Marketing

Day 1 - 3 credits

Class by : Karina Ananta

What’s Inside

Check-In

LEAD Session

Swiming the marketing

Marketing in AIESEC

Market Research

You ask We answer!

Check- out

Check-In What was the best

toy you ever

owned?

Diagnose yourself.

What is your WHY?

How do you see you

now?

How do you want to

see you after term?

How you be that

you?

Do i scare myself?

It’s about The journey Not Destination

Swimming The marketing

What’s marketing

What’s marketing

All the activities that contribute

to building ongoing profitable

relationships with customers in

order to grow business

What’s marketing

All the activities that contribute

to building ongoing profitable

relationships with customers in

order to grow business

immediate

goal

long-term

goal

What’s marketing

All the activities that contribute

to building ongoing profitable

relationships with customers in

order to grow business

immediate

goal

long-term

goal

make

sales

Valuable to grow

customers

Connect Level

be a

CONNECTOR

Mobile Connect

Experiential Connect

Social Connect

Mobile Connect

“Are you well

connected to your

costumer?”

Online : Excitement &

Engagement

Offline : intimacy & enthusiasm

Experiential Connect

“How deep is your

connection?”

Multisensory

Emosional

Sharing

Social Connect

“the ultimate goal

of your

connection”

Create conversation between

customer & non-customer.

Let them say good and bad

about the product

“Coca Cola,

culture of

connection with

the costumer”

Connect Case

Coca Cola personalized reply

their follower mention. Even a

big brand like Coca Cola think

it’s important to connect with

customer”

Marketing Shifts “The trend changes,

now, the change is

the big factor of

change itself”

From vertical to horizontal

From Exclusive to inclusive

From individual to social

Marketing 3.0

“ Values

Driven

Marketing”

Customer doesn’t buy your

brand because of rational

intelligence, but also emotional

and spiritual intelligence”

Make it WOW

“ Innovation is

the KEY “

Make your innovation

customized and personalized.

So they can SHARE their

experience.

WOW case

“ Facebook

Lookback” personalized video about

customer journey

WOW case

“ Coca Cola

customized

packaging“

Coca Cola do survey in each

country and put the result in

their packaging

S.T.U.P.I.D marketeer

“Never stop

learning’

Inclusive & Keep learning

Entrepreneurial

Explorative

Relational

S.T.U.P.I.D marketing

“JUST DO IT”

Searching opportunity

Theorotical research

Utilize IDEA

Penetrate market

Incredible result

Do review

Searching opportunity

“Be an ANTI-

MAINSTREAM”

Finding new opportunities! For

example, tapped another market or

community that you’ve never been

tapped. Keep searching and keep

your eyes WIDE OPEN!

Theoretical research

“Your customer’s

feedback is a

precious things”

DO RESEARCH!!

1. Test the water (check your

consumer feedback about your

product)

2. Validate with people surround

us (validate your ideas)

Utilize idea

Genius idea is an idea that has

been implemented well.

Don’t be afraid to fail.

Think Less, Do More

An idea that GENIUS...

“Wow, it’s a genius idea” “Let’s do this idea” “Wow, it’s hard to do it, hope the result is

As genius as the idea

“this genius idea is not too genius” Regret the decision,

“If we had been careful

enough before do it”

“Who’s idea is this?

Blaming each other”

An idea that STUPID...

Genius people : “this is

silly idea, only crazy people

do it

“There’s no silly idea

Let’s start with stupid

Marketing”

Searching

Opportunities

“Wow, we can develop

This idea”

Stupid idea 2

(improvement)

Final stupid idea

“Oke it’s not as silly

as we think, let’s DO IT!

Theoretical

Research

Stupid idea 3 (improvement

again)

Stupid idea 4 (improvement

More & more)

“who would think that

The result will be so

GENIUS”

Penetrate The market

Product price must be deliver with

RIGHT AWARENESS STRATEGY

to RIGHT MARKET =

LOW BUDGET, HIGH IMPACT

create creative marketing

Communication to make

memorable impact

Incredible Result

Win customer’s heart.. Not only their

wallet.

Your process is important, the result

will speak for you.

“Believe in

YOURSELF”

Do review

We need to do MORE, so we MUST

DO REVIEW.

Create something EVEN MORE

INCREDIBLE with Do Review!

“Never, ever

Stop learning”

Push & Pull Marketing

Push marketing : Push it’s product

to customer

Pull marketing : Get the customer

comes to you

“How the

customers are

approached”

Push Marketing

Push marketing strategy example in

AIESEC :

- Class Presentation

- Info Booth

- Exchange Fair

“Direct selling the

product to

customer”

Pull Marketing

Pull marketing strategy example in

AIESEC :

- Content marketing

- Promotional tools/advertising

“Make them want

YOU”

Marketing in AIESEC

How AIESEC See US?

We are the main tools to get the exchange

target = MONEY

We are the AIESEC key to CREATE

MORE IMPACT

“We are the

FRONT LINER &

External

communicator”

What is our Job Description

Doing marketing activities to market our

product especially OGX.

We are supporting functional, without us,

OGX can’t do anything.

“We are the main

key for AIESEC to

create more

IMPACT”

How we do Synergy?

OGX : we help OGX by doing physical

and virtual marketing (until people going

on interview). We need OGX to give the

info that we need. (IR, process)

ICX : we help ICX by supporting them in

promotional tools and product packaging

“Communication

Is The KEY”

How we do Synergy?

PR/IM : we need help PR/IM to create

attraction activities and develop brand

awareness so we can value it

ER/BD : we need ER/BD to help us to do

our project

“Communication

Is The KEY”

How we do Synergy?

TM : We need TM to get our HR, TM

needs us to market TMP/TLP Product

F&G : We need finance to control our

financial activities and they need us to

support financial

“Communication

Is The KEY”

How we do Synergy?

TM : We need TM to get our HR, TM

needs us to market TMP/TLP Product

F&G : We need finance to control our

financial activities and they need us to

support financial

“Communication

Is The KEY”

Market Research

How we will Do it?

“We need research

to do everything”

Qualitative research

Objective : to know behaviour and value of

our customer

The Method : In-Depth Interview – Forum

Group Discussion

How we will Do it?

“We need research

to do everything”

Qualitative research

Target : Students in 1st – 2nd year with

different characteristic. (active and

passive character)

Timeline : 25 May – 10 June 2015

How we will Do it?

“We need research

to do everything”

Quantitative Research

Objective : Target market

Method : Questionnaire

Timeline : 15 – 25 June 2015

You ASK We ANSWER

Your Assignment

“Learn, evaluate,

innovate”

Find out more about Push & Pull marketing

strategies. Share about your GCP and BCP of

doing push & pull marketing in E-Mail thread.

Share your ideas, how you will do it in your term.

You can make it in any form (PPT or just write it in

E-Mail)

Deadline : Monday, 25th May 2015

Check Out “The BIG question

is not what if i fail

but WHAT will you

do if you fail?”

Please do give us feedback for our improvement:

http://tiny.cc/BXPacademy