Basic Branding for UKM Jakarta, January 25, 2014 KOMUNITAS MEMBERI One Day Workshop Marketing Plan 2014 

Target Market Customer Needs Starbucks Example Core Message Tagline Logo Positioning Value Propostion (Creating value for customer) Functional Benefit Emotional Benefit “The third place” (selain kantor dan rumah) “Authentic coffee experience” Life happens over coffee xxx Demographic  Usia: 20-45 tahun  Sex: Laki-laki/perempuan  Pendidikan: pendidikan tinggi  SEC: A+ (menengah-atas)  Pekerjaan: Profesional, wirausahawan  Geografis: Kota Psychographic  Kelas sosial: Kelas menengah-atas,  Kepribadian: Aktif, supel, pekerja keras, dll  Gaya hidup: Gaul, suka bersosialisasi, narsis, berjiwa muda, dll. Behavior  Kebiasaan: meeting, sosialisasi, bekerja, membaca buku, menikmati kopi, dll.  Status pengguna: pelanggan rutin dan loyal  Simbol ekspresi gaya hidup perkotaan  Tempat ngopi dan bersosialisasi yang cool  Tempat meeting/kerja kalangan profesional  Produk-produk kopi dengan citra brand global • Biji kopi terbaik di dunia • Service yang casual • Ambien yang cool • Tempat meeting/bekerja yang cozy • Brand bercitra global • Citra premium dan kelas atas • Perasaan narsis: “See and to be seen” 

BRAND EQUITY BRAND AWARENESS BRAND ASSOCIATION PERCEIVED QUALITY BRAND LOYALTY BRAND ADVOCATE BRAND EQUITY 1 2 3 4 5 Introduction to Brand 

Brand Equity Brand Awareness 

Brand Equity Brand Association 

Brand Equity Perceived Quality 

Brand Equity Brand Loyalty 

Brand Equity Brand Advocate 

Target Market Customer Needs The Framework Core Message Tagline Logo Positioning Value Propostion (Creating value for customer) Functional Benefit Emotional Benefit an identity in the mind of a target market The essence of the message to be delivered to target audience A memorable words or sentence that is closely associated with product and brand identity A graphical mark used to identify a company, organization, product or brand What ‘s your customers need and want A particular market segment at which a marketing campaign is focused • Product Feature and benefit • Product performance • Brand • Experience • Customer feeling 

Target Market Customer Needs Starbucks Example Core Message Tagline Logo Positioning Value Propostion (Creating value for customer) Functional Benefit Emotional Benefit “The third place” (selain kantor dan rumah) “Authentic coffee experience” Life happens over coffee xxx Demographic  Usia: 20-45 tahun  Sex: Laki-laki/perempuan  Pendidikan: pendidikan tinggi  SEC: A+ (menengah-atas)  Pekerjaan: Profesional, wirausahawan  Geografis: Kota Psychographic  Kelas sosial: Kelas menengah-atas,  Kepribadian: Aktif, supel, pekerja keras, dll  Gaya hidup: Gaul, suka bersosialisasi, narsis, berjiwa muda, dll. Behavior  Kebiasaan: meeting, sosialisasi, bekerja, membaca buku, menikmati kopi, dll.  Status pengguna: pelanggan rutin dan loyal  Simbol ekspresi gaya hidup perkotaan  Tempat ngopi dan bersosialisasi yang cool  Tempat meeting/kerja kalangan profesional  Produk-produk kopi dengan citra brand global • Biji kopi terbaik di dunia • Service yang casual • Ambien yang cool • Tempat meeting/bekerja yang cozy • Brand bercitra global • Citra premium dan kelas atas • Perasaan narsis: “See and to be seen” 

PROJECT BACKGROUND PROJECT OBJECTIVE CONCEPTUAL FRAMEWORK PROJECT APPROACH Value Proposition 2 Positioning 3 Tagline and Logo 4 Target Market 1 Table of Content 

Demographics Usia Jenis Kelamin Pendidikan SEC (Social Economic Status) Pekerjaan Geografis Psychographics Kelas Sosial Personality Lifestyle Behavior Alasan Menggunakan User Status B2C Type of Industry Healthcare Manufacture Trading FMCG Hotel Etc, Financial Sales Profit Company Size Jumlah Karyawan Jumlah Pablrik Decision Headquarter Cabang Ownership Private Public Non-Profit Market Market Size # of Potential Cust. Market Structure Position Market Share Industry Position B2B Targeting B2C & B2B 

Demographic: •Usia: 18-40 •SEC: A & B •Pendidikan: >SMA •Pekerjaan: Mahasiswa, pelajar, profesional, dll •Geografis: Urban Psychographic •Values: “Eksis dan narsis itu penting”, value customer •Personality: Percaya diri, aktif, berjiwa muda, gaul •Lifestyle: kebersamaan, work hard play hard, social butterfly, dll Behavior •Alasan Menggunakan: Tempat nongkrong nyaman, harga terjangkau, fasilitas free wifi, dll •User status: Pengunjung rutin dan loyal Targeting 7-Eleven Example 

PROJECT BACKGROUND PROJECT OBJECTIVE CONCEPTUAL FRAMEWORK PROJECT APPROACH Value Proposition 2 Positioning 3 Tagline and Logo 4 Target Market 1 Table of Content 

*Fb: Functional benefit Eb: Emotional benefit Value Get Give = Value Fb + Eb Price + Other Expense = * Value Proposition 

