Grow with Character! (4 / 100) Series by Hermawan Kartajaya - Marketing Mix Is Nothing Without Peddling

On one day in the Sampoerna, I called Mr. Son into the boudoir. That day I was given the task of explaining the concept of Marketing by''textbook''. So, all day I do not have to work, but must teach the boss.

That was the''class''the most expensive marketing is also the most I remember. Can you imagine?

Carefully, I tried to explain the concept that I know from his book Philip Kotler. Because, that's the only reference I had time. At that time, I also do not have their own models of simple and easily understood.

But I really know that the big boss I was a genius and impatient. So, I have to know choose the parts that draw from the textbook Kotler and then my picture and jelasin the white boards.

My still remember, when I began to distinguish between the concept of production-oriented, product-oriented, and marketing-oriented.

The first priority to the production function or operation. Therefore, the efficiency and quality became a major. Of course with the hope that a good or service''that''made efficiently with good quality will sell itself.

The second is an emphasis on products. Not just quality, but also innovation in the development of new products that become the focus. The assumption, products and best service will be easily sold.

While the company's marketing-oriented, the emphasis on the need and want customers to know first. Only then disediakanlah product that meets customer needs and willingness to be an easy sell.

After that, I went to the segmentation, and targeting. That is, a company that is marketing-oriented to be smart to choose dimasukin segments. Therefore, this is great start into consideration the market, profitability and our competitiveness against competitors. Only after that, I went back to understanding the positioning of the time''new''popular.

Al Ries and Jack Trout who later became my friends are two people who popularized the term for the first time. Frankly, I learned marketing first is from the book text Philip Kotler is complete. I like that comprehensive.

But, I was so enthusiastic in marketing after reading his books, Al Ries and Jack Trout who book their legendary is Positioning: The Battle of Your Mind!

At this point, Mr. Son looking happy and a lot of notes. My feeling of excited to be a little seneng too.

Finally, the material I mentioned before Marketing Mix or The Four P. Apparently, Mr. Son's most fond of this section. That is, when I explained that the right product the most important, because it became the first P. Only then, the product should be rewarded with true.

Therefore, the price was the second element in the Marketing Mix. After that, then that product has its price set is channeled through an appropriate place, too. And finally did do the promotion.

I know, Mr. Son was a conceptual. Because of that, he likes the concept of logic like that. Of course, the time to explain these things, I always refer to cases in the tobacco industry.

At that time, new Sampoerna number four player. After Gudang Garam, Djarum, and Bentoel. Sampoerna can survive in number four because it has Dji Sam Soe, who has segments smokers are loyal. Positioning is also very strong as the ultimate smoking pleasure.

In fact, Mr. Son has said that he hopes this is the last cigarette in Indonesia, while at one time a cigarette is completely forbidden! In addition, the Marketing Mix Dji Sam Soe is expensive solid.

That evening, I am glad that Mr. Son was impressed that I liked the jelasin. I went home with smiles. Because, that's extraordinary experience that may not be repeated.

But, in the evening, about eleven o'clock, I got a call. Frankly, every time a call from Mr. Son, I am worried because the question is always sharp.

However, that night Mr. Son did not ask anything, except to comment on marketing concepts that I explain morning.

''I agree with everything you said, except one thing.''

When I asked which one?

Marketing Mix!

There is one P is overlooked, which should be the fifth P, the PEDDLING!

Marketing Mix''is nothing without selling!''

Because my English is not good, Mr. Son explained the meaning of the word. Namely,''hawking''goods everywhere.

He said, without offering a product that the four P-is correct, it would be in vain. And it was in line with changes in the distribution system to agenan a branch management.

Agents already rich does not necessarily want to actively''hawking'', whereas a branch office is obliged to do that!

From the comments that Mr. Son, I have learned three things. One, take a concept that already there so that his basic understanding. Second, always thinking''critical''to something already established. Third, creative but not making it up.

Hence, after a few years later when he began writing the nine elements of the concept, I try to remember it all.

If STP (segmentation, targeting, positioning) are the three elements of strategy, I put selling (replacement peddling) into one group with the Marketing Mix in tactics. Combined with differentiation, Marketing Mix, and selling it so I grouped DMS or Tactics!

Biggest lesson from Putera Sampoerna of differentiation I mentioned tomorrow. (*)