
• PR involves relations with all of • A narrow aspect of public
an organization’s relevant relations involving an
publics organization’s interaction with
actual or prospective customers.

1–6
Marketing Public Relations (MPR) Functions

1–7
 Public Relations Tools

1. Press release
2. Press conference
3. Exclusives interviews
4. Community involvement (CSR)
5. The internet – social media 1–8
 Personal selling  Sales Force
Evaluation- e.g. after the event/exhibition

 Quantitative Assessments – sales quotas

easy but ignores selling environment

 Qualitative Assessments – behavioral evaluations

•attitude
•attention
• product knowledge
•selling skills
•appearance and professionalism
 Components of a Package

Aesthetic Component
Size and shape
Material
Color
Text
Graphics

Functional Component
Structural Design e.g. : Blister Packaging line for pharmaceutical products
https://www.youtube.com/watch?v=39MAkm21LM4

Brand Advertisement e.g: Mc Donalds https://

www.youtube.com/watch?v=itOihCRev1o

05/27/20
Event sponsorships
 Guidelines when choosing sponsorships

1. Target Audience Brand: Kompas Karier

The audience for what is

being sponsored should
have the same profile as
the brand’s target
audience (s)
 Guidelines when choosing sponsorships

2. Brand image Brand: Pocari Sweat

Is the event consistent

with the brand image and
will it benefit the image?
 Guidelines when choosing sponsorships

3. Extendibility Brand: CocaCola

The more brand exposure a

sponsorship can provide, the more
beneficial it can be. If the
sponsorship is a multi-year
relationship, for example, a company
may consider promoting the
sponsorship on its packaging, as
many Olympics sponsors do.
Video: Rio 2016™ Olympic Games - A city leaps forward (Official Trailer)

https://www.youtube.com/watch?v=JzshnLAniyw
 Guidelines when choosing sponsorships

4. Hosting Opportunities Brand: Museum Gajah, Jkt

The more privileges a sponsorship

provides, the better. Sponsorship of a
museum, for example, could include
the right to use the museum for a
corporate social function, exclusive
tours for customers and employees,
and invitations to openings of new
exhibits.
 Guidelines when choosing sponsorships

5. Cross-selling Coca Cola

At Sochi Winter Olympic 2014

Many events offer the
opportunity to sell products.
Coca cola is not only the
exclusive drinks sponsor of the
Olympics, but at the venues of
the Games only Coca cola is on
sale, not its competitors.
6. Cost-effectiveness:

Some sponsorships produce enough brand-message exposure

that if the cost of the sponsorship were converted to a Cost

Per Thousand (CPM), it would be competitive with other

media buys
Comparison on Media Buys
Between Kompas Daily and Gelora Bung Karno Sponsorship event
Kompas Daily: 500,000
readers
• Cost of media buys: 1 page of
Kompas Daily Rp. 300,000,000
• Cost to reach 1 person =
300,000,000/500.000 = Rp. 600
• Cost to reach 1,000 people = Rp.
600.000
Gelora Bung Karno: 120,000
people
• Cost of media buys: 1 time of
event sponsorship at Gelora
Bung Karno = Rp. 50,000,000
• Cost to reach 1 person =
50,000,000/120.000 = 416,666
• Cost to reach 1,000 people = Rp.
416,666
CHEAPER
 Guidelines when choosing sponsorships

7. Other sponsors BNI Java Jazz Festival

When a company associates with an

event or cause, it does so to enhance its
own image and positioning. Because
some organizations have many sponsors,
a company would wise to know who the
other sponsors are. Most companies
expect category exclusivity, which means
none of its competitors will be a sponsor

Video:
https://www.youtube.com/watch?v=jvQQ-S1yHKI
THANK YOU