recently I could the new lesson about the meaning one energy and power, why were we said like that because of having the matter that we must be paid close attention in studying some energy that was maximal, because increasingly we knew more in about energy this then we increasingly will appreciate energy available in and around us in fact increasingly will maintain so as we could carry out the opinion energy as well as did many matters against this energy without must finish this one, to know clearly we also needed to join ignite.
As I mentioned above that when being involved the problem of a power or energy definitely we will remember ignite business, they this some that really cared thought about the problem energy as well as the benefit, very much we knew the strength some energy definitely we the first luckiest person, why? Because in a gathered manner together ignite then we also will get reward in selling and marketing because who that did not need energy!!
Each attraction of the breath was ignite opportunity, because each opportunity occasionally did not come twice to be still trying to get the opportunity, if still was confused also the clique ignite to join to more knew more in about business him and opportunity they, there was none of his loss how come when gathering because we were not prosecuted, but we only must it was demanded know and understand some stream energy that was good that like what in our life.

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Once crossed of our mind if our vehicle could get a profit/benefit in investment that was cheap and beneficial in the period that will come, definitely we will think whatever had cheap investment, but if you wanted to study him and to gather with cheap car insurance, the certain program will not be disappointed because the program that was offered by them was promising enough and ought to be considered as an investment program in the car insurance.
Indeed still many that assumed if using the insurance of many of losses but if we wanted pay close attention to more in the available benefit for the auto insurance was our front certain to understanding will change, because that the name the incident and resulting from that happened to us at that time in front of only God that knew, but as busy humankind and always to activate every day must have a kind of special support, so here the benefit from an insurance that will be felt by us, indeed! Whoever wanted to experience the incident that was not wanted by us moreover that the characteristics brought misfortune on ourselves.
Aside from our understanding of the benefit from the insurance personally, the aspect of consideration in responding to something that must be done because all that came back to us ourselves because that felt and took the benefit concerning this above was us also only was needed by a process cause all the incidents always had the risk, where the risk must be personally tightened and how to reduced and tightened the risk here the task from insurance.

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In this topic I would please adopted about FOB price and any component that was necessary to counted in determining the FOB price of a thing? But also what was meant with ODM and OEM in the manufacture industry ?
based on the source that writer got, OEM: Original Equipment Manufacturer, OEM company was the user’s company of components that were the product from one or several other companies to be assembled to the new product and be marketed with the OEM make this company . Many factories hardware the computer that had the make personally but also reselling their product through OEM company that was competitive. From here their production was significant enough. That often happened was OEM company gave the addition feature to the component from the supplier and carried out the concept of the different sale.
And for FOB was the cost that was spent to buy the thing be based on price from the seller was increased with freight from the seller arrived at the buyer’s port (the importer). And as the addition, OEM this also was the market from the company (the producer) to the other company where the product from the seller’s company including in the buyer’s company, for example the tire factory supplied to the car factory, where the tire including in the car, the other market was the REM (Replacement Equipment Market) where this market was supplied to the other company that his product was not gotten the seller’s product, for example the tire factory supply to dealer of tire.
In Sales Contract consisted several items, like the seller’s Obligation and the buyer, also ICC INCOTERMS (? ) like: Ex works, FAS, FOB, CFR, CIF, Ex- the shift and Delivery Duty Paid.
CIF=cost, insurance and freight…named port of destination. This terms the same as C&F but with the addition that the seller has to procure marine insurance to againts the risk of loss or damage to the goods during the carriage. The seller contract with the insurer and pays the insurance premium
As the addition for CIF, Buyer apostr s cost from port of destination to warehouse personally, whereas sellers cost from factory to port of destination, Buyers risk from port of shipment up to the address personally, whereas seller risk from factory to port of shipment then. So in the selling price from seller, has had the premium component insurance (expense) him.. So their price was higher compared in C&F terms.
If in the world of OEM example electronics in pheriperal the computer was known as Original Equipment Manufacturing as in the case of between LITEON and YAMAHA (CD RW) that issued CDROM trade-marked evidently one of them used the mechanic from some that were other and did not close the possibility when the same producer had 2 products, one of OEM and his one was commercial and the make personally. Whereas ODM I just to hear now, but if possibly OEM could be direct gluing OEM then for ODM its necessary to develop again.
