VisualCommunication Design .03Think creative, No boundaries

Prepared by:Jacky Cahyadi, S.Sn.

Today’s ClassSWOT ANALYSISBUILDING A CONSUMER PREPOSITIONSUMMARY FINAL PROJECT

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February, 27 2009

SWOT ANALYSIS

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Comparison Surveys

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What is SWOT ANALYSIS ?

SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture.

It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achievingthat objective.

The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

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The technique is credited to Albert Humphrey,

who led a research project at Stanford University in the 1960s and 1970s

using data from Fortune 500 companies.

SWOT Analysis Table

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Think creative, No boundaries

Strengths: attributes of the organization that are helpful

to achieving the objective.

Weaknesses: attributes of the organization that are harmful

to achieving the objective.

Opportunities: external conditions that are helpful to achieving the objective.

Threats: external conditions which could do damage to

the business's performance.

Matching and convertingAnother way of utilizing SWOT is matching and converting.Matching is used to find competitive advantages by matching the strengths to opportunities.Converting is to apply conversion strategies to convert threats or weaknesses into strengths or opportunities. An example of conversion strategy is to find new markets.If the threats or weaknesses cannot be converted a company should try to minimize or avoid them.

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SWOT analysis groups key pieces of information into two main categories:

External factors: The opportunities and threats presented by the external environment to the organization

Internal factors: The strengths and weaknesses internal to the organization.

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The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization's objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4P's; as well as personnel, finance, manufacturing capabilities, and so on.

The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix.

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SWOT Analysis in Marketing CommunicationIn many competitor analysis, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis.

Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors.

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What should you do before make a SWOT Analysis?Do a product or service analysisDo a market analysis (Product, Price, Place, Promotion, and Service)Do a competitive analysisDo a consumer analysis

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HOW TO BUILD

A CONSUMER PREPOSITION

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The next step after you have SWOT analysis report

A CONSUMER PREPOSITIONWhat we will used to convince our consumer that my product is the right brand for them

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Building a

Brand Essence

Find the

Consumer/Human Insight

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Brand Essence?

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What is

+BRAND ESSENCE +The combination of the essential points or aspects of a brand condensedInto a central core conception, which is brought to life through The branding concept and the visual articulations of the concept

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BRAND ESSENCE

FUNCTION PERSONALITY

DIFFERENTIATIONSOURCE OFAUTHORITY

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BRAND ESSENCE

FUNCTIONis telling about a benefit of products or services, what are they?

PERSONALITYis telling about what is the product or service personality

DIFFERENTIATIONis telling about what is the difference between your products with its competitor in market. And what is the selling point? (Unique Selling Preposition)

SOURCE OFAUTHORITY

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is telling about an advantage pointto give guarantee of product or

service quality

CONSUMER INSIGHT

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What is a consumer insight?Consumer Insight is all about undercover facts that influences consumerbehaviour (related to certain product or service)

For the examples:I know this brand and use this product because of my family traditionI use this product or service because I like it so much and make me so easy to start my activity.

Brand Essence Consumer Insight

Consumer Preposition

Tagline and Positioning

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Examples:

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Kecap Sawi Kediri-do brand surgery

FUNCTIONUntuk Memasak (sebagai bumbu)Untuk menambah cita rasa dan seleraMakan (sebagai food sauce)Untuk Sambal dan saus cocol (sebagaiDip sauce)Untuk tampilan masakan (warna)Kadang untuk obat alternatifTradisional (batuk, luka bakar)

PERSONALITYIbu paruh baya

KonservatifPerfeksionisExperienced

JujurPeduli dan Penuh Perhatian

Ramah dan bersahabat

DIFFERENTIATION

SOURCE OFAUTHORITY

Think creative, No boundariesThis strategy is created by EnRgi, marketing comm.

Lebih sehat (menggunakan 100% bahan alami, No chemical/artificial ingredients)High Quality dan higienis(mempertahankan tradisi pembuatan kecapYang baik dan benar dengan dukunganTeknologi moderen)Aroma khas kecap lebih kuat

Pengalaman perusahaan sejak 1935Bersertifikat SNI

Mempertahankan tradisi pembuatan kecapyang baik dan benar (alami, kualitas tinggi)

Menggunakan bahan baku impor dengankualitas terbaik

(black soybean dari Cina)

BRAND ESSENCE?

Concern menjaga tradisi untuk kesempurnaan

kualitas alami

Think creative, No boundariesThis strategy is created by EnRgi, marketing comm.

CONSUMER INSIGHT

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“Saya hanya beli kecap yang biasa saya beli”“Saya hanya beli kecap yang biasa digunakan keluarga saya”

Saya hanya beli kecap yang kata banyak orang enak”“Saya hanya beli kecap yang enak menurut selera saya”

“Saya hanya beli kecap dari merek yang saya kenal”

(“Untuk Rasa, Saya Tidak Mau Ambil Resiko”)

This strategy is created by EnRgi, marketing comm.

A CONSUMER PREPOSITION

(Kecap Cap Sawi adalah kecap yang memiliki kualitas lebih dari sekedar

Kelezatan rasa: 100% alami!)

Think creative, No boundariesThis strategy is created by EnRgi, marketing comm.

Think creative, No boundaries

(Kecap Cap Sawi adalah kecap yang memiliki kualitas lebih dari sekedar

Kelezatan rasa: 100% alami!)

Kelezatan Asli Kecap Alami(tagline)

This strategy is created by EnRgi, marketing comm.

Think creative, No boundariesThank you for listening =)