Presentasi dari Andrew Pratomo Budianto, Crew dari Agate Studio dalam event Talent Development Saturday Agate Studio. http://agatestudio.com
Talent Development Saturday adalah acara Agate Studio crew sharing berbagai topik. Mulai dari Art, Programming, Game Production dan General Business/Management. TDS ini dilakukan tanggal 8 Februari 2014 di Bandung Digital Valley.
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Marketing Strategy
• What customer will we serve?
– Segmenting & Targeting
• How can we serve these customer best?
– Differentiate & Positioning
“Some people think of marketing management
as finding as many customers as possible and
increasing demand. But marketing managers
know that they cannot serve all customers in
every way. By trying to serve all customers, they
may not serve any customers well”. Kotler,
Phillip.
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Marketing Mix
• Product
– What is the need-satisfying market offering?
• Price
– How much to charge for the offering?
• Place
– How it will make the offering available to target
customers?
• Promotion
– How to communicate the offering and persuade the
customers of its merits?
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Customer Value and Satisfaction
Ritz – Carlton
Without ever asking, they seem to
know that you’re allergic to peanuts
and want a king-size bed, a non-
allergenic pillow, the blinds open
when you arrive, and breakfast with
decaffeinated coffee in your room.
Each day, hotel staffers—from those
at the front desk to those in
maintenance and housekeeping—
discreetly observe and record even
the smallest guest preferences.
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Profitable Customer Relationship
Progressive Insurance
It asks prospective customers a series
of screening questions to determine if
they are right for the firm. If they’re
not, Progressive will likely tell them,
“You might want to go to Allstate.” A
marketing consultant explains: “They’d
rather send business to a competitor
than take on unprofitable customers.”