The example that often was encountered (on computer) some hardware to bundle his application with the special application for OEM meaning that this version was only allocated pheriperal relevant (the special version), but his commercial version also was available, approximately like that…so, Still had the other opinion ?

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Still remembered with Motorola Inc. that intended to return the glory when they had become the ruler market the cellular phone. According to Motorola, as far as this is concerned these efforts were successful and currently they are in charge of a fifth of all market the cellular phone in the world.
The news about the competition for the cellular phone from The Star like it was reported By detik.com
this Claim was brought forward by Vice President Executive Motorola, Dennis A. Roberson as being quoted by The Star, on Thursday (21/11/2002). He says the Motorola cellular phone division currently really very solid and was ready to take over the Nokia position as market leader during this with 40% market share. One of the methods that will be followed in part, planned to make the cellular phone special for several certain cellular phone operators. This method apart from closer until to end user was believed in could push the growth of the sale of the cellular phone with faster.
“The telephone might be the same the function and his kind but with this co-operation (the cellular phone) we will be able to be heard (the voice) sharply, biting and was made in accordance with brand the image” of the “operator cellular this,” said Roberson. Moreover, Motorola also will renew the ringtone telephoned, game through to icon. Motorola was at this time recorded as the biggest player of the two in the world in the equipment business cellular and semiconductor.
Seen by us that Nokia also always launched the new variant, although I was convinced his contents same but only their displaying outside that was distinguished. If this that happened was thought by me not very the problem because of must not unload the total long product available, only I also did not know the details like what? Possibly there is one that is expert this problem could sharing a little ?
One the matter again that interesting was Nokia always announced the new variant that will be launched several months beforehand in fact the product that will be launched mid 2009 has been announced this year. tried to be opened then website him in www.nokia-asia.com. there we could see several new variants that will be launched but the time still long. possibly from the aspect of this strategy could be acknowledged as Entry Deterrence Strategy ( the strategy kept the entry of the competitor )
Entry Deterrence Strategy (EDS) personally could we for became 3 levels :
1. Single Product Level,
There’s several strategies for this level but that most often was carried out was with integrated product differentiation like that was carried out by Microsoft by launching various kinds software that was integrated to one so as to be very strange and to be difficult for us if for example we tried to installing software from non-microsoft because from the aspect of our habit but also compatibility from this other product against operating systems Windows that was used by us. This strategy was proven with Microsoft Internet Explorer that succeeded in kicking Netscape. This strategy could be also supported with Brand Proliferation that is showing various makes just was good that corporate-individual brand (like that was carried out by Microsoft with Microsoft Office, Microsoft Internet explorer etc or Nokia with various series from 2100 to 9210). The example in Indonesia was Bogasari that showed various new makes for various use kinds of flour. They already the monopoly but had not been silent to keep his area from the competitor’s attack. The other strategy was with Pre- announcement new product development. This also often was done by Microsoft by making an announcement before to the public that they will issue the certain product in several months that will come. This the strategy that was carried out by Nokia, they made an announcement will dismiss the series 4100, 5100, 6100 etc. Why could this strategy be apparently effective. The Logic was by dismissing this announcement then available products both that from Nokia personally and from the competitor will be regarded the consumer already “expired” alias obsolete so as they will tend to be waiting for the newest output product from Nokia. This will be effective when the competitor often did “me-too” product. The competitor just copied with the cheaper price, Nokia has dismissed that was new again. finally this imitation was still decreasing value him although his price was cheaper.
2. Business Unit Level,
In this level had two possibilities that is with Distribution Strategy and or Output/Capacity Signaling. That was first more headed to building of vertical marketing system with supplier and the distributor as well as retailer to increase value delivery to the consumer. That was second more the classic problem that is economics of scale, output increased, it was hoped cost will descend. Nokia with NPC, NPD and finally the co-operation with XL-Retail possibly tended with the first strategy. not the distribution and outlet Nokia also gave the feeling secure special for their user ?
3. Corporate Level,
Level this had 2 alternatives that is Multi- Market entry and stakeholder relation. That was first regarding strategic the company to enter various market kinds and the industry. That was second regarding developed positive relations by various stakeholder especially with the philosophy expansion corporate social responsibility. Microsoft undertook the first strategy with only did not enter operating system but also games, the internet etc. as the answer to his competitor who began to try undermined home-market him in operating systems.
