KOMUNITAS MEMBERI

One Day Workshop Marketing Plan 2014

Basic Branding for UKM

Malang, Juni 8 , 2014
Starbucks Example

Value Propostion
Target Market (Creating value for customer)
Demographic
 Usia: 20-45 tahun Functional Benefit Emotional Benefit
 Sex: Laki-laki/perempuan • Biji kopi terbaik di dunia • Brand bercitra global
 Pendidikan: pendidikan tinggi
• Service yang casual • Citra premium dan kelas atas
 SEC: A+ (menengah-atas)
 Pekerjaan: Profesional, wirausahawan • Ambien yang cool • Perasaan narsis: “See and to be seen”
 Geografis: Kota • Tempat meeting/bekerja yang cozy

Psychographic
 Kelas sosial: Kelas menengah-atas,
 Kepribadian: Aktif, supel, pekerja keras, dll Positioning
 Gaya hidup: Gaul, suka bersosialisasi,
narsis, berjiwa muda, dll. “The third place”
(selain kantor dan rumah)
Behavior
 Kebiasaan: meeting, sosialisasi, bekerja,
membaca buku, menikmati kopi, dll.
 Status pengguna: pelanggan rutin dan loyal

Core Message Tagline Logo

“Authentic coffee experience” Life happens over coffee xxx
Customer Needs
 Simbol ekspresi gaya hidup perkotaan
 Tempat ngopi dan bersosialisasi yang cool
 Tempat meeting/kerja kalangan profesional
 Produk-produk kopi dengan citra brand
global
Introduction to Brand

BRAND EQUITY
5 1

BRAND BRAND
ADVOCATE AWARENESS

BRAND
EQUITY 2
4

BRAND
BRAND LOYALTY
ASSOCIATION

PERCEIVED
QUALITY
3
Brand Equity
Brand Awareness
Brand Equity
Brand Association
Brand Equity
Perceived Quality
Brand Equity
Brand Loyalty
Brand Equity
Brand Advocate
Brand Advocation
The Framework

Value Propostion
Target Market (Creating value for customer)

A particular market segment at which a Functional Benefit Emotional Benefit

marketing campaign is focused • Product Feature and benefit • Brand
• Product performance • Experience
• Customer feeling

Positioning

an identity in the mind of a target market

Core Message Tagline Logo

The essence of the message to A memorable words or A graphical mark used
Customer Needs be delivered to target sentence that is closely to identify a company,
What ‘s your customers need and want audience associated with product and organization, product
brand identity or brand
Starbucks Example

Value Propostion
Target Market (Creating value for customer)
Demographic
 Usia: 20-45 tahun Functional Benefit Emotional Benefit
 Sex: Laki-laki/perempuan • Biji kopi terbaik di dunia • Brand bercitra global
 Pendidikan: pendidikan tinggi
• Service yang casual • Citra premium dan kelas atas
 SEC: A+ (menengah-atas)
 Pekerjaan: Profesional, wirausahawan • Ambien yang cool • Perasaan narsis: “See and to be seen”
 Geografis: Kota • Tempat meeting/bekerja yang cozy

Psychographic
 Kelas sosial: Kelas menengah-atas,
 Kepribadian: Aktif, supel, pekerja keras, dll Positioning
 Gaya hidup: Gaul, suka bersosialisasi,
narsis, berjiwa muda, dll. “The third place”
(selain kantor dan rumah)
Behavior
 Kebiasaan: meeting, sosialisasi, bekerja,
membaca buku, menikmati kopi, dll.
 Status pengguna: pelanggan rutin dan loyal

Core Message Tagline Logo

“Authentic coffee experience” Life happens over coffee xxx
Customer Needs
 Simbol ekspresi gaya hidup perkotaan
 Tempat ngopi dan bersosialisasi yang cool
 Tempat meeting/kerja kalangan profesional
 Produk-produk kopi dengan citra brand
global
Table of Content

PROJECT BACKGROUND
1 Target Market

2PROJECT OBJECTIVE
Value Proposition

3CONCEPTUAL
Positioning
FRAMEWORK
4 Tagline and Logo
PROJECT APPROACH
Targeting
B2C & B2B B2C B2B
Healthcare
Usia
Manufacture

Jenis Kelamin Trading

Type of Industry
FMCG
Pendidikan Hotel
Demographics Etc,
SEC (Social Economic
Status) Sales
Financial
Profit
Pekerjaan
Jumlah Karyawan
Company Size
Jumlah Pablrik
Geografis
Headquarter
Decision
Cabang
Kelas Sosial
Private
Psychographics Personality Ownership Public
Non-Profit
Lifestyle Market Size
Market # of Potential Cust.
Alasan Menggunakan Market Structure
Behavior
Market Share
User Status Position
Industry Position
 Targeting
7-Eleven Example

Demographic:
• Usia: 18-40
• SEC: A & B
• Pendidikan: >SMA
• Pekerjaan: Mahasiswa, pelajar, profesional, dll
• Geografis: Urban

Psychographic
• Values: “Eksis dan narsis itu penting”, value customer
• Personality: Percaya diri, aktif, berjiwa muda, gaul
• Lifestyle: kebersamaan, work hard play hard, social
butterfly, dll

Behavior
• Alasan Menggunakan: Tempat nongkrong nyaman, harga
terjangkau, fasilitas free wifi, dll
• User status: Pengunjung rutin dan loyal
Table of Content

PROJECT BACKGROUND
1 Target Market

2PROJECT OBJECTIVE
Value Proposition

3CONCEPTUAL
Positioning
FRAMEWORK
4 Tagline and Logo
PROJECT APPROACH
Value Proposition

