Pengaruh Produk Bank Terhadap Minat Menjadi Nasabah - PowerPoint by cis18220

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									• Pengantar
• Riset Pasar
• Riset Geografi Pemasaran




          Triarko Nurlambang
     Staf Pengajar di Jurusan Geografi UI
    Pengantar


    MENGAPA
DIPERLUKAN RISET
 DALAM KEGIATAN
   PEMASARAN ?
     TEMUAN SAINTIFIK DAN TEKNOLOGI TELAH MENCIPTAKAN
          EVOLUSI (REVOLUSI ?) KEHIDUPAN DI DUNIA
                                                   Temuan mesin beban dan
                                                   jangkauan

     Temuan komputer                            Temuan optik (mikroskop dan
                                                teleskop)

                                              Temuan alat audio
   Temuan teknologi
   pangan



 Temuan teknologi kesehatan,
 bersih, energi, material,                     Temuan alat transportasi
 instrumentasi, dll.



Knowledge is like light. Weightless and intangibles, it can easily travel
      the world, enlightening the lives of people everywhere
                                                             Science for Life
                     Consumer Evolution
Question         Is there a new      What‟s really       Who do               What is today        Who‟s in            What‟s your
                 economy?            changed?            customers            „s business          control?            REAL value
                                                         think they           cycle?                                   proposition
                                                         are?
Topic            Use of              Our perception of   Your products        Business is cycle    Everything is       Commodities
                 technology          time and space      must help people                          global              aren’t sustainable
                 changes our         has changed         do things better                                              proportions
                 psychology


Theme            Basic business      We are in a         You can’t            Your business        Scalable            Don’t sell
                 rules still apply   period of           separate yourself    must operate in      business can’t      products, sell
                                     concentration       from your            tune with your       survive in niche    something that
                                                         customer             customers cycles     markets             meets a need


Old              The future is       Unlimited growth    Producers            Business cycles      Your could          Market
psychology       predictable         was the goal of     controlled product   were a few years     survive in inches   competitiveness
                                     business            development          long                                     is based primarily
                                                                                                                       on price


New              We live in an       We can’t waste      Customers need       There are several    To be sustainable   Customers
psychology       uncertain world     resources and we    products which       cycles of change     you must be         demand products
                                     must be future      make them more       running              global              which are
                                     oriented            effective            simultaneously                           effective when
                                                                                                                       they use them

Business         Don’t bet on        Retreat to your     Redo your brand      Get your cycles in   Define a global     Find a universal
strategy         tomorrow            core competency                          sync with cultural   market              need; not a fad.
                                                                              change




Sumber: Grantham dan Judith, 2002
  PENGETAHUAN UNTUK
 MEMBANGUN KORPORAT
                 Innovation and
                  value creation



                     Leading
                    Corporate

Learning                                Knowledge
                                          Based
Process                                Management



   Masalah : (nilai --> budaya)+ knowledge gaps
                                             Science for Life
Membangun kemampuan daya saing


    Competence
    Creative
    Connection
    Commitment

                                 Science for Life
              (1950 -1980)
        PRODUCT DRIVEN
(Production-driven, technology driven)


                (1980s)
       MARKET - DRIVEN
 (Market focused, customer - driven)



                 (1990s)
         MARKET DRIVING
         (Innovation - driven)
                                         Science for Life
                 Implementation
               • Performance monitoring
           • Refining strategies and program


               Situation Analysis
     • Understand the environment and the market
          • Identify threats and opportunities
           • Assess the competitive position



             Strategy Development
• Define the business scope and served market segments
          • Establish competitive advantages
              • Set performance objective


      Marketing Program Development
            • Product and channel decision
              • Communication decisions
                       • Pricing
              • Personal selling decisions
 Definisikan masalah dan
        tujuan riset




  Bangun Rencana Riset



  Kumpulkan data dan
      informasi



    Analisis informasi



Sampaikan Temuan
      Riset
                Riset Pasar
• Tahapan                  • Metode
  Identifikasi kebutuhan     Internal data
  Definisikan masalah        Observasi
  Rancangan Riset            Survei
  Pengumpulan data           Focus Groups
  Analisis data              Interview
  Interpretasi hasil         Eksperimen
             Analisis Pasar

