Saturday, December 8, 2012

Brand Building Strategy

Every company should develop their own policies regarding the brand for eye products in the same line.

Brand is a combination of a name, word, symbol or design that identifies the product.

As discussed earlier, that is not the product but the brand advertised.

Brand has economic role if the brand is mass produced so as to achieve economies of scale and can hamper successful brand for competitors who wish introduces the same brand.

Brand also has a strategic role to be a differentiator between brands offered by the company with its competitors brand. From a consumer perspective, a trusted brand is a guarantee of consistency of performance of the products and provide the benefits that consumers look for when buying a particular product or brand.

Brand is also a promise to the consumer that the only mention his name, raised hopes that the brand will deliver the best quality, comfort, status and other considerations when consumers make purchases.

Brand consists of private brands (private brand / store brand / distributor of brand / private label), the specific brand / individual (specific / individual brand), brand line / family (line / family brand), a brand company (corporate brand), brand combination (cobination brand).

Private brand is a brand that is sponsored by a distributor, such as the wholesalers and retailers.

Alfa issued sugar to the Supermarket brands but do not have a sugar mill, the Alfa uses private brand distributor with permission sugar.

Allowing private brand wholesalers or retailers give lower prices and allow for higher profit.

Where ever many overseas companies ranging from upscale clothing actually produced in Indonesia, but given the brand overseas. Similarly, Indonesian-made shoes, branded ordering from abroad.

Although made in Indonesia, but with foreign brands it can be sold at high prices.
Because it is being sold is not the product but the brand.
Another strategy is to build a brand with a specific brand of a strategy to give the brand name of a specific product.

Unilever uses this strategy, for example, Axe deodorant brand, Blue Band for margarine, Domestos for insect repellent, for Omo detergent, Pepsodent toothpaste to shampoo and Sunsilk. Similarly, P & G, for Camay soap brand, for Crest toothpaste, Duracell for battery, for Gillette razors, Head & Shoulders to shampoo and Pampers for diapers.

Actual marketing strategy brand building strategy in the minds of consumers. If we have the ability to build a brand, it means we have a strong marketing program.

Another strategy to build a brand is to empower brand product lines.
Brand product line strategy is putting the brand name on a product line related.
Brand product line focused and provide a cost advantage to promote product lines rather than individual products.

This strategy is effective if the company has one or more product lines that each contain a relationship between product items.

One advantage the brand product line is the addition of the product items can be introduced to empower the brand name that has been building used.

Strategy large companies to build brands, usually by using the company's brand.
The company's brand strategy is to build a brand identity using the name of the company to identify the product. Toyota, Panasonic, Polytron, Sony, IBM, Intel, Nokia, Sharp, Sanyo, Toshiba, Yamaha, Honda and McDonald's use of corporate brand (corporate brand) to advertise their products.

Advertising both Mega Pro Honda Karisma 1600 and still highlight the brand Honda as a brand company. Avanza and Kijang success as a Top Brand Indonesia, partly because it uses the company's brand Toyota. Toyota in brand building is not only a menjualmobil company, but a company that offers a Total Ownership Experience, ranging from customers to dealers to optimal after sales service.

Toyota Kijang with the image that the vehicle is durable and easy to maintain and prices are relatively high compared with competing brands making it a strong brand in the minds of consumers.

Toyota Avanza, Toyota company using the brand that has been trusted around the world who have a superior product, satisfactory service high resale makes the brand a Top Brand in Indonesia.

Panasonic air conditioner and washing machine also become Top Brand Indonesia, both of which use the company's brand. Polytron with audio, which provides an electronic image of the product is relatively inexpensive, but quality in Indonesia. Similarly, Sharp and Toshiba with a television and a refrigerator, all of which use the company's brand strategy to achieve excellence.

The strategy can also build brand equity by relying on the brand. Brand equity based on a consumer perspective is the introduction of top consumer brands and store it in their memory and their brand associations that support, powerful and unique.

Consumer based brand equity perspective consists of brand awareness (brand awareness) and brand image (brand image.) Brand awareness is the ability of brands to appear in consumers' minds when they are thinking about a particular product and how easy the name is raised. Brand awareness is a basic dimension of brand equity.

A brand does not have any equity until the consumer aware of the brand. Brand new to be able to achieve brand awareness and brand awareness be done all brands.