That was clear from Nokia personally, the strategy in two first levels that is single product and business the more superior unit and as the invisible indeed was seen moreover the characteristics of the based product technology with shorter product life-cycle quite supportive for the Nokia strategy.
The strategy of Marketing Nokia made Handy Phone something that fashionable, like mode clothes, the color make up, the hair discount et cetera. Something that followed trend and could be able to change in relatively new time. If the magazine fashion had the column “trend” that always changed each month, so also with the Nokia Mobile phone.
This could be seen from the Nokia advertisement that always depicted the young age (with the dynamic character, cheer full etc.,) that always want to followed trend. Nokia did not like that promote technology -like brand the other MOBILE PHONE- that was important their model ( series) alternated. Did clothes also be not like this. Did not care about the girls must the plasticity of their navel, that was again important trend. The function of clothes as resistant the hot or cold climate already was not cared about. Equally the matter with Nokia, that was important their new model/casing. And the people knew (from the Advertisement) if this series was the newest series from Nokia.
Ought to be acknowledged by Nokia with his strategy, they tried to guard so that his consumer does not turn to the others heart. And according to the development cycle of their product, Nokia also tried so that the development phase of their product of exactly 3 phases or at least might not be late as far as the phase 4 that meaning that their cycle was enough in the phase introduction, growth and mature, in fact the phase introduction personally was carried out before this product really mature. if being seen from the variant of the character of product then has explored to all the segments beginning with the MTV generation as far as the high level generation . and the appearance his variant was of course matched with the character of the consumer.

So, any other opinion for this matter…

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In this globalization era of each individual was demanded to always improve the quality himself respectively, although his pressure was so difficult but all of that must be passed through moreover with the level of the competition for increasingly tight efforts. Here must have him the co-operation between various sides in accordance with their requirement was their respective, one of them that became the very urgent interests was the requirement to fulfillment himself and the family or the community around it.
It was for that purpose was born a new business that was online in the easiest to use payday loan service on the web in answering all the requirement sorts for the life, one of them was the requirement in majoring of material or financial, the online activity or these efforts will be eventually very useful to help alleviated the requirement for the foundation someone would material and so on , the new business was payday loan, that was an activity that helped someone or the group in order to overcomes the problem financial in cash and was continuous, indeed if being seen by this business not the new matter but tried to be seen by us the benefit and system him that was enough flexible, moreover with the level of the low interest and competitive as well as was supported by rule equipment and the law that was clear concerning all the profit sorts that will be received through this pay day loan.
Like we known the company that of this kind possibly had many, but with the existence of reform in their majoring of law and finance that previously really loaded us now could be seen by us, the deregulation that was soft everything now with the amount of credit stalls that was unresolved, but with the existence system pay day loan the problem bad credit could be overcome with the program bad credit payday loan from easy online payday loan that facilitated us to pay him whenever wanted the day or tomorrow or the day after tomorrow also could, so, do not hesitate to try this one and your days will be fresh without to thinking your financial problem and let the easy online was in charge of this problem.

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By chance there are those that asked about how this new efforts fate especially in the level of the quite high competition, requested input and your suggested, if there is something missing as responding to the case was supervised this, congratulations to read and enjoyed hoped was useful for all of us.
The case as follows: there’s a new company, was involved in the service design and just went for 3 years. The pricing that was used be equal to competitor that was experienced for dozens of years but also has been famous in international (the affiliation). That was known by me was in selling the service that was sold by us was the experience and brand. (True? ) But Also in the decree matter the price was not seen from the reference other competitor ? Because the market would be referred to the available service. But also in generally they more give priority to ‘good price’, ‘great services’ and ‘great design’.
With the strategy like that, could this company develop ? Seen from the pricing then the target market was the big company, but they will question “who are you”. Possibly was compared with the same price, why was busy to chose that did not yet have the name compared with that was experienced dozens of years.
This as the reference, the first time working (ex my company) the company just new in the field but the person who worked there already that was professional in their field alias expert and has had the extraordinary experience, our Quality was international, the international price also but his hindrance the big company must say “who are u”, slowly but surely by means of persuasive and with really cared and incessant did pitching. That must be carried out the first time being gave design we or pitching early with design we, then also could invite them to come to our place and saw personally the person who worked there.