Get
Value =
Give

Fb + Eb *

Value = Price + Other Expense

*Fb: Functional benefit

Eb: Emotional benefit
Value Proposition
Starbucks Example

Functional Benefit Functional Benefit

• Biji kopi terbaik di dunia
• Service yang casual
GET • Ambien yang cool
• Tempat meeting/bekerja
yang cozy
• Gratis listrik dan wifi
• Brand bercitra global
• Citra premium dan kelas
atas
• Perasaan narsis: “See and
to be seen”

Price Other Expense

• Premium • NA

GIVE
Value Proposition
iPod Example

Seamles
Music
Experience
Table of Content

PROJECT BACKGROUND
1 Target Market

2PROJECT OBJECTIVE
Value Proposition

3CONCEPTUAL
Positioning
FRAMEWORK
4 Tagline and Logo
PROJECT APPROACH
Positioning
Starbucks Example

Tagline

Positioning Statement

Point of
Target Market Brand Category
Differences
Positioning
Starbucks Example

Starbucks
Life Happens over Coffee

Ditargetkan untuk pelanggan bergaya hidup urban-global, Starbucks adalah kedai kopi premium yang menyajikan biji
kopi terbaik di dunia, memberikan pengalaman ngopi yang cool dan authentic, serta menciptakan citra/ekspresi diri
yang modern, aktif, urban-kosmopolit, kelas atas.

Point of
Target Market Brand Category
Differences

• Profesional, Starbucks Kedai kopi (coffee shop) • Biji kopi terbaik di dunia
Wirausahawan, kaum • pengalaman ngopi yang
muda cool dan authentic
• Bergaya hidup urban-
global • citra/ekspresi diri yang
modern, aktif, urban-
kosmopolit, kelas atas
Positioning
Kijang Example

Mobil
Keluarga
Positioning
Avanza Example

Toyota Avanza
“Satu Untuk Sejuta Impian”

Ditargetkan untuk keluarga muda Indonesia yang cerdas, Toyota Avanza adalah pelopor mobil low MPV (multi-purpose
vehicle) di Indonesia yang dapat digunakan oleh seluruh anggota keluarga untuk berbagai aktivitas, harga yang terjangkau
(value for money), irit bahan bakar, yang didukung jaringan layanan purna jual (sales, service, spare part) Astra yang solid

Point of
Target Market Brand Category
Differences

• Keluarga muda dengan • Untuk berbagai aktivitas

Toyota Avanza Low multi-purpose vehicle
1-2 anak semua anggota keluarga
• Smart consumer (value • Value for money
customer) • Irit bahan bakar
• Pelopor low MPV yang
telah digunakan jutaan
keluarga Indonesia
• Jaringan 3S Astra
Table of Content

PROJECT BACKGROUND
1 Target Market

2PROJECT OBJECTIVE
Value Proposition

3CONCEPTUAL
Positioning
FRAMEWORK
4 Tagline and Logo
PROJECT APPROACH
 KOMUNITAS MEMBERI
One Day Workshop Marketing Plan 2014

Name, Symbol, Tagline

Brand Name
The Core

Name is the basic core indicator of

the brand, the basis for both
awareness and communication efforts
Brand Name
The Core

 Easy to learn: Coca Cola, Intel

 Suggest the product class: Toys R Us, Kidzania

 Support a symbol or slogan: FedEx

 Suggest brand association: Bobo

 Undesirable associations: Mazda MR

 Distinctive: Sony, Google, Boeing

Brand Symbol
The Central

When products and services are difficult to differentiate, a

symbol can be the central element of brand equity

The symbol itself create awareness, associations and a liking or

feeling which in turn can affect loyalty and perceived quality

It is easier to learn visual images (symbols) than

words (name)
Brand Symbol
The Central

 Geometric shapes
 Things
 Packages
 Logos
 People
 Scenes
 Cartoon Characters
Type of Symbol
Geometric Shape
Type of Symbol
Things
Type of Symbol
Logo
Type of Symbol
People
Type of Symbol
People
Tagline

A memorable words or sentence that is

closely associated with product and brand
identity
 Good Tagline Criteria
1.It’s memorable.
2.It’s short.
3.It differentiates a business from all others.
4. It clarifies the brand’s market position and key benefits.
5. It reflects the brand’s identity, character, promise, and
personality.
6. It’s believable and original.
7.Take risks. Don’t trap in generic.
Example of Good Tagline
Intel Inside

It’s memorable and it’s short. It different the business.

Because of 4 syllables. And 2 By the time, people aware
of them are “in”. that Intel sell something
inside the computer’s CPU.

It reflect the brand’s It clarifies the market

personality and promise. position and key benefit.
It is cool and it promise that Through tagline, Intel is
computer with Intel’s chip superior and lead the market.
inside is good.

It’s original.
Because Intel is one of less
company that used only one
word.
Good Tagline
Type of good tagline and example

• Egocentric tagline
– Touching lives, improving life (Procter & Gamble)

• Question tagline
– Where do you want to go today? (Microsoft)

• Benefit tagline
– Reach out and touch someone (AT & T)

• Abstract tagline
– Just do it (Nike), Make. Believe (Sony)
Core Message
Djarum Cokelat Example

Wani Piro?!
Tagline and Logo
Telkom Example
 KOMUNITAS MEMBERI
One Day Workshop Marketing Plan 2014

Leveraging the Brand

Leveraging the Brand

1. Line Extension
2. Moving Down
3. Moving Up
4. Brand Extension
5. CoBranding
Line Extension
Expanding user base
Line Extension
Expanding user base
Line Extension
Expanding user base
Moving Down
Subbrand
Moving Down
Subbrand
Moving Down
Subbrand

7 Series

3 Series
Moving Up
Using a new brand
Brand Extension
Extending to other category
Brand Extension
Extending to other category
Brand Extension
Extending to other category
Co Branding
Creating Synergy
Thank You