• Analisis Lingkungan      • Analisis Kompetitor
  Tren Makro Bisnis           Definisikan kompetitor
                              SWOT
  Perubahan Struktural
                              Identifikasi competitors:
  Kenali situasi “hulu”         prestasi, tujuan, strategi,
  Kenali situasi “hilir”        structur biaya
                              Konflik, kompetisi,
  Analisis Probabilitas
                                koeksistensi, kerjasama,
  Tingkat pengaruhnya           kolusi
    terhadap perusahaan
         Analisis Internal
•   Strengths/ kekuatan
•   Weaknesses/ kelemahan
•   Constraints/ hambatan
•   Uncertainties/ ketidakpastian
•   Customer requirements/ kebutuhan
    pelanggan
              Konsep-konsep Kunci
•   Marketing/ pemasaran                •   Methods of market research
•   The marketing imagination           •   Environmental analysis
•   Marketing mix (4P)
•   Opportunity and market definition   •   SWOT
    (peluang dan definisi pasar)        •   Internal analysis
•   Segmentation                        •   Positioning strategies
•   Targeting                           •   Generic strategies for new, growth,
•   Positioning                             mature, and declining markets
•   Perceptual mapping (pemetaan
    persepsi)
•   Models of consumer buying (model
    kebiasaan belanja konsumen)
•   Organizational buying (organisasi
    pembelajaan )
•   Organization buying roles (peran
    organisasi pembelanjaan)
•   Market plan (rencana pasar)
Struktur Bangun Pemasaran
•   Peluang dan definisi pasar
•   Segmentation
•   Targeting
•   Positioning
•   Rancangan dan implementasi rencana
    pemasaran
          Definisi Pasar
   Apa Produk nya?
   Bagaimana tipe pelanggan?
   Bagaimana situasi Geografis
•   Bagaimana Tahapan produksi dan
    sistem distribusi nya?
             Segmentasi Pasar
• Variabel           • Pertanyaan kunci
  Demografis           Apa yang dibeli?
  Geografi             Bagaimana cara
  Psycho-graphics        mereka membeli?
  Benefit/ manfaat     Dimana mereka
                         membeli?
                       Kapan mereka
                         membeli?
                       Kenapa mereka
                         membeli?
                       Siapa yang membeli?
Mengenal Pemasaran secara lebih
rinci pada segmen yang lebih kecil

 •   Komunitas pembeli siapa saja?
 •   Niche marketing (ceruk pemasaran)
 •   One-to-one marketing (satu per satu)
 •   Relationship marketing (hubungan
     pemasaran, mis.nya MLM/ Multi-Level
     Marketing atau Harley-Davidson Club)
                   Targeting
• Variabel Kunci              • Pendekatan
  Ukuran dan potensi            Fokus pada segmen tertentu/
                                  single/tunggal
    penjualan/ sales
                                Fokus Produk
  Potensi pertumbuhan           Fokus Pasar
  Profitabilitas
                                Dominasi Pasar
  Kekuatan dan kelemahan
    pesaing
  Pengorganisasian kekuatan
    dan kelemahan
  Ketepatan Strategi
  Sumberdaya yang
    diperlukan
            Positioning
• Pendekatan
  Atribut Produk dan Manfaatnya
  Usage occasions (saat kejadian) atau
   fungsi
  Kategori pengguna/ pelanggan
  Keunggulan relatif terhadap pesaing
         Perceptual Mapping
         (pemetaan persepsi)
                Heavy




Bitter                         Mild




                Light
     Perilaku Pelanggan
    (Consumer Behavior)
• Proses pengambilan keputusan,
  dimana para pelanggan menjadi
  membeli dan menggunakan produk.
• Dipengaruhi oleh
  Proses berpikir/ Thinking processes
  Proses perasaan/ Feeling processes
  Proses sosial/ Social processes
    Bagaimana Pelanggan jadi
           membeli?
• Stimulasi Eksternal dan internal – mengenal
  permasalahan
• Mencari informasi dan alternatif dalam
  memenuhi keperluannya/ kebutuhannya
• Evaluasi alternatif
  Justifikasi Subjektif
  Sikap dan pilihan
• Membeli/ purchase
• Perilaku setelah membeli/ Post-purchase
  behavior
    Kategori Konsumsi

