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By :

29111311 29111363 29111384 29111387 29111398 29111400 Haidir Afesina Wirania Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Liem

dition E l a i c e p S
SUBMITTED AS FINAL PROJECT OF MM5062 - CONSUMER BEHAVIOR

CONTENTS
Introduction Knowledge Structure-Attribute-Association Competitor Analysis Perceptual Map Marketing Strategy (STP) Marketing Tactic (7P) Decision Journey CRM Classical/ Operant Conditioning Conclusions

INTRODUCTION

GDP of INDONESIA: 2011 IDR 7,427 trillion 2010 IDR 6,977 trillion 2009 IDR 6,570 trillion
Source: world bank, March 2012

higher GDP means higher buyer power

79,6% Indonesians have motorcycle


(MarkPlus,2012)

Dominated by Middle Class

Assumed 1 Family 1 Motorcycle

KNOWLEDGE ASSOCIATION
Satisfaction guarantee

Performance Value for money Technology advance Quality Innovative

Comfort Moto GP Modern Japan Design

Fast

Sporty

Youth

YAMAHA AT MOTORYCYCLE

HIERARCHICAL STRUCTURE

Matic

Moped

Sport

Mio J

Soul GT

Xeon RC

Vega

Jupiter z1

Jupiter mx

Byson New Vixion Scorpio

Mio Fino

u o y o t e s o l c o s l Fee w o n t h g i R

Edit l a i c e Sp

ion

CustomerA+tude
Based on research to 45 SBM ITB Civitas
Brand Awareness Image Brand Association Brand

COGNITIVE

88% awareness of Yamaha AT motorcycle products


Consumer Habit

Innovative Speed

Stylish Innovative Sporty


Customer Profile

CONATIVE

Demography

Used to work, school Touring

21-30 years old Student employee


Customer Satisfaction

Mercenaries, Experiencers

AFFECTIVE

Customer Motivation

Brand Loyalty

Performance Design Service network

38% satisfied with Yamaha AT motorcycle

22% Net promoter score (low)

MULTI ATTRIBUTE MODELS


helps to understand the positioning of product/ service and its competitor product/service positioning in customers point of view.

Product Attribute Value Attributes Performance Color & Graphic Fuel consumption Comfort A5ributes importance 24% 29% 17% 30% Yamaha Mio J 7.5 6.5 6.5 7.5 Honda Beat FI 6 8 8.5 9

PERCEPTUAL MAP
Perceptual Map of performance- Color& graphic
high performance

Perceptual Map of Performance-fuel consumption

high performance

Yamaha Mio J

Yamaha Mio J

bad design

wasteful

low performance

low performance

efficie efficient nt

good good design design

Honda Beat

Honda Beat

PERCEPTUAL MAP
Perceptual Map of Performance - comfort
high performance

Perceptual Map of Fuel Consumption-Comfort


efficient
Honda Beat

Yamaha Mio J

uncomfortable

comfor comfortable table

low performance

wasteful

no AT Motorcycle is perceived by this particular consumer to be both comfortable and uncomfortable with fuel efficient market

opportunities

comfor comfortable table

Honda Beat

uncomfortable

Yamaha Mio J

ATTITUDE CHANGE STRATEGIES


1. Changing the importance/desirability of attributes
Emphasize the low fuel consumption and better performance campaign i.e. Advertisement of faster and economical

2. Changing brand beliefs


Non stop touring activities to break national record i.e. 5 cities touring non stop (MURI record)

3. Adding new attributes


Getting low emission certification and sponsoring green activities i.e. Environment friendly

FOCUSING ON AFFECT
High involvement learning Positive marketing stimuli through ads emphasize on faster and environment friendly Increased affective response (liking) toward AT Yamaha Mio X Gear Increased positive beliefs Behavior (purchase) Overall attitude change

Experential Hierarchy:

Behavior (purchase)

Increased positive beliefs

MATCHING ENDORSER WITH PRODUCT AND TARGET AUDIENCE

Youth

Innovative, stylish, Sporty

Noah, IDP

Segmentation
Sta?c A5ribute

GEOGRAPHIC
Indonesia Urban, Sub urban Java, Sumatra, Kalimantan

PSYCHOGRAPHIC
Active, Sporty Experiencer

Dynamic A5ribute

DEMOGRAPHIC
21-30 years old Single, Married (1 child / no child) Student, Employee, Self employee IDR 1-2 Million monthly expenses

BEHAVIORAL

Performance First time customer, Ex-customer Medium loyal

Targeting
Market size

237,168
million people (2010)

