marketing debate; marketing creates or satisfies needs?

Tugas I:

Manajemen Pemasaran

dan Pemasaran Internasional

Kelompok 1:

Andreas Septianus - 0741501001

Dicky Taruna K - 0741501003

Erwan Cipto Priyatmoko - 0741501004

Jupiter - 0741501009

Megawati - 0741501012

Vinca Marline - 0741501021

Challenge 1: Marketing Debate Marketing creates or

satisfies needs?

Challenge 1: Marketing Debate

“A company without marketing just like the sky without stars”

- Tony Sitinjak

So, what is marketing?

Challenge 1: Marketing Debate

Needs

Wants

Goods

Service

Demands Supplies

EXCHANGE

What is “needs”?

Challenge 1: Marketing Debate

Akutualisasi diri:

moralitas, kreativitas

Penghargaan:

harga diri, kepercayaan diri, pengakuan dari orang lain

Cinta kasih:

pertemanan, hubungan keluarga, intimasi

Keamanan:

keselamatan, pekerjaan, kesehatan

Fisiologis:

pakaian, makanan, tempat tinggal

What is “needs”?

• Stated needs: kebutuhan yang secara gamblangdikomunikasikan.

• Real needs: kebutuhan yang sebenarnya, yang mendasari

Challenge 1: Marketing Debate

Challenge 1: Marketing Debate

Challenge 1: Marketing Debate

“Marketers do not create needs: Needs preexist marketers.

Marketers along with other societal factors influence wants.

Marketers might promote ideas … They do not, however, create

the need …”

- Philip Kotler

Challenge 2: Case study - Nike

What do we know about Nike’s marketing strategy?

• Mengawinkan kebutuhan (needs) dan keinginan (wants) daripara atlet dan penikmat olahraga (target market) denganrancangan produknya (good product design)

• Menggali informasi mengenai kesukaan pasar yang akandimasukinya

• Mengeliminasi persaingan dengan mengakuisisi Umbro

• Menggaet brand ambassadors dari kalangan atlet terkemuka

• Meluncurkan aplikasi berbasis teknologi (kerjasama denganApple, perusahaan teknologi terkemuka) untukmengantisipasi kecenderungan dunia yang go digital

Challenge 2: Case study - Nike

The pro’s:

From athletes to athletes – strong unique selling proposition

Challenge 2: Case study - Nike

The pro’s:

Product lines

Challenge 2: Case study - Nike

The pro’s:

The brand ambassadors

Challenge 2: Case study - Nike

The con’s:

The antis

Challenge 2: Case study - Nike

The risks:

Brand identity confusions

Challenge 2: Case study - Nike

The risks:

Questionable customer loyalty

Challenge 2: Case study - Nike

The risks:

Negative publicity of brand ambassadors

Challenge 2: Case study - Nike

Challenge 2: Case study - Nike

W. W. A. D.What would Adidas do?

Challenge 2: Case study - Nike

Official sponsor of sports events

Challenge 2: Case study - Nike

Competitors acquisitions

Challenge 2: Case study - Nike

The good guy chooses Adidas

Challenge 2: Case study - Nike

The road to fashion icon

Challenge 3: Case study - Google

What do we know about Google?

• Kata Google berasal dari kata ‘googol’, yang merupakanisitilah matematika, di mana angka 1 diikuti oleh 100 angka nol

• Selama satu dekade terakhir, Google telah meningkatkan kemampuan mesin pencari dengan berbagai layanan lain, aplikasi, dan alat-alat

• Produk-produk Google dibagi menjadi 5 kategori, yaknidesktop product (Google Earth, Google Video/YouTube,

Challenge 3: Case study - Google

Challenge 3: Case study - Google

Core brand value

Challenge 3: Case study - Google

Is Google making the right move?

Challenge 3: Case study - Google

What’s next for Google?

Updates, updates and updates

Challenge 3: Case study - Google

What’s next for Google?

Technology for easier life

Challenge 3: Case study - Google

What’s next for Google?

Tease to impulse

That’s all from us.

THANK YOU