5 pengembangan dan komunikasi brand 2007 - presentasi kel 1

DAFTAR ISIBAB 1 : Pendahuluan

BAB 2 : Apakah Brand Itu? 2.1 Definisi Brand2.2 Jenis-jenis Brand2.3 Cara Kerja Brand2.4 Anatomi Hubungan Brand & Stakeholder

BAB 3 : Pengembangan Brand3.1 Strategi Membangun Brand3.2 Brand Execution 3.3 Brand Equity3.4 Strategi Branding

BAB 4 : Komunikasi Brand 4.1 Cara Kerja Komunikasi Pemasaran4.2 Proses Pemilihan Brand4.3 Promosi & Periklanan

BAB 5 : Penutup

BAB I

PENDAHULUAN

BAB II

PENGEMBANGAN BRAND

DEFINISI BRAND

• American Marketing Association

• Philip Kotler

• Tjahyo Harry Wilopo

JENIS BRAND• Tujuan:

– Fungsional– Citra– Eksperiental

• Fungsi:– Memberikan Identitas– Membangun Loyalitas– Sebagai Pembeda– Sebagai Sarana Promosi– Membangun Citra Perusahaan– Menarik Stakeholders

How Brands Work…NAMA

OBYEK

SIMBOL

CITRA PRODUK

CITRA ORGANISASI

How Brands Works…Perspektif IMC

- Transformasi - Brand Promises -> Ciri dan

Karakteristik- Brand Experience -> Persepsi- Brand Equity -> Citra Organisasi

Hubungan Brand dengan:

• Stakeholder

• Konsumen

• Karyawan

ANATOMI HUBUNGAN BRAND & STAKEHOLDER

Acquisition versus Retention

• Dalam hubungan brand yang menguntungkan, menjual produk ke konsumen yang sudah ada lebih murah daripada menjual ke konsumen baru.

• Prinsip dasar dalam IMC adalah perusahaan harus lebih fokus dalam pengulangan (retention) dari konsumen yang sudah ada daripada akuisisi dari konsumen baru.

Kepercayaan

• Kepercayaan konsumen berdasarkan apakah perusahaan melakukan apa yang dikatakan dan apakah produk dan karyawannya memiliki kesatuan.

• Image dapat saja diciptakan namun reputasi yang baik merupakan persepsi yang diperoleh dari pengalaman baik yang terjadi berulang terhadap brand.

• Untuk memfasilitasi kepercayaan, perusahaan harus menyadari fakta bahwa kepercayaan merupakan sebuah faktor yang berupa realitas dan persepsi.

Hal-hal yang paling penting dalam menciptakan kepercayaan dalam hubungan komersial adalah:

– Kepuasan (satisfaction)

Kepuasan dibentuk oleh berbagai input, seperti performa produk yang positif, atribut brand yang menguntungkan yang tidak ditawarkan oleh pesaing, pengetahuan bahwa orang lain juga menggunakannya dan merasa puas dengan brand tersebut; dan respon perusahaan terhadap keluhan atau kebutuhan konsumen.

– Konsistensi (consistency)Konsistensi dikomunikasikan oleh produk dan jasa secara seragam sebagai cara perusahaan memposisikan dirinya dan merespon situasi. Hal ini penting karena konsistensi mempengaruhi ekspektasi dan menjadi cara untuk mengurangi resiko.

– Kemudahan akses (accessibility)Ketika terjadi masalah, konsumen ingin merasakan bahwa mereka memiliki sumber, seperti kemudahan untuk dapat menghubungi sesorang dengan cepat dan menyelesaikan permasalahan.

– Responsif (responsiveness)Konsumen akan merasa bahwa perusahaan perduli dan menghargai konsumen saat pertanyaan, kebutuhan, dan keluhan dari konsumen segera ditangani dan

diselesaikan.

– Komitmen (commitment)Konsumen ingin merasakan bahwa perusahaan memiliki ketertarikan ke hati untuk membantu konsumen daripada hanya melakukan dan mengatakan untuk penjualan semata.

– Kesamaan (affinity)Kesamaan muncul saat konsumen mengidentifikasi dirinya dengan brand atau perusahaan, dan berhubungan denga orang-orang yang juga menggunakannya.

