1. 1 Hermawan Kartajaya One of 50 Gurus who Have Shaped the Future of Marketing, chosen by the Chartered Institute of Marketing (CIM-UK) President of World Marketing Association (WMA) Founder and President of MarkPlus&Co Super Branding and Marketing for Financial Services National Accountants Conference (NAC) 2004 Organized by Malaysian Institute of Accountants Kuala Lumpur, October 12-13, 2004 Edited by: Bembi Dwi Indrio M.

2. 2 Hermawan Kartajaya - President, World Marketing Association (WMA) - Founder & President, MarkPlus&Co - One of 50 Gurus who have shaped the future of Marketing – chosen by CIM UK

3. 3 Our International Books

4. 4 Nanyang Business Review Special Global Brand Forum Edition 2004 Guest Editors: Philip Kotler Hermawan Kartajaya Karthik Siva

5. 5 The 4C-Diamond Model:

6. Nine Core Elements of Market-ing

7. 7 Positioning-Differentiation-Brand Triangle POSITIONING Being Strategy POSITIONING Being Strategy DIFFERENTIATION Core Tactic DIFFERENTIATION Core Tactic BRAND Value Indicator BRAND Value Indicator Brand Integrity Brand Image Brand Identity

8. 8 Strategy : How to Win Mind Share

9. 9 Tactics: How to Win Market Share

10. 10 Marketing Mix O F F E R PROMOTION A C C E S S PRICE PRODUC T PLACE Integrate Offer and Access

11. 11 Relationship Selling Integrate Company and Customer

12. 12 Value: How to Win Heart Share

13. 13 Source: Gilmore, James H. & Pine II, Joseph B. The Experience Economy, Harvard Business School Pres, 1999. p. 166 The Progression of Economic Value: From Product-centric to Customer-centric PRICING Market Premium Undifferentiated Differentiated Irrelevant to Relevant to Needs of Customers Extract COMMODITIES Make GOODS Deliver SERVICES Stage EXPERIENCES Guide TRANSFORMATIO N Customization Commoditization Customization Satisfaction Sensation Solution Customer-centric Product-centric COMPETITIVE POSITION MARS VENUS Boring Exciting

14. 14 Competitive Value offer interaction between three main stakeholders and the company

15. 15 Converting the Three Main Stakeholders:

16. 16 1.Love Your Customers, Respect Your Competitors. 2.Be Sensitive to Change, Be Ready to Transform. 3.Guard Your Name, Be Clear on Who You Are. 4.Customers are Diverse, Go First to Who Really Needs You. 5.Always Offer a Good Package at A Fair Price. 6.Always Make Yourself Available, Spread the Good News. 7.Get Your Customers, Keep and Grow with Them. 8.Whatever Your Business, It is a Service Business. 9.Always Refine Your Business Process In Terms of Quality, Cost and Delivery. 10.Gather Relevant Information, But Use Wisdom in Making Your Final Decision. The 10 Credos of Compassionate Marketing:

17. 17 Thank You! MarkPlus&Cowww.markplusnco.com E-mail: info@markplusnco.com