Visual Communication Design .03 Think creative, No boundaries

1. Visual Communication Design .03 Think creative, No boundaries Prepared by: Jacky Cahyadi, S.Sn.

2. Today’s Class SWOT ANALYSIS BUILDING A CONSUMER PREPOSITION SUMMARY FINAL PROJECT February, 27 2009 Think creative, No boundaries

3. SWOT ANALYSIS Comparison Surveys Think creative, No boundaries

4. What is SWOT ANALYSIS ? SWOT Analysis is a strategic planningmethod used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a projector in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourableto achieving that objective. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500companies. Think creative, No boundaries

5. The techniqueis credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500companies. Think creative, No boundaries

6. SWOT Analysis Table Think creative, No boundaries

7. Think creative, No boundaries

8. Matching and converting • Another way of utilizing SWOT is matching and converting. • Matching is used to find competitive advantages by matching the strengths • to opportunities. • Converting is to apply conversion strategies to convert threats or weaknesses • into strengths or opportunities. • An example of conversion strategy is to find new markets. • If the threats or weaknesses cannot be converted a company should try • to minimize or avoid them. Think creative, No boundaries

9. SWOT analysis groups key pieces of information into two main categories: • Internal factors: The strengths and weaknesses internal to the organization. • External factors: The opportunities and threats presented by the external environment to the organization Think creative, No boundaries

10. The internal factorsmay be viewed as strengths or weaknesses depending upon their impact on the organization's objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4P's; as well as personnel, finance, manufacturing capabilities, and so on. The external factorsmay include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix. Think creative, No boundaries

11. SWOT Analysis in Marketing Communication In many competitor analysis, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors. Think creative, No boundaries

12. What should you do • before make • a SWOT Analysis? • Do a product or service analysis • Do a market analysis (Product, Price, Place, Promotion, and Service) • Do acompetitive analysis • Do aconsumer analysis Think creative, No boundaries

13. HOW TO BUILD A CONSUMER PREPOSITION The next step after you have SWOT analysis report Think creative, No boundaries

14. A CONSUMER PREPOSITION What we will used to convince our consumer that my product is the right brand for them Think creative, No boundaries

15. Find the Consumer/ Human Insight Building a Brand Essence Think creative, No boundaries

16. Brand Essence? What is Think creative, No boundaries

17. +BRAND ESSENCE + The combination of the essential points or aspects of a brand condensed Into a central core conception, which is brought to life through The branding concept and the visual articulations of the concept Think creative, No boundaries

18. FUNCTION PERSONALITY BRAND ESSENCE SOURCE OFAUTHORITY DIFFERENTIATION Think creative, No boundaries

19. FUNCTION • is telling about a benefit of • products or services, • what are they? • PERSONALITY • is telling about what is the • product or service personality BRAND ESSENCE SOURCE OFAUTHORITY • DIFFERENTIATION • is telling about what is the • difference between your products • with its competitor in market. • And what is the selling point? • (Unique Selling Preposition) • is telling about an advantage point • to give guarantee of product or • service quality Think creative, No boundaries

20. CONSUMER INSIGHT What is a consumer insight? Consumer Insight is all about undercover facts that influences consumer behaviour (related to certain product or service) For the examples: I know this brand and use this product because of my family tradition I use this product or service because I like it so much and make me so easy to start my activity. Think creative, No boundaries

21. Brand Essence Consumer Insight Consumer Preposition Tagline and Positioning Think creative, No boundaries

22. Examples: Kecap Sawi Kediri-do brand surgery Think creative, No boundaries

23. FUNCTION Untuk Memasak (sebagai bumbu) Untuk menambah cita rasa dan selera Makan (sebagai food sauce) Untuk Sambal dan saus cocol (sebagai Dip sauce) Untuk tampilan masakan (warna) Kadang untuk obat alternatif Tradisional (batuk, luka bakar) PERSONALITY Ibu paruh baya Konservatif Perfeksionis Experienced Jujur Peduli dan Penuh Perhatian Ramah dan bersahabat Pengalaman perusahaan sejak 1935 Bersertifikat SNI Mempertahankan tradisi pembuatan kecap yang baik dan benar (alami, kualitas tinggi) Menggunakan bahan baku impor dengan kualitas terbaik (black soybean dari Cina) Lebih sehat (menggunakan 100% bahan alami,No chemical/artificial ingredients) High Quality dan higienis (mempertahankan tradisi pembuatan kecap Yang baik dan benar dengan dukungan Teknologi moderen) Aroma khas kecap lebih kuat SOURCE OFAUTHORITY DIFFERENTIATION This strategy is created by EnRgi, marketing comm. Think creative, No boundaries

24. BRAND ESSENCE? Concern menjaga tradisi untuk kesempurnaan kualitas alami This strategy is created by EnRgi, marketing comm. Think creative, No boundaries

25. CONSUMER INSIGHT “Saya hanya beli kecap yang biasa saya beli” “Saya hanya beli kecap yang biasa digunakan keluarga saya” Saya hanya beli kecap yang kata banyak orang enak” “Saya hanya beli kecap yang enak menurut selera saya” “Saya hanya beli kecap dari merek yang saya kenal” (“Untuk Rasa, Saya Tidak Mau Ambil Resiko”) This strategy is created by EnRgi, marketing comm. Think creative, No boundaries

26. A CONSUMER PREPOSITION (Kecap Cap Sawi adalah kecap yang memiliki kualitas lebih dari sekedar Kelezatan rasa: 100% alami!) This strategy is created by EnRgi, marketing comm. Think creative, No boundaries

27. (Kecap Cap Sawi adalah kecap yang memiliki kualitas lebih dari sekedar Kelezatan rasa: 100% alami!) Kelezatan Asli Kecap Alami (tagline) This strategy is created by EnRgi, marketing comm. Think creative, No boundaries

28. Thank you for listening =) Think creative, No boundaries