what is marketing

 

it is funny definition of marketing from http://sundharzone.blogspot.com/2009/04/marketing-made-simple-mms.html. I want to comment every statement by marketing concept.

what is marketing ?
1. You see a gorgeous girl at a party. You go up to her and say: "I am very rich. Marry me! " - That's Direct Marketing".

Comment: gorgeous girl is customer, targeted customer, best segment of customer. Party is customer geography. "I am very rich" is positioning. Marry me is selling. marketing question is : is positioning appropriate to targeted customer? is targeted customer, gorgeous girl like very rich people? positioning must to appropriate customer preference. mybe she doesnt like rich man, but handsome man. to know customer preference, we need market research. which shape, color, sense type: audio, visual, feeling. what is brand they buy, what message that work of the brand?

2. You're at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says: " He's very rich. "Marry him." -That's Advertising". Comment: No, it is not advertising, it is recommendation by customer. in advertising, customer know that sender or message is seller or producer. So customer know interest of seller. exactly, seller says that their products is number 1 or different.  Recommendation is powerful message, because message come from another customers. So customer have no interest that the products is number one.
3. You see a gorgeous girl at a party. You go up to her and get her telephone number. The next day, you call and say: " Hi, I'm very rich. "Marry me - That's Telemarketing" Comment: message is not only words but also goods, attitude, and action. I think it is better if telemarketing is not by phone but give girl flowers.
4. You're at a party and see gorgeous girl. You get up and straighten your tie, you walk up to her and pour her a drink, you open the door (of the car)for her, pick up her bag after she drops it, offer her ride and then say:"By the way, I'm rich. Will you "Marry Me?" - That's Public Relations". Comment: Public Relation is program to influence public opinion. Yes before send message about positioning and selling, it is better to influence public opinion that we are very well mannered.  
5. You're at a party and see gorgeous girl. She walks up to you and says:"You are very rich! "Can you marry ! Me?" - That's Brand Recognition". comment :That is brand recognition. Brand is objective of marketing program. it is result of segmentation-targeting-positioning-differentiation-marketing mix-selling.
6. You see a gorgeous girl at a party. You go up to her and say: "I am very rich. Marry me!" She gives you a nice hard slap on your face. - " That's Customer Feedback". Comment: Customer feedback is very important for marketing, because marketing is make long relationship with customer. the matter is how to create repeat order, customer retention, so it sustainable marketing.
7. You see a gorgeous girl at a party. You go up to her and say: "I am very rich. Marry me!" And she introduces you to her husband. - "That's demand and supply gap". Comment: He..he..before make marketing program, we must evaluate segment, competitor. is it gap of demand and supply?
8. You see a gorgeous girl at a party. You go up to her and before you say anything, another person come and tell her: "I'm rich. Will you marry me?" and she goes with him - "That's competition eating into your market share". comment : Ya maybe you are not competitive for targeted market, so you must to evaluate your competitive edge. Before we enter to market segment, we must to ask, can we compete in the segment.
9. You see a gorgeous girl at a party. You go up to her and before you say: "I'm rich, Marry me!" your wife arrives. - "That's restriction for entering new markets ". Comment:  ha...ha... Yes it is entry barrier. in marketing entry barrier is technology we are not have, difficult access to approach market, regulation, and so on...

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Color Combination

 

in above is combination color by meaning. romantic, clear, cool casual, modern, dandy, classic, gorgeous, dynamic, casual, natural elegant.

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Marketing Mix

After Positioning and differentiation, next step is marketing mix. Marketing mix is how to communicate our positioning and differentiation. It is include offering and access. Marketing mix is products, price, place and promotion. Offering is products and price, access is place and promotion.

Without marketing mix, positioning and differentiation is idea without foot. But only marketing mix, without positioning and differentiation, marketing mix can waste our resource, because we didnt matching our potention to our opportunity.

Marketing mix is tangible side of positioning and differentiation. It tool analysis help us to prevent we have good offering (product and price) but we can not communicate for customer through mass media, social media and interactive media (promotion). We also need distribution (place) so customer easy to access. Without easy distribution, customer difficult to access and difficult to buy.

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Marketing Design Criteria

 

• Marketing design is must mee "eye catching" because , not depend on content. color , Readibility : font, size, White space: help to focus. tagline: .  proportion.  kartu nama ukuran font: 12 point, 11-10 point. nama 14 point. kelas atas lebih tertarik dengan informasi yang lebih sederhana.

motret produk yang penting : stick live paling terlihat. tanpa bayangan. lampu-lampu. fokus ke produknya. bagraoud dekovil. dofovil. traffict plus berhenti.

logo: kriteria mudah masuk ke pikiran orang. sederhana.

font dari mebel: serif: pakai kait

font makanan: miring, lengkung

sanserif: tanpa kait.

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Differentiation: Fullfill Your Promise

Positioning = image that unique and to be reason to buy in the mind of customer. It is promise. Promise that customer need must be fullfilled. If we can not meet or fullfill our promise, we can not sustainable. Customer will not repeat order.

Fulfill your positioning or promise by your products. Your products is must different than another company. Your products must have competitive advantage than another company. It is differentiation. Your product must not only best in positioning but also in the reality: differentiation. If your product have better performance than another company, of course, they prove their positioning and it can satisfy customer and it can win competition.

To create good differentiation, we must consentrate on three dimention of differentiation: what to offer (content), how to offer (context) and what facilitation that make customer sure that it is , possible to offer, infrastructure, enabler.