And was introduced by us the person that expert this and we tended to sell the person’s experience inside and results.. was extraordinary enough….. Now ex my company has pocketed order from the big company in fact as far as the international. You possibly thought, how was your method sold some technologic web that many people said every cheap and easy, was sold with 500 millions? In fact many students TI wanted did that was done by us with only some million. So the trend to be persuasive in sales him, and must in remembered that during there ex my company had not advertised directly. But rather had a PR nature total 2-3 times ( 1.5 th in there) and the results continue to did not disappoint in fact now I had not seen ex my company advertised, only PR alias was sold itself anyone inside and incessant promoted with the MLM method alias the mouth to mouth.
Other that must be remembered the words “pricing”, and if this company was classified as new, but must be seen also the available person inside already expert and had the extraordinary experience. So, this matter could to competitive advantage from the still new company so as no problem, concerning pricing plus was supported the sales was also extraordinary… then the success this still new company but if this company was still new and the person there also did not yet have track record that was extraordinary the intensity (from the aspect of the experience)…. but the quality that was produced stayed same. So, how to decide the price ?
Like the determination price that was too low, also quite apparently unprofessional.. but appointed price that was equal to the company that has had the “name” then more or less the person will ask on the basis of what we determined the price like that without having excellent track record in the term of human resources. Usually the consumer will want to see proof. If we said that we had the quality that be the same as company that has had the “name”, but whether the consumer immediately believed just like that ? How can we convince them to believe the us….. anyway, I really agreed by means of asking the prospective consumers/client to invite them to come to the office and saw directly all the activities in this company.
It was important that his salesman must have the love to the company and knowledge that were adequate about the product or his service as well as must know human resources knowledge inside.
Was based on the other understanding, there was the possibility if entering a market was very risky if competing with the method head-on (direct-competition), safer if by means of flanking. The implementation “great service/design good price” possibly more exact if with the quality of the high service was carried out along with price that competed (a little lower) from the competitor. The quality of the service that was sold minimal good plus the competitive price, and finally will be known the market also through the customer who has felt the company’s new service. Possibly personally-approach (provided that not losing sense him) the matter that above earlier could be carried out.
If just entered the direct market head-on with the old player, its dangerous… but the best matter if being formulated first by STP, after being learnt the position of the company towards the other player, just entered to pricing (4P) to formulate the strategy that will be chosen.

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There was a little want to asked in connection with Spy in Marketing. This definitely was connected with information that possibly the secret possibly not and that possibly very beneficial for the other company.. when until knew him. Regarding this matter above;
had several matters that wanted to be asked about me:
1. ethical or not when being seen from ethics bisnis
2. How did we begin him when wanting to know the competitor’s information (if ethical) Please the suggestion love and Moderate input to faced the world of the competition that increasingly danger.
Really unethical if only you who carried him out, but everyone now has intelligence business each others. So already the normal matter and has been “[new] rule of the game” from a game of the business a day.
Was thought by me this depended our definition against spy, for you spy that like what? Be the same as competitive intelligence? Eugene, competitive intelligence that clear unlike spy, because spy often was connoted by the negative that is spy with the method that was very untrue. Whatever that was meant..? If was meant competitor intelligence,
If was not wrong here, the aim of competitive intelligence was how to win the market. not to overcome the opponent once more not to overcome enemy. possibly the method that most was easy by buying the product competitor afterwards was studied by the weakness and the surplus from this product.
Was thought by me if from the understanding marketing intelligence or competitive intelligence actual, that is why still continue to exist. The example competitive intelligence simple that could be carried out was us could monitor press release, the statement of the company’s executive to the public that could be read by us in the mass media. What was explained often could become one signal what would and was being done by competitor. this the simple and very ethical example,
Another thing possibly we also could see process value chain from a product and began to monitor each one value chain available that was undergone by our company and the competitor. Beginning with supplier down to end-customer and this always must not be carried out by means of unethical.
Could precisely we were given the information by supplier (for example when we asked for the addition supply) evidently supplier said if the production capacity has not been enough because of having the addition of the request from this and the simple information as this precisely often was ignored by us.
Often we assume the spy or intelligence that was information, so concerning whether the strategy that will be carried out by the competitor today or the next week . the matter like this certainly was difficult to be received except by means of dishonest. So all that depended creativity and our care to receive and get the data or raw information and accordance with the condition and the urgent situation.
If could information that has become until details of the strategy that was carried out by the competitor, almost impossible because of his source of only 3 employee personally that leaked him or from his consultant or because we “tapped” or “stole” this information was all of unethical.