Level of brand awareness will consist of familiar brands as awareness inclined shallow and remember the brand as a deeper awareness. For Indonesia, if we think of the brand of toothpaste that can quickly arise in our heads then Pepsodent will appear first, followed by Ciptadent, Close-Up and others.

Whereas if we think insect repellent, then Baygon will appear first, followed by three wheels and others. Brand image is a kind of associations that arise in the minds of consumers when considering a particular brand.

The association may appear in the form of images or thoughts associated with a particular brand. This association can be conceptualized by type, support, strength and uniqueness.

Types of brand associations include the attributes, benefits and attitudes.
Attributes consist of the attributes associated with a product such as design, color, size and attributes that are not associated with the product, such as price, user and usage imagery.

While the benefits include functional benefits, symbolic benefits and benefits based on experience. Bodrex associated as a safe drug and fast curing. Komix associated as a cough medicine that can be taken directly to the advertising slogan "Auntie Fe cough,".

To enhance brand equity through the selection of a brand name or logo is good.
Enterprises are most often done through marketing and marketing communications programs to create an association that supports, strong and unique in the consumer's mind between the brand and the attributes or benefits.

High quality products and present the potential value of having a high brand equity requires effective marketing communications efforts and consistent to build and maintain brand equity.

Sosro Tea stated as one of the major brands in Indonesia, is actually nothing more than sugar-sweetened tea water.

However this brand has great brand equity because the marketers do continuous promotion.

Friday, December 7, 2012

Objectives & Methods Pricing Approach

Definition / Definition of Price (Price)

Price is a very important part in the marketing of a product because the price is one of the four marketing mix / marketing mix (4P = product, price, place, promotion / product, price, distribution, promotion). 

Price is an exchange of goods or services is expressed in monetary units. Price is one determinant of the success of a company because the price determines how much profit to be gained from the company's sale of its products in the form of goods and services.

Set the price too high will cause sales to decline, but if the price is too low will reduce the profitability enterprise organizations ..

 The purpose Pricing

1. Maximum benefit With competitive pricing, the company will gain optimal profit.

2. Maintain company Of the company's profit margin obtained will be used for operational costs of the company.

Example: for salaries / wages of employees, to pay electricity bills, water bills underground, purchase of raw materials, transportation costs, and so forth.

3. Achieving ROI (Return on Investment) The company would want behind the capital investment made in the company so that the exact pricing will accelerate the achievement of capital return / roi.

4. Mastering Market Share By setting a low price compared to competing products, it can distract consumers from the products of competitors on the market.

5. Maintaining the status quo When a company has its own market, adjustments should be made at the right price in order to maintain existing market share.

 How to / Techniques / Methods Product Pricing

1. Supply and Demand Approach (supply-demand approach) From the level of demand and supply that is determined equilibrium price (equilibrium price) in a way that is able to find the price paid by consumers and the price received by producers forming the requested amount equal to the quantity supplied.

2. Cost approach (cost oriented approach) Determine the price by calculating the cost manufacturer with the desired profit level both with markup pricing and break-even analysis.

3. The market approach (market approach) Formulate prices for products marketed by calculating the variables that affect the market and prices as political circumstances, competition, social, cultural, and others.

Wednesday, December 5, 2012


You want a product / name of your company or even your own as labor to win the competition and always top of mind to your customers?

If your answer is "Yes", then it is time for you to own and build a "personal branding",  find or build a typical / unique characteristics as an advantage that you can make yourself a powerful tool in achieving success.

Ever occur to you, why Coca-Cola, able to survive for 100 years, or tea bottle Sosro managed to occupy his current position as a "market leader" drink tea in bottles, or a Harley Davidson that can last a few tens of years in the bicycle industry market motor, or with Microsoft's Bill Gates of his, or Abdullah Gymnastiar with its MQ Corporation.

And we all know they each have a competitor who is not little and not weak.

The marketing strategy is the answer.

Preparation of appropriate marketing strategies will be able to generate greater appeal on a similar product.

The attraction that makes consumers want to buy the product, even if the price is more expensive, although the product attributes (taste, shape or model, color, etc), are not different from similar products.

In many ways, the success of marketing is largely determined by how attractive the product trademark.

Trademark or branding plays an important role for the company as well as someone to be successful, because the company or person who has a strong personal branding will be able to demonstrate the features and advantages in certain areas.

In short, personal branding is a reflection of capabilities, excellence and reputation of a person or company. 

