Thursday, January 25, 2007

Marketing Idea Competition 2006


Kurang lebih sebulan yg lalu saya berkesempatan untuk berpartisipasi dalam ajang kompetisi Marketing Idea Competition 2006, yg diadakan majalah Marketing. Alhamdulilah saya mendapat anugrah sebagai juara..senang juga banyak dapat kenalan baru, ada yg minta kopi naskah, ada juga teman yang jauh2 sudah mewanti2..”ngga, lu jangan sampai makin narsis ya!!”....gubrak (ya deh kali ini fotonya dibikin kayak tersangka maling ayam aja..hehe).

Tapi terlepas dari itu, saya pgn berterimakasih jg terutama buat Hanum, sumber segala inspirasi gw, Ibu Kus, juga buat temen diskusi: Adianto Nugroho-Danone, Tani Danone, temen2 Palappa UGM, Yolanda-PnG, Rio Jujuk, Fidel-Sampoerna, Yuri n msh banyak lagi.

Sebtulnya ga ada yg istimewa dari naskah yg aku buat, tentang Business Social Transformation... yup coba deh perhatikan, inovasi bisnis yang sukses pasti mampu menciptakan transformasi sosial...contohnya Ipod, Microsoft, Ford Tmodel(dulu) even fenomena blog ini deh. Makanya judul yang aku pilih kemudian: ”Strategi Pemberdayaan Social Capital Bagi Penjualan sepeda Motor Yamaha”

Yang dimaksud Social Capital itu adalah aset-aset berupa hubungan baik (relationship), kepercayaan (trust), ikatan nilai dan norma antara perusahaan dengan seluruh stakeholdernya. Sebenernya Konsep Social Capital gak beda dengan Economic Capital jelas dua2nya bermanfaat bagi perusahaan. Tapi bedanya, modal ekonomi semakin MENYUSUT JIKA SEMAKIN SERING DIGUNAKAN, sementara modal sosial justru semakin BERTAMBAH JIKA SELALU DIBERDAYAKAN.

Mantra pemberdayaan Social Capital ini juga yang dipake pemenang nobel Muhammad Yunus dalam membesarkan Grameen Bank. Bermodalkan Trust dan Relationship, Grameen Bank mampu menyalurkan pinjaman hingga US$ 1,5 Juta perhari, dengan tingkat pengembalian 98%, pada jutaan rakyat miskin di Bangladesh. Nha tapi bagaimana perusahaan juga bisa jadi Tipping Point Alchemist kayak gitu? Mampu mengubah batu jadi emas?..bagaimana perusahan mampu membuat snowball effect dalam sebuah penciptaan transformasi sosial...

Ada 2 model yg aku kembangkan, pertama model network chain customer, dimana perusahaan fokus pada aggregat demand kumulatif—bukan pada individu namun komunitas. Dalam network customer itu definisi customer dibedakan lagi sebagai Influencer (orang yang mempengaruhi), Purchaser (orang yang membayar/membeli) dan user (Pengguna). Nha tentunya program2 marketingpun jadi ga bisa main pukul rata aja kan?

Kedua, model network chain market. Lingkup pasar juga bukan diartikan tempat bertemunya penjual n pembeli saja, masih ada lingkup pasar komplementer/metamarket, yaitu semua jenis pasar yang mungkin terlintas dibenak konsumen. Misal metamarket sepeda motor ya showroom/dealer (motor baru maupun bekas), bengkel, perusahaan pembiayaan, perusahaan asuransi, bengkel, dealer spare parts, media otomotif, dsb. Tantangannya bagaimana perusahaan mampu memperluas dan memperdalam penetrasi distribusinya dengan ”mengorkestrasi” rantai pasar metamarket itu dalam jaringan proses terintegrasi. Tujuannya apalagi kalau bukan efisiensi?

