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"Marketing Plans, Seventh Edition presents a practical, no-nonsense style and approach that helps and encourages practicing managers with the difficult task of marketing planning. This helpful text illustrates the process of preparing a marketing plan, how to manage that process, and how to put the plan in action. The new edition has been thoroughly updated with contemporary thinking and includes new information on multi-channel integration and other new electronic routes to market. All case material and examples have also been revised."-- Provided by publisher."This book is THE market leader on the topic. Now heading into its 7e its popularity speaks for itself - USP: The book is a rigorous step-by-step guide on how to do marketing planning. The step-by-step approach is taken within each chapter, and from chapter to chapter. - The book includes application questions, exercises at the end of every chapter, and mini-case studies. - An online student resource is available as an accompaniment to the book. - Detailed guidelines on how to implement all the concepts and methodologies outlined in the book to literally handhold the reader throughout the process."

"ABSTRAKJurnal Makalah ini membahas tentang social media yang saat ini sedang berkembang pada era globalisasi. Seiring dengan perkembangan social media banyak para pebisnis menggunakan social media menjadi lahan untuk mendapatkan kesuksesan salah satu social media yang digunakan para pebisnis adalah Instagram. Di Instagram banyak para pebisnis membuka Online Shop melalui Instgaram dan menggunakan Endorser untuk menaikan penjualan mereka. Jurnal ini menganalisis peran endorsement seorang endorser dalam pemasaran online sebuah product di instagram. Endorser yang dibahas adalah seorang selebriti yakni Tyas Mirasih. Di dalam jurnal ini peneliti membahas lebih dalam kreadibilitas Tyas Mirasih dalam menjadi selebriti Endorser apakah product tersebut turun nilainya ataukah naik nilai nya.

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ABSTRACTThis Journal Paper discusses the social media that is currently being developed in this era of globalization. Along with the development of social media that many businesses use social media to get the land into one of the success. In social media businesses use Instagram . Instagram many businesses open through Instgaram Online Shop and use Endorser to increase their sales. The journal analyzes the role of an endorser endorsement in online marketing a product in instagram . Endorser discussed is a celebrity that Tyas Mirasih . In this journal researchers discuss in creadibility Tyas Mirasih in being a celebrity endorser whether those products rise or fall in value of its value."

"Restoran Sunny Side Up Summarecon Mall Bekasi pertama kali dibuka pada bulan Juli 2013, dengan menawarkan produk makanan menggunakan bahan baku telur. Banyak hal dianalisa untuk menentukan strategi pemasaran yang tepat dan efektif untuk menyasar pelanggan potensial. Oleh karena itu, hal yang menjadi permasalahan pada restoran SSU SMB adalah apakah strategi pemasaran yaitu bauran pemasaran yang dilakukan restoran sudah tepat. Strategi pemasaran yang dianalisa yaitu STP dan bauran pemasaran. Penelitian yang dilakukan menghasilkan kesimpulan bahwa analisis strategi pemasaran yang dilakukan oleh restoran sudah cukup baik karena adanya kesesuaian antara STP yang dituju dengan bauran pemasaran yang dilakukan. Adapun beberapa saran yang diberikan untuk pengembangan restoran yaitu, pengembangan produk yang kurang diminati, perluasan pelayanan dan terus meningkatkan promosi.

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Sunny Side Up Restaurant at Bekasi Summarecon Mall first opened in July 2013, by offering food products using raw materials eggs. Many things are analyzed to determine the right marketing strategies and effective way to target potential customers. Therefore, it is becoming a problem in the restaurant SSU SMB is whether the marketing mix marketing strategy that made the restaurant is right. Marketing strategies are analyzed, namely STP and marketing mix. Research conducted lead to the conclusion that the analysis of the marketing strategies undertaken by the restaurant is quite good because of the STP target spesific between the marketing mix is done. As for some of the advice given to the development of the restaurant is, the less desirable product development, expansion of services and continue to improve the promotion."

"ABSTRAKTujuan dari penelitian ini adalah untuk menganalisis bagaimana karakteristik saluran mempengaruhi sikap konsumen multi-saluran terhadap saluran online dan offline dalam mencari informasi dan membeli produk. Convenience sampling digunakan untuk penelitian ini. Data survei dikumpulkan dari 587 konsumen multichannel yang mencakup 438 konsumen online ke offline dan 149 konsumen offline ke online. Hipotesis penelitian diperiksa menggunakan analisis regresi berganda. Temuan penelitian menunjukkan bahwa ada beberapa karakteristik saluran yang mempengaruhi sikap konsumen terhadap saluran online dan offline. Selain itu, saya menemukan beberapa perbedaan antara konsumen online offline dan offline konsumen online terkait dengan karakteristik saluran yang mempengaruhi sikap konsumen. Temuan penelitian dapat digunakan oleh manajer pemasaran untuk mengembangkan program pemasaran untuk membangun sikap konsumen yang positif terhadap saluran yang akan digunakan untuk mencari informasi produk dan membeli produk. Implikasi dan rekomendasi manajerial terkait dengan temuan ini dibahas untuk penelitian lebih lanjut.

