Marketing playbook - A guideline every marketers needs to know
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The document is a marketing playbook by Gilang Gibranthama that serves as a comprehensive guide for marketers, focusing on understanding customers, defining brand value, and optimizing marketing strategies. It covers key concepts like market segmentation, the importance of 'why' in branding, the marketing mix, and the product lifecycle. The author emphasizes the need for effective communication and customer connection while presenting various strategies for successful marketing execution.
Marketing playbook - A guideline every marketers needs to know
- 1. Marketing Playbook A simple how-to and what-to-do for every marketers by Gilang Gibranthama
- 2. usage of the Playbook Internal communication kit, Anchor for your marketing strategy, Guide for the team.
- 3. what you will find here: * Who are your customers? * What is your brand value and why is it so important? * How do you reflect your brand? * Marketing mix - how can we maximise it? * Product life cycle - know when, to do what.
- 4. Who are your customers?
- 5. Segments your potential markets Marketers homework Market sizing - Knows your potential market Categorise by demographic - Age, Gender, Social & Economic Class Define the psychographic - Activities, Interest, Opinion What’s next?? Potential market by population 43%Female, 24-28 y.o 21%Male, 27-30 y.o 36%Male, 57-60 y.o Focus on top 3 to top 5 majority of customer category.
- 6. Focus on your most potential target Potential market by population 43%Female, 24-28 y.o 21%Male, 27-30 y.o 36%Male, 57-60 y.o Use weight scoring on impact vs effort to prioritise. Impact on sales Easeofmarketpenetration Easy HighLow #1 #3 #2 #1 #3 #2 III III IV #3 is a perfect target market, considered by high potential impact on sales and ease of market penetration Hard
- 7. surpass the ‘chasm’ You cannot surpass ‘the chasm’ without penetrating to the early adapters first. #1 #3 #2
- 8. tips on defining your segmentation & target There is no rigid methodology on defining the target and how to segments your market. The easiest flow will be from the market sizing. From potential populations on market, it can be classified easily. However, for an on-going brand / product, it will be wise if you do some quantitative survey and followed by qualitative to validate the hypothesis.
- 9. what is your brand value and why is it so important?
- 10. GOLDEN CIRCLE - STARTS WITH WHY Most people starts with ‘What’ “Our brand is the top notch product with sophisticated process with bla bla bla…”What What “We are the market leader with many generations of experience bla bla bla”
- 11. why - organisation value ‘Why’ defines your purpose ‘Why’ is your anchor “We believe in perfection, everything we do, every product we create will be the perfect product.” Why Why “We value integrity as we believe in honesty, every act and moves we do will bring this value as our reflection.”
- 12. ‘How’ will be the role of your existence ‘How’ is your way to contribute your ‘Why’ “…Our value is the perfection, thus, we always put attention to details on everything we do…”How How “… By believing in honesty, we will always be customer driven and gives transparency on our service or products we sell… ” how - brand propositions
- 13. “We are creating a power bank you will love with lifetime guarantee, without harming your phone battery even if you overcharged.” What What “Our wallet made out of prestigious raw material, Sleek design with anti-theft feature & we will give you 100% new product if your wallet got stolen.” What - THE MAIN KEY MESSAGE ‘What’ is the final touch When people buys your “Why”, they will buy your “What”
- 14. Now try to read it on reverse Start to read it from What, How and Why. And compare it by yourself, will you buy it?
- 15. How do you reflect your brand?
- 16. Who are you? Knows your customers - As if they are real person Have strong value - People buys your ‘Why’ Great key message - Your ‘What’ attracts people But really, who am I? - If you are a person, who are you?
- 17. Who are you?
- 18. brand prism Physical Personality Culture Self-Image Externalisation Relationship Reflection Internalisation Picture of Sender Picture of Receiver Wellness therapist quality Bring wellness to your front door Cozy and relax atmosphere Family, connected Openness Trusted and Professional Happiness Positivity in life Wellness therapist quality Bring wellness to your front door Cozy and relax atmosphere Social Mission Care about family wellness Nature friendly Socially & Environmentally Responsible Family friendly
- 19. Imagine if your brand is a person This will affect your tone, choice of words, tone, vibe, and many communication details.
- 20. marketing mix - HOW CAN WE MAXIMISE IT?
- 21. product It’s not about the ‘What’, but it’s the ‘Why’ “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?" -Simon Senek on TED talks
- 22. people Who are the people? Are they trustworthy? Every forum, marketplace, or crowdsourcing business models implement rating system Assure your demand, that your supply is trustworthy. Let the demand judge by keeping it transparent.
- 23. place Localisation strategy is important Different market, Different customer behaviour. Do localisation strategies to seize the opportunity. McDonald’s created vary of local menus around the world. To implement their app, they incentivise the user by getting free big mac for first time order using App.
- 24. PRICE Use pricing strategy to control supply and demand Apply rush hour like UBER when the demand is rising to control it. This kind of pricing scheme will encourage supply to take more order by incentivising them. Other pricing strategies; Non-linear pricing to encourage people order bigger bucket size Happy hour to disperse the order within few time frame.
- 25. promotion Stays relevant GO-JEK is adapting the Ramadhan moment to introduce its new feature on ‘saying thank you’ and ‘tipping’ the drivers. The idea of appreciate and sharing with each other during Ramadhan through this feature makes GO-JEK stays relevant.
- 26. marketing mix isn’t just a tools You don’t need to apply all of the marketing mix, the very basic is 4Ps. However, applying all of the marketing mix will be a perfect marketing guide for your brand.
- 27. Product life cycle- Know when, to do what.
- 28. tIME Salesgrowth Product lifetime Development new product Diminishing product lifetime ~20% growth ~45% Growth ~80% Growth ~80% GROWTH ~110% growth ~100% GROWTH ~120% growth ~150% GROWTH VERSION 1.0 version 2.0 Development Introduction Growth Maturity decline Introduction Growth Maturity Decline Introduction product life cycle • Product needs improvement to avoid declining product lifetime • Target market affected by product life cycle. • Sales can measured the phase. ~120% growth
- 29. different phase different customers As product is moving towards its life cycle, customers might also shifting. Usually on Introduction & early growth, the customers are the early adapters. As it shifted to late growth and maturity level, mass market (early majority & late majority) is coming in. A product needs to start improvement development as they are entering early maturity phase, or else it might be declining.
- 30. The End
- 31. author’s note All of the findings and practice written in this slide is based on author’s previous working experience & knowledge. Most of the contents are based on existing frameworks supported by author’s subjective opinion. The purpose of author creating this slide is for knowledge sharing with no intention to offend any party or commercialise the content. Should you interested to have a further discussion with author, feel free to reach author through personal email at g.gibranthama@yahoo.com or https://id.linkedin.com/in/gibranthama