Here is a simple strategy that can be applied by anyone or any company to start building personal branding: 

1. Make history Build personal branding can be started with a database that contains records of achievement and accomplishment that has been achieved previously boast.

Also do not ever forget to take on new challenges and opportunities.

All records of this achievement was to become the basis for the way you or your company's success.

After being able to define what "color" you or your company, before seeking or doing new things, then you should create a plan that focused on "brand" or "color" that has become an option.

Further develop strategies to augment or create new innovative experiences.

2. Never ending study Different types of jobs or products require minimum standards.

Therefore, should you or your company owns and / or follow the minimum standards.

For that you may need to allocate substantial funds to study or do product development company.

Learn .... learn .... and keep learning.

3. Promote yourself Having an accurate personal branding just was not enough.

You should let others know that you or your company was the owner.

Get rid of reluctance or embarrassment to demonstrate the ability of yourself or your company, certainly in ways that positively and elegant.

Learn how to promote a courteous and do not seem particularly arrogant boasting.

One of the media is simple but quite helpful is preparing a resume that contains a record of achievement or accomplishment you or your company, do not forget to include your competence or a specialized company / product.

Make your portfolio in a hard-copy version (printed) and soft-copy (on-line).

If you or your company does not have a personal / official website, it's time to make it, so the whole world can read about you or your company. In the portfolio wherever possible include accomplishments, resume, awards, and also the work that has been accomplished

4. Be expertised There is no more powerful way to promote personal branding, other than by way of showing the world that your company has the competence in a particular field.

How that can be taken can vary, such as by writing articles related to your field of competence, to your company can also be reached by way of a kind that makes promotional program that shows that your company is expert in the field.

It is possible to hold a particular media for publicizing.

Or you can also create your own website to make the publication.
If it is well-known people, begin to look for the opportunity to appear as a speaker at a conference or seminar or meeting forms related to your competency.

Also for your company start by making off-air promotional program to get closer to consumers.

5. Network development Liaise with clients, customers or colleagues a network of relationships that can propel your achievements or your company to be faster.

Take advantage of free time during coffee, lunch, dinner and even though to recount the successes that have been achieved, of course proportionally.

Do not forget also to forge new relationships with anyone and in any occasion.

Keep all business cards, business cards received at the meetings and also store e-mail addresses.

Spend a little time to write an e-mail, message, sending greeting cards to colleagues, customers, even new friends.

Tuesday, December 4, 2012

Marketing Challenges of the 21st Century

Marketing, like science, is dynamic and always changing.

Changes in the marketing world is a necessity due to the business world as a master of marketing is constantly changing-adjusting to the progress of time.

Despite the changes, the marketing can not escape from the three components that always accompanies; consumers, competitors and the company.

These three components are always present in any discussion about marketing.

The era of globalization is large enough to influence the marketing and grow new challenges in the marketing profession today.

Marketers need to be able to understand how events that exist in various parts of the world affect the domestic market and the opportunities search for new breakthroughs, and of course how these developments will affect the pattern of corporate marketing.

Twenty-first century has arrived. People call this one of the 21st century as the century of information.

Information systems world  by telecommunications and computer (internet) will greatly influence lifestyle, political systems, social-cultural, and economic trends.

Each field much supported and influenced by the world of information.

Marketing a lot to do with consumers, will also be affected by the information.

Even the marketing world will not be able to live if no information, in whatever form that information.

Moreover, there has been a paradigm shift in marketing, from transactional marketing (transactional marketing) towards relationship marketing (relationship marketing).
Relationship marketing, we know, can not escape from the information.

MARKETING CHALLENGE Information is going to be a cornerstone of marketing in the 21st century.

However, information is not a single stand.

He information-will be supported by a lot of other things outside of the study area information.

Thus, in addition to marketing will be heavily influenced by the information, in the self-marketing will shift pergeser's new strategic nature.

In the 21st century there are some challenges for the marketing profession.

1. Challenges of Vision Often marketing decisions based more on meeting the demands of the present.
In a global context where the competitive advantage of products and services have a shorter age, such things can not be maintained anymore.

Responsibility to see into the future burden of marketing executives.

It is thus not an exaggeration to say marketers are required to be a visionary marketer and holistic strategic thinking and can turn on the function of marketing intelligence and corporate real intelligence.

Self-development is ideally a visionary marketer needs to adopt ideology that promotes entrepreneurial proactivity and accept responsibility as a major innovator and risk taker.

