Marketing playbook - A guideline every marketers needs to know

MarketingPlaybook

A simple how-to and what-to-do for every marketersby Gilang Gibranthama

usage of thePlaybook

Internal communication kit, Anchor for your marketing strategy,

Guide for the team.

what you will find here:

* Who are your customers? * What is your brand value and why is it so important? * How do you reflect your brand? * Marketing mix - how can we maximise it? * Product life cycle - know when, to do what.

Who are your customers?

Segments your potential markets

Marketers homeworkMarket sizing - Knows your potential market

Categorise by demographic - Age, Gender, Social & Economic Class

Define the psychographic - Activities, Interest, Opinion

What’s next??

Potential market by population

43%Female, 24-28 y.o

21%Male, 27-30 y.o

36%Male, 57-60 y.o

Focus on top 3 to top 5 majority of customer category.

Focus on your most potential targetPotential market by population

43%Female, 24-28 y.o

21%Male, 27-30 y.o

36%Male, 57-60 y.o

Use weight scoring on impact vs effort to prioritise. Impact on salesEa

se o

f mar

ket p

enet

ratio

nEa

syHighLow

#1

#3

#2#1

#3

#2

III

III IV

#3 is a perfect target market, considered by high potential impact on sales and ease of market penetration

Har

d

surpass the ‘chasm’

You cannot surpass ‘the chasm’ without penetrating to the early adapters first.

#1#3

#2

tips on defining your segmentation & target

There is no rigid methodology on defining the target and how to segments your market.

The easiest flow will be from the market sizing. From potential populations on market, it can be classified easily. However, for an on-going brand / product, it will be wise if you do some quantitative

survey and followed by qualitative to validate the hypothesis.

what is your brand value and why is it so important?

GOLDEN CIRCLE - STARTS WITH WHY

Most people starts with ‘What’

“Our brand is the top notch product with sophisticated process with bla bla bla…”What

What “We are the market leader with many generations of experience bla bla bla”

why - organisation value‘Why’ defines your purpose ‘Why’ is your anchor

“We believe in perfection, everything we do, every product we create will be the perfect product.”

Why

Why “We value integrity as we believe in honesty, every act and moves we do will bring this value as our reflection.”

‘How’ will be the role of your existence ‘How’ is your way to contribute your ‘Why’

“…Our value is the perfection, thus, we always put attention to details on everything we do…”How

How “… By believing in honesty, we will always be customer driven and gives transparency on our service or products we sell… ”

how - brand propositions

“We are creating a power bank you will love with lifetime guarantee, without harming your phone battery even if you overcharged.”

What

What“Our wallet made out of prestigious raw material, Sleek design with anti-theft feature & we will give you 100% new product if your wallet got stolen.”

What - THE MAIN KEY MESSAGE‘What’ is the final touch When people buys your “Why”, they will buy your “What”

Now try to read it on reverse

Start to read it from What, How and Why. And compare it by yourself, will you buy it?

How do you reflect your brand?

Who are you?

Knows your customers - As if they are real person

Have strong value - People buys your ‘Why’

Great key message - Your ‘What’ attracts people

But really, who am I? - If you are a person, who are you?

Who are you?

brand prismPhysical Personality

Culture

Self-Image

Exte

rnal

isat

ion Relationship

Reflection

Internalisation

Picture of Sender

Picture of Receiver

Wellness therapist qualityBring wellness to your front doorCozy and relax atmosphere

Family, connectedOpennessTrusted and Professional

HappinessPositivity in life

Wellness therapist qualityBring wellness to your front door

Cozy and relax atmosphere

Social MissionCare about family wellness

Nature friendly

Socially & Environmentally Responsible

Family friendly

Imagine if your brand is a person

This will affect your tone, choice of words, tone, vibe, and many communication details.

marketing mix - HOW CAN WE MAXIMISE IT?

productIt’s not about the ‘What’, but it’s the ‘Why’

“Everything we do, we believe in challenging the status quo.

We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple

to use and user friendly.

We just happen to make great computers. Want to buy one?"

-Simon Senek on TED talks

peopleWho are the people? Are they trustworthy?

Every forum, marketplace, or crowdsourcing business models implement rating system

Assure your demand, that your supply is trustworthy. Let the demand judge by keeping it

transparent.

placeLocalisation strategy is important

Different market, Different customer behaviour. Do localisation strategies to seize the opportunity.

McDonald’s created vary of local menus around the world.

To implement their app, they incentivise the user by getting free big mac for first time order using App.

PRICEUse pricing strategy to control supply and demand

Apply rush hour like UBER when the demand is rising to control it.

This kind of pricing scheme will encourage supply to take more order by incentivising

them.

Other pricing strategies; Non-linear pricing to encourage people order bigger bucket

size Happy hour to disperse the order within few time frame.

promotionStays relevant

GO-JEK is adapting the Ramadhan moment to introduce its new feature on ‘saying thank you’

and ‘tipping’ the drivers.

The idea of appreciate and sharing with each other during Ramadhan through this feature

makes GO-JEK stays relevant.

marketing mix isn’t just a tools

You don’t need to apply all of the marketing mix, the very basic is 4Ps. However, applying all of the marketing mix will be a perfect marketing guide for your brand.

Product life cycle- Know when, to do what.

tIME

Sale

s gro

wth

Product lifetime

Development new product

Diminishing product lifetime

~20% growth ~45% Growth ~80% Growth ~80% GROWTH ~110% growth

~100% GROWTH

~120% growth

~150% GROWTH

VERSION 1.0 version 2.0

Development

Introduction

Growth

Maturity

decline

Introduction

Growth

Maturity

Decline

Introduction

product life cycle

• Product needs

improvement to avoid

declining product lifetime

• Target market affected

by product life cycle.

• Sales can measured the

phase.

~120% growth

different phase different customers

As product is moving towards its life cycle, customers might also shifting. Usually on Introduction & early growth, the customers are the early adapters. As it shifted to late

growth and maturity level, mass market (early majority & late majority) is coming in.

A product needs to start improvement development as they are entering early maturity phase, or else it might be declining.

The End

author’s noteAll of the findings and practice written in this slide is based on author’s previous working

experience & knowledge. Most of the contents are based on existing frameworks supported by author’s subjective opinion.

The purpose of author creating this slide is for knowledge sharing with no intention to offend any party or commercialise the content.

Should you interested to have a further discussion with author, feel free to reach author through personal email at g.gibranthama@yahoo.com or

https://id.linkedin.com/in/gibranthama