hubungi : Kanaidi, SE., M.Si (Penulis “Buku PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management, Praktisi Bisnis) email : kana_ati@yahoo.com atau kanaidi@yahoo.com atau kanaidi@poltekpos.ac.id atau kanaidi@posindonesia.co.id HP. 08122353284 PIN bb : 27CBC148 Facebook : Kanaidi Ken & Kanaidi Ken Part II

1. Marketing Metrics
Bandung, 07-08 Juni 2012 By : Kanaidi, SE.,
M.Si
27-28 Juni 2011 kana_ati@yahoo.com

2. 2
1986
Manajer
di
Bogor
1990
Manajer
di
Padang
1992
Wk Pinca
Banjarma
sin
1993
Pinca
di
Samarinda
1995
Manajer
di
Bandung
2000
Manajer
Wilayah
Sumbar
Riau
2001 -
Sekarang
Pembicara/
Instruktur
&
Dosen
Sekarang :
Direktur
Micro
Finance
(LKMS)
Success Kanaidi, S.E, M.Si

3. What is Marketing?
• Marketing adalah proses sosial dari kegiatan
seseorang atau lembaga untuk memenuhi
kebutuhan dan keinginan pasar individu dan
kelompok akan suatu produk melalui konsep
pertukaran. (Kotler, 2005)
• The Core Concepts :
Kebutuhan (needs), Keinginan (wants) dan
Produk (barang, jasa, dan gagasan), Nilai
(value), Biaya (cost), Kepuasan (satisfaction),
Pertukaran, Konsep Pasar dan Pemasaran.

4. Markets
Marketers
and
Prospects
Relationship
and
Network
Value
Cost
Satisfaction
Products
(Goods,
Services,
Idea)
Needs
Wants
Demands
Exchange
and
Transactions
The Core Concepts Marketing
(Kotler, 2005)

5. What’s about Marketing Mix?
Slide 1-2
Figure 1-1
4P
Product
Price
Promotion
Place
Marketing
Mix
Manufacture

6. 7P
Process
People
Physical Evidence
Product
Price
Promotion
Price
Place
Marketing
Mix
Services
What’s about Marketing Mix?

7. What’s about Promotional
Mix?
The Promotional Mix
Slide 1-2
Figure 1-1
Advertising
Direct
marketing
Sales
promotion
Publicity/
PR
Personal
selling

8. The Selling and Marketing Concepts Contrasted
(Kotler)
Ends
Selling and
Promoting
Products
Factory
Profit through Sales
volume
Integreted
marketing
Customer
needs
Target
market
Profit through
Customer
Satisfaction
Means
(Sarana)
Focus
Starting
point
(a) Selling Concepts
(b) Marketing Concepts
Empat Pilar sandaran Konsep Pemasaran :
(1). Pasar Sasaran, (3). Pemasaran Terintegrasi,
(2). Kebutuhan Pelanggan, (4). Profitabilitas.

9. Apakah Metrik itu?
• A metric is a measuring system that
quantifies a trend, dynamic or characteristic.
In virtually all disciplines, practitioners use
metrics to explain phenomena, diagnose
causes, share findings and project the results
of future events.
• Throughout the worlds of science, business
and government, metrics encourage rigour
and objectivity.
• They make it possible to compare
observations across regions and time
periods. They facilitate understanding and
collaboration.

10. Mengapa perlu Metric ?
• . . every metric, whether it is used explicitly to
influence behavior, to evaluate future
strategies, or simply to take stock, will affect
actions and decisions.
• If you can’t measure it, you can’t manage it.
• metrics can help a firm maintain a productive
focus on customers and markets.
• They can help managers identify the
strengths and weaknesses in both strategies
and execution.

11. Market Share

12. Market Share

13. Contoh Perhitungan Market
Share

14. Pengertian Market
Concentration

15. Contoh Perhitungan Market
Concentration
• Dalam mobil mini perkotaan, tiga perusahaan yang merupakan firm
concentration ratio terdiri dari pangsa pasar tiga kompetitor teratas -
Zipper, Twister dan A-One

16. Pengertian Penetration

17. Contoh Perhitungan Brand
Penetration

18. Contoh Penetration Share

19. Konsep Customer Satisfaction
(Kepuasan Pelanggan)
C Satisfaction = f
(Perfermance/Expectation)
Customer
Satisfaction
E <
P
Very Satisfaction/Delight
Satisfaction
Dissatisfaction
= 100%
> 100%
< 100%
E = Harapan
P = Kinerja/Kenyataan
Kepuasan Pelanggan merupakan fungsi dari kenyataan
kinerja produk (product’s percieved performance) dan
harapan pembeli (buyer’s expectations).
E =
P
E >
P

20. Customer satisfaction and
willingness to
recommend

21. Contoh Survey Customer
Satisfaction

22. Konsep Customer Loyalty
(Loyalitas Pelanggan)
Inactive or
ex-customers
Proses Pengembangan Pelanggan
(The Customer Development Process)
Suspects
Disqualified
Prospects
Repeat
Customers
Clients Advocates Partners
First Time
Customers
Prospects

