Seminar Scribbles
Some Scribbles I Made During My Bro's Seminar
Some side notes:
- I've always been wondering whether my brother has any girlfriend. Ha ha ha!
- The dean spoke very AWFUL english
- TMC: Trisakti Marketing Club
- I don't understand what the dean was trying to say
- This Thoby Mutis, Ditha's mother knew him
- The dean was talking gibberish. Couldn't believe someone this dumb could be elected as the dean. The things he said, they just weren't quality stuff. Or probably he was just not good in English. The dean was talking economics in general and politics. I'm sure these things are somehow relevant for marketing, but the relevance was small in regard to this seminar.
Good service = Great marketing
Focus on people --> customers and employees
- Personal touch
- Alliance with strong companies with quality products (for hair care materials)
- Entrepreneurship --> intuition, risk taker, always looking for opportunities
The seminar was quite a good tool for promotion. Apparently, it was also a means to recruit fresh talent. A good step for Johnny Andrean or any other companies.
Second Session
Speaker: Kafi Kurnia --> Managing director of Interbrand
contact at: www.kompas.com
Strategi Pemasaran Waralaba
Keunikan waralaba
- brand is established
- Pay attention to uniqueness of brand
contoh: waralaba
--> brand (sendal jepit tapi merk-nya terkenal)
--> process (semangka kotak)
--> dikuasai oleh segelintir orang/ supply sangat terbatas/ eksklusif
Starbucks:
sells lifestyle, coffee culture (the culture of drinking coffee)
owner: Howard Schultz
Coffee Culture: not just coffee, but the culture of coffee drinking
McDonald
- What does it sell: Family Gathering
'Give me a kid who wants to eat at my place, then he/she will brint th whole family'
The Body Shop
What does it sell: self confidence
Established by: Anita Rodrick
Packaging --> simple
Story: why's body shop's color green? Because Anita had only green paints back then when she started her shop. Why reusable bottle? Because she couldn't afford additional perfume bottles, that was why she asked the customers to return the bottle. Why self confidence? Because there are actually people that doesn't like glamour. So the customers of body shop doesn't have to be some kind of a model to be able to buy or use their products.
They didn't come up with it. They actually stumbled upon the concept of earth-friendly products.
Marketing:
--> cocok dulu, baru suka
--> suka dulu, baru cocok
Waralaba: marketing that touches the emotion (emotional)
Marketing of frachises: pre-determined
Marketing tricks:
- icon (Ronald McDonald, Chaki)
- General marketing: the 4 Ps of marketing (Product, Price, Promotion, Place)
- Product diversification
- Service diversification
Innovation in Marketing
- Sustainability
----> right now Starbucks is vulnerable
Comparison:
Starbucks: no smoking, located in shopping centers (lifestyle)
Tully's: go ahead and smoke till you drop, located in office building (for stressed out office workers)
Jamba Juice: don't ask for a particular flavour, ask for what you want the juice to do for you (lower your cholesterol level, lower your blood pressure, etc.)
Konsep: marketing concept that is sustainable
Kue soes Beard Papa di Jepang
Concept:
- shop's position must stand out. There must not be other shops in the vicinity
- ovens are opened every 10 minutes so that the aroma of the soes could lure customers
- breakthrough concepts, sustainable
Krispy Kreme donuts
- at first offered free donuts, then people will feel bad about not buying
- made some kind of donut theatre, where poeple would be able to see how donuts were made
Franchise:
- brand recognition
- unique processes
- exclusivity
Cult branding --> Harley Davidson
--> MTV
Conclusion:
- sustainable
- uniqueness
- segmented
- special markeing strategy
The first session was okay. Johnny Andrean brought out more the entrepreneurship side of his business, but still with a little bit of hint of a marketing strategy. Second session turned out to be short, but more interesting
Trisakti, a place where I would've ended up in if I hadn't taken the UMPTN in 1997. Don't know that's good or bad. But one thing I know for sure, I wouldn't be the person I am today if I hadn't gone to UI for college. Anyhow, I'm thankful.