• Pemecahan masalah konsumsi
• Perilaku kebiasaan membeli/ belanja
• Pendorong belanja/ Impulse buying
       Organizational Buying
• Different from consumer buying
  Size and concentration
  Multiple decision makers
  Complexity of decisions
  Close and intricate (many details) relations
  Professional buyers
Organizational Buying Roles
• Per Webster and Wind,
  Users
  Gatekeepers
  Influencers
  Deciders
  Approvers
  Buyers
    Organizational Buying
         Situations
• Straight rebuy
• Modified rebuy
• New task buying
  Problem recognition
  Problem defined
  Responsibilities assigned
  Search and evaluation
  Choice among alternatives
Types of Products and Services
 • Raw materials
 • Components and partially processed
   materials
 • Capital goods
 • Ancillary (additional services) equipment
 • Supplies
 • Services
“Society continuously expects new ideas, inventions and innovations from
private citizens, enterprises, as well as from persons working in scientific and
technological development” (International Small Business Congress,
2000)
                                         Idea generation

                                         Idea screening

                               Concept development and testing
 Research
                               Marketing Strategy Development

                                        Business analysis

                                      Product Development
   teruskan
   stop                                                                 Commer-
                                         Market testing                 cialization


                                                                   Science for Life
        Marketing Plan
• A detailed and focused strategy for
  designing a marketing mix to meet
  consumer needs and wants and to
  realize a sustainable competitive
  advantage
•Terstruktur vs Tidak Terstruktur                        vs




         vs                •Terprogram vs Tidak Terprogram




                                 a      b   c   d

 •Rasional vs Intuisi        1      *   *           vs
                             2      *       *
         DATA
Pengetahuan yang tersebar


                  INFORMASI
         Mengumpulkan pengetahuan yang
                   tersebar


                                   ANALISIS
                            Kategorisasi dan klasifikasi
                                    informasi


                                               INTELLIGENCE
                                            Implikasi untuk pembuatan
                                                    keputusan
1. Metode Saintifik: observasi seksama, formulasi hipotesa, logika
sistematik, prediction, dan pengujian
2. Aktifitas Riset: melalui jalan inovatif untuk mengatasi permasalahan
3. Metode ganda (Multiple methods): nilai dalam memanfaatkan lebih
dari satu metode dalam rangka menambah hasil yang lebih dipercaya
4. Interdependensi model dan data
5. Nilai dan biaya informasi
6. Skeptisme yang Sehat: skeptisme yang sehat dengan memanfaatkan
asumsi yang tepat yang ditetapkan oleh pengelola tentang bagaimana
pasar itu ‘bekerja’
7. Etika pemasaran: memberikan manfaat, baik yang berasal dari
sponsor maupun dari pelanggan
                            New Product
                                                                  Center of
                            derivatives 1,
     FMIPA UI                 2, 3…dst
                                                                  excellent
                                                                  for LIDAH
(Research and Product
      Development)                                                BUAYA
     - Idea generating                       Reinvestment
      - idea screening
 - concept dev. & testing
  - product development
                                MSLB
                              “KAVERA”
                                                            Pengmbg bisnis
       PT BTL                                                 per-LIDAH
     (Investasi dan                                           BUAYA-an
      Pemasaran)                             Net-Profit
  - Marketing strategy
     - Market testing
 - Product development
   - Commercialization      Share            FMIPA UI, PT BTL, Inovator

                                                            Science for Life
                               Contoh 2
                MODEL PENINGKATAN POSITIONING
                           KORPORAT
                           Model Komunikasi Merek                                   K
                           Korporat                               Voiceshare        O
                            Identitas korporat
                                                                                    G
                            Komunikasi pemasaran
                            Citra Korporat                                         N
                                                                  Mindshare         I
                                                                                    T
        POSITIONING                                                                 I
    The act of designing the                                                        F
                                                      Strong
company’s offering an image to                                    Heartshare
                                                      Positio
  occupy a distinctive place in                                                  Afektif
                                                         n
   the target market’s mind