Marketing must have the courage to break the stability and creative in determining marketing strategies.

Young people macamRichard Kartawijaya (Microsoft Indonesia), Barry G Lesmana (Citibank), Betty Alisyahbana (USI IBM), Noble Tambunan (Telkomsel), is a visionary marketer who would much coloring Indonesia marketing world of the 21st century.

2. Challenges in Power Marketing The main runway is the humanizing power marketing customer customer centered summarized in the concept of marketing.

Thus, the consumer is the subject, not the object of marketing.

Power marketing will focus on three key words; moving, caring and inovating.

Moving become the cornerstone to answer the surge of competition and demand dynamics are always fluctuating due to higher customer expectations.

In this embodiment, the moving must be accompanied by a concern to customers (caring) through measures of innovation (inovating) in the areas of strategy, management, and product /service.

Innovation is a process to deliver added value to customers.

Customer satisfaction will spawn trust and long term relationships that are sustainable, which means to create customer loyalty.

Customer relationships are not just mere rational relationship to the plains, but has penetrated deep into the realm of customer emotions.

So that the market share held not only mind share, but has entered into share heart region.

3. Challenges to Transferable Marketing Marketing costs to enter the global arena, would logically increase as well.

One way to improve the cost efficiency of marketing is to utilize transferable.

Meaning of tranferable marketing is making marketing patterns that can be used for multiple locations or target market with an enhanced degree of universality.

A good example is the marketing concept of the DeBeers diamond.

DeBeers made in London and Hong Kong, while exploiting distributed to various locations, including Indonesia.

This deployment (including benefits and the model) adjusted to the local situation of the country.

4. Challenges in Brand Management In an effort to improve gait in a global world, marketers are challenged to enhance brand reputation.

The role of brand reputation becomes more important to the context of the 21st century due to the large number of brands available in the market.

Therefore, companies need to be grown in a work climate characterized by pride of the brand (brand minded culture).

Analysis should also be noted the implementation realities of the brand into the minds of consumers in order to determine the strategy to increase brand identity.

In the 21st century house brand or private label are manufactured by many companies.

In Indonesia house brand made by many retail businesses such as Sun, Hero and Macro.

For solar house brand products are branded clothes Stanley Adams and M-2000.

While Hero supermarkets play a lot in the house brands, such as; Innosence for baby products, Hero Selection for a soft drink, and a Hero to products industries.

For Macro, the company named its product house brand with sebutanAro.

5. Challenges in Marketing Ethics Consumer society and the present, and even more in the future, be concerned about the quality and begin to pay attention to the moral and social responsibility of the company.

Included in this context is the level of morality of any marketing decisions and impacts on stakeholders as a whole.

It is further heightened by the range of opinion relating to the marketing slant, such as product engineering, improper labeling and advertising, as well as predatory pricing.

In situations where competition becomes tighter and reputation become important capital, then inevitably all policies and decisions must be based on the code of ethics and established by companies and professional associations.

The main code of conduct that must be considered by marketers are: honesty and fairness in the marketing process, a code of ethics in the field of promotion, pricing and distribution policies, codes of ethics in marketing research and commitment in advancing human civilization.

Marketing challenges of the 21st century as mentioned above is a thing that can not be avoided by marketers if they want to win the competition.

Early Marketers must be able to anticipate a substantial change of marketing.

The anticipation is not too difficult. It takes only two ways; optimize intelligence and make friends with change.