– Kesukaan (liking)Menyukai sesuatu seringkali menjadi alasan untuk testimony – kebanyakan orang membicarakan tentang pengalaman positif mereka dan hal-hal yang mereka sukai. Jika konsumen tidak menyukai suatu brand, akan menjadi alasan kuat untuk disasosiasi.

BAB III

PENGEMBANGAN BRAND

BRAND MESSAGE STRATEGY DEVELOPMENT

1. The Creative Message Brief

2. Targeting and Customer Insight

3. Selling strategy

Selling StrategyTahapan untuk memutuskan strategi penjualan yang akan di terapkan terdiri atas :

1. Purpose or key problem

2. Functional area message objective

3. Standart message strategies

4. Appeals and selling premises

Ex

The purpose of this marketing communication is to convince____________(target audience)______that______(brand)_____________will____________(benefit)__________because______________(proof).the result should be__________(message objective : impact on consumer)

Common message objectives and strategies

1111111

1. InformationaCreate awareness or attention

2. Transformational Create an attiude, feeling, emotion, belief ,or emotion

3. BehavioralCreate action4. RelationalCreate interactivity and repeated action

ThinkFeel

Do

STRATEGIC CONSISTENCY

IMC Planner memfokuskan perhatiannya pada dua tipe konsistensi yaitu :

1.One-Voice, One- Look

2.Strategic Consistency

THE CONSISTENCY TRIANGLE

BRANDINTEGRITY

CONFIRM DO

SAY

BRAND EQUITY

Definisi :• Menurut Wilopo• Menurut David Aaker • Menurut Knapp

Brand Equity adalah kombinasi antara nilai identitas merek dan semua nilai yang dimiliki atau diwakili oleh suatu merek secara keseluruhan.

Suatu merek dikatakan memiliki ekuitas tinggi jika merek tersebut dipersepsi baik oleh setiap orang yang berkepentingan dalam merek tersebut.

Metode menentukan Brand Equity

1. Metode premium-pricing

2. Metode royalty

Elemen Brand Equity• brand awareness,

• brand association,

• perceived quality, dan

• brand loyalty.

Asosiasi Brand berdasarkan A. Atribut produk

B. Intangibles C. Manfaat yang diberikan produk D. Bintang iklan E. Negara atau daerah tertentuF. Relative price G. Kelas dan kategori produk H. Penggunaan produk I. Pelanggan

J. Lifestyle dan Personality

Value yang didapat perusahaan jika memiliki ekuitas merek, yaitu:

• Harga premium dan margin keuntungan yang tinggi, contoh : McDonald, Indomie, Toyota Kijang, Aqua.

• Merek yang kuat akan memberikan peluang bagi produsen untuk melakukan perluasan merek untuk mengekploitasi pasar secara lebih mendalam, contoh : Toyota, ada Toyota Soluna, Altis, Corola, Camry, Crown.

Merek bisa menjadi basis terbentuknya loyalitas dan bahkan fanatisme pelanggan, contoh : Iwan Fals.

Merek bisa menjadi komponen keunggulan bersaing yang kuat, yang sulit ditiru oleh pesaing, contoh : Levi’s , terletak pada identitas mereknya yang sangat kokoh : authenticity, originality, american freedom, individuality, young & fun, symbol of frontier independence yang membedakannya dengan yang lain.

BAB IV

KOMUNIKASI BRAND

Cara Kerja Komunikasi Pemasaran

NoiseClutter, message conflict and inconsistency

MessageBrand Messages(Planned, Unplanned, product, service)

ChannelNewspaper, mail, magazine, e-mail, TV, radio, package, salesperson, customer service, internet