Content is what value to offer our customers? It is core offer that different for customer. What we offer is must be competitive, better than competitor, so it attract customer to come and buy.

Restaurant must offer delicious food. It attract and sell, of course.

But content is not enough. How to offer also important. It is better if environtment of restaurant is beautifull. It can attract customer, even though product is same as another restaurant. Environtment is context to offer customers.

Infrastucture also important to differentiate that attract customers. Infrastructur is enabler that make customer sure about your products. Infrastructure is human resource, technology and facillitation that support what and how to offer. It support your business.

To to create differentiation that sustain and ever green?

First, our differentiation is must be unique and not easy to follow by another company. It can be your product, your context, environtment that hard to follow by another company. It can be location that not easy to follow, or it can expensive technology or smart human resource that different. So your differentiation is barrier to entry by another company to follow.

Second, our differentiation is must give better value to customer. It must be customer oriented. It must be give best benefit to customer. What is benefit for customer mybe different that what you think about what they need. It need research about need, want and expectation of customer.

Third, our differentiation is must better or different than competitor. If our differentiation is better, we can win. If we can not be better, we must to be different, so we can win in spesific market.

McDonald not only provide what to offer: fried chicken, but also context: how to offer, restaurant that good design. Service that satisfy. So eventhough fried chicken of mcdonald is not the best, but they success to attract so many loyal customer.

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Positioning: image that attract customers

After we choose market segment correctly, the question: how to attract prospect? What is reason to buy our products? If we blind about their reason to buy, we can misthink that they buy a cheapest one, as we are. But it is not simple as it is. They need credibly products and service, they need easy to access products, they need fast to access, eventhough products is not cheapest.

How to attract the prospects? To attract the prospect is give them a image that our products have reason to buy. It is not enough, our products is have reason to buy better or different than competitor, not only better. This is positioning, image about product that we will fill in their minds. More preferable your products in their minds, preferable (better or difference), they are more interested to buy your products.

David Beckam have so many advertisement and money than Ronaldo, it is not because he is best player that only fit for sport and health products only, he also positioning herself as fashion icon. His dress, hair style and so on is very fashionable, so so many fashion manufacturer that big market size is interested to him.

There ar 4 tips to make positioning

First, positioning is must positive image about your products or company, that to be reason to buy by customer.

Second, positioning is reflect your strenght, so it is easy for you to fullfill your image. Positioning is promise that attrack them. So you must fullfill your promise. If you can not fullfill your promise, they disappointed and leave you.

Third, positioning is must be unique, so different than competitor. We must give them reason not only to buy our generic product, but also to buy from our company. We give them reason to prefer ours than competitor.

Fourth, positioning is must sensitive to dinamic of situation. is our positioning relevant to situation, it is not out of date.

Nokia have positioning: technology that understand you. Nokia is not best technology. Nokia is low technology than Siement, Sony Ericcson. But Nokia is have positioning that different, it is not sophisticated handphone technology, but fashion handphone. Nokia is best style handphone, packaging. It is easy to replace packaging of Nokia. And packaging is beautifull. Nokia also easy to use, keypad is easy, navigation is easy. And it is what customer want, different than another company. It is good positioning.

Coca Cola and Pepsi. Product is same. Positioning is different. Coca cola give image that they is “real thing”. They give image that they are real, another is unoriginal. So coca cola, unstraightly say that Pepsi is unoriginal cola. But pepsi is not accept by their positioning. Pepsi’s positioning is Generation next, so Pepsi unstraightly say Coca Cola is old generation. Both cola company have their own segment and market and big.

Body Shop is cosmetic company. If they have position as best beauty cosmetic, they must compete with another big company like Revlon, customers are not easy to accept wheter Body Shop is best beauty cosmetic, better than Revlon. But, Body Shop have different positioning. Body Shop’s positioning is to be cosmetic that environtment friendly. They not only business for profit only, but also activist to protect environtment. They campaign environtment protection. And Body shop have their own market and loyal customer. Body shop maybe not win in all segmen of women cosmetic, but they win in customer that sensitive to environtment.

Positioning concept Al Ries concept that improve previous concept that marketing is find a need and fill it. It is not enough because what about competition? If we can find a need and fill it, but we can not compete, it is waste. So Al Ries breakthrough with positioning that strategi to win competition. Competition is not only price, product, but the war field in the mind of customer. So challange of company is how to win in the mind of customer. How to find unique and useful image so they prefer us than competitor. If we can not win in broad market, maybe we can win in specific market.

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TARGETING: FIND BEST OPPORTUNITY

Market is opportunity. But we must to ask two question. First is it fit to our products, our strenghts? Is we can provide products and service that they want? Second, is we can compete with another company. If we have 10 competitors the identical product and service, the competition will kill you.

The smart strategies is know your strength very well, know your customers very well, know your competitors very well and carefully observe what is not being addressed in the marketplace.

Targeting is fitting strategy, to make fit condition outside your company, and condition inside your company. To fit your resource: (money, human resource, products, and service) and market + competitors.

Question must be addressed about targeting is, after we scan market, we choose segment. Is our choose correct? There are several criteria to answer the question.

First, is our segment market size is big so interested? If our market size is too small, we can do our business very well, because customer will not as big as we hope.

Second, is our segment market grow? We can see trend of our market grow. If they grow so well, we can choose the segment.

Third, is our competitve advantage can handle the segment. How many the competitor? Are we can compete with competitor very well in the segment? Are we have the service, so ywe can give mor personalized service to your customers tha alarger competitors can. There are many customers who will pay a premium for top service. Being the low bidder is not always the right way to go.

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