                                   3 langkah mencapai             Marketshare    Konatif
                                  POSISI YANG KOKOH

                        1. Merumuskan model nilai nasabah
    Positioning            (customer value)
    Elements:           2. Mengembangkan hirarki customer value      ROI
                                                                                 Customer
•   Pricing             3. Menetapkan paket customer value                       Relation
•   Prod. Quality                                                               Management
•   Service
•   Distribution
                                              Contoh 3
 LANGKAH TAKTIS YANG DIPERLUKAN
 Review Visi, Misi, Tujuan
  dan Strategi BUKOPIN


                              RISET TERHADAP NASABAH UNTUK:
    MERUMUSKAN MODEL         1. Mengetahui awarerness level dan
    NILAI NASABAH BANK
                                pemahaman terhadap korporat berikut
1. Nasabah Bank Bukopin
                                produk/ jasa
2. Nasabah bank kompetitor
                             2. Mengetahui kebiasaan nasabah dalam
                                memanfaatkan jasa bank
                             3. Mengetahui ekspektasi nasabah
                                terhadap elemen positioning
    MENGEMBANGKAN            4. Membandingkan dengan pesaing
       HIRARKI
                                (perceptual mapping)
    CUSTOMER VALUE



 MENETAPKAN STRATEGI
  DAN TAKTIK PAKET                  Strategi
                                   Komunikasi         HARVESTING
   CUSTOMER VALUE
                                   Pemasaran


                                                   Contoh 4
                METODOLOGI
Survey kuantitatif dengan face to face interview
          menggunakan kuesioner terstruktur

        Lokasi
  pengambilan sampel:              Metode Sampling:
  di kantor bank/ATM               Non-Probability Sampling
       wawancara:                              ---------
di rumah/kantor responden            Practical Area Sampling &
                                       Convenient Sampling




                            POTRET - Perceptual Mapping
                            Bank Bukopin & bank kompetitor


                                                      Contoh 5
     BANK UTAMA YANG DIGUNAKAN
                   Nasabah [n = 550]             Non Nasabah [n = 550]

Bank Bukopin 78%                            0%

   Bank BCA                      7%                           22%

 Bank Mandiri                     5%                    15%

  Bank BNI 46                      3%                         23%

  Bank Lippo                           2%        7%

Bank Danamon                           1%      4%

   Bank BTN                            1%      4%

   Bank Niaga                          1% 1%
   Bank Jabar                          1% 0%
    Bank BRI                           1%             12%
             BANK YANG DIKETAHUI ( TOP OF MIND )
                   Nasabah [n = 550]        Non Nasabah [n = 550]
   Bank Bukopin                             2%
                   47%
      Bank BCA              19%                                 32%
    Bank BNI 46                10%                        23%
       Bank BRI                   8%                11%
   Bank Mandiri                   7%                11%
       Bank Bali                       2%   3%
     Bank Lippo                        2%      6%
     Bank Jabar                        1% 0%
  Bank Danamon                         1%   3%
      Bank BTN                         1%   2%
       Bank BII                        1%   2%
Bank Astra Graha                       1% 0%
            PERTIMBANGAN DALAM MEMILIH BANK
                                   Nasabah [n = 550]   Non Nasabah [n = 550]

     Lokasi yang strategis   74%                                         64%


     Kecepatan pelayanan           45%                         36%


                Keamanan            39%                           44%
  (tingkat kesehatan bank)

  Jaringan ATM yang luas                  23%                      47%


Jumlah Outlet/kantor bank                       11%         24%


         Bank pemerintah                         9%     17%
        APAKAH PERNAH BERPINDAH BANK
        Nasabah [n = 550]                           Non Nasabah [n = 550]


Tidak                          Ya               Ya                       Tidak
71%                           29%              32%                       68%


