Hermawan Kartajaya
One of 50 Gurus who Have Shaped the Future of Marketing, chosen by the
Chartered Institute of Marketing (CIM-UK)
President of World Marketing Association (WMA)
Founder and President of MarkPlus&Co
Super Branding and
Marketing for Financial Services
National Accountants Conference (NAC) 2004
Organized by Malaysian Institute of Accountants
Kuala Lumpur, October 12-13, 2004
Edited by: Bembi Dwi Indrio M.
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Hermawan Kartajaya
- President, World Marketing
Association (WMA)
- Founder & President, MarkPlus&Co
- One of 50 Gurus who have
shaped the future of Marketing –
chosen by CIM UK
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Our International Books
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Nanyang
Business Review
Special Global Brand
Forum Edition 2004
Guest Editors:
• Philip Kotler
• Hermawan Kartajaya
• Karthik Siva
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The 4C-Diamond Model:
Value-migrator
CHANGE
Important/Unimportant
Certain/Uncertain
Technology
Pol-Leg
Economy
Soc-Cul
Market
Value-supplier
COMPETITOR
Winner,Loser,Emerging
TOWS
Value-demander
CUSTOMER
Committed,Lost,New
Examination
Value-decider
COMPANY
Existing-competence,Risk-attitude,Stretch-possibilities
CHOICE
Go/Invest
Harvest
No Go/Hold
Divest
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Nine Core Elements of Market-ing
Positioning-Differentiation-Brand Triangle
Brand
Integrity
POSITIONING
DIFFERENTIATION
Being Strategy
Core Tactic
BRAND
Value Indicator
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Strategy: How to Win Mind Share
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Tactics: How to Win Market Share
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Marketing Mix
Integrate
Offer
and
Access
C
C
E
S
S
PROMOTION
F
A
O
PLACE
F
E
R
PRODUC
T
PRICE
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Relationship Selling
Integrate
Company
and
Customer
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Value: How to Win Heart Share
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The Progression of Economic Value:
From Product-centric to Customer-centric
VENUS
Customer-centric
Differentiated
Exciting
Relevant to
Guide
TRANSFORMATIO
N
Customization
Stage
EXPERIENCES
Solution
Sensation
COMPETITIVE
POSITION
Customization
Commoditization
Deliver
SERVICES
Satisfaction
Customization
Needs of
Customers
Commoditization
Make
GOODS
Commoditization
Extract
Undifferentiated
Irrelevant to
COMMODITIES
Premium
Market
PRICING
MARS
Boring
Product-centric
Source: Gilmore, James H. & Pine II, Joseph B. The Experience Economy, Harvard Business School Pres, 1999. p. 16
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Competitive Value offer interaction between three main
stakeholders and the company
Functional Benefit+Emotional Benefit
Price + Other Expenses
Compensation+Self-fulfillment
Professional Engagement+Personal Involvement
Competency-market
Worker
Buyer
Commercial-market
Revenue + Cash
Offer + Improvement
Productivity + Creativity
Reward + Development
Company
Monetary + Non-monetary
Return + Growth
Investor
Dividend + Gain
Price + Opportunity Cost
Capital-market
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Converting the Three Main Stakeholders:
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The 10 Credos of Compassionate
Marketing:
1. Love Your Customers, Respect Your Competitors.
2. Be Sensitive to Change, Be Ready to Transform.
3. Guard Your Name, Be Clear on Who You Are.
4. Customers are Diverse, Go First to Who Really Needs
You.
5. Always Offer a Good Package at A Fair Price.
6. Always Make Yourself Available, Spread the Good News.
7. Get Your Customers, Keep and Grow with Them.
8. Whatever Your Business, It is a Service Business.
9. Always Refine Your Business Process In Terms of
Quality, Cost and Delivery.
10. Gather Relevant Information, But Use Wisdom in
Making Your Final Decision.
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Thank You!
MarkPlus&Co
www.markplusnco.com
E-mail: info@markplusnco.com
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