Cima presentation HK

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Hermawan Kartajaya One of 50 Gurus who Have
Shaped the Future of Marketing, chosen by the
Chartered Institute of Marketing
(CIM-UK) President of World Marketing Association
(WMA) Founder and President of MarkPlusCo
Super Branding and Marketing for Financial
Services
National Accountants Conference (NAC)
2004 Organized by Malaysian Institute of
Accountants Kuala Lumpur, October 12-13, 2004
Edited by Bembi Dwi Indrio M.
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• Hermawan Kartajaya
• - President, World Marketing Association (WMA)
• - Founder President, MarkPlusCo
• - One of 50 Gurus who have
• shaped the future of Marketing
• chosen by CIM UK

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Our International Books
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• Nanyang Business Review
• Special Global Brand Forum Edition 2004
• Guest Editors
• Philip Kotler
• Hermawan Kartajaya
• Karthik Siva

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The 4C-Diamond Model
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Nine Core Elements of Market-ing
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Positioning-Differentiation-Brand Triangle
Brand Integrity
POSITIONING Being Strategy
DIFFERENTIATION Core Tactic
BRAND Value Indicator
Brand Image
Brand Identity
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Strategy How to Win Mind Share
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Tactics How to Win Market Share
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Marketing Mix
Integrate Offer and Access
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Relationship Selling
Integrate Company and
Customer
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Value How to Win Heart Share
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The Progression of Economic Value From
Product-centric to Customer-centric
VENUS
Exciting
Customer-centric
Differentiated
Relevant to
Guide TRANSFORMATION
Solution
Customization
Stage EXPERIENCES
Sensation
Customization
Commoditization
COMPETITIVEPOSITION
Deliver SERVICES
Satisfaction
Customization
Needs of Customers
Commoditization
Make GOODS
Commoditization
Extract COMMODITIES
Irrelevant to
Undifferentiated
Market
Premium
MARS
PRICING
Product-centric
Boring
Source Gilmore, James H. Pine II, Joseph B.
The Experience Economy, Harvard Business School
Pres, 1999. p. 166
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Competitive Value offer interaction between three
main stakeholders and the company
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Converting the Three Main Stakeholders
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The 10 Credos of Compassionate Marketing

• Love Your Customers, Respect Your Competitors.

• Be Sensitive to Change, Be Ready to Transform.

• Guard Your Name, Be Clear on Who You Are.

• Customers are Diverse, Go First to Who Really
  Needs You.

• Always Offer a Good Package at A Fair Price.

• Always Make Yourself Available, Spread the Good
  News.

• Get Your Customers, Keep and Grow with Them.

• Whatever Your Business, It is a Service Business.

• Always Refine Your Business Process In Terms of
  Quality, Cost and Delivery.

• Gather Relevant Information, But Use Wisdom in
  Making Your Final Decision.

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Thank You! MarkPlusCo www.markplusnco.com E-mail
info_at_markplusnco.com