                            Mengapa Pindah Bank ?
                                                Nasabah    Non-nasabah
        •   Lokasi Bank/ATM jauh                   (24%)     (18%)
        •   Kurang puas pelayanannya               (17%)      (22%)
        •   Potongan administrasi besar            (13%)      (17%)
        •   Karena ada kasus rush/likuidasi        (13%)      (16%)
        •   Lokasi bank yang dituju mudah dijangkau(12%)       (10%)
        •   Rekomendasi kantor                     (10%)      (6%)
              LOKASI KANTOR BANK YANG BIASA DI DATANGI


          Nasabah [n=550]                      Non Nasabah [n=550]

                                                                           54%
Lokasi dekat kantor/tempat usaha
                                                         34%


                                                          37%
             Lokasi dekat rumah
                                                                     49%


                                   4%
    Lokasi dekat kampus/sekolah
                                         11%


                                   3%
     Lokasi dekat tempat belanja
                                    5%
 Riset Geografi Pemasaran
• Dalam pendekatan Marketing Mix (4P), Geografi
  Pemasaran menitikberatkan pada salah satu P yaitu
  PLACE
• Bagaimana kita dapat merumuskan PLACE dalam
  kaitannya dengan urusan Pemasaran / Pasar ?
• Komponen dasar PLACE (geografi):
  a. Titik
  b. Garis
  c. Ruang/Area
  d. Kombinasi diantara ketiga komponen di atas
• Metode Penelitian yang digunakan pada prinsipnya
  sama dengan Riset Pemasaran dan Penelitian
  Geografi lainnya
• Teknik Analisisnya menggunakan pendekatan
  keruangan/ spatial
                   Knowledge                         Analysis                         Synthesis                     Evaluation                    Creativity               Professionalism
        Broad knowledge and                Problem solving ability.         Ability to bring together       Ability to review, assess      Ability to make an         Ability to act as a
        understanding of areas of          Evidence of understanding.       different facets of material,   and criticise one's own        original, independent,     practising geographer, to
Level   Geography.                         Ability to apply concepts to     and to draw appropriate         work and that of others        personal contribution      present argument in a
 of     Fluency in subject vocabulary      novel situations.                conclusions.                    in a fair and professional     to the understanding       skilled and convincing
Year                                                                                                        manner.                        of the subject.            manner and to work alone
                                                                                                                                                                      or in teams


        Demonstrate a basic                Apply geographical               Be able to handle material      Draw conclusions from          Offer original comment     Be effective in planning
        understanding of core subject      techniques to real               that presents contrasting       results and identify the       on geographical            time, use of geographical
        areas, happy with geographical     situations through class         views on a topic and            relative significance of a     material.                  resources including library,
        terminology. Demonstrate a         and field examples.              develop personal                series of results.                                        computer packages
        knowledge of appropriate                                            conclusions.                                                   Display or present         including databases.
        supporting analytical              Understand that there may                                        Evaluate the accuracy          information in different
  1     techniques (stats., computing,     be unique or multiple                                            and reliability of             ways.                      Present information orally,
        lab and field techniques ..)       solutions to any issue.                                          information, results and                                  and written to a high
                                           Appreciate relative validity                                     conclusions.                                              standard.
                                           of results.



        Demonstrate a comprehensive        Apply geographical theories      To locate and comment on        Review existing literature     Develop original           Confident use of computer
        knowledge of specific subject      to individual situations         diverse material, add           and identify gaps,             independent research       packages for analysis and
        areas. Be able to question the     critically examine the           personal research               appraise the significance      skills, interpret data     information presentation.
        accuracy and completeness of       results. Understand that it      observations and integrate      of results and                 and offer personal
        information. Appreciate how        may be appropriate to draw       literature based information    conclusions.                   comment.                   Confident worker in group
        different parts of the subject     on                               with personal results.                                                                    and collaborative activities.
  2     inter-relate.                      multi- disciplinary                                                                             Be able to display         Produce written work to a
                                           approaches to analyse and                                                                       information in a variety   high professional standard.
                                           solve geographical                                                                              of ways.
                                           problems.