Possibly that could in discussed here was the method that was received from the employee or his consultant because through information that was received from them this was far more solider, because the competitor’s company can be freer asked for the latest activity and long-term the company that was aimed at by the information. In fact as solid an activity marketing intelligence in supporting a company in facing the competition in some industries.
If saw the solid, clear of solid, because marketing intelligence this that inside consist of customer and competitor intelligence was a part of marketing information system that could give insight for decision maker to launch various strategies marketing. that must be paid attention to also was lest intelligence available precisely be the boomerang because too much believed with this information that could not exactly.
As a part of Marketing Intelligence, there was one practical approach that could be used if wanting to try the position would the company/brand we compared with the competitor in his industry. His name of CPM (Competitive Profile Matrix), briefly stage-stage him take the form of:
1. KSF
make sure previously what became KSF (Key Success Factors) from an industry, for example After-Sales-Service, the Dealerships network, spare parts management if that was the motorcycle industry. Possibly if in the cellular phone could like; the level of the failure of relations, the width of the network, the level of BTS technology that was used etc.. Basically was decisive a criterion or the parameter to measure the level of the achievement from a certain industry. The source of the data could from personal observation or expert opinion from several industry analyst.
2. SG
make sure from all over the available competitor in the market, there was how many SG sorts (Strategic Groups) that could be classified. The SG determination that most is easy usually to be to be based on the alternative to the strategy supply chain that could be worn in the industrial whole. For The example Mocin, there was SG that took the form of the PRINCIPAL MAKE from China where supply chain him depended on one supplier take the form of principal, there was also SG that his name of Multisourcing where supply chain, came from many countries depended on the achievement per the component that in-out source.
3. CPM,
in the CPM table, list KSF could be placed in the column was most left now to row highest could take the form of the analysis of the comparison between SG or between the make in one of SG. Then did the judgement in the scale 1-4 towards their respective SG achievement or the make was based on the KSF parameter that was measured earlier. After the figure was determined, for “weighted average” by searching in general from the total KSF achievement per SG or per the make. Weighted Average could be the same level, meaning that 1 was divided by the number of KSF. Or also could be based on judgement again because one factor was it was considered more important than the other factor. It was important that the number “weight” from the total of KSF must be the same as 1. After that, multiplied the figure judgement their respective KSF achievement with “weight” him then will be received “weighted score”, totalled down for their respective SG figure/brand.
4. Plotting with market share,
After each brand or SG had weighted score, then could be carried out plotting inside scatter the plot with number of KSF earlier in the horizontal line, the X fuse now market share could be placed in the fuse of Y. there’s good him used the type chart him took the form of Bubble so as could appear market size from respectively the brand/SG.
5. Analyst,
from Bubble Plotting Chart could be seen by our position was where in the industry, and when we were below in general then could be begun by the process benchmarking against the best player the KSF value in CPM him. Was based on the KSF criterion, we finally knew in our any part must begin Internal Business Process Improvement.

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In recent times emerged the term "insight" often was used in marketing world. There was Consumer insight, brand Insight and Customer Insight that according to one of the articles in www.indocrm.com. Customer insight = knowledge that was deep about the customer, in fact until to the appearance of the customer completely. The source: www.1to1.com
This was caused because of the existence environment just inside marketing, that is the Internet along with group him. This causing segmentation of the customer no longer is based on Geo/Demo/Psy/Behaviouristic, but already the person per person. Then show up the new framework ; as CRM.
If used the analogy above for Consumer Insight, we must know in depth about our consumer. And if still could in handled with the analysis of Segmentation of the Market that was based on Geo/Demo/Psy/Behaviouristic as well as was supported by the research or FGD. Whereas, we had the data to re-Targeting or not, etc. Brand Insight, was results of the analysis about Brand Awareness/Brand Association/Perceived Quality/Brand Loyalty/Brand Assets. A name of the product could not be said by Brand when did not have equity like above.
brand insight : core value of the brand… something like Sunsilk…understands women etc.
consumer insight : what we got from the consumers… mostly from research…
As I mentioned in my previous the email, after could consumers insight, we have to dig further to get what I called brand insight… The example: results of consumers insight said that this product his feeling was sweet, was glad them was eaten together with the friends, in the relaxed atmosphere, reminded the consumer in happy moments (happy moment) ..so after these things… we do further analyst to finally get the brand insight… say,” Complete the happy moment of your life" something like that… or marketers other had the term personally against the "species" that I mentioned brand insight this.

