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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。。。