        Demonstrate a deep                 Understand how to solve          Appreciate the breadth of       Critically appraise            Gather new                 Be able to set objectives,
        understanding of a limited         problems with incomplete         information available.          information, evidence          information through        focus on priorities, plan
        number of specialised subject      information, how to make                                         and conclusions from           personal research,         and execute project work
        areas and methods. Appreciate      appropriate assumptions.         To identify and tap into key    personal and others            draw personal              to deadlines. Produce
        the provisional state of           To develop appropriate           elements of the material.       work.                          conclusions and show       structured, well argued
        knowledge in subject areas.        research hypotheses.             Produce coherent reports.                                      where these insights       reports. Demonstrate
  3                                        Question and verify results.                                                                    link to the main           fluency in personal
                                                                                                                                           subject areas.             presentations and
                                                                                                                                                                      electronic communication.




        Demonstrate a broad, deep          Demonstrate ability to           Be able to collate material     Perform independent            Offer insights into the    Be able to make effective
        understanding of specialised       propose solutions to             from a wide range of            critical evaluation of         material under             confident
        subject areas and methods.         geographical problems            appropriate geographical        information, evidence          discussion that are        presentations, answer
                                           involving appreciation of        and non - geographical          and conclusions,               independent of data        detailed questions
        Understand where this              different approaches, gaps       sources, integrate personal     including their reliability,   immediately available.     thoughtfully and clearly.
        knowledge dovetails withthe        and contradictions in            research material and collate   validity and significance.     Propose investigative
        subject in general.                knowledge or data.               the whole in a coherent,                                       approaches to              Produce substantive
                                           Differentiation of unique        thoughtful and professionally   Be able to form and            geographical problems      reports that are well
 MA     Understand the current limits of   and non-unique answers.          appropriate manner.             justify judgements in the      utilising geographical     structured, well reasoned,
 MSc    knowledge.                         Appreciation of reliability of                                   light of contradictory         and non-geographical       well
                                           a proposal or result given       Be able to work to a            information.                   methods as                 presented and clear. Work
                                           constraints and                  specified brief.                                               appropriate.               effectively as a team
                                           assumptions involved.                                                                                                      member and team leader


Skills matrix for geographers, University of Leeds, 1998
Ilustrasi Analisis Spatial




               Titik : lokasi / tempat layanan
               Garis: jaringan transportasi (jalan,
                      sungai, garis layanan
                      transporatsi udara  dapat
                      mempengaruhi alokasi
                      tempat layanan atau
                      sebaliknya
               Area: wilayah layanan jasa/ produk
                     tertentu untuk segmen pasar pada
                     entitas wilayah layanan tersebut
 Range: batas
 jangkauan wilayah
 layanan (jarak)

 Threshold: batas
 optimal pasar
 (jumlah potensi
 pasar)

Sumber : bahan kuliah dari Washington Univ. untuk topik Economic and Spatial Structure of Transportation System
(Dr. Jean –Paul Rodrigue)
 Profitable Market Area         Not (always)-Profitable
Jika target pasar ada dalam           Market Area
wilayah jangkauan layanan     Jika masih ada target pasar ada
                                 diluar jangkauan layanan
(Pendekatan Teori Christaller)
 Melayani hanya      Melayani lebih dari
satu jenis segmen     satu jenis segmen
 pasar ( only one   pasar ( more than one
 kind of demand)       kind of demand)
                          Asumsi:                      Asumsi:
                          Supply tetap                 Demand tetap




Jika harga barang                                                       Jika harga barang
murah maka                                                                    murah maka
permintaan akan                                                        supply/ penawaran
meningkat dan                                                                 barang akan
sebaliknya                                                                semakin rendah
                                                                           dan sebaliknya




       Namun situasi di atas pada kenyataannya (diantaranya ) dipengaruhi oleh faktor-
          faktor manfaat barang, tingkat pendapatan, inflasi, pajak, dan tabungan
(Penurunan kapasitas layanan kepada konsumen karena aspek jarak)


                                                                             • Dipengaruhi oleh
                                                                               aksesibilitas dan prinsip2
                                                                               Supply-Demand-Price di
                                                                               atas
                                                                             • Semakin jauh semakin
                                                                               sedikit jumlah
                                                                               pelanggan/ konsumen
                                                                               yang dapat dilayani




