Presented by:
Handi Irawan D. Chairman of Frontier Consulting Group
PREPARED FOR: MAJELIS PENDIDIKAN KRISTEN (MPK) Gading Bukit Indah Blok M/15-M/16 KelapaGadingPermaiJakarta 14240 Phone. 021 4514151 Fax. 021 4514152 Email : education@frontier.co.id www.frontier.co.id
Jakarta, 3 November , 2010 1
SEMINAR CONTENT • • • • • • •
Be Open-Minded for Change Building School Brand Marketing Strategy-STP Marketing Mix Strategy - Product Quality Paradigm Service Quality Promotion
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YOUR SCHOOL NEEDS TO “ We are living in the fast changing environments that affect the way we run our school CHANGE “ FROM
TO
• Resistance
• Adaptive
• Slow
• Fast
• Inside-Out
• Outside-In
• Product Oriented
• Service Oriented
• Transactional Oriented
• Relationship Oriented
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A SUCCESSFUL SCHOOL High Name Awareness
Strong School’s Image/Reputatio n
School’s Brand Equity
Acquiring New Students & Parents + Retaining Existing Students & Parents + Alumni As Advocate
Growing & Healthy School
Benefit for Society
Glorify His NAME
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ADOPT MARKETING STRATEGY • Determining students & parents’ need & want • Developing education as a product & service to meet those needs • Building & delivering customer value through marketing strategy & program to create a strong school brand.
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MARKETING STRATEGY TO CREATE YOUR SCHOOL BRAND • Brand Marketing Strategy – Segmentation – Targeting – Positioning
• Marketing-Mix Strategy – – – – – – –
Product Price Promotion Place People Process Physical Evidence 6
WHAT IS A BRAND?
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NEW BRANDING CHALLENGES • Brands are important as ever – Consumer need for simplification – Consumer need for risk reduction
• Brand management is as difficult as ever – Savvy consumers – Increased competition – Decreased effectiveness of traditional marketing tools and emergence of new marketing tools – Complex brand and product portfolios
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DETERMINANTS OF CUSTOMER-BASED BRAND EQUITY Customer is aware of and familiar with the brand Customer holds some strong, favorable, and unique brand associations in memory Evaluate: • Your School Awareness : ……….% • Your School Image
: ……… % 9
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BRAND ASSOCIATIONS/IMAGE Strong
Relevance Consistency
Favorable
Desirable Deliverable
Unique
Point of Parity Point of Difference 11
STRATEGIC BRAND MANAGEMENT • Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. • The strategic brand management process is defined as involving four main steps: 1) Identifying and establishing brand positioning and values 2) Planning and implementing brand marketing programs 3) Measuring and interpreting brand performance 4) Growing and sustaining brand equity 12
MARKET SEGMENTATION • A process of partitioning markets into segments of similar potential customers likely to exhibit similar purchase behavior • Match goods and services to customers needs and wants • The foundation for overall marketing strategy • Goal-to
analyze
markets,
find
a
niche,
and
develop and capitalize on a superior competitive position
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THE MAJOR STEPS IN MARKET SEGMENTATION AND SELECTION OF TARGET MARKETS Step 1 Step 2 Step 3 Is disaggregated
The market
C1 C3 C8
C2 C6
C4 C5 C7
Heterogeneous Consumers
C1
C2
C3 C8
C4
#1
And grouped into meaningful market
#2
C1 C5
C6
C7
Individual Consumers
So that a target market can be chosen
#3 C6
C2
C4
C7
C3
C5
C8
#1 #2
1.Product 2.Price 3.Promotion 4.Place 5.People 6.Process 7.Physical Evidence
#3
Fairly Homogeneous Market Segments
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PRIVATE SCHOOL SEGMENTATION & TARGETING ( 1 ) Social Economy Class High O R I E N T A T I O N
Medium
Low
Christian-Based
Other Religion Based General
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PRIVATE SCHOOL SEGMENTATION & TARGETING ( 2 ) Orientation International National Plus
National
Chain – School Local School
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SCHOOL POSITIONING STATEMENT To ________________________, ( Target customer group-need )
_________________________ ( Brand )
Is the school of ___________________________________________ ( Competitive Framework )
That
________________________________________________ ( Benefit )
Because ________________________________________________
The Brand Character of School is ____________________________________ (Reason –why)
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PRODUC T LEVELS
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SCHOOL PRODUCT Core Benefit: • • • •
Knowledge Faith Character Success
Basic Product: • • • •
Quality Teacher Curriculum Method Of Teaching Etc
Expected Product: • • • •
Building & Facilities Library Clean & Hygiene Etc
Augmented Product:
•Extracurricular •Information System •Parents Service Quality •New Technology •Link To International School •Etc
Potential Product: Parent Community & Program Acceleration Program Alumni Link Etc
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• Quality is the most important factor for any business and organization to grow • In today’s business, managing quality is getting more complex and sophisticated • Quality is dynamic and roles of quality have been always changing.