56.5%
middle class population

YOUTH
Innovators, Early adopters, Sports minded PICTURE PLEASE

Market growth

5,159
million lower middle class

8
million sales (2011)

79.6%
owned motorcycle

68
million units in Indonesia)

10-15%
Increment per year
Source: world bank, march 2011, based on susenas, markplus april 2012, gaikindo 2011, www.bps.go.id, aditya (2013)

Posi?oning
By Attributes
YMJET_FI 10% efficient Sporty attributes (lamp, tire, speedometer etc)

By Competitors
The latest innovative fuel injection Customized and special edition Faster, 30% low fuel consumption, environmental friendly ,

Posi?oningstatement ForYouth,MIOXridespecialedi7onis theATMotorcyclethatdelivers thelatestYMJet_FItechnology,becauseonlyMIOXrideis Faster,lowfuelconsump7onandenvironmentalfriendly

COMPETITOR ANALYSIS

POP
Yamaha Mio Automatic Motorcycle Automated head on lamp FI Technology Economic fuel consumption

POD
Latest technology Complete Injection system Larger fuel tank capacity Side stand switch Parking brake lock

Honda Beat

Competitive Situation
Scooter Sport motorcycle (Trail) Other motorcycle (customized)

Manual Motorcycle Market share 60 50 40 30 20 10 0 Honda Yamaha Suzuki 35.3

Powerful
54.1

SHARE OF THROAT Weak


8.1

Source: markplus,2012

S.W.O.T.

analysis
WEAKNESSES Slightly taking more fuel compare to Honda Beat

STRENGHTS Well known brand Well established and trust High quality of product Larger baggage Better performance (speed) Advance in technology used Better design OPPORTUNITIES Demand come from male segmentation Innovation towards extreme field user Increasing sales by maintaining better relationship with third-party Offering in many different color

THREATHS Had fewer service center and dealer compare to Honda Lower reselling value than Honda product Honda Beat and Suzuki Nex as competitive product Its market share were already highly competitive

Fishbein
No. 1. Attribute Price Attribute Definition Perceived expensiveness of the product price Measurement Item less expensive (salient beliefs) 2. E n g i n e Perceived reliability, strength, durability and acceleration of reliable, strong, durable and high the motorcycle engine acceleration engine Performance

3.

Styling (color& graphic)

Overall perceived attractiveness of the motorcycle brand

attractive design and trendy

4. 5. 6. 7. 8. 9.

Large baggage

Perceived multipurpose use of the motorcycle

efficient fuel consumption trust and well known brand higher selling price used motorcycle slender shape than competitor comfort and easy to use motorcycle

Fuel Consumption Perceived fuel economy of the motorcycle Brand Selling Price Model Comfort Perceived trustworthy of the brand Perceived high selling price of used motorcycle Perceived shape of motorcycle Perceived the comfort when using motorcycle

10.

After Repair

S a l e s Perceived satisfaction of after sales service centers and a n d ease of finding the service centers

satisfactory and its location is easy to find (salient beliefs)

Service

Differentiation

Content

The latest innovative fuel injection Customized and special edition Faster, low fuel consumption value for money, environmental friendly Professional technician Modern equipment at service center

Context Infrastructure

Product
Augmentedproduct

5yearsmachine guarantee Thelatest YMJet_FI technology

Actualproduct
Environmental friendly Stylish
AirAssist Passage (subport)

Coreproduct
Faster Lowfuelconsump?on Userfriendly

Upstream Thro:leValve Downstream Thro:leValve

Widerservices network

Yamaha ATMotorcycle

Widerdealer network

Separate Sparepart

PRICE
Value based price

IDR 17,000K
X RIDE Adventure Special Edition

3% discount for android users!!

Exclusive for Android user through YAMAHA Android apps To order, test ride and purchase IDR 16,699K

Nama Alamat No HP Cara Bayar Leasing DP BACK

F.X. Kresna Paska Jl. Cijagra Bandung 085214099494 CREDIT BAF Rp. 3.000.000 CLEAR SEND

PLACE

145
West Java Sales service spare parts outlets

122
West Java Service spare parts outlets

WIDER SERVICE NETWORK (ACCESSIBILITY)

PromotionMIX
Gambar Mio

Advertising

Sponsorship

Sales promotion

Noah & IDP as brand ambassador

Xtreme sports

Event, Touring

CRM Activity

Customer Gathering Visit to Customer Free Gasoline

CRM Activity

Birthday Customer Customer Door Prize

PROCESS
Pre Purchase Purchase Post purchase

Test ride Sales agent upselling

CRM

Service reminder Check satisfaction within 1 month

People
Recruit young people average 18-20 years old Collaborate with SMK in West Java for working program experience Workshop for machine maintenance education 1 month internal workshop for both of sales agent and technician before new product being launched

