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Simply Marketing

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Young Entrepreneur Academy

Santai ah..
Cinta kan sudah jadi milikku... c.i.n.
t.a

Simply
Marketing

Dalam materi "Simply Marketing", strategi untuk memenangkan persaingan. Banyak orang membuka usaha hanya modal berani, salahkah? Tidak, daripada tidak action-action. Namun segala sesuatu itu ada ilmunya. Saya banyak mengalami kegagalan usaha, karena pakai sistem trial error
(banyak errornya). Karena itulah saya bertekad untuk mencari 'ilmunya'.
Ternyata, dengan 'berhenti sejenak', menyusun STRATEGI, kita dapat mengeleminasi kegagalan dan mengakselerasi kesuksesan.Untuk materi ini adalah materi revolusioner, karena terbukti berhasil mengajarkan marketing di YEA hanya dalam waktu 2 jam saja.
Ide materi ini adalah sumbangan twin sy @ipphoright kepada @YEAindonesia... Kita melakukan sedikit modivikasi di deliveringnya.
Let's start... Simply Marketing... ayoo kita simak cerita berikut ini... "DEMI CINTA..."
Cerita Cinta:
Elang adalah perjaka yang tulus, pekerja keras dan setia. Ia menemukan seorang wanita yang telah lama dia impikan, Cinta (tanpa Laura). Masalahnya, Elang kalah start dengan Peter
(tanpa Pan). Peter telah menjadi kekasih Cinta selama 2 tahun... Elang berprinsip selama janur kuning belum melengkung, masih ada harapan bagi dirinya... Apalagi Elang yakin bahwa dia bisa lebih membahagiakan Cinta dibandingkan Peter... ciee... Jika Anda adalah Elang, apa yang akan
Anda lakukan untuk mendapatkan Cinta? Jawab yaa... dalam 3 menit!

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SIMPLY
MARKETING

Cerita Perang:
Jika Anda adalah seorang Jendral dari sebuah kerajaan. Raja memerintahkan Anda untuk melakukan upaya pembebasan suatu wilayah dari penjajahan musuh. Apa yang akan anda lakukan untuk memperebutkan wilayah tersebut? Jawab yaa dalam 3 menit!
Marketing adalah gambaran yang serupa dengan kedua kisah diatas... Jadi marketing adalah... SRATEGI..............?!
Banyak orang salah kaprah 'marketing' adalah 'selling'... Tepatnya, Selling adalah bagian dari
Marketing. Bagaimana dengan Promosi? Bagian dari Marketing juga.
Begini alurnya:
Positioning(Strategi)--> Promotion(Kampanye)--> Selling(Closing).
Mari kita perdalam Positioning.
Positioning adalah sesuatu yang terjadi pada benak konsumen, bukan semata pada produk
Anda. Paham atau bingung? Begini contohnya...
Apa bedanya nasi goreng kaki lima dengan bintang lima? kaki lima berharga Rp.8000, bintang lima berharga Rp.80.000. Kok bisa? Apakah telornya 10x lebih banyak? Padahal sama-sama 1 pc.
Apakah ayamnya 10x? Nasinya 10x? atau rasanya 10x lebih enak? belum tentu! Terus apa bedanya?
Bintang lima lebih higinis, rapi, tempatnya nyaman, timun dan tomatnya dipotong cantik sebagai hiasan. Masalah rasa, belum tentu menang! Apakah larutan cap kaki 3 benar-benar dari cula badak? belum tentu, tapi di benak konsumen diyakini "Iya" dan berkhasiat. Apa bedanya gula kiloan dengan merk Gulaku? Kenapa harganya 20% lebih mahal? Kenapa Coca Cola lebih laku dari Pepsi? Apa beda pisang Del Monte? Kacang 2 kelinci low colestrol? Kacang garuda juga tuh! Apa bedanya? 2 kelinci lebih dahulu memPOSITIONINGkannya!
Itulah yang disebut perang positioning. Al Ries mengatakan bahwa Postioining adalah
"Perang di benak konsumen" (bukan di produk)
Positioning adalah strategi memenangkan peperangan di benak konsumen. Positioning bukanlah asal dibuat dengan feeling.
Bagaimana cara menemukan positioning yang ampuh, hingga mengalahkan merk-merk kompetitor lainnya?
Pertanyaannya: Bagaimana menemukan positioning yang tepat? Berikut adalah metode yang mudah dimengerti untuk menemukan positioning.