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QUALITY OF YOUR SCHOOL • • • • •
Quality Quality Quality Quality Quality
must be perceived by customers requires total employee commitment can always be improved does not always cost more is necessary but may not be sufficient
Perceived Quality : Product + Communication 21
SATISFACTION There are 3 main sources to generate customer satisfaction
SATISFACTION 22
7 REASONS TO BELIEVE IN SERVICE EXCELLENCE 1. 2. 3. 4. 5. 6. 7.
Excellent Excellent Excellent Excellent Excellent Excellent Excellent
Service Service Service Service Service Service Service
is Expected by Customers Distinguishes Creates Customer Loyalty is Profitable is Fun Unites Inspires
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5 DIMENSIONS OF SERVICE QUALITY
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5 DIMENSIONS OF SERVICE QUALITY
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Broadcast media (TV/radio)
Print media (newspapers, magazines)
Public Relations/ publicity
Out-of-home media
Personal selling
Point-of-purchase (displays, packaging)
TARGET AUDIENCE
Word-of-mouth
Events and sponsorship
Internet/ interactive
Direct marketing
Sales Promotion
Product placements (TV and movies) 26
CHECK LIST OF YOUR SCHOOL COMMUNICATIO N
Need to Improve? • School Building & Facility • School Sign •Design • Interior & Facility • Poster, Banner
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• Brochure & School Profile
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• Bulletins
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• Public Relations
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• Radio
------------------------
• Newspaper/Magazine
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------------------------
------------------------
• Website
------------------------
• SMS
------------------------
•Facebook/Twitter
------------------------
• Exhibition
------------------------
• Event-Competition
------------------------
• Special Event
------------------------
• Etc
------------------------
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PR ACTIVITIES Brand Brand Publicity Brand BrandPublicity Publicity Publicity
Crisis Crisis Management Management
Financial/ Financial/ Financial/ Financial/ Investor Investor Investor Investor Relations Relations Relations Relations
Media Media Relations Media MediaRelations Relations Relations
PR PR Activities Activities
Corporate Corporate Communications Communications
Employee Employee Employee Employee Relations Relations Relations Relations 28
HANDI IRAWAN D Handi Irawan adalah Chairman Frontier Consulting Group, sebuah perusahaan yang menyediakan jasa konsultasi, risetd an training dalam bidang strategi pemasaran dan kepuasan pelanggan. Handi Irawan sebagai penggagas ICSA (Indonesian Customer Satisfaction Award), IMAC (Indonesia’s Most Admired Companies), TOP BRAND, Marketing Award Hari Pelanggan Nasional dan RaBi (Rekor Bisnis) HandiIrawan adalah penulis best seller yaitu 10 Prinsip Kepuasan Pelanggan, bukunya yang lain adalah Indonesian Customer Satisfaction, Winning Strategy, Smarter Marketing Moves, dan 10 Karakter Unik Konsumen Indonesia. Pendidikan yang diselesaikan oleh Handi Irawan adalah Program MBA dari IPMI, Master Commerce in Marketing dari University of New Sount Wales (UNSW), mengikuti Program Doctoral selama 2 tahun di Australia, dan juga pernah mengikuti Executive Program di Harvard Business School danKellog Business School. Handi Irawan juga pengasuh kolom Winning Strategy di Majalah Marketing dan penulis diberbagai media lainnya seperti SWA, Bisnis Indonesia, BusinessWeek, Majalah Sheng Ye dan Garuda Magazine serta selama 3 tahun menjadi host di radio Pas FM untuk program “Marketing with Handi Irawan”.
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