As being quoted from Bill Bernbach, one of the big popular of advertisement :
At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being.  - Truth, Lies & Advertising - Jon Steel
The ease, insight was the ‘contents’ of the ‘heart’ from someone, was pushed to do something. Not what he said, but he felt and did. By carrying out the study towards the behaviour of the target market, we could carry out communication as far as subconscious the level, such as the example of the Sampoerna Ijo advertisement Indonesians was the marginal community that happy to gathering, other the example of the Axe advertisement was the guy in fact liked if being approached by the girl.
But if according to the pattern thoughtof Kevin Lane Keller as one of his fathers brand in his article in Harvard Business Review, indeed what was named with customer insight was not different far with what was said above. Only Keller did not distinguish brand insight with customer insight, but saw more specific and divided into 3 that is:
1. Brand Performance association
2. Brand imagery association
3. Consumer insight association
Two of first possibly that was mentioned with Brand Insight, whereas that last was mentioned with Customer Insight.
To give meaning to a brand, it’s important to create a brand image and establish what the brand is characterized by and should stand for in customers’ minds. Brand meaning can be broadly distinguished in terms of more functional, performance-related considerations vs. more abstract, imagery related considerations. These brand associations can be formed directly from a customer’s own experiences and contact with the brand through advertising or some other source of information (e.g., word of mouth).
Performance. The product is the heart of brand equity. It is the primary influence of what consumers experience, what they hear about, and what the firm tells customers about the brand. To create brand loyalty and resonance, consumers’ experiences with the product must meet, if not surpass, their expectations.

Brand performance is the way the product or service attempts to meet customers’ more functional needs. It refers to the intrinsic properties of the brand, including inherent product or service characteristics.

The performance attributes and benefits making up functionality will vary by category. However, five important types of attributes and benefits often underlie brand performance:
1. Primary characteristics and supplementary features.
2. Product reliability, durability, and serviceability.
3. Service effectiveness, efficiency, and empathy.
4. Style and design.
5. Price.
Brand performance transcends just the "ingredients" that make up the product or service to encompass aspects of the brand that augment these ingredients. Any of these different performance dimensions can help differentiate the brand.
Imagery. Brand meaning also involves brand imagery, which deals with the extrinsic properties of the product or service, including the ways the brand attempts to meet customers’ more abstract psychological or social needs.
Four categories of brand imagery stand out :
User profiles : the creation of a profile or mental image of users or idealized users based on brand imagery.
Purchase and usage situations : the formation of associations of a typical purchase situation may be based on type of channel, specific store, ease of purchase, or associated rewards.
Personality and values : the assignment of a personality to a brand, which Aaker describes in five dimensions: sincerity, excitement, competence, sophistication, and ruggedness.
History, heritage, and experiences: the creation of brand associations based on their past and certain noteworthy events in the brand history ……..see this one: http://www.hamiltonco.com/features/newsletter/enews022802/KellerSummary.html

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When being seen by the development lately especially from the aspect of marketing communication, then we found the phenomenon that really interesting and to trend during this . in the middle of the competition for the launching of the product and the new make that are not restricted, now emerged jargon that his name emotional brand or experiential marketing and something like that. that in basically stressed the superiority in the aspect emotional benefit and only did not function the profit again.
Sometimes the opinion was like this shown with the assumption that functional benefit was minimal requirements to enter a certain industry so as all the companies in great numbers competed in the aspect emotional benefit with gave emotional experiences that could remember the consumer, the race like that of course raised questions special also, could all the products use the concept like that and that more important again was with even more people who competed in the aspect emotional, not that will come back created what was mentioned with commodity the trap because everyone competed in the same aspect and formed one crowd, continued they were different him where? Yup, his answer was this from long before was acknowledged as USP (unique selling proposition). I thought the technique and the communication media at this time were very heterogenous to show that a product not the commodity. From the side of the method, when all did not advertise, we advertised, when all made the product advertisement, we made the image advertisement, during all every experiential, we used PR, etc.. From the side positioning and segmentation, was separated by us the product be based on psikografi the consumer.
They tried always to appear better and did not try to appear the difference despite that was offered better this was emotional and experiences, but in fact it leads to a crowded emotional-community, does the note it? Several practitioners also saw was like this, that was determined the approach strategy in fact more was bottom-up, more tactical compared with strategic, for example the high involvement that we use the step emotional, low involvement, we use the step catch phrases.
