4 of 12 aspects

1. New Wave
Marketing
Group 1 – Final Presentation
Communitization
Confirmation
Clarification
Coding

2. MM-5003 Marketing Management
Syndicate Group 1 – BLEMBA 19
Andika Mahardika!
Intan Karima!
Lauditta Larissa!
Ravelino Agoes!
Ruli Himawan!
Arif Batubara!
Achmad Fachrizal!
Dian Shinta Fonty!
!
!
!
Kiki Fitria Rahardian!
Meikel Suhartanto!
Fakhrudin Muharam!
Donda Ria Veronica!
Arlyza Eka Wijayanti!
Prasetya Eka Winaya!
Fu Guan Zhen!
Wahyu Adi Nuryono!
!
!
!
!

3. Communitization
Andika Mahardika . Intan Karima . Lauditta Larissa
Ravelino Agoes . Ruli Himawan

4. Pseudo Marketing Legacy Marketing New Wave!
Company Profile of Harley Davidson
1909
Comes to market
with V Engine
1950
Significant growth
1959
Japanesse
motorcycle
entering US
market
1973
Market share
declined while
motorcycle market
increase 33%
1975-1985
Survive and
succeed in second
IPO
1993
Abuelle acquisition
2004
Launch several
marketing strategy

5. Segmentation Vs. Communitization

6. Change in Information
Technology!
By Default! By Design!

7. Communitization in Harley Davidson
Harley Davidson established the Harley Owner Group (HOG) in 1983 to build loyalty of
Harley Davidson enthusiast as a means to promote a lifestyle alongside its products.
HOG highlights HD as brand that already has strong roots in motor biking culture.!
Community by Design

8. M!
More communities established by the customers!
Community by Default

9. Company do not need to perform/ buy
expensive research.!
HOG taken care by the members. Company
for not need to pay anything.!
Served to open new revenue streams for the
company.!
Community voluntary market and defend the
company from criticism.!
Low Budget High Impact, Yes or No?

10. Confirmation
Arif Batubara . Achmad Fachrizal . Dian Fonty

11. Company Profile of Bogasari Flour Mills
1969 PT. Bogasari Flour Mills established
1981
Bogasari Baking Club (BBC)
established
1995
PT. Bogasari Flour Mills acquired by
PT. Indofood Sukses Makmur
1995
MoU with Koperasi Industri Kerajinan
Rakyat Mie dan Bakso (Kopinkra)

12. Targeting Vs. Confirmation

13. Choosing Market !
Segment!
Joining Market!
Community!
Targeting vs Confirming!

14. Confirmation in Bogasari Flour Mills
Community by Design
Small and Micro
Business!
Housewives & Hobbyist!
Professional Baker!
Bogasari Baking
Center!

15. Confirmation in Bogasari Flour Mills
Community by Design
BBC clarify that BOGASARI
Product is capable to !
support quality bakery!
!

16. More communities established by the customers!

17. Low Budget High Impact, Yes or No?
1. BBC is profit center
2. Alumni network help
confirming
3. High level activity among
the need for flour in bakery
and pastry industry, ensure
the sustainability, after the
product is clarified.

18. Clarification
Kiki Fitria . Meikel . Fakhrudin . Donda Hutagalung

19. !
!
!
!
!
Clarifying your persona
What is our
‘color’?
Clarification:
Horizontal Character

20. THE MOST IINOVATIVE
STARTUP IN INDONESIA
(TECHNO-BASED)!
NOW SERVICES IN 10 BIG
CITIES!
SERVICE: INSTANT
COURIER, TRANSPORT,
GO-FOOD, SHOPPING!
PARTNERNING WITH
MORE THAN 200,000
EXPERIENCE OJEK
RIDERS!
!
NADIEM MAKARIM (CEO)
& MICHAELANGELO
MORAN (Co-Founder)!
100% INDONESIA
MASTERPIECE!
Clarification:!
COMPANY IN BRIEF:!

21. SERVICES:!

22. Positioning Vs. Clarification

23. Positioning vs.Clarification!
Changes in !
NEW ERA!
Positioning: An Ojek for
Every Need!
Defining brand identity into the
customer mind/perception.!
Persuading and creating image
in the customer mind and get
thrust !
Clarification: Fastest
transport, courier &
shopping service!
GO-JEK do the Clarification to
identify the product character.!
Perception and reality are
equally important. Clarifying
requires effort continuously!

24. !
!
!
“The more positive comment will lead to download numbers (monetization potential)!
GO-JEK should provide excellent user
experience in order to gain the positive
clarification.!
!
GO-JEK use customer advocacy to amplify
the message and reach bigger community. !
Clarification:!

25. Clarification:!
REVIEW:!

26. REVIEW:!
Clarification:!

27. Low Budget - High Impact!
!
1. Less promotion cost for
the product.
3. Less cost for distribution
channel
2. Learn what customer expect
regarding product feature
Clarification:!

28. Codification
Arlyza Eka W . Prasetya Eka W . Fu Guan Zhen . Wahyu Adi P

29. Indofood and Chitato Profile
1990
Indofood was incorporated as PT Panganjaya Intikusuma.
Chiki Chitato was launched
1992 Chitato brand was no longer using Chiki brand
1994
Renamed PT Indofood Sukses Makmur and listed in
Indonesia Stock Exchange. Stepping into Total Solution
Food Company
2002 Chitato change its image into more modern packaging,
bright and interesting colors to target teenagers and young
adult market
2008 Introducing Chitato image: Life is Never Flat and expand
the product into 6 different flavor.
2013
Introducing Asian CuisineSeries variant and entering
premium market
2015 Introducing Chitato Rasa Indomie Goreng

30. Differentiation Vs. Coding

31. CODIFICATION!DIFFERENTIATION! VS!
Uniqueness in content,
context, and infrastructure
The uniqueness is in the
DNA of the product. It can
not be easily copied by
the competitors.

32. Make an Unique
shape
CODIFICATION!DIFFERENTIATION!
Maximum enjoyment in both
our palate and mind with !
special Indonesian taste!
VS!

33. Codification in Chitato Rasa Indomie Goreng
• Original potato chips with
wavy cuts and bold taste.!
• Unique taste from
Indomie Goreng that
already being the legacy
of Indofood. !

34. Low Budget High Impact, Yes or No?
• First introduce the product via
Indofood Director’s personal
twitter account which then
triggers consumers’ curiosity.!
• Sampling Chitato rasa Indomie
Goreng to communities, offices,
advertising agency, media, etc.!
• Post to their social media about
the product.!
• Publish the hype of this program
to Chitato’s social media.!

35. Low Budget High Impact of Chitato Indomie Goreng

37. End!