   Area persaingan ketat: antara       Area persaingan antara grocery, dan
convenience, grocery, dan superstore               superstore
(Contoh Lokasi mempengaruhi Kompetisi dari aspek harga)




                                                    Intervensi Hotel A
                                                     terhadap market
                                                       area Hotel B




                           Competitiveness
                          market area yg tinggi
    Reilly’s Law and Market Areas

                              b                             30
                                                    30 km
                                                                 e
                                   35 km
                              35
                                                a
km    a      b    c    d     e                  55
                                                                 15 km
a           21.4 19.7 9.4   17.3
b    14.6
                                                                  20
c    10.3
                                                                   d
                                            30 km
d    5.6
                                       15
e    12.7
                                       c
                       37,5 km




              Pa




Biasanya digunakan untuk mengkaji profitabilitas pelanggan relatif terhadap
satu lokasi layanan. Dalam kasus di atas Pelanggan di lokasi A lebih
memiliki/mendapat manfaat ketimbang di lokasi B  P(Ca) > P(Cb)
     Spatio-Temporal (Spatial Dynamic)
        contoh perkembangan kota




: daerah kota     : perairan (danau, teluk)
                                                                                Perdagangan
              Segmentasi         Analisa Promosi    Rencana Merger &        (Merchandise) & Mix
              toko/outlet                                Akuisisi                 Analysis
Pemilihan Lokasi     Rencana Jejaring     Pemetaan Pasar     Analisa Kompetitor



         Sistem Pendukung Pembuatan Keputusan Spatial (Spatial Decision
                            Support System/ SDSS)
                                        Modelling, analisis dan visualisasi



                     Gudang Data Spatial (Spatial Data Warehouse)
                                        Data Fusion and Management


                                                                                           Demand side Data
  Supply-side Data               Pusat                                     Penamaan
                               kawasan Waralaba                        Kode daerah:         Alamat
     ISIC     Suku Toko         belanja                Internal        Pos Kebayoran     Nama      Suku
                                                                                                       Pendapatan
Skala
            Unit Record Data        Aggregate      Client Data          Aggregate          Unit Record
               (example)              Data                                                Data (example)
                                                                          Data
Format                                                Eksternal
          Waktu     Waktu        Mall      Ruko                                                             Status
          Buka      Tutup                                             Daerah
                                                                               Propinsi Pengeluaran Pekerjaan
                                                                      sensus
                                                                       kota
Contoh Kasus Menentukan Lokasi
        Outlet Pizza Hut
PPP……. FOR TOMMOROW
(to become market driven political party)




               Prepared by
      Martani Huseini dan Triarko N.


Kantor Pusat PPP Jl. Diponegoro
       24 September 2004
             ISTIQOMAH   IBADAH




KEBENARAN, KEJUJURAN,     PERSAMAAN, PERSATUAN,
    DAN KEADILAN             DAN KESATUAN




          AMAR MA’RUF
                         MUSYAWARAH
          NAHI MUNKAR
                           Mewujudkan
                           dan Membina
                             Manusia




 Memperjuangkan
hak dan kewajiban                              Mengembangkan
     manusia                                    Demokratisasi




                    Penegakan           Menjaga
                      Hukum         Keutuhan Bangsa
      SUKSES PPP
• VISI
• Merebut simpati dan hati
  masyarakat untuk menjatuhkan
  pilihannya kepada Partai
  Persatuan Pembangunan.
  (Winning The Heart of The
  People) .
                                Characteristic
Characteristic PPP     Fit ?    of Marketing




                     Creation
                        Of
                      Value?
   CHARACTERISTIC OF PEOPLE‟S GENERIC NEEDS FOR SOCIAL & POLITICAL ACTIVITIES
                              THE NEED FOR CHANGE
                                                                  SOCIETIES
                                                                 EXPECTATION

TECHNOLOGICAL
CHANGE




              ANAK



              REMAJA

       USIA
              DEWASA
              MUDA
                                                                 SOCIAL
              DEWASA                                        RELIGIOUS     JENIS
                                                          EDUCATION
              TUA                                       OTHERS