Some side notes:
- I've always been wondering whether my brother has any girlfriend. Ha ha ha!
- The dean spoke very AWFUL english
- TMC: Trisakti Marketing Club
- I don't understand what the dean was trying to say
- This Thoby Mutis, Ditha's mother knew him
- The dean was talking gibberish. Couldn't believe someone this dumb could be elected as the dean. The things he said, they just weren't quality stuff. Or probably he was just not good in English. The dean was talking economics in general and politics. I'm sure these things are somehow relevant for marketing, but the relevance was small in regard to this seminar.
Good service = Great marketing
Focus on people --> customers and employees
- Personal touch
- Alliance with strong companies with quality products (for hair care materials)
- Entrepreneurship --> intuition, risk taker, always looking for opportunities
The seminar was quite a good tool for promotion. Apparently, it was also a means to recruit fresh talent. A good step for Johnny Andrean or any other companies.
Second Session
Speaker: Kafi Kurnia --> Managing director of Interbrand
contact at: www.kompas.com
Strategi Pemasaran Waralaba
Keunikan waralaba
- brand is established
- Pay attention to uniqueness of brand
contoh: waralaba
--> brand (sendal jepit tapi merk-nya terkenal)
--> process (semangka kotak)
--> dikuasai oleh segelintir orang/ supply sangat terbatas/ eksklusif
Starbucks:
sells lifestyle, coffee culture (the culture of drinking coffee)
owner: Howard Schultz
Coffee Culture: not just coffee, but the culture of coffee drinking
McDonald
- What does it sell: Family Gathering
'Give me a kid who wants to eat at my place, then he/she will brint th whole family'
The Body Shop
What does it sell: self confidence
Established by: Anita Rodrick
Packaging --> simple
Story: why's body shop's color green? Because Anita had only green paints back then when she started her shop. Why reusable bottle? Because she couldn't afford additional perfume bottles, that was why she asked the customers to return the bottle. Why self confidence? Because there are actually people that doesn't like glamour. So the customers of body shop doesn't have to be some kind of a model to be able to buy or use their products.
They didn't come up with it. They actually stumbled upon the concept of earth-friendly products.
Marketing:
--> cocok dulu, baru suka
--> suka dulu, baru cocok
Waralaba: marketing that touches the emotion (emotional)
Marketing of frachises: pre-determined
Marketing tricks:
- icon (Ronald McDonald, Chaki)
- General marketing: the 4 Ps of marketing (Product, Price, Promotion, Place)
- Product diversification
- Service diversification
Innovation in Marketing
- Sustainability
----> right now Starbucks is vulnerable
Comparison:
Starbucks: no smoking, located in shopping centers (lifestyle)
Tully's: go ahead and smoke till you drop, located in office building (for stressed out office workers)
Jamba Juice: don't ask for a particular flavour, ask for what you want the juice to do for you (lower your cholesterol level, lower your blood pressure, etc.)
Konsep: marketing concept that is sustainable
Kue soes Beard Papa di Jepang
Concept:
- shop's position must stand out. There must not be other shops in the vicinity
- ovens are opened every 10 minutes so that the aroma of the soes could lure customers
- breakthrough concepts, sustainable
Krispy Kreme donuts
- at first offered free donuts, then people will feel bad about not buying
- made some kind of donut theatre, where poeple would be able to see how donuts were made
Franchise:
- brand recognition
- unique processes
- exclusivity
Cult branding --> Harley Davidson
--> MTV
Conclusion:
- sustainable
- uniqueness
- segmented
- special markeing strategy
The first session was okay. Johnny Andrean brought out more the entrepreneurship side of his business, but still with a little bit of hint of a marketing strategy. Second session turned out to be short, but more interesting
Trisakti, a place where I would've ended up in if I hadn't taken the UMPTN in 1997. Don't know that's good or bad. But one thing I know for sure, I wouldn't be the person I am today if I hadn't gone to UI for college. Anyhow, I'm thankful.
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