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AGENDA PELATIHAN

SESI HARI 1 HARI 2

1 Executive Summary Marketing Architecture:


08.30 - 10.00 Change Analysis The Tactic

10.00 10.15 Coffee Break

2 Marketing Architecture:
Market Analysis
10.15 - 12.00 The Value

12.00 13.00 Lunch Break

3 Exercise: Exercise:
13.00 - 15.00 Business Landscape Analysis Marketing Architecture

15.00 15.15 Coffee Break

4 Marketing Architecture:
Financial Aspect in Marketing
15.15 17.00 The Strategy

sads

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STRATEGIC MARKETING KNOWLEDGE

Session 6:
Marketing Architecture: The Value
Facilitated by:
Henky Mesa

MARKPLUS INSTITUTE
EightyEight@Kasablanka 8th Floor
Jl. Casablanca Raya Kav.88 Jakarta 12870, Indonesia
Tel. +62 21 5790 2338 Fax. +62 21 5790 2268
MARKETING STRATEGY: SEGMENTATION

Atribut
Level Atribut 1 Level Atribut 2 Level Atribut 3
Segmentasi

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MARKETING STRATEGY: SEGMENTATION

Level Atribut 3
Atribut Segmentasi 1
Level Atribut 2
Level Atribut 1

Level Atribut 1 Level Atribut 2 Level Atribut 3

Atribut Segmentasi 2

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MARKETING STRATEGY: TARGETING

TARGETING Segment
ATTRIBUTE A B C D E F G H I

Market Size

Market
Growth

Competitive
Advantage

Competitive
Situation

JUMLAH

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MARKETING STRATEGY: POSITIONING STATEMENT

Positioning
Statement

Frame of Point of Competitive


Target Market Brand
Reference Differentiation Edge

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POSITIONING STATEMENT: TIPS

For (target audience), (brand name) is


the (frame of reference) that delivers
(benefit/point of difference)
because only (brand name) is
(reason to believe or competitive edge)

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MARKETING TACTICAL: DIFERENSIASI

Content

Context

Infrastructure

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MARKETING MIX: SERVICE INDUSTRY

Service Pricing Strategy Place Promotion

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MARKETING MIX: SERVICE INDUSTRY

Process People Physical Evidence


Service Siapa yang
Stage Critical Point Kompetensi Core Support
Terlibat

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PROMOTION

Promotion Program Objective Design Message Budgeting

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THANK YOU