23. Konsep Customer Loyalty
(Loyalitas Pelanggan)
Ciri-ciri Pelanggan yang LOYAL :
• Rutin Menggunakan Produk X
• Selain Produk X juga menggunakan Xa
• Berani Merekomendasikan kpda orang lain
• Mampu Menolak Tawaran Pesaing
(Griffin)

24. Mengevaluasi Loyalitas
Pelanggan

25. Loyalkah ini ?

26. Ingat !
Pareto Principle
80%
of your growth
will come from
20%
of your
customers
Ω Problem Statement Ω Strategic Direction ►►► Conclusion ►►► Solution
The 80/20 RULE :

27. Heavy Usage Index

28. Contoh Heavy Usage Index

29. Awareness, attitudes and usage:
hierarchy of effects

30. Quality Awareness berfokus Pelanggan
JANGAN MENGECEWAKAN PELANGGAN
LETAKKAN DIRI KITA PADA POSISI PELANGGAN
Rencana
Riset
Desain
Produk
Pengen-
dalian
Memelihara
Pasar
1. Identifikasi kualitas yang diinginkan
PELANGGAN (PASAR)
2. Bangun kualitas yang diinginkan
PELANGGAN (PASAR) ke dlm produk
5. Jika produk jelek terlanjur
terjual, sgra CEPAT TANGGAP
4. Pertahankan kualitas produk stlh penjualan
3. Jangan meloloskan produk jelek ke
Pasar / dlm tahap proses berikutnya

31. Awareness, attitudes and
usage: typical questions

32. Awareness & Top of Mind

33. Margin

34. Contoh Perhitungan Margin

35. Marketing spending: total, fixed
and variable

36. Contoh Fixed Marketing Cost
• Sales force salaries and support.
• Major advertising campaigns, including
production costs.
• Marketing staff.
• Sales promotion material, such as point-of-
purchase sales aids, coupon production and
distribution costs.
• Cooperative advertising allowances based on
prior-period sales.

37. Contoh Perhitungan

38. Break-even Analysis

39. Contoh Break-Even

40. 0 1 2 3 4 5 6 7
BEP
TR
TC
FC
Unit
Biaya
2.500
2.000
1.600
1.500
1.000
500
daerah
rugi
dearah
laba
Gambar : BEP
Break-Even Point
=
BEP (rupiah)
=
FC
Contoh : Biaya tetap =Rp.1.000.000,00
Biaya variable =Rp.120.000,00/unit
Apabila perusahaan menginginkan harga jual tiap unit =
Rp.320.000,00 maka titik pulang pokok (BEP) adalah ?
=
BEP (unit) =
FC
P - VC VC / P
1 -

41. Customer Lifetime Value

42. Contoh Customer Lifetime Value

43. Acquisition versus retention cost

44. Contoh Perhitungan

45. Sales force objectives: setting
goals

46. Contoh Perhitungan

47. Sales force effectiveness:
measuring effort, potential and
results

48. Sales force compensation:
salary/reward mix

49. Contoh Perhitungan
Compensation

50. Price Premium

51. Contoh Perhitungan Price
Premium

52. Average Price Paid

53. Contoh Perhitungan

54. Price elasticity of demand

55. Linear Demand Function

56. Short-term promotional
objectives
• To acquire new customers, perhaps by generating
trial.
• To appeal to new or different segments that are
more price-sensitive than a firm’s traditional
customers
• To increase the purchase rates of existing
customers; to increase loyalty.
• To increase shelf space.
• To blunt competitive efforts by encouraging the
firm’s customers to “load up” on inventory.
• To smooth production in seasonal categories by
inducing customers to order earlier (or later) than
they ordinarily would.

57. Baseline sales, incremental sales
and promotional lift

58. Downward spiral – promotional
effectiveness

59. Successful promotion with long-
term benefits

60. Cost per thousand impressions
(CPM) rates

61. Contoh Perhitungan

62. Reach, net reach and frequency

64. Effective reach and effective
frequency

65. Contoh Perhitungan

66. Pageviews

67. Clickthrough Rate

68. Contoh Clickthrough Rate

69. Cost per Impression

70. The order acquisition process

71. Contoh Perhitungan

72. 72
Contact Us :
Kanaidi, SE., M.Si (Trainer & Dosen, Penulis,
Peneliti, dan PeBisnis)
e-mail : kana_ati@yahoo.com atau
kanaidi@poltekpos.ac.id
Telp : 022-2005972 atau 022-2009570 ext.125
Fax : 022-2009568 HP. 0812 2353 284
www.ken-kanaidi.blogspot.com
www.ken-sukses.blogspot.com
www.pemimpin.unggul.com
www.google.com “Sukses kanaidi”
www.formulabisnis.com/?id=ken_kanaidi
Ω Problem Statement
Ω Mapping Ω Strategic Direction ►►► Conclusion