                         PRIA            WANITA
SOCIO-ECONOMICAL                 GENDER                                   COMPETITION
CHANGE
     VOTER VALUE HIERARCHY MODEL

Desired Voter Value         Voter Satisfaction
                           With Received Value

     Voter goals              Goal-based
    And purposes              satisfaction



   Implementation          Consequence-based
 Through legislation          satisfaction



      Desired policy         Attribute-based
Attributes and manifesto       satisfaction
        Promises
             THAT DRIVE HYPOTHESIS GENERATION AND OFTEN,
                 A COMBINATION IS THE BEST APPROACH
                                      VOTERS SEGMENTATION DIMENSIONS
                                                 •Financial
                                                 •Competitive               * Local, regional, national, and
                                                                              International locations
       •Product/service performance                                         * Competitor location vs. customer
                                                                              service
        Beliefs                                 Constraints
       •Brand perceptions

                             Perceptions                                    Geographies
                                                                                                                 Age, sex, occupation,
                                                                                                                 Marital status

  •When
  •Where
                   Occasions                                                            Demographics
  •How

                                               Combination
                                                                                                                        •Loyally
                                                                                      Voter History                     •Life stage
Key voting           Needs                                                                                              •Vote
factors



                             Voters                                         Attitudes/
                            Benefits                                        Intentions
                                                 Activities/
                                                 Behaviors                           •General voting attitudes
                                                                                     •Psychographics
                                                 •Work activities
                                                 •Vote decision processes
Voters segmentation is an analytical approach which classifies voters into
groups that perceive and respond in a similar way to specific voting levers.

                    Voters Segmentation Definition

   Treat all voters the same                        “Treat all voters individually (Segment of One)”
   •Same values/needs                               •Different values/needs
   •Same services/products                          •Customized services /product




                     “Treat all VOTERS in a cluster or segment similarly”
                      •Homogeneous groups with similar values/needs
                             •Targeted product/service offerings
Hierarchy of Effects Model
                                                                    Example of type of
          Related                       Movement
                                                                 Promotion or advertising
    Behaviors dimensions             Toward purchase
                                                                 Relevant to various steps


Co native: the realm of motives.        Purchases                Point-of-purchase
Ads stimulate or direct desires                                  Retail store ads deals
                                                                 “last chance" offers price appeals
                                                                 Testimonial

                                        Conviction
                                                                 Competitive ads
                                                                 argumentative copy
                                        Preference
Affective: the realm of emotion
Ads change attitudes and feelings                                “Image” copy
                                                                 Status glamour appeals

                                          Liking
                                                                 Announcements
                                                                 Descriptive copy
                                        Knowledge                Classified ads
                                                                 Slogans
Cognitive: the realm of thoughts.                                Jingles
Ads provide information and facts.                               Skywriting

                                        Awareness                Teaser campaigns



        Robert J. Lavidge and Gary A. Steiner, journal of Marketing (October 1961):51
       Mendorong Pemilih Untuk Memilih
              (Model Hipotesis)
            Model          Model           Model          Model
Tahap
            AIDA        Hirarki Efek   Inovasi Adopsi   Komunikasi
                                                         Keterbukaan
                         Kesadaran

 Tahap
            Perhatian                     Kesadaran      Penerimaan
kognitif

                        Pengetahuan
                                                        Respon kognitif
                          Kesukaan
                                            Minat           Sikap
              Minat

 Tahap
                          Preferensi
pengaruh

            Keinginan
                                          Evaluasi         Maksud
                         Keyakinan


                                          Percobaan        Perilaku
 Tahap
                         Pembelian                         Pemilih
perilaku    Tindakan
                                                           (voters)
                                           Adopsi
                 FORMULA VOTING SUCCESS

                      FOCUSED VOTERS VALUE




SUPERIOR TIM SUKSES        SUPERIOR
                                             SUPERIOR
  AND ADVERTISING           PRODUCT
    (Voices hare)                             SERVICE
                           AND VALUE




   MINDSHARE                                 HEARTSHARE



                         VOTERS SHARE



                           PPP VOTERS

								
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