Marcom Ten Setters:

Aplikasi Komunikasi
Pemasaran pada Fast-Moving
Consumer Goods

Hifni Alifahmi
email: alifahmi21@yahoo.com, fahmi@spiritmarcom.com
 The Marketing Diagonal

Marketer Marketer Marketer Marketer Marketer Marketer Marketer

Information

Channel Channel Channel Channel

Information

Media Media Media

Media Media

Information

Customer Customer Customer

Don E Schultz & Beth E Barnes,

Strategic Brand Communications Campaign, 1999: 25
Marketing Communications
Ten Setters
No From To Aspect
01. In-side-out Out-side-in Perspective
(Management Insight) (Customer Insight)
02. Individual Customer Community Involvement Audience
03. Monolog (One-way Dialog (Interactive Approach
Promotion) Communication)
04. Specialist/Individual Generalist/Collaborative People
Competency Orchestra
05. Functional Driven Strategic Intention Organization
06. Manager Initiative Conductor Arrangement Leader
07. Traditional Media Virtual/Mobile Media Message
08. Single Message One Look One Voice Media
09. Sales Generating Reputation Marketing Objective
10. Rational-Emotional Emotional-Spiritual Orientation
#01. In-side-out to Outside-in
Broadcast Print Media PR/Publicity Internet/
Media Interactive

Out-of-Home Direct
Media Marketing
Target
Audience
Personal Sales
Selling Promotion

Point-of- Events and Product

Purchase Word-of-Mouth Sponsorships Placement

IMC Audience Contact Tools

Belch & Belch, 2007: 24.
Suara Hati Pelanggan
#02. Individual Customer to
Community Involvement
#03. Monolog (One Way) to
Dialog (Interactive)
 #04. Specialist/Individual to
Collaborative Orchestra
Tujuh Dimensi Aplikasi
1. Satu Dirijen
Satu nada komando dan tujuan bersama
Kesatuan dan keselarasan nada/irama
2. Harmonisasi
Simponi antara korporat dan produk
3. TematikOne-look, one-voice, bisa ganti tema/pesan
4. Berirama
Terkadang lembut-keras, tempo cepat-lamba

5. Spesifik Segmen khalayak dan wilayah tertentu

6. Keterpaduan
Tidak menonjolkan diri, kompak, rendah hat

7. ApresiasiMenghargai partisipasi penonton/pemirsa

Belajar dari 7 Dimensi Orkestra
 Strategic Marketing
Communications Orchestra

B=
Strategic/Corporate
Marketing.
Rancangan konsep
dan strategi
pemasaran level
korporat (induk
perusahaan) yang
dijabarkan ke
strategi per
produk/unit usaha
Strategic/Corporate
A=
Strategic/Corporate
Communications
Rancangan konsep dan
strategi komunikasi
level strategik
B A (induk/pusat
organisasi)
SMC

C = Marketing
Marketing Communications Communications
Komunikasi
C pemasaran per
produk atau unit
usaha yang
mengacu pada
stategi induk

SMC = IMC = Strategic/Integrated Marketing Communications

 Orkestra Komunikasi
Pemasaran Pariwisata
Tujuh Orkestrasi Aplikasi/Implementasi
Orkestrasi Reputasi
Natural Indonesia: Harmony in Diversit
Orkestrasi Khalayak
Pasar: Sekunder/Primer Wisman-Domest
Orkestrasi Pesan
Tematik: one-look one-voice, Citra, Reput
Orkestrasi Media
Media Plan: cetak, elektronik, interakti
Orkestrasi Insani
Insan Iklan, Promo, PR lintas instansi/pro
Orkestrasi Organisasi
Forum/Komite Pemasaran Pariwisata
Orkestrasi Kampanye
Anggaran dan Program IMC: tematis-tak

Sumber: Hifni Alifahmi, “Orkestra Komunikasi Pemasaran

Pariwisata,” Bisnis Indonesia, 1 September 2007.
#05. Functional Driven to
Strategic Intention

Peralihan
Brand
Ambassador
#06. Manager Initiative to
Conductor Arrangement
#06. Manager Initiative to
Conductor Arrangement
#06. Manager Initiative to
Conductor Arrangement

Indomie vs Mie Sedaap

 #07. Single Message to
One-Look One-Voice
W Slogan Produk Slogan Slogan
ak
1975 Korporat Industri
Pelepas
tu Dahaga Asli
1985 Hari-hari Teh Hari-hari Teh
Botol Botol
1994 Hari-hari Teh
Sosro
1996 Aslinya Teh
1997 Peluncuran Fruit Sosro Ahlinya
Tea Teh
2002 Apa pun Sosro Ahlinya
Makanannya, Teh
Minumnya Teh
2007 Botol Sosro
Fruit Tea Trustea Sosro Ahlinya
Friend Teh