Functional Benefit •Biji kopi terbaik di dunia •Service yang casual •Ambien yang cool •Tempat meeting/bekerja yang cozy •Gratis listrik dan wifi Functional Benefit •Brand bercitra global •Citra premium dan kelas atas •Perasaan narsis: “See and to be seen” GET GIVE Price • Premium Other Expense •NA Value Proposition Starbucks Example 

Value Proposition iPod Example Seamles Music Experience 

PROJECT BACKGROUND PROJECT OBJECTIVE CONCEPTUAL FRAMEWORK PROJECT APPROACH Value Proposition 2 Positioning 3 Tagline and Logo 4 Target Market 1 Table of Content 

Target Market Brand Point of Differences Category Positioning Starbucks Example Tagline Positioning Statement 

Starbucks Life Happens over Coffee Ditargetkan untuk pelanggan bergaya hidup urban-global, Starbucks adalah kedai kopi premium yang menyajikan biji kopi terbaik di dunia, memberikan pengalaman ngopi yang cool dan authentic, serta menciptakan citra/ekspresi diri yang modern, aktif, urban-kosmopolit, kelas atas. Target Market Brand Point of Differences Category • Profesional, Wirausahawan, kaum muda • Bergaya hidup urban- global Starbucks Kedai kopi (coffee shop) • Biji kopi terbaik di dunia • pengalaman ngopi yang cool dan authentic • citra/ekspresi diri yang modern, aktif, urban- kosmopolit, kelas atas Positioning Starbucks Example 

Positioning Kijang Example Mobil Keluarga 

Toyota Avanza “Satu Untuk Sejuta Impian” Ditargetkan untuk keluarga muda Indonesia yang cerdas, Toyota Avanza adalah pelopor mobil low MPV (multi-purpose vehicle) di Indonesia yang dapat digunakan oleh seluruh anggota keluarga untuk berbagai aktivitas, harga yang terjangkau (value for money), irit bahan bakar, yang didukung jaringan layanan purna jual (sales, service, spare part) Astra yang solid Target Market Brand Point of Differences Category • Keluarga muda dengan 1-2 anak • Smart consumer (value customer) Toyota Avanza Low multi-purpose vehicle • Untuk berbagai aktivitas semua anggota keluarga • Value for money • Irit bahan bakar • Pelopor low MPV yang telah digunakan jutaan keluarga Indonesia • Jaringan 3S Astra Positioning Avanza Example 

PROJECT BACKGROUND PROJECT OBJECTIVE CONCEPTUAL FRAMEWORK PROJECT APPROACH Value Proposition 2 Positioning 3 Tagline and Logo 4 Target Market 1 Table of Content 

Name, Symbol, Tagline KOMUNITAS MEMBERI One Day Workshop Marketing Plan 2014 

Brand Name The Core Name is the basic core indicator of the brand, the basis for both awareness and communication efforts 

Brand Name The Core  Easy to learn: Coca Cola, Intel  Suggest the product class: Toys R Us, Kidzania  Support a symbol or slogan: FedEx  Suggest brand association: Bobo  Undesirable associations: Mazda MR  Distinctive: Sony, Google, Boeing 

Brand Symbol The Central When products and services are difficult to differentiate, a symbol can be the central element of brand equity The symbol itself create awareness, associations and a liking or feeling which in turn can affect loyalty and perceived quality It is easier to learn visual images (symbols) than words (name) 

Brand Symbol The Central  Geometric shapes  Things  Packages  Logos  People  Scenes  Cartoon Characters 

Type of Symbol Geometric Shape 

Type of Symbol Things 

Type of Symbol Logo 

Type of Symbol People 

Type of Symbol People 

Tagline A memorable words or sentence that is closely associated with product and brand identity 

1.It’s memorable. 2.It’s short. 3.It differentiates a business from all others. 4. It clarifies the brand’s market position and key benefits. 5. It reflects the brand’s identity, character, promise, and personality. 6. It’s believable and original. 7.Take risks. Don’t trap in generic. Good Tagline Criteria 

It’s memorable and it’s short. Because of 4 syllables. And 2 of them are “in”. It different the business. By the time, people aware that Intel sell something inside the computer’s CPU. It reflect the brand’s personality and promise. It is cool and it promise that computer with Intel’s chip inside is good. It’s original. Because Intel is one of less company that used only one word. It clarifies the market position and key benefit. Through tagline, Intel is superior and lead the market. Example of Good Tagline Intel Inside 

• Egocentric tagline – Touching lives, improving life (Procter & Gamble) • Question tagline – Where do you want to go today? (Microsoft) • Benefit tagline – Reach out and touch someone (AT & T) • Abstract tagline – Just do it (Nike), Make. Believe (Sony) Good Tagline Type of good tagline and example 

Wani Piro?! Core Message Djarum Cokelat Example 

Tagline and Logo Telkom Example 

Leveraging the Brand KOMUNITAS MEMBERI One Day Workshop Marketing Plan 2014 

Leveraging the Brand 1. Line Extension 2. Moving Down 3. Moving Up 4. Brand Extension 5. CoBranding 

Line Extension Expanding user base 

Line Extension Expanding user base 

Line Extension Expanding user base 

Moving Down Subbrand 

Moving Down Subbrand 

Moving Down Subbrand 7 Series 3 Series 

Moving Up Using a new brand 

Brand Extension Extending to other category 

Brand Extension Extending to other category 

Brand Extension Extending to other category 

Co Branding Creating Synergy 

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