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SIMPLY
MARKETING

Alurnya:
SPECIFIC TARGETING --> DOUBLESWING --> DIFFERENTIATING --> POSITIONING.
Jangan takut dengan istilahnya, kita buat simple!
1.

SPECIFIC TARGETING

Tentukan spesifik target pasar Anda, kriteria keinginan-keinginan dan kebiasaan mereka. Semakin detail, semakin bagus.
Contoh 1: Pendidikan minimal SMU, 17-25 tahun, single, bukan karyawan, kelas A, B, C, IQ 120 keatas, suka kebebasan, komunikatif.
Contoh 2: Wanita karir, 25-45 tahun, kasual, mandiri, karyawan atau profesional, kelas A, B, cuek, gengsi. Semakin detail Anda bisa mendeskripsikan Spesifik Target Pasar Anda, semakin mudah Anda membidiknya. Semakin tergambar dengan jelas SIAPA mereka, DIMANA mereka biasa 'hang around' dan MENGAPA mereka tertarik dengan produk Anda!
Selanjutnya, dari target tersebut harus kita ketahui "Apa KRITERIA produk/servis yang mereka
INGINKAN?". Hal ini didapat dair survei.
Contoh 3: Cinta menyukai lelaki yang: 1.Ganteng; 2.Punya Rumah; 3.Penghasilan min 20jt/bln;
4.Kebapakan; 5.Sedikit cuek; 6.Berkaca mata.
Nah, kriteria itu masih dangkal tanpa data prosentasi atau prioritas mana yang terpenting dan yang tidak terlalu penting. Maka dari itu, kita harus memasukkan elemen prioritas dalam survei.
Dengan cara meminta urutan dari yang terpenting hingga yang tidak terpenting.
Misal, dari contoh diatas, didapat urutan: 3-2-5-1-4-6. Semua data itu bisa didapatkan dengan membagikan kuesioner (kuantitatif) atau diskusi (kualitatif). Jika perusahaan kita masih kecil dan tidak memungkinkan melakukan survei secara akurat, lakukan secara kualitatif. Caranya dengan membentuk kelompok diskusi.

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SIMPLY
MARKETING

Misal:
Kumpulkan 5 orang tim diskusi yang mewakili (serupa) dengan target pasar kita. Lakukan diskusi untuk mendapatkan data-data diatas.

2.

DOUBLE SWING

Memetakan persaingan dan posisi kita terhadap pesaing. Mirip seperti SWOT, tapi saya lebih suka menggunakan Double SW. Double SW (Strength & Weakness) artinya, memetakan SW kompetitor dan SW kita terhadap Kriterian dan Prioritas (Needs) Target Pasar kita.
Misal: Peter memiliki 'S' dimata Cinta: ganteng, berkaca mata, punya rumah. 'W'nya: terlalu perhatian, kekanakan, gaji 10jt/bln.
Elang, memiliki 'S' dimata Cinta: ganteng, cuek, punya rumah, penghasilan
35jt/bln(pengusahahaha). 'W'nya: kekanakan, tidak berkaca mata. Nah, dari situ kita dapatkan peta persaingan antara mereka berdua dimata Cinta! Menurut Anda, apa kelebihan Elang dibanding
Peter?
Jika tingkat kompetisi masih rendah, maka kita bisa gunakan KEUNGGULAN BERSAING!
Contohnya adalah kasus Peter dan Elang. Jika tingkat kompetisi terlalu tinggi (banyak), kita harus menggunakan DIFERENSIASI. Tapi ingat, Berbeda itu Mahal! Karena perlu edukasi pasar.
3.