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ABSTRACTThe purpose of this study is to analyze how channel characteristics affect multi-channel consumer attitudes towards online and offline channels in finding information and buying products. Convenience sampling was used for this study. Survey data were collected from 587 multichannel consumers which included 438 online to offline consumers and 149 offline to online consumers. Research hypotheses were examined using multiple regression analysis. The research findings show that there are several channel characteristics that influence consumer attitudes towards online and offline channels. In addition, I found some differences between online consumers offline and online consumers offline related to channel characteristics that influence consumer attitudes. Research findings can be used by marketing managers to develop marketing programs to build positive consumer attitudes toward channels that will be used to find product information and buy products. Managerial implications and recommendations related to these findings are discussed for further research."

"ABSTRAKMembuat rencana pemasaran dalam membangun bisnis sangatlah penting agar pemilik usaha dapat membangun produk dan servis yang memenuhi kebutuhan dari target pasar. Tesis ini membahas tentang perencanaan yang dibutuhkan dalam membangun situs web bernama SportMate yang merupakan situs web untuk pemesanan tempat berolah raga di kota Melbourne. Strategi pemasaran untuk SportMate dibutuhkan agar situs web SportMate dapat memenuhi kebutuhan dari target pasar. Tesis ini menggunakan analisis marketing seperti Porters five forces, analisis kompetitif, SWOT analisis, kekuatan dan kelemahan objektif, segmentasi pasar, strategi penempatan, dan strategi marketing di situs web untuk membangun rencana pemasaran untuk SportMate.

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ABSTRACT

Creating a marketing plan in building a business is very important so business owners can build products and services that meet the needs of the target market. This thesis discusses the planning needed in building a website called SportMate which is a website for booking sports venues in the city of Melbourne. A marketing strategy for SportMate is needed so that the SportMate website can meet the needs of the target market. This thesis uses marketing analysis such as Porters five forces, competitive analysis, SWOT analysis, objective strengths and weaknesses, market segmentation, positioning strategies, and marketing strategies on the website to develop marketing plan for SportMate."

"Milkuit is a brand extension from Energen. It is one of Energen tools to strengthen the brand image and brand equity towards brand that associated with nutrition and health. Milkut has launched at June 2004, and it is the first brand and line extension from Energen after 13 years known as milk and cereal products. The product launch is not very smooth, several factors were behind this trouble.

First, the product didn?t get through marketing concept of new product development process. It was only focusing on development of the product itself, creating taste that accepted by consumers and the packaging design was created without any strategic direction.

Second, the management directions also play a role in this failure. When the first brief, the management want this product become a premium product and only sold in modern trade at Rp. 1.000 per pack that doubled competitor?s price. But sales in modern trade are limited, management demanded higher volume, and then the marketing team are releasing this product to traditional trade without any proper preparation and strategy.

Third, the distribution in traditional trade is very weak, this happened because the distribution system and teams from Mayora is not really working well. Inbisco, a distribution company and sister company from Mayora is not applied direct distribution system. They have different sub distributors in every area. With indirect distribution system, Inbisco have less power to reach certain numeric distribution in short term period.

Fourth, inconsistent communication strategy is one of the biggest contribution to failure of this new brand extension from Energen. It?s hard for marketing team to determine a proper strategy because there are no marketing researches before they develop Energen Milkuit. Knowing this situation Mayora is willing to revitalize and re-launch Energen Milkuit to become one of key player in biscuit market. Energen Milkuit is aimed to be a significant brand in cookies category with nutrition and health benefit from the product.

Differentiation is the anchor of a brand?s equity. Without differentiation a company cannot charge a premium, nor can it sustain a brand. That was what happened with Energen Milkuit that fail to succeed in the market. Energen Milkuit was offering products that quite similar to competitor?s product with higher price without any significant differentiation. That?s why Energen Milkuit needs to have significant differentiation if they want to fight with competitors. After Mayora find the suitable differentiation for Energen Milkuit, they need to reposition the brand to establish more compelling points of difference. We need to reposition a brand to establish a point of parity on some key image dimension. Updating a brand may require some combination of new products, new advertising, new promotions, new packaging, and so forth.

Energen Milkuit must have a proper marketing communication strategy to be success in this relaunch. The communication strategy will determine whether the consumer aware and buy the products or not. All strategy for revitalize and relaunch Energen Milkuit should put into marketing plan. The objectives to have marketing plan are to make clear how it will impact three important overall business performance objectives, revenue growth, strategic position, and financial performance."

"PT Asuransi X is one of the major general insurance players in Indonesia. lt has au extensive experience in underwriting the broad range of general insurance product for different largeted segment. When the takaful products started to be recognized in Indonesia, PT Asuransi X decided to tap in the takaful industry. The portfolio of the takaful products will be started from the Consumer Lines' product (Personal Lines and Accidental & Health Products) and followed by the small to medium Commercial lines’ related businessesAs the newcomer in the industry, PT Asuransi X will require marketing strategies to market the takaful products. To develop the marketing strategies, there are several issues that should be addressed. In this paper, we are going to find the optimal marketing strategy (product, price, distribution, promotion) that is useful for PT Asuransi X in marketing the small to medium Commercial Lines' related businesses takaful products. One of the significant findings in the analysis is the importance for PT Asuransi X to manage the distribution channel because the nature of insurance service is low-contact service which emphasizes the encounter with service personnel. Other finding is about the low involvement consumer buying behavior that makes it more challenging for PT Asunmsi X to develop the takaful products. Positioning is necessary to differentiate PT Asuransi X takaful product with others. In addition to that, it is suggested that PT Asuransi X does not only sell the name of takaful which can be easily associated to the islmnic principles. The marketing strategy should emphasize the benefit offered so it can be consumed by people from different religion background."