Sesi 1HOSPITAL

MARKETING From Production Driven Company to Customer Focused Company

ANKE DWI SAPUTRO 0852 8266 3172

CULTIVATE BRAND A Brand Communication Consulting Company

PRESTASI• MENTRASFORMASIKAN ADHI KARYA BEYOND CONSTRUCTION DAN MENJADI ROLE MODEL

INDUSTRI.• MENTRASFORMASIKAN BNI MENJADI BANK YANG KEMBALI DIPERCAYA.• MENGHIDUPKAN KEMBALI SEKOLAH INTERNATIONAL MADANIA (REPEATED CUSTOMER AWAL

40% MENADI 99,2%).• MEMBUAT BRITON ENGLISH COURSE DARI AWALNYA 3 CABANG MENJADI 100 CABANG.• MEMBUAT MIZURA FUMI SALON & SPA DARI 1 CABANG MENJADI 15 CABANG DENGAN

CAPITALISASI NAIK 100X • MAMPU MEMBUAT CHOCODOT BRAND LOKAL GARUT MENJADI BRAND KEBANGGAAN

NASIONAL DENGAN SALES PER OUTLET RP. 1,5 MILYAR PER BULAN (awal hanya 150 juta)• MAMPU MEMBUKA 80 CABANG NACHOT HOT DALAM 1,5 TAHUN.• MAMPU MEMBUKA CABANG BAKSO BOM 10 CABANG HANYA DALAM 6 BULAN.• MAMPU MENDATANGKAN 7.000 ORANG SAAT LAUNCHING EAT REPUBLIK. • MAMPU MENJUAL 250 UNIT RUMAH LEBIH MAHAL 5X DR HARGA AWALNYA HANYA DALAM 6

BULAN.• MAMPU MENJUAL APAPUN (MOBIL & PROPERTY) LEBIH TINGGI 20-30 % DARI HARGA PASAR.

• GAGAL MENGELOLA IGA BAKAR ABRI,• GAGAL MENGELOLA TERMINAL ES.• GAGAL KERJA DI BUMN .

PENULIS

SPEAKER DAN MODERATORDI WORLD FRANCHISE SUMMIT 2016

TIM PENULIS DAN PARTISIPANINDONESIA SMART NATION AWARD (ISNA)

TIAP TAHUN MEMBERIKAN AWARD INDONESIA FRANCHISE MARKETING AWARD (IFMA)

DOSEN TAMU MM UGM

KULIAH UMUM DI UNIV NEGERI MALANG

TRANSFORMATION BRAND CONSULTANT SPECIALIST

• CHOCODOT • MIZURA FUMI SALON & SPA• SEKOLAH NASIONAL PLUS MADANI• SEKOLAH CHARITAS • BRITON ENGLISH COURSE• SUPERWASH LAUNDRY• BPR HIK • EAT REPUBLIC• VISENDA RESIDENCE SERANG TIMUR• WIRALAND PROPERTY GROUP.

• ADHI KARYA (anggota tim).• BNI (anggota tim).• MEGA SYARIAH (anggota tim).• MORIN Jam (anggota tim).• DRTV Corps (anggota tim).• DKI Enjoy Jakarta (anggota tim).• Etc

BUSINESS OWNER

• CULTIVATE BRANDS (7 tahun)• BAKSO BOM (WWW.BAKSOBOM.COM) 10

cabang• MASTUKANG ONLINE (perbaikan rumah

online)• NACHOS HOT (70 cabang tinggal 10

cabang).• TERMINAL ES (GAGAL Tutup)• RESTO IGA BAKAR ABRI (GAGAL tutup).

MARKETING- PUBLIC RELATIONS

PRINCIPLES OF MARKETING

Kita tidak butuh marketing sepanjang tidak ada persaingan.

Mungkinkah?

Marketing itu bukan struktur namun fungsi yang melekat pada tiap individu.

Apalah Anda bisa lepas dari “memasarkan” sesuatu?

Diri Anda, ide Anda, kemampuan anda, karir anda, pasangan anda, ideology Anda, reputasi Anda..