DIFFERENTIATING

Menemukan celah untuk memenangkan persaingan! (diferensiasi=perbedaan). Apa
'keunggulan bersaing' Elang yang tidak dimiliki oleh Peter dimata Cinta? Jawabnya: Cuek dan
Penghasilan 35 jt/bln. Dari 2 keunggulan tersebut, berdasarkan prioritasnya adalah 'Penghasilan minimal 20jt/bulan', baru kemudian 'cuek'. Jika ternyata kompetisinya sangat ketat dan tidak ada celah untuk menang dari 'keunggulan bersaing', barulah kita gunakan diferensiasi.
Diferensiasi bisa dibagi kedalam 2 hal:
1.Konten. Fokus pada produknya
2.Konteksnya. Pada kemasan atau 'deliverinya'.
Konten, segala sesuatu yang berhubungan dengan produknya. Contoh: lebih gurih, variasi rasa, material, kualitas, kandungan, dll. Konteks, segala sesuatu yang berhubungan di luar konten, seperti kemasan, atmosfer, model, hiasan, image, servis, dll. Bisa jadi produk dengan konten yang sama, dengan kemasan beda, harganya jadi beda. Contoh: Gula curah vs 'GULAKU'. Nasgor kaki 5 dan bintang 5. Apa bedanya maskapai Garuda vs lainnya? Pasawat yang sama, bisa beda harga! Kopi di

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SIMPLY
MARKETING

warkop vs Starbuck? Bisa dikatakan dengan bermain diferensiasi di 'konteks' menaikkan 'nilai jual' dan profit produk atau jasa Anda!
4.

POSITIONING

Memposisikan di benak konsumen. Masih ingat awal materi tentang apa itu positioning? Sesuatu yang terjadi pada benak konsumen, bukan semata pada produk Anda.
Dari keunggulan bersaing atau diferensiasi yg Anda dptkan dr proses diatas, pilih 1 atau 2 yg terbesar prioritasnya. Dalam kasus Elang, Post-nya: Gaji diatas 20jt dan Cuek. Nah inilah yang harus dikomunikasikan di benak Cinta. Caranya? PROMOSI!
Positioning bisa dikomunikasikan dalam bentuk tagline seperti "Always Coca Cola" atau
"Apapun.... Minumannya Teh Botol Sosro". Tentu saja pemilihan tagline harus selaras dengan positioning dan dengan bahasa yang 'kena' atau 'nancap' di benak konsumen.
Sampai disini Anda telah mendapatkan strategi untuk memenangkan persaingan, selanjutnya adalah meng-KAMPANYE-kan strategi Anda.

Taktik

Strategi

musuh

musuh musuh musuh

Update materi dan konsultasi dengan follow @JayaYEA dan @YEAindonesia! Download e-book GRATIS lainnya di www.YEA-Indonesia.com. Materi ini boleh dicopy dan diperbanyak tanpa ijin kami.

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Marketing

...Nick Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. The new sense of marketing is satisfying customer needs, and the two goals of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. It simply can be interpreted as satisfy customers demand and get the profit as well. Marketing management orientations can be defined as the directions for the company development. Production concept means consumers will favor products that are available and highly affordable, and that management should therefore focus on improving production and distribution efficiency. That concept simply suggests that customers prefer inexpensive products that are readily available. In effect, "if we make it, they will come." For example, An easy way to understand this term is to reference Henry Ford, the original manufacturer of American cars. Production orientation is a philosophy that focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace. Ford created one type of car and stated that the consumer could have it in any color as long as it was black. Product concept holds that consumers will favor products that offer the most in quality, performance and innovative features, and that the organization should therefore devote its energy to making continuous product improvement.The Product...

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