Professional Documents
Culture Documents
29111311 29111363 29111384 29111387 29111398 29111400 Haidir Afesina Wirania Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Liem
dition E l a i c e p S
SUBMITTED AS FINAL PROJECT OF MM5062 - CONSUMER BEHAVIOR
CONTENTS
Introduction Knowledge Structure-Attribute-Association Competitor Analysis Perceptual Map Marketing Strategy (STP) Marketing Tactic (7P) Decision Journey CRM Classical/ Operant Conditioning Conclusions
INTRODUCTION
GDP of INDONESIA: 2011 IDR 7,427 trillion 2010 IDR 6,977 trillion 2009 IDR 6,570 trillion
Source: world bank, March 2012
KNOWLEDGE ASSOCIATION
Satisfaction guarantee
Fast
Sporty
Youth
YAMAHA AT MOTORYCYCLE
HIERARCHICAL STRUCTURE
Matic
Moped
Sport
Mio J
Soul GT
Xeon RC
Vega
Jupiter z1
Jupiter mx
Mio Fino
u o y o t e s o l c o s l Fee w o n t h g i R
Edit l a i c e Sp
ion
CustomerA+tude
Based on research to 45 SBM ITB Civitas
Brand Awareness Image Brand Association Brand
COGNITIVE
Innovative Speed
CONATIVE
Demography
Mercenaries, Experiencers
AFFECTIVE
Customer Motivation
Brand Loyalty
Product Attribute Value Attributes Performance Color & Graphic Fuel consumption Comfort A5ributes importance 24% 29% 17% 30% Yamaha Mio J 7.5 6.5 6.5 7.5 Honda Beat FI 6 8 8.5 9
PERCEPTUAL MAP
Perceptual Map of performance- Color& graphic
high performance
high performance
Yamaha Mio J
Yamaha Mio J
bad design
wasteful
low performance
low performance
efficie efficient nt
Honda Beat
Honda Beat
PERCEPTUAL MAP
Perceptual Map of Performance - comfort
high performance
Yamaha Mio J
uncomfortable
low performance
wasteful
no AT Motorcycle is perceived by this particular consumer to be both comfortable and uncomfortable with fuel efficient market
opportunities
Honda Beat
uncomfortable
Yamaha Mio J
FOCUSING ON AFFECT
High involvement learning Positive marketing stimuli through ads emphasize on faster and environment friendly Increased affective response (liking) toward AT Yamaha Mio X Gear Increased positive beliefs Behavior (purchase) Overall attitude change
Experential Hierarchy:
Behavior (purchase)
Youth
Noah, IDP
Segmentation
Sta?c A5ribute
GEOGRAPHIC
Indonesia Urban, Sub urban Java, Sumatra, Kalimantan
PSYCHOGRAPHIC
Active, Sporty Experiencer
Dynamic A5ribute
DEMOGRAPHIC
21-30 years old Single, Married (1 child / no child) Student, Employee, Self employee IDR 1-2 Million monthly expenses
BEHAVIORAL
Targeting
Market size
237,168
million people (2010)
56.5%
middle class population
YOUTH
Innovators, Early adopters, Sports minded PICTURE PLEASE
Market growth
5,159
million lower middle class
8
million sales (2011)
79.6%
owned motorcycle
68
million units in Indonesia)
10-15%
Increment per year
Source: world bank, march 2011, based on susenas, markplus april 2012, gaikindo 2011, www.bps.go.id, aditya (2013)
Posi?oning
By Attributes
YMJET_FI 10% efficient Sporty attributes (lamp, tire, speedometer etc)
By Competitors
The latest innovative fuel injection Customized and special edition Faster, 30% low fuel consumption, environmental friendly ,
COMPETITOR ANALYSIS
POP
Yamaha Mio Automatic Motorcycle Automated head on lamp FI Technology Economic fuel consumption
POD
Latest technology Complete Injection system Larger fuel tank capacity Side stand switch Parking brake lock
Honda Beat
Competitive Situation
Scooter Sport motorcycle (Trail) Other motorcycle (customized)
Powerful
54.1
Source: markplus,2012
S.W.O.T.
analysis
WEAKNESSES Slightly taking more fuel compare to Honda Beat
STRENGHTS Well known brand Well established and trust High quality of product Larger baggage Better performance (speed) Advance in technology used Better design OPPORTUNITIES Demand come from male segmentation Innovation towards extreme field user Increasing sales by maintaining better relationship with third-party Offering in many different color
THREATHS Had fewer service center and dealer compare to Honda Lower reselling value than Honda product Honda Beat and Suzuki Nex as competitive product Its market share were already highly competitive
Fishbein
No. 1. Attribute Price Attribute Definition Perceived expensiveness of the product price Measurement Item less expensive (salient beliefs) 2. E n g i n e Perceived reliability, strength, durability and acceleration of reliable, strong, durable and high the motorcycle engine acceleration engine Performance
3.
4. 5. 6. 7. 8. 9.