FeedbackBuy/not buy, request information, visit store, sample product, repeat

SourceCompany/brand, agency

ReceiverTarget Audience

(1)Pesan,

(2) Media/saluran,

(3) Noise,

(4) persepsi dan decoding oleh penerima pesan,

(5) feedback

 Empat Sumber Pesan Brand

PlannedProduct

Service Unplanned

BRAND

The Five Rs of Purposeful Dialogue

• Recourse

• recognition

• Responsiveness

• Respect

• reinforce

LANGKAH – LANGKAH DASAR DALAM PEMILIHAN MERK

PROSES KEPUTUSAN KOGNITIF

LANGKAH DIMENSI PSIKOLOGIS

1. Pengenalan masalah Kebutuhan dan keinginan

/ kemungkinan Perhatian

Persepsi Selektif

2. Pencarian informasi AwarenessPengetahuan tentangmerkProses sentral ataupinggiran Proses aktif dan passing

3. Evaluasi dari pilihan Respons kognitif / afektifIngatanPreferensi dan keyakinan

Persamaan

Kredibilitas sumber

4. Perilaku, aksi Sample, datang, beli / coba

5. Penilaian terhadap keputusan Kognitif dan kondisi belajar

membeli, Belajar dari kepuasan dan

beli kembali ketidakpuasan

Disonansi kognitif

MODEL KOGNITIFRecognize Search for Evaluate Make buying Review

problem or information choices decision decision

Opportunity

MODEL PENGALAMANRecognize Evaluate feelings Make buying Review

problem or about choices decision decision

opportunity benefits

MODEL BERULANG/PERILAKURecognize Make buying Review

problem or decision decision

opportunity

3 SITUASI YANG MEMPENGARUHI PERILAKU MEMBELI

Tipe dari proses keputusan Rute Produk

Proses kognitif think/feel/do mobil, kebutuhan primer, keterlibatan tinggi, produk baru

Proses Pengalaman: impuls do/feel/think snacks, minuman, rokok, dll

Proses Pengalaman: feel/do/think restaurant, event olahraga, mengalami eksibisi, produk baru dimana

produk dan sampling diperlukan

Proses Repetisi/ Habit do/think/feel supply partai besar, pembelian

pembelian yang berhubungan

brand loyalty

4 LANGKAH MENUJU KEPUTUSAN MEMILIH MERK

Tipe dari proses keputusan Rute Produk

Proses Repetisi/ Habit do/think/feel supply partai besar, pembelian

pembelian yang berhubungan brand loyalty

4 LANGKAH MENUJU KEPUTUSAN MEMILIH MERK

ADVERTISING, PUBLIC RELATIONS,SALES PROMOTION,

EVENT & SPONSORSHIP,CUSTOMER SERVICE

4 categories of MarComm’s functions (using types of media):

• Primarily use MASS MEDIA: – Advertising – Public Relations

• Use SITUATION and PLACE:– Sales promotion– Packaging– Point-of-purchase

• Use PERSONAL COMMUNICATION:– Direct-response– Personal sales

• Use EXPERIENCES:– Event– Sponsorship– Trade show– Customer service

ADVERTISING (The Awareness Builder) characteristics:

1. Nonpersoal2. One-way3. Planned messages paid for by identified sponsor4. Disseminated to a broad audience5. To influence audience > their attitudes and behavior

TYPES OF ADVERTISING:

1. Target audiences: Consumers; businesses2. Media: Direct mail; print and broadcast3. Geography: Local; regional; national; international

ADVERTISING’s Strengths: 1. Building awareness2. Adds value to a brand3. Cost-effective in terms of impressions4. Control over the content and timing of the message5. Enables prospective customers6. Messages are seen by other stakeholders besides just customers

(e.g. Employees, investors, local community, etc)

ADVERTISING’s Limitations:1. Media waste2. One-way communication3. Low credibility4. Clutter

MERCHANDISING: THE REMINDER DRIVERS

1. Merchandising: is extending a brand image through promotional activities at the retail level.

2. Merchandising is concerned how is a brand is displayed.3. E.g.: POP materials, shipper-displays, banners, signs, counter

stands, floor stands, TV monitors, shelf signs/talkers, end-cap displays, etc.

STRENGTHS:1. Direct attention to a brand or particular product offering at the

point of sale.2. Increase the level of customer consideration >

action>purchase>sales.3. Provide links between out-of-store brand communication and the

in-store shopping experience.

LIMITATIONS:1. Retailer’s resistance to using them.2. The failure of salespeople to promote their use.3. Small portion of customers remembered.

PACKAGING: THE LAST AD SEEN BEFORE BUYING

1. Packaging is an important part of a brand’s identity; distinguished a branded product from a generic one.

2. Package is a medium for carrying a planned brand message.3. Package is like a miniature outdoor board with millions of potential

exposures.E.g. Coca-Cola hourglass shape bottle.

STRENGTHS:1. As a container protects products.2. Strong visual statement that brings brand personality.3. Provide important decision information.4. Showcase of promotions.5. Add value to brand positioning.

LIMITATIONS:Packaging is its potential for clogging up landfills > redesigning >more disposable.