Physical
Sales service spare parts outlets Service spare parts outlets Music Banner of products Price sign Ambience Ready stock product

DNA OF CUSTOMER EXPERIENCE


COLIN SHAW Value Drivers
Advocacy Cluster
Recommendation

Loyalty

Attention

Cluster

Cluster

Value Destroyer Destroying Cluster

Value

Irritat ed

Stress ed

Negle cted

DESTROYING cluster

Hurrie d

Destroying Cluster

Unsati sfied

Unha ppy

Disap pointe d

Frustr ated

Stimulat ed

ATTENTION cluster

Indulgen t

Intereste d

Attention Cluster

Energeti c

Explorat ory

RECOMMENDATION cluster
Safe

Valued

Recommend ation Cluster

Cared for

Focused

Trusted

Happy

ADVOCACY cluster
Advocacy Cluster

Please d

ADVOCACY cluster

Happy

Pleased

TYPE OF CONSUMER LOYALTY


22% (Low medium NPS)

HIGH
HOSTAGES LOYALIST

L O Y A L T Y

Based on group research

MERCENARIES DEFECTOR
YAMAHA AT Motorcycle consumer feels satisfy, but he or she does not do repurchase

LOW

SATISFACTION

HIGH

CONSUMER DECISION JOURNEY


Phase Initial Factors
Company Driven Marketing Past Experience Consumer Driven Marketing Store/Agent Interaction Store/Agent Interaction Company Driven Marketing Past Experience

%
39% 28% 21% 12% 37% 26% 26% 10% 43% 31% 22% 5%

Evaluation Consumer Driven Marketing

Purchase

ConStore/Agent Interaction sumer Driven Marketing Company Driven Marketing Past Experience

CRM LOYALTY PROGRAM

Repurchase
Reward Personaliz ed

Motorcycle is high Involvement product categories

Low Payoff

Acquisitio n

Customized
Gift for 1st time acquisition purchase Member get member

Ownership

retirement

requirement

Points reward

CRM PROGRAM PER CONSUMER JOURNEY


Active Evaluation
Point of sales activities Adding more sales person Rejuvenation current product Brand ambassador Racing event sponsorship Social media awareness

Initial Phase

Open booth at mall Testimony from well known mechanic / media review Test drive Corporate respond via social media

Purchase

Well information on website Online forums

Cash-back program Motorcycle buy-back program* Easiness in term of payment Discount price Free maintenance program Free accessories

CRM flow
1 2
Data Faktur
SALES COUNTER

ACTIVITY CRM
CRM
NEW CUSTOMER

Download
PLAZA MOTOR SETU

Update
9

MARKETING SUPPORT
PROSPEK DATA INPUT MMS SYSTEM ADM. FAKTUR

Dealer 3S

ORDER FORM

New Order
7 5
www.themegallery.com

- Download - Update

- Follow up by phone - Reminder 3

follow up

NEW CUSTOMER REPURCHASE REFERENCE

FOL L

OW UP O K

checked
FOLLOW UP BY PHONE ADM. CRM KONSUMEN YG TIDAK BS DIHUBUNGI BY PHONE

ask reference

SALESPERSON

CRO
Visit Customer
CUSTOMER KERJASAMA DENGAN SERVICE COUNTER

6
UP LOW FOL T OK NO

SPV CRM

FOLLOW UP BY VISIT Data analysis SALES CRM Hot leads

Random Check SOUVENIR

Hot Prospect Data

1st

year

3rd

year

CLASSICAL CONDITIONING
Every time Dicki sees ads of Ariel riding Mio X-Gear Special Edition TVC, he couldn't help to feel connected and proud if riding the motorcycle just like in the TVC were. When he needed new motorcycle, he didnt put much thought into which brand he would buy he automatically choose MIO X-Gear

Classical Conditioning Uncond./Cond. Stimulus Neutral/Cond. Stimulus Uncond./Cond. Response Ariel Mio X TVC Attracted to buy Mio X

OPERANT CONDITIONING
Marketing strategy for Mio X-Gear Special Edition also including these conditioning to motivate customer to visit and buy product Mio X-Gear Special Edition, also its after-sales service.
Operant Conditioning Behavior Consequence Expected Change Behavior Consequence Expected Change Buy the motorcycle and become a member Every service/ maintenance with dealer will add point that can be exchanged with gift or voucher Will increase after-sales service and word of mouth Operant Conditioning Receive good service from Yamaha dealer (CRM) When need service will come back to Yamaha Become loyal and refer to his friends.

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