05 Marketing Performance

BAB 05 KINERJA PEMASARAN

Power Point Berdasarkan Buku yang ditulis Ujang Sumarwan, dkkPemasaran Strategik: Strategi untuk Pertumbuhan Perusahaan dan Penciptaan Nilai bagi pemegang Saham

LUXURY CAR MARKETMarketing Strategic in Luxury Car Market Segment

vs

KINERJA PEMASARAN

Road Map

What & Why? How? Conclusion

WHAT & WHY?

Pokok Bahasan

Biaya Pemasaran

Strategi Pemasaran

Maksimum Profit

- Jangka pendek- Aktivitas pemasaran- Fokus terhadap aktivitas marketing- Dianggap Penting oleh

CEO, tapi tidak masuk dalam agenda bisnis

- keuntungan jangka pendek- tidak memberikan gambaran kinerja

yang jelas

Biaya Pemasaran

Strategi Pemasaran

Maksimum Shareholder

Value-Balanced Scorecard Market and Customer Focus:-Value Base Marketing- Market Base Management- Kinerja Pemasaran

- Discounted Future Cash Flow (jk. Panjang)- Dividen- Harga saham

Cause :- Pasar Globalisasi- Perubahan Struktur

Industri- Revolusi Informasi- Peningkatan Ekspektasi

Pelanggan

Perubahan Strategi Marketing

Effect:

MARKET ORIENTATION

AND PERFORMANCE

- Customer Focus and Profitability- Customer Focus and Satisfaction- Customer Satisfaction and Customer Retention (CSI)

- Customer Loyalty and Managing Customer Loyalty (CLI)

Customer Profitability :

Perbedaan antara pendapatan yang diperoleh dan biaya yang berkaitan dengan hubungan dengan pelanggan selama periode tertentu (Farris dan Bendlel, 2006).

KELOMPOK PELANGGAN

Top tier customers - reward

Second tier customers - grow

Third tier customers - fire

Market Orientation and Performance Impact

CustomerAnd Business

Profitability

Customer SatisfactionAnd Customer Loyalty

Customer – FocusedOrganization

Business with a strong customer focus strive to achieve hingh levels of customer satisfaction and customer loyalty

Successful customer relationship marketing translates into higher levels of customer and business profitabilty

CustomerRelationship

Marketing

Bagaimana Implementasi Pengukuran Kinerja Pemasaran

yang akan Berdampak pada Shareholder Value

HOW?

MARKETING PERFORMANCE METRICS

Kelompok Metriks Kinerja Pemasaran

Kegunaan

Market Performance Metrics Mengukur kondisi pasar eksternal dan daya tarik pasar

Competitive Performance Metrics Mencoba melihat daya saing dari produk

Customer Performance Metrics Mengukur kinerja pelanggan : kepuasan pelanggan, retensi pelanggan, loyalitas pelanggan, customer awareness dan customer value

Interval Versus external performance metrics

Financial Performance Metrics

Cost Metrics Average cost per unit Marketing & sales expenses Operating expenses

Productivity Metrics Inventory turnover Sales per employeeDays of accounts receivable

Profitability Metrics Return on sales Return on assets Return on invested capital

Marketing Performance metrics

Market Metrics Market growth rate Market share Market demand to potential

Competitiveness Metrics Relative product quality Relative service quality Relative price and value Customer Metrics Customer satisfaction Customer retention Customer loyality

In – process versus end – result performance metrics

Measurement Perspective

In-Process Metrics End-Result Metrics

Internal(in company)

Products DefectsLate DeliveriesBilling ErrorsAccounts ReceivableInventory Turnover

Net Profit / EarningsReturn on SalesMargin per UnitReturn on AssetsAssets Turnover

External(in market)

Customer SatisfactionRelative Product QualityRelative Service QualityIntentions to PurchaseProduct Awareness

Market ShareCustomer RetentionRelative New-Product SalesRevenue per CustomerMarket Growth Rate

Time Perspective

Measure of shareholder value

Market demand

20 million

Market Share 5%

Revenue per

Customer $500

Variable cost per

Customer $310

Marketing Expenses

$100 million

Operating Expenses

$40 million

Taxes $ 20 million

Market Orientation and Cos Focus MP Shareholder Value

Customer volume 1

million

Margin per

Customer $190

Total contribution

$ 190 million

Net Marketing

Contibution $90 million

Operating income $ 50 million

Net profit $ 30

million

Sales $500

million

Assets $206

million

Equity $183

million

Capital = $150

million Cost = 120%

Shares $60

million

Share Price $15

ROS 6%

ROA 14.5%

ROE 16.4%

EP $12

EPS $0.50

PE Ratio 30

Summary

ShareholderValue

Net profit and Cash Flow

Financial Performance

Market Performance Metrics

Customer Satisfaction, Retention andPurchase Behavior

Marketing Strategy andStrategy Implementation

PERUBAHAN PERAN PEMASARAN

Past Future

Objective of marketing Create customer value Create shareholder value

Marketing strategy Increase Market Share Develop and manage marketing assets

Assumptions Positive market performance leads to positive financial performance

Marketing strategies need to be tested in value terms

Contribution Knowledge of customers,competitors and channels

Knowledge of how to lever marketing to increase shareholder value

Focus of marketing Marketing Orientation General Management

Skills of marketing Specialist Specialist + General

advocacy Importance of understanding customer

Marketing’s role in creating shareholder value

Concept of assets Tangible Intangible

Rationale Improves Profit Increases shareholder value

Performance measures Market share,customer satisfaction return on sales and investment

Shareholder value:discounted cash flows

CONCLUSION?

Perubahan Peran Marketing Strategi Marketing Shareholder Value

TERIMA KASIH