HOW TO MARKETLOCAL PRODUCT POTENTIAL

MARKETING STRATEGY OVERVIEW

BAKSO KONVEN

BAKSO CUP

BAWANG MERAH

BAWANG MERAH ------ BAPER

TANAMAN JAMU

TANAMAN JAMU

SUWE ORA JAMU

BAKSO CUP

BAKSO CUP

Menggali Potensi Lokal

Ide Bisnis

PengembanganProduk lokal

Model pemberdayaan

Masyarakat

Website, internet

marketer, medso

Peluang-peluang

Kuliner

Toko online, youtube

adsense, PPOB gratis dll

Jasa pendidikan– kursus,

pelatihan dll

Usaha ternak –mulai cacing,

lele hingga sapi

Usaha Agribisnis–

budidayasayur, jamur, rempah-

rempah

Konveksi. Kerajinan , pernik2 dll

Usaha Tokoconvenience

goods

13

MENGGALI IDE

PENGEMBANGAN POTENSI DAERAH

LOTUS BLOSSOM MODEL

MODEL CUSTOMER INSIGHT

14

DEFINITION OF MARKETING

• Marketing is the activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that

have value for customers, clients, partners,

and society at large (AMA, 2013)

2-16

The Value Delivery Process

MARKETING STRATEGY PROCESS

MS

PROCESS

UNDERSTAND THE CUSTOMER

ANALYZE MARKET

ANALYZE COMPETITION

RESEARCH DISTRIBUTION

DEFINE MARKETING

MIX

FINANCIAL ANALYSIS

REVIEW & REVICE

ANALYZE MARKET

MARKET RESEARCH

MARKET SIZE

MARKET GROWTH

DATA BPS.DATA KEPENDUDUKANDINAS PERINDUSTRIAN

&PERDAGANGA DLL

UNDERSTAND THE CUSTOMERS

SEGMENTASI

TARGETING

POSITIONING

PROFILE

PERSONA

ANALYZE COMPETITORS :

The Five-Forces Model of Competition (PORTER)

Potential development of substitute products

Rivalry among competing firms

Bargaining power of suppliers

Potential entry of new competitors

Bargaining power of consumers

Bauran

Pemasaran (4P)

Product

Price Promotion

Place

Variasi Produk

Kualitas

Design

Fitur

Merk

Kemasan

Ukuran

Layanan

Jaminan

Pengembalian

Daftar harga

Diskon

Daya beli

Termin

pembayaran

Kredit

Promosi

Penjualan

Iklan/ Advertising

Pramuniaga/

Sales forces

Public relations

Direct marketing

TARGET PASAR

Jalur/Channel

s

Cakupan/

Coverage

Daftar isi/

Assortments

Lokasi

Inventory

Transport

FINANCIAL ANALYSIS• RETURN OF INVESTMENT – ROI; benefit to an investor

resulting from an investent of some resources

• CUSTOMER LIFE VALUE (CLV); total net profit a company makes from any given customerREVENUE GAINED FROM CUSTOMER - COST ACQUIRING &

SERVICING

ROI = NET INCOME/INVESTMENT

Marketing Activities

STRATEGY

TOOLS

CUSTOMER ACQUISITIO

N

STRATEGY

COMPETITIVE POSITIONING

BRAND STRATEGY

PRICINGDISTRIBUTION

CHANNEL

TOOLS

NAMING

WEBSITE

IDENTITY

MESSAGING

VENDORS

RECRUITMEN

CUSTOMER ACQUISITION

CUSTOMER ACQUISITION

SALES PROCES

TRADITIONAL

TRADITIONAL MEDIA

DIRECT MAIL PUBLICITY

CAMPAIGN PLANNING

DIGITAL

SEO & SEM ONLINE

ADVERTISINGSOCIAL MEDI