Nah buat yang pengen tau, bagaimana contoh kedua model tersebut bisa diimplementasikan..silahkan kontak japri aja ya, saya kasih gratis full copy naskah lomba saya..buat apa sih ilmu disimpan rapat2 dalam hardisk, mending dibagi2kan, siapa tau lebih bermanfaat..toh akan mempertebal social capital kita juga kan..hehe

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Blue ocean strategy merupakan salah satu terobosan besar yang bisa menjadi strategi bagi perusahaan yang dalam hal ini menghindari pertarungan "head to head" dengan kompetitor maupun produk subtitisinya,karena pada saat ini segala hal dapat dijiplak(easy to adobe) oleh kompetitor dalam strategi yang diterapkan oleh suatu perusahaan maupun jenis produk.Satu hal yang sangat sulit untuk dijiplak oleh pesaing kita adalah dalam hal INOVASI dan menurut pandangan saya hal inilah yang menjadi pangkal tolak dari adanya strategi "samudera biru" ini.
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Seorang pengamat ekonomi dari Prasetya mulya mengungkapkan bahwa,setelah beliau membaca buku Blue ocean ini,beliau mengatakan revolusi strategi sedang terjadi,akan tetapi hal ini tidak dapat secara mentah diterapkan pada setiap keadaan,seperti di negara berkembang di INDONESIA RAYA ini,dimana 'sensitive price' masih sangat kental yang dijadikan salah satu motivasi kuat dalam sebuah keputusan pembelian,mengalahkan segi mutu produk,dimana pada Blue Ocean yang sangat mengedepankan masalah inovasi(yang dalam R&D sangat mahal)maka diperlukan biaya produksi yang tinggi pula,dan secara tidak langsung hal ini akan dibebankan pada pada harga/ konsumen.
Hal kedua bahwa taraf pendidikan sebagian besar bangsa kita dapat dibilang rendah dimana penguasaan akan tekhnologi rendah juga secara ekonomi-produk tersebut tergolong mewah bagi mereka-sehingga minat beli konsumen rendah,sedangkan dari golongan atas dan menengah sebagian besar terdiri dari orang dewasa dan tua, yang sebagian besar berpola pikir sangat konservatif dan loyal terhadap suatu merk dan jenis barang, sehingga sasaran yang mesti dibidik dari strategi ini pada segmen negara kita adalah kaum muda/eksekutif muda (dengan rasa ingin tahu yang besar dan peka terhadap tekhnologi).Mungkin dapat dikalkulasi jumlah mereka itu tidak terlalu banyak di bangsa kita atau minoritas.
Selain itu hal ketiga adalah biaya dari pembelajaran terhadap produk baru ini sangat besar jika revolusi ini diluncurkan,karena dimana kita akan bermain di 'ladang baru' dimana costumer insight perlu dibina dan dididik sejak dini (sebelum komoditi tersebut release dipasaran),seakan ini sebuah pertaruhan yang sangat beresiko, dimana masyarakat secara umum akan diubah pola pikirnya akan sebuah produk baru, msekipun dapat pula dikatakan hal ini berhasil pada produk telphon selular dan penggunaan kartu ATM,namun bisnis HP yang kompetitif dan sangat inovatif ini ditunjang dengan minat pembeli yang tinggi dan dukungan industri yang sangat kompetitif,begitu juga kartu ATM pada industri perbankan,yang pada awalnya dipandang sebelah mata oleh konsumen, namun secara efisiensi sangat membantu konsumen dengan mobilitas tinggi dan pada akhirnya menjamur jasa kartu ATM sebagai fitur produk dari perbankan pada masa saat ini .....biaya developing insight costumer ini dapat ditekan bilamana industri ini akan sangat diminati kompetitor dan konsumen (namun semakin ramai industri maka akan kembali pada Red ocean battle)
Mungkin dapat dikatakan pada aplikasi Blue ocean dapat dimodifikasi menjadi Purple Ocean yaitu campuran dari Red dan Blue Ocean,sehingga kita dapat mengambil sisi baik dari Blue Ocean yaitu inovasi yang terus menerus sehingga hal ini tidak mudah disaingi kompetitor dan mengurangi life cycle time produk,namun demi menekan biaya produksi,iklan maka alangkah lebih baik perusahaan masih main di industri yang sama,sehingga inovasi akan menjadi competitive advantage bagi perusahaan pada industri tersebut.

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