Large baggage
efficient fuel consumption trust and well known brand higher selling price used motorcycle slender shape than competitor comfort and easy to use motorcycle
Fuel Consumption Perceived fuel economy of the motorcycle Brand Selling Price Model Comfort Perceived trustworthy of the brand Perceived high selling price of used motorcycle Perceived shape of motorcycle Perceived the comfort when using motorcycle
10.
After Repair
S a l e s Perceived satisfaction of after sales service centers and a n d ease of finding the service centers
Service
Differentiation
Content
The latest innovative fuel injection Customized and special edition Faster, low fuel consumption value for money, environmental friendly Professional technician Modern equipment at service center
Context Infrastructure
Product
Augmentedproduct
Actualproduct
Environmental friendly Stylish
AirAssist Passage (subport)
Coreproduct
Faster Lowfuelconsump?on Userfriendly
Widerservices network
Yamaha ATMotorcycle
Widerdealer network
Separate Sparepart
PRICE
Value based price
IDR 17,000K
X RIDE Adventure Special Edition
Exclusive for Android user through YAMAHA Android apps To order, test ride and purchase IDR 16,699K
F.X. Kresna Paska Jl. Cijagra Bandung 085214099494 CREDIT BAF Rp. 3.000.000 CLEAR SEND
PLACE
145
West Java Sales service spare parts outlets
122
West Java Service spare parts outlets
PromotionMIX
Gambar Mio
Advertising
Sponsorship
Sales promotion
Xtreme sports
Event, Touring
CRM Activity
CRM Activity
PROCESS
Pre Purchase Purchase Post purchase
CRM
People
Recruit young people average 18-20 years old Collaborate with SMK in West Java for working program experience Workshop for machine maintenance education 1 month internal workshop for both of sales agent and technician before new product being launched
Physical
Sales service spare parts outlets Service spare parts outlets Music Banner of products Price sign Ambience Ready stock product
Loyalty
Attention
Cluster
Cluster
Value
Irritat ed
Stress ed
Negle cted
DESTROYING cluster
Hurrie d
Destroying Cluster
Unsati sfied
Unha ppy
Disap pointe d
Frustr ated
Stimulat ed
ATTENTION cluster
Indulgen t
Intereste d
Attention Cluster
Energeti c
Explorat ory
RECOMMENDATION cluster
Safe
Valued
Cared for
Focused
Trusted
Happy
ADVOCACY cluster
Advocacy Cluster
Please d
ADVOCACY cluster
Happy
Pleased
HIGH
HOSTAGES LOYALIST
L O Y A L T Y
MERCENARIES DEFECTOR
YAMAHA AT Motorcycle consumer feels satisfy, but he or she does not do repurchase
LOW
SATISFACTION
HIGH
%
39% 28% 21% 12% 37% 26% 26% 10% 43% 31% 22% 5%
Purchase
ConStore/Agent Interaction sumer Driven Marketing Company Driven Marketing Past Experience
Repurchase
Reward Personaliz ed
Low Payoff
Acquisitio n
Customized
Gift for 1st time acquisition purchase Member get member
Ownership
retirement
requirement
Points reward
Initial Phase
Open booth at mall Testimony from well known mechanic / media review Test drive Corporate respond via social media
Purchase
Cash-back program Motorcycle buy-back program* Easiness in term of payment Discount price Free maintenance program Free accessories
CRM flow
1 2
Data Faktur
SALES COUNTER
ACTIVITY CRM
CRM
NEW CUSTOMER
Download
PLAZA MOTOR SETU
Update
9
MARKETING SUPPORT
PROSPEK DATA INPUT MMS SYSTEM ADM. FAKTUR
Dealer 3S
ORDER FORM
New Order
7 5
www.themegallery.com
- Download - Update
follow up
FOL L
OW UP O K
checked
FOLLOW UP BY PHONE ADM. CRM KONSUMEN YG TIDAK BS DIHUBUNGI BY PHONE
ask reference
SALESPERSON
CRO
Visit Customer
CUSTOMER KERJASAMA DENGAN SERVICE COUNTER
6
UP LOW FOL T OK NO
SPV CRM
1st
year
3rd
year
CLASSICAL CONDITIONING
Every time Dicki sees ads of Ariel riding Mio X-Gear Special Edition TVC, he couldn't help to feel connected and proud if riding the motorcycle just like in the TVC were. When he needed new motorcycle, he didnt put much thought into which brand he would buy he automatically choose MIO X-Gear
Classical Conditioning Uncond./Cond. Stimulus Neutral/Cond. Stimulus Uncond./Cond. Response Ariel Mio X TVC Attracted to buy Mio X
OPERANT CONDITIONING
Marketing strategy for Mio X-Gear Special Edition also including these conditioning to motivate customer to visit and buy product Mio X-Gear Special Edition, also its after-sales service.
Operant Conditioning Behavior Consequence Expected Change Behavior Consequence Expected Change Buy the motorcycle and become a member Every service/ maintenance with dealer will add point that can be exchanged with gift or voucher Will increase after-sales service and word of mouth Operant Conditioning Receive good service from Yamaha dealer (CRM) When need service will come back to Yamaha Become loyal and refer to his friends.
ADSSTORYBOARD