Monday, December 3, 2012

Internal Brand Loyalty

When Sophia Latjuba advertise soap GIV, are you sure that in everyday life he was also wearing a cheap soap that? There is also an interesting story when reporters caught Nirina Zubair, MTV VJ, using numbers to other operators when middle made brand ambassador IM3. Certainly worse is when an employee is caught drinking soft drinks renowned branded main competitor, cash received sanction from the company. The latter is the story of what happened in the U.S.. This story tells about the true brand loyalty, but not by the customer. Often we discuss about customer loyalty, but forget brand loyalty internal parties. And brand loyalty is the expected internal party radiate out to the external customers. Customer loyalty is a mine of money for the company. And in reality, loyalty to product or service revealed in brand loyalty. Surefire brand loyalty becomes the focus of all marketing activities, and even the entire crew of the company. Martin Lindstrom has a unique way to measure brand loyalty. In a survey involving respondents from 13 countries, respondents were asked for their willingness favorite brand's logo tattooed permanently on the arm or other body part. Approach is apparently supported by 18.9 percent of respondents who favored Harley-Davidson. The three most favorite brand in succession follows is Disney, Coca-Cola, and Google. Well, if customers have asked loyal to the brand, what about the employees? Of course employees should be made loyal to the brand. Try to see how Disney evoke brand loyalty. Disney made the system ranging from recruitment, training, HR policies in order to reflect the attributes and the messages contained in the Disney brand. Also includes services, behavior, dress up employees. Ensure that employees understand the meaning of gambling Disney brand, and how they should behave and act to support it. So the brand loyalty of employees as internal party has a broader meaning and heavier demands. Not just using the product faithfully, but also must be able to ensure that customers remain loyal. So employees must serve as the backbone in reviving the brand. This principle is used starting from the earliest stages, hiring new employees. Followed by generating enthusiasm and passion of the employees so that the brand becomes their commitments. How to generate the most effective is to involve them in the process. Including the communication that involves educating employees following feedback mechanism, so that employees have a high awareness of the essence of the brand. Understanding the essence is starting from the values ​​contained in each attribute to the brand identity brand promise. Thus the rise of responsibility and a sense of belonging. All of them should be supported by consistent internal communications to explain the values ​​and behaviors that are appropriate to the brand promise. Success is characterized by the pervasiveness of internalization of values ​​and behaviors in everyday employees. In building a strong brand is needed effective communication, that is consistent, clear, acceptable, and clearly understood by the target audience. This is the principle of marketing communications. The problem is if we call the mind directly fixed marketing communications to customers out there. We often neglect, that communication must also be able to market prior to its internal customers, the employees and the company's internal. Do not forget about brand loyalty internal parties, before telling customers are loyal to our brand.

Saturday, December 1, 2012

Six Biggest Pricing Mistakes

Sound pricing structure helps companies generate sales and build customer loyalty.

Wrong pricing structure can make the business work hard to serve our customers and achieve profitability.
If you need to set the price to be charged for a product or service, avoid the common mistake of pricing it.

 Sell too cheap To set a realistic price, you need to know all the costs involved in making the product or service.

This includes costs such as prices ease tracing of parts and supplies, as well as less tangible costs associated with the skills and knowledge you bring to the table.

Some employers set a price that does not account for all these expenses.
They may forget to add overhead costs such as electricity, water or rent, or having difficulty to appreciate the value of their time.

One business approach based services are used to determine a reasonable price for the supply of goods and services are set wage per hour for loading services.

They then multiply this number by the number of hours required to complete a task in order to establish the overall price of the project.

Following the competition By basing your pricing structure on a competitor's price can be dangerous because of the costs used to calculate the price competition may have nothing to do with your costs.

They may pay a price lower or higher than you do, buy a different technology, and has a marketing budget larger or smaller.

Nevertheless, it is useful to know how the prices charged competitors so that you can realize that your price is realistic for the market. If you find that your prices are much lower than competitors, check to make sure you did not miss any of the pricing equation.

Price competition Pricing is simply to beat the competition is a weak proposal.
This way you will indeed attract buyers, but the chances of them not a loyal customer.

If low prices attract them to your business, they may leave your company so there are better options.

A better approach is to differentiate between your business with competitors in other ways, such as superior customer service, improved product characteristics, or better quality. 

Waiting too long to raise prices Increased demand or increased inventory costs can put you into a position where you have to decide whether to raise or not to raise prices.

Some business owners avoid price increases because they fear customers will react negatively. In many ways, a better strategy is regularly gradually raise prices rather than burdening the customer with a large price increase.
In other words, a 10 percent price hike likely brought more negative attention than twice the price increase of 5 percent. Lowering prices without changing the shipment Some customers may be trying to subtly get a lower price than your company.

It can put you in a difficult position, especially if you run a business based on service. Sending an agreed order with lower price could send messages as if the initial price is too high, and all the next business would be open to negotiating the price.

A better approach is to accept a lower price, but changing slightly the delivery terms. For example, if you are negotiating the price for the technical installation for three months, you could agree to lower project costs that reduced the number of weekly meetings or monthly shortened.

Another reasonable option for large orders is set lower prices as discounts for large quantities.

Set the price at random Some customers may be urged to find out how you design the pricing structure, so it is important to get the fundamentals justify your pricing Additionally unless you are quite aware of how the costs associated with your prices, it would be difficult for you to recognize when it is appropriate to adjust your pricing.