1. MEETING 5 Concept: Positioning, Differentiation, & Brand Triangle

2. The Triangle

3. Singapore Airline: impeccable service around the world

4. Example

5. 9 Elements of Marketing

6. Segmentation See the market creatively & divide them into several segments based on psychographic or behavior

7. Targeting Choosing one or more than one segment, based on market size, market growth, competitive advantage, and competitive situation

8. Positioning Reason for being Promise that your product, brand, and company give

9. Example: Kijang  mobil dambaan keluarga Indonesia

10. Clear: Ketombe.. Siapa Takut

11. Differentiation Tools to fulfill your promise Effort to differentiate your company with competitors How to:  Content (what to offer)  Context (how to offer)  Infrastructure (the enabler: technology, facilities, HRM)  Example: Mc. Donald

14. Marketing Mix Integrate what the company offers (product, price) with access (place/distribution channel, promotion) Example: Unilever (Lux, Rinso, Pepsodent)

15. Selling Tactic to create long term relationship with customer Three levels of selling:  Feature Selling  Benefit Selling  Solution Selling

16. Brand Value indicator for company and product “UMBRELLA” to represent product/service Example: Kompas

18. Service Value enhancer (paradigm to create continuous value for customer through our products and services)

19. Process Value enabler (manage value added supply chain process) Requirement of good process: Quality, Cost, Delivery Example: Lippo Shop