Terakhir …

BARANG ANDA PROPERTI ANDA..

Marketing bukanlah menjual semata.Marketing bukan menjual canvassing (door to door)

Marketing bukanlah orang yang suka berbohong.Marketing bukanlah orang yang ngomong terus mendominasi

pembicaraan.Marketing bukanlah kumpulan orang-orang “second class”.

Marketing juga bukan berdagang kelas UKM ..asongan…Marketing itu bukan penipuan MLM

Marketing itu bukan pekerjaan orang-orang miskin.Marketing bukan pekerjaan orang-orang bodoh.

Marketing itu skill orang terkaya di dunia.Marketing itu skill orang terhormat.

Marketing itu skill paling diperlukan.Marketing itu skill yang paling sulit.

Marketing itu penuh gairah hidup optimis.Marketing itu penuh ajaran kejujuran dan spiritualitas.

Marketer paling sukses di dunia itu siapa?

Nabi Muhammad SAW.Tidak punya produk, tidak pake iklan, tidak berbiaya besar

namun hanya dalam tempo 40 tahun bisa “menjual produknya” ke seluruh dunia dan menjadi produk paling laris paling loyal

paling dicari di seluruh dunia sampai saat ini !!!!

American Marketing Association

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offering that have value for customers, clients, partners, and society at large.”

(A.M.A,2007)Chartered Institute of Marketing (CIM)

"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably"

(CIM,2008)It lasted for around 30 years ,until…..

New Definition by CIM

 'The strategic business function that creates value by stimulating, facilitating and fulfilling customer demand. It does this by building brands, nurturing innovation, developing relationships, creating good customer service and communicating benefits. By operating customer-centrically, marketing brings positive return on investment, satisfies shareholders and stake-holders from business and the community, and contributes to positive behavioural change and a sustainable business future.'

Evolution of Marketing

1. Production Era -------late 1800s 2. Sales era 1930s------1950s 3. Marketing era 1950s------1970s 4. Societal era 1970s------1990s 5. The future --------------?

Spiritual “values based” marketing Era

Marketing Management Philosophies

Production Concept

The production concept holds that consumer will favour products that are available and highly affordable, and that management should therefore focus on improving production and distribution efficiency. This concept is one of the oldest philosophies that guide sellers.

Example : Ford Model – T

.

The Product Concept

The idea that consumers will favour products that offer the most quality, performance

and features, and that the organisation should therefore devote its energy to making continuous product improvements.

Example : Marketing Myopia

.

The Selling Concept

The idea that consumers will not buy enough of the organisation’s products unless the organisation undertakes a

large-scale selling and promotion effort.

Example : Sales promotion,price reductions,Buy one get one free

.

The Marketing Concept

The marketing management philosophy which holds that achieving organisational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.

Comparing Selling and Marketing Concepts

.

.

The Societal Concept

The idea that the organisation should determine the needs, wants and interests of target markets and deliver the desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves both the consumer’s and society’s well-being.Examples : Natwest- Community Bond

Needs,Wants and Demans

Human Need‘A state of felt deprivation’1. look for an object that will satisfy it; or2. Try to reduce the need.

Human Want The form that a human need takes as shaped by

culture and individual personality. Demand Human wants that are backed by buying power.

Creating Demand

Sony’s Example of Innovation Mobile Phones Apple – Ipod, Ipad

Telling them that they need it !

What do we Market? Goods Services Events Experiences Persons Places Properties Organisation Information Ideas

MARKETING MIX (4P)

SERVICE MARKETING

PROCESS

PHYSICAL EVIDENCE

PEOPLE

HOSPITAL MARKETING

External Environment (EPOLEKSOSBUD HANKAM) + COMPETITOR

Internal Environment (CUSTOMER EMPLOYEE SHAREHOLDER)

HOSPITAL MARKETING

B2B Selling

Public Relation(BTL)

CS & Handling Complain

LO Dokter(Liasion Officer)

Promotion ATL

LO Patient(Liasion Officer)