Konsistensi Pesan/Slogan Sosro

 Kerangka Analytic
Network Process
(ANP)
Tujuan (Goal) G
OAL

Aspek (Aspects) A1 A2 A3
A4

Masalah M1 M2 M3
(Problems) M4 M5 M6 M7
M8 M9 M10

Strategi
Feedbac (Strategies)
Pemecahan P1 P 2 P3 S1 S2
k
(Solutions)
P4 P5 S3

Source: Thomas Saaty

 Orkestrasi Iklan, Marketing
GOAL PR, Sales Promotion, dan
Interactive Marketing

ASPECTS Periklanan Marketing PR Sales Promotion Interactive Marketing

Tema Pesan/Reputasi Tema Pesan/Reputasi Tema Pesan/Reputasi Tema Pesan/Reputasi

Segmen Khalayak Khalayak Sasaran Segmen Khalayak Segmen Khalayak

PROBLEMS Perencanaan Media Newsworthy Marketing Skema Dual-Promo Skema Virtual-Mobile

SDM dan Organisasi SDM dan Organisasi SDM dan Organisasi SDM dan Organisasi

Integrasi Program Integrasi Program Integrasi Program Integrasi Program

Kom/Media Internal
Peralatan/Sarana
Sharing + Caring

Analisis-Strategis

Media Monitoring
Database Media

Proaktif-Dialogis
Layanan Prima
Studi banding

Career Path

Online/Web

Reorganisasi

Standarisasi
Pelatihan

SOLUTIONS

STRATEGIES
Kepemimpinan, Pemasaran Komunikasi Revitalisasi dan Brand Activation,
Pengembangan Berbasis Internal dan Standarisasi Integrasi Media
Kapasitas SDM Visi-Misi-Kultur Digitalisasi CPR-MPR Plan/Placement

GRAND Koordinasi Komite Komunikasi Pemasaran dan Korporat

STRATEGY Spirit Orkestra: Integrasi, Sinergi, dan Harmonisasi
#08. Sales Generating to
Reputation Marketing
Pe
ig r
Des co sona
nta l
n ct
Country of

m ect

Wo outh
origin
l

m
ai
r
Indust

rd
Di

ry

of
Compa
ny

ce en
poin
Pric s

ex rior
ri
pe
e

P
t

M
co ed si
m ia t i
m v er
en Ad ng
t

How Reputation is Created

Gary Davies, Corporate Reputation and Competitiveness, 2003: 63.
#08. Sales Generating to
Reputation Marketing

50 Tahun Astra
Spirit Harmonisasi Tim

Marketing PR
Rinso
Ayo Main,
Jangan Takut Kotor
 Tim Tujuh Rinso Ayo Main
ASAL TIM NAMA ANGGOTA JABATAN
Tim Marketing & Ainul Yaqin Marketing Manager Rinso
Brand Roberto Saputra Senior Brand Manager Rinso
Tanti & Juli Assistant Brand Manager Rinso
Tim Corporate Maria Dewanti Dwianto External Comm Manager
Relations Elvera Nuriawati Makki External Comm Assistant Manager
Tim Sales Ida Agustina National Activation Manager
Satwiko Trade Category Manager
Lowe, strategi Ayu Fadjar Account Director
komunikasi Arimanda Senior Account Executive
Hanny Creative Director
R&R, hubungan Rika Novriady, Vira NA
media/publik Madjid, Hanny Setiawan
Mindshare, media Gordon Yap Account Director
placement/buying Hana Implementor
Ogilvy Action NA NA, eksekusi lapangan

Sumber: Diolah dari majalah Mix 08, 23 Agustus-20 September 2007, hlm. 29.
#09. Traditional Media to
Virtual/Mobile Media
#10. Rational/Emotional to
Emotional/Spiritual
Ruhani

Nurani

Nilai
Komunitas Niat Bersama
(Spiritual)

Naluri Nalar

Rasa Rasio
Sumber: Hifni Alifahmi, Spiritual Marketing Communications, 2008.
 Penguatan
Komunitas Spiritual
 The Golden Triangle of
Marketing Communications

Spirit Sense
Strategic

Strategic
Marketing
Communications

Marketing Communications

Sense Spirit
Sumber: Hifni Alifahmi, Marketing Communications Orchestra, 2008.
Marcom References
 Sinergi Tujuh

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