PUBLIC RELATIONS: THE CREDIBILITY BUILDER

1. James Grunig & Todd Hunt: ”PR is management of communication between an organization and its public”.

1. Denny Griswold: ”PR is the management function that evaluates public attitudes, identities the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance”.

PRACTICE AREAS of PUBLIC RELATIONS:

1. Corporate Relations2. Crisis Management3. Marketing Public Relations (Brand Publicity)4. Media Relations5. Employee Relations6. Financial or Investor Relations

PR uses two different kinds of advertising:

1. Public service announcement (PSA)2. Corporate advertising

IMAGE vs REPUTATION: Image can be created but Reputation is earned.

CORPORATE COMMUNICATION: manages a full range of stakeholder relationships, its focus on the corporate brand, image and reputation.

MARKETING PUBLIC RELATIONS (MPR): ”The uses of non-paid media to deliver positive brand information designed to positively influence customers and prospects’

BRAND PUBLICITY: ”Using news releases and another media tools to broaden awareness and knowledge of a brand or company”.

MPR is used:1. To build brand credibility;2. To make product news announcements;3. To reach hard-to-reach target audiences.

STRENGTHS of MPR:1. Brand awareness2. Acceptance and Credibility3. Cost-Effectiveness4. Clutter busting5. Reaching the Hard to Reach Audiences

LIMITATIONS of MPR:1. Less control of brand publicity because the

messages filtered by media gatekeepers2. Not easy to measured3. Mass media will not run stories about the same

company or brand too frequently

SALES PROMOTION: Intensifying ConsiderationSales promotion is ”a marketing communication function that encourages action by adding tangible value to a brand offerring”.

Sales Promotion:1. Consumer Sales promotion > used as part of a pull strategy.2. Trade Sales Promotion > important tool in a push strategy.

Consumer Sales Promotion Tools:1. Coupons 7. Sweepstakes & Contests2. Price reductions 8. Tie-in Promotions3. Rebates 9. Loyalty Promotions4. Premiums5. Specialties6. Sampling

STRENGTHS of Sales Promotion:

1. Increase distribution

2. Balance demand

3. Control inventory levels

4. Respond to competitive programs

LIMITATION of Sales Promotion:

1. Still has a questionable image as a simply a way to ’buy sales’. >< convincing brand is a good value.

2. Not necessarily cost-effective.

3. For only the best deal, not a long-term brand relationship.

4. Successful program will follow soon by competitors.

EVENT:

”is a promotional occasion designed to attract and involve a brand’s target audience.

Event Characteristics:

1. Reach a certain audience

2. Involving

3. Generate brand publicity

Company use event in three ways:

1. Create the event

2. Participate in the event

3. Sponsor the event

SPONSORSHIP:”is a financial support of an organization, person, or activity

in exchange for brand publicity and association.

Sponsorship:1. Differentiate and add value to brand2. As one of main ways in which a brand develops

associations

Guidelines for choosing sponsorship:1. Target audience2. Brand image reinforcement3. Extendibility4. Brand involvement5. Cost-effectiveness6. Other sponsors

STRENGTHS of Event & Sponsorship:

1. Enhance company’s or brand’s visibility by associating it with something positive.

2. Good relationship-building activities that emotionally bind customers to a company or brand.

LIMITATION of Event & Sponsorship:

1. Depending on the scope of the event, they tend to directly involve only a small percentage of a brand’s target audience.

2. ROI of most event sponsorship determined also by other MC functions.

3. Lack of controlling of the design & management of sponsored event.

CUSTOMER SERVICE: The Retention Driver:

” is the process of managing customer’s interactive experiences with a brand”.

When customer service is good > brand relationships are strengthened.

When it is bad> they are weakened or destroyed.

Characteristics of Good Customer Service: Attitude

1. Employee performance2. A customer-service department3. Technical support provided4. Facilities, operations and arrangements

Reasons why companies using Customer Service:

1. Competitive advantage2. Customers’ demands3. Customers’ expectations4. Relationship maintenance5. Increased technological sophistication of product

Strength and Limitation of Customer Service:Strength: its contribution to the maintenance of a customer

relationship during and after purchase has been made.

Limitation: because rarely managed as part of a marketing program, the communication dimension of customer service are usually not integrated into the overall marketing communication approach. ***(end)