SALES AND MARKETINGIN AUTOMOTIVE

DEVELOPMENT PROCESS

Agung SetiabudiBandung Institute of TechnologyIndonesia

NUSIP 2013

Outlines of My Presentation

To Enter Market

(Marketing Mix)

Promotion

Sales

Marketing and Sales

Increasing desireability and value to the customer

Creating engagement of product-company-customer

Product is ready in the market

Product is sold

Marketing Sales

MARKET

To Enter The Market ?Qualified and Quality Product

ConformanceStrong market perceiption in meeting standards

Durability

The guarantee of promised lifetime of product

Serviceability

Investment in the company networking and supply

Features

Equipped with desired features

Aesthetic

Up to date and deep impression designReliability

Ability of product to functioning in all desired condition

Perceived quality

Expectation fulfillment of costumer

Performance

Company concept realization meet customer needs

Garvin8

Dimensionof Quality

MARKETING

Marketing Focus

4P5P

7P

8P

Product

Place

New Product Pricing

Skimming Pricing

Penetration Pricing

PRICE

New ProductPromotion

Promotion

What Media Should Company Choose ?

Degree of Trust for company advertisement (April 2009, the Nielsen Company)

ALLWith Priority

Try

Segmenting Targeting Positioning

Grouping Market Classification,Choosing Which and How You Want to Penetrate,

What is Image of Your Product You Want To Provide

From Marketing 3.0 Philip Kotler

TARGET : Advertise New Product to the Market ?

Above the Line Massive & Unspecified

Below the Line Specified & High Intentional

On the Line Strengthen Market Perceiption

On The Line Advertising

Proposed Method :

Emotional Branding

Brand Evangelist

Communitization

Customer Loyal Customer Community

Community Management

Figure of Proposed Framework of Community Marketing Strategy

Costumer

Car Commun

ity

Company

Communitization

IncreasingEffectivenessfrom Above The Line (OTL) and On The Line (OTL) advertising

World Wide Sales

Dealer

Country HQ

Regional HQ

Global Head

Quarters

End of Development Process Activity

Sales Channel and Activity Established New Product are Launched to the Market Supporting Facilities and Product for the

New Product are Established and Developed

Thank you very much !

Terima Kasih Banyak !

どうもありがとうございます。。。