INTRODUCTION Marketing Strategy Series.pptx

introduction marketing strategy

1. Marketing Strategy Series Salesmanship INTRODUCTION BY HOLID AZHARI SENIOR VP INDUSTRIAL TRADING

2. OUTLINE A. PRODUCT CLASSIFICATION TRACON PRODUCT TRACON POTENTIAL CLIENT & CLIENT CLASSIFICATION SELLING – MARKETING – BRANDING

3. A. PRODUCT C LASSIFICATION

4. A. PRODUCT CLASSIFICATION Mass product character Source : multi source Pricing strategy : supply and demand mechanism Price level : linear price Entry barrier : low Promotion : mass media Place : every place Mass Product sample A.1 MASS PRODUCT

5. A. PRODUCT CLASSIFICATION SEGMENTED PRODUCT CHARACTER Source : Limited Source Price level : class price Pricing strategy : random not related with supply and demand Entry barrier : medium to high Promotion : Segmented promotion/account manager Place : segmented places A.2 SEGMENTED PRODUCT

6. A.2 SEGMENTED PRODUCT Mass segmented product Tailor made/Engineered product Enhanced Mass product A. PRODUCT CLASSIFICATION

7. A. PRODUCT CLASSIFICATION Source : very limited (actual or claim) Price level : brand level Pricing strategy : emotion price Entry barrier : very high Promotion : special event Place : limited/ uxury place A.3 NICHE MARKET

8. A. PRODUCT CLASSIFICATION A.3 NICHE MARKET

9. B. TRACON PRODUCT DIVISI PLANT SERVICE DIVISI SUPPLY CHAIN Bulk material (pipe, fitting, flange, valve) Skid equipment

10. C. TRACON POTENTIAL CLIENT & CLIENT CLASSIFICATION INDUSTRY PHASE EPC NON EPC (OPERATION, MAINTENANCE & OVERHOUL) INDUSTRY SECTOR OIL AND GAS (UPSTREAM & DOWN STREAM) FERTILIZER AND PETROCHEMICAL AGRO INDUSTRY POWER & MINERALS MANUFACTURE

11. D. SALES – MARKETING - BRANDING

12. SELLING ACTIVITY PROSPEK  CANVASING, PRESENTASI, ASK INQUIRY, PROPOSAL  PREPARATION TECHNICAL. COMMERCIAL, MANAGEMENT REVIEW/APPROVAL BIDDING  SUBMISSION, EVALUATION, AWARD EXECUTION  OPERATION TEAM/SUPPORTING AFTER SALES SERVICE  AFTER SALES/SUPPORTING TEAM RESULT PARAMETER  PLAN VS ACTUAL SALES & REVENUE

13. MARKETING ACTIVITY MARKETING RESEARCH  Customer segment survey, product positioning survey, market share survey, competitor survey, market inteligent INTRODUCTION EVENT  produk launching, grand opening, etc ENGAGEMENT EVENT  Customer gathering, LOYALTY PROGRAM  member card, loyalty reward etc RESULT PARAMETER M ARKET SHARE SURVEY

14. BRANDING ACTIVITY CHOOSING SPECIFIC PRODUCT, MARKET, VALUE (RED OCEAN  BLUE OCEAN) BRANDING ACTIVITY (CREATING LOGO, HASTAG, IMAGE) MAINTAIN CONSISTENCY RESULT PARAMETER  BRAND AWARENESS SURVEY

15. THANK YOU