That often was forgotten by the marketers and this was proven if we saw marketing campaign that was carried out by them was them had not thought in fact their product including the category what from the aspect of the consumer’s point of view and this that made many makes fall because only slavishly without the existence strategic thinking behind the actions.
If we saw from the consumer’s point of view, then was two needs that they wanted to fill
1. Utilitarian needs that is that regarding functional benefit from some product.
2. Hedonic needs that is that regarding emotional benefit take the form of dreams and fantasy beyond the features of the products.
I believed all decision makers understood concerning this difference, but how his influence to strategy ? In producing an advertisement ( if I will focus in marketing campaign especially above the line), the company that tried to produce the association emotional tried to feature the noose, endorser or whatever that could touch our emotional side, but once was thought about after the campaign what the consumers have in mind ?
The company often could not distinguish between figure and ground in an advertisement.
1. Figure was the noose or main “merchandise” that wanted to be put forward by us to the consumer and to the ultiimate weapon the company and that could in the form of the logo, spokeperson, trademark, brand etc.
2. Ground was “misceleneuos” in addition that was used to “equip the noose” figure so as to produce a concept of advertising that more lived and in a manner the theory ground that was put forward to support figure might not cover the role and the function figure.
The problem that often happened was ground that was put forward too dominant and striking so as ground this precisely changed to figure and figure precisely to ground. if that happened like this, then damn it this company. Wasting money just for consumers fun only!! And this happened, the use character yg overshadow the product, the example in Amrik, Bunny Energizer (or Duracell… people tend to think), Chihuahua Taco Bell. In Indo had Joshua yg in the period him to endorse more than 10 products. Here his advertisement made great character him, not his product
and this mistake precisely often was carried out by the company that his product could be categorized as high-involvement products actual did not need emotional campaign and in fact That happened in Indonesia.
That ought to feature ground that more exciting was the products with the category low-involvement with repetitive advertising because his aim indeed appointed the consumer’s brain so as to help and equipped in-store stimuli in in-store decision making for example the peppermints product. I thought this depended the study market against the consumer. Inside like the financing of instant noodles, the baby’s milk or the product was entered the category was ‘planned’ to be bought, we might not rely in-store promotion incessant, except for this product competed as the commodity or brand other promoted incessantly.
But in the product was low involvement and did not enter was planned during the purchase like peppermints, ice cream, then the purchase relied ‘impulse buying’ where in-store promotion played the role was very important where a customer to was interested resulting from the existence ‘free-tasting’, prominent display, hanging mobile, branding yg strong, etc.. So might slavishly trend with emotional branding or experiential marketing, but remembered marketing the note just the development of the time, but that more was capabilities-consumers fit !
If we could see him was more far, that was determined the approach strategy in fact more was bottom-up, more tactical more than strategic, for example the high involvemen,t we use the step emotional, the low involvement, we used the step ‘catch phrases’. If I did not agree, high-involvement necessarily not emotional but functional (in the General) and it depends ounce the product also. does the product want to fulfill utilitarian needs (functional) or hedonic needs (fantasy). So as very much, marketing could not be seen piece by piece and case by case because basically marketing studied to be categorization the consumer, the product, the market, geography and so on and so on that finally had created the complexity that must bring up creative mind-game.
That now still is discussed by us was try to get to carry out the generalization against a certain case that finally bring up inductive reasoning in fact marketing the uniqueness precisely in customized solution. this that made the consultant marketing sold like hot cakes he… he….. Concerning low and high-involvement, could be seen on book the behaviour of the consumer,
1. Henry Assael. Consumer Behavior and Marketing Action
2. Engenl, Blackwell and Miniard. Consumer Behavior. This book could be found by his translation and the color cover him was black (if was not wrong) and already many to see in the book shop
With various kinds and the characteristics of the available product, then will be better if the product was divided into various categories and some the categorization that often became thinking in the behaviour of the consumer was the level of the involvement of the consumer in consuming a product or the brand.
That must be paid attention to here was, the level of the involvement was seen from the consumer’s point of view (not from the producer) till respectively the consumer could was different in gazing at a product as low or high-involvement.
A consumer in the process of the determination of his make in a category of the product will have few involvements (low involvement) if this consumer thought that the risk that was