-- not a blog task actually

Name: Nova Puspitasari – R52 MB IPB

Experience:

First, I am not the type of woman who looks feminine and gives too much attention to my appearance as the other women. I rarely buy cosmetics. Meanwhile, I have a special interest in a Korean boy band, EXO. I love to collect EXO’s merchandises, as long as it is still in my financial capabilities and practically usable.

However, a Korean cosmetic brand named Nature Republic, was endorsing EXO. They sold their lip balm, in unique packaging using EXO’s photos and gave freebies such as EXO photo cards and standee. Even though I actually rarely use lip balm, I felt that I need of such items, so I bought it. Roughly speaking, I shopped because of the packaging and bonuses, not because I need a lip balm or anything else.

Marketing communications: Promotions. By endorsing, they could gain more customers even customers who were not included in their usual segmentation, or simply, even expanded their markets.

CHOCOLATE WARS

Lecturer :
Prof. Dr. Ir. Ujang Sumarwan, MSc

   http://ujangsumarwan.blog.mb.ipb.ac.id/

Last week we watched ‘Chocolate Wars” video, which showed competition between two biggest American chocolate company, Hershey and MARS. They have done everything to gain customers and market and win each other, despite the fact that they were partners in the past.

Inspiring quotes: 

"Build a town, not just a company"

Five Marketing Concepts:

1.      Innovation

Both Hershey and MARS has always been innovating to reach all market’s needs, like improving the quality or doing product diversifications.

2.      Competition

Even though we were the first to own the market, there’re always be competitors.

3.      Segmenting and Distribution

They aimed to military then kids. MARS won over Hershey’s innovation because of it’s distribution is better.

4.      Corporate Social Responsibility

Hershey’s school helped so many students to reach their dreams, and helped people to have better life.

5.      Advertisement

      Iconic cartoon characters made MARS was always be remembered by the audience and Hershey’s advertisement at E.T had made them success and gained their cuustomers back.

Notes on Tuesday 22 July 2014 Class

Marketing strategy mix or 4P Marketing consist of 4 elements: Product, Price, Place, and Promotion.

One of the elements, promotion, has wide range itself. Promotion has two kinds of definition and view.

Like when Mr. Ujang asked us, his students "What's promotion?" and everyone has different answers such as discounts, buy 1 get another free one, free gifts, etc. Apparently, all those answers are just explaining promotion from narrow definition. Narrow definition means promoting intensively with incentives, but in broader definition promotion means communication between seller and customer. 

From customer's point of view, promotion is kind of commercial, as how customers will get any info regarding the products. Commercials and advertisings has been used since thousands years ago, because it's the most effective way to reach the customers. Advertising itself is counted as competitive advantages, since not every producer has comparative advantage (example: lower cost to produce so the price's been able to set cheaper). Competitive advantage is needed for maintaining profit eventhough the prices are more expensive than other company.

Yet from producer's point of view, promotion is one of marketing strategies (that I've explained above). In short amount of time, promotion is a tool for gaining new customers and keeping old customers' loyalty. But main purpose of such as influenting customers, competitors, distributors or resellers, and marketeers. Overall it because of the 'real battle' happens in marketing section.

Developing countries usually have their economy depend on production, otherwise big/developed countries depend on market and R&D (research and development). For example, South Korea has superb marketing strategy to sell its product. Hallyu (K-POP) wave as in dramas and musics, that shows so many Korean technologies, fashions, foods, cosmetics, and many more makes people want to visit South Korea or even importing products to their countries, and of course it makes South Korea's economy grows better and larger.

Class of R52 2014 Graduate Student of Master Program in Management
Graduate Program of Management and Business
Bogor Agricultural University
Marketing Management Class PMB 541
Lecturer: Prof Dr Ir Ujang Sumarwan, MSc
http://www.ujangsumarwan.blog.mb.ipb.ac.id
sumarwan@mb.ipb.ac.id

Based on Book written by Ujang Sumarwan, Agus Djunaidi, Aviliani, H.C.Royke Singgih, Jusup Agus Sayono, Rico R Budidarmo, Sofyan Rambe. 2009. Pemasaran Strategik: Strategi untuk Pertumbuhan Perusahaan dalam Penciptaan Nilai bagi Pemegang Saham (Strategic Marketing: Strategy for Corporate Growth in Creating Share Holder Value). Jakarta. Inti Prima

Based on Sumarwan, U., Achmad Fachrodji., Adman Nursal., Arissetyanto Nugroho., Erry Ricardo Nurzal., Ign Anung Setiadi., Suharyono., Zeffry Alamsyah. 2010. Pemasaran Strategik: Persfektif Value-Based Marketing dan Pengukuran Kinerja.(Strategic Marketing: Value Based and Performance Measurement Perspectives) Bogor, IPB Press.