Marketing 4 - WordPress.com · Anatomy of Change Economy Technology Pol-Leg Soc-Cul Market....

Hermawan KartajayaFounder and Chairman of MarkPlus, Inc.

Co-Founder of Asia Marketing FederationStaf Khusus Kementerian Koperasi & UKM

Marketing 4.0Moving from Traditional to Digital

HERMAWAN KARTAJAYATwitter: @hermawank

About Hermawan Kartajaya’sInternational Books

Every year, we predict trends going forward and define the

recommended marketing practices in Indonesia

Our intellectual properties have been endorsed by

Philip Kotler and acknowledged by

international publishers

The latest international book, Marketing 3.0, published by John Wiley in the US in May

2010, is translated into 26 languages

By John Wiley – US 2010Available in 27 languages

By John WileyLaunched at

MarkPlus Conference 2017Available in 20 Languages

Marketing 4.0

1. United States, Canada,

Singapore, UK, Australia (English)

2. Thailand (Thai)

3. China (Simplified Chinese)

4. Japan (Japanese)

5. Poland (Polish)

6. South Korea (Korea)

7. Brazil (Portuguese)

8. Vietnam (Vietnamese)

9. Germany (German)

10.Spain (Spanish)

11. Italy (Italian)

12. Portugal (Portuguese)

13. Taiwan (Chinese)

14. France (French)

15. Iran (Persian)

16. Turkey (Turkish)

17. India (English)

18. Netherlands (Dutch)

19. Russia (Russian)

20. Ukraine (Ukrainian)

19 languages including English, 20 editions, 24+ countries)

Licensing Deal from August 2016 (before publishing) – April 2017: 9 months

About MarkPlus, Inc.

Our Offices

Jakarta

Bandung

Semarang

Surabaya

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Pekanbaru

Banjarmasin

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Padang

Yogyakarta

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Pontianak

Jayapura

Banda Aceh

Marketing 4.0 - Wiley

Marketing 4.0 - Thailand

WHAT: HOW:WHY

Traditional

Marketing

Anatomy of Change

Economy

Technology

Pol-Leg

Soc-Cul

Market

4C Diamond: A Model to Analyze Business Landscape

CUSTOMER

COMPANY

COMPETITOR

CHANGE

Pol-Leg

Technology

Economy

Market

Soc-Cul

TOWSExamination

Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu

STV-Triangle: Positioning-Differentiation-Brand Triangle

POSITIONING DIFFERENTIATION

brand integrity

STV Triangle: 9 Core Elements of Marketing

Customer – Product – Brand Management

Customer Management

Product Management

Brand Management

WHY: HOW:WHATNew Wave

Marketing

New Wave Marketing

The Future of Power Shifts

The Age of Participation & Collaborative Marketing

The Age of Globalization Paradox & Cultural

Marketing

The Age of Creative Society & Spiritual Marketing

Economy

Technology

PoliticalLegal

SocialCulture

Market

From Exclusive to Inclusive

From Vertical to Horizontal

From Individual to Social

New Wave Marketing: From 4C to 5C

COMPETITOR CUSTOMER

COMPANY

CHANGE

New Wave Marketing: From PDB to TRIPLE-C

CLARIFICATIONOF PERSONA

POSITIONING

CODIFICATIONOF DNA

DIFFERENTIATION

CHARACTERWITH CHARISMA

CONNECTEDCATALYSTCIVILIZED

brand ntegrity

WHAT IS YOUR COLOR?

WHAT IS YOUR AUTHENTICITY?

WHAT IS YOUR AURA?

12 – C of New Wave Marketing

Marketing 3.0

INDIVIDUAL

Mind Heart Spirit

Deliver

SATISFACTION

Realize

ASPIRATION

Practise

COMPASSION

Profit Ability Return Ability Sustain Ability

Be BETTER DIFFERENTIATEMake a

DIFFERENCE

(What)

WHY: WHAT:HOW

Marketing 4.0Moving From

Traditional

to Digital

Marketing 3.0 & 4.0

By John Wiley – US 2010Available in 27 languages

By John WileyLaunched at

MarkPlus Conference 2017Total Languages: 20

Competitiveness Level of Brands

L E VE L 1

ENJOYMENT OK

L E VE L 2

EXPERIENCEAHA

L E VE L 3

ENGAGEMENT

Customer Path: From Individual to Social

Attitude Act Act AgainAware AdvocateAppeal Ask

Introducing New Brand Metrics

PARPurchase Action Ratio

BARBrand Advocacy Ratio

The Purchase Action Ratio (PAR)

ActPAR =

What PAR really means

Aware ActAppeal Ask Advocate

PAR = 0.5

Awareness*+1%

Market

Share+0.5%

The Brand Advocacy Ratio (BAR)

AdvocateBAR =

What BAR really means

Appeal Ask

Appeal

Advocate

X X XBAR =

Conversion #1: Creating ATTRACTION

Appeal Ask

Appeal

Advocate

X X XLoyalty

(BAR)=

Conversion #2: Creating CURIOSITY

Appeal Ask

Appeal

Advocate

X X XLoyalty

(BAR)=

Conversion #3: Creating COMMITMENT

Appeal Ask

Appeal

Advocate

X X XLoyalty

(BAR)=

Conversion #4: Creating AFFINITY

Appeal Ask

Appeal

Advocate

X X XLoyalty

(BAR)=

Most Common Customer Path

The Ideal Customer Path: Bow Tie

Aware ActAppeal Ask Advocate

Attraction Curiosity AffinityCommitment

Fix the Gap

ATTRACTION

- Brand positioning

and differentiation

- Marketing Communication

Appeal

CURIOSITY

- Community

marketing

- Social media

marketing

Appeal

AFFINITY

- Service blueprint &

customer care

- Loyalty program

Advocate

COMMITMENT

- Channel management

- Sales force management

Integrating Legacy & New Wave

AWARE APPEAL ASK ACT ADVOCATEA1 A2 A3 A4 A5

LEVEL 3

ENGAGEMENT

LEVEL 2

EXPERIENCE

LEVEL 1

ENJOYMENT

LEGACY MARKETING

Conventional marketing approach:

• Strategic Segmentation & Targeting

• Brand Positioning & Differentiation

• Tactical Marketing Mix (Product,

Price, Place, Promotion) & Selling

Approach

• Value-Creating Services & Processes

NEW WAVE MARKETING

Connected marketing approach:

• Confirmation to Customer Community

• Clarification of Brand Character and

Codification

• Connected Marketing Mix (Co-Creation,

Currency, Communal Activation,

Conversation) & its Commercialization

• Customer Care and Collaboration

More New Wave Marketing As Brand Intervenes Further Across Customer Path

titive

Marketing 4 - WordPress.com · Anatomy of Change Economy Technology Pol-Leg Soc-Cul Market....

Documents

Comparative Intelligence Communities Cul

Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing Strategist (CIM-United Kingdom) President of World Marketing Association Founder and

org cul and dev

DAFTAR PUSTAKA Philip; Kartajaya, Hermawan; Den Huan, Hooi & Liu, Sandra (2004). Rethinking Marketing, Sustainable Market-ing Enterprise di Asia,Edisi bahasa Indonesia. Jakarta: PT

The ABCDEFGHIJ of Powerful IDEAS in ... - hermawan… · Hermawan Kartajaya Asian Marketing Guru (CIM-UK, 2003) President of World Marketing Association Founder and President of MarkPlus&Co

The cul(VII1) Collagen Gene Is Homologous to the cul(X) Collagen

REVISTA CUL&ART

Cross Cul Comm

Dr Hermawan Sld Ov Ppok Hood 07

THE NEW INDONESIA - wmsj.tokyo · Hermawan Kartajaya Founder and CEO of MarkPlus, Inc. Co-Founder of World Marketing Community One of the “50 Gurus Who Have Shaped the Future of

Charles Warner · Web viewKotler, Philip, Kartajaya, Hermawan, and Setiawan, Iwan. 2017. Marketing 4:0: Moving From Traditional to Digital. Wiley. In Chapter 15: Marketing and Chapter

Cul respteachingsum11 2jiang

La cul geo

ffirs5/28/0411:33AMPageiii 0471682861.jpg INVESTORS · ATTRACTING INVESTORS A MARKETING APPROACH TO FINDING FUNDS FOR YOUR BUSINESS Philip Kotler Hermawan Kartajaya S. David Young

APLIKASI STRATEGY BUSINESS TRIANGLE STV (STRATEGIC, …lppm-ibik57.ac.id/public/jurnal/20191029141841Ahmad... · Dalam buku Rethinking Marketing karya Philip Kotler dan Hermawan Kartajaya

Dominguez Soc Cul

CUL presentation 091011

Appendix CUL - files.ceqanet.opr.ca.gov

From Legacy to New Wave to WOW! - Universitas Brawijayafia.ub.ac.id/wp-content/uploads/2014/01/Materi-Kulliah-HK-18.04... · 2 Twitter: @hermawank HERMAWAN KARTAJAYA About MarkPlus,

IIICE Day 2 Risk Allocation PPP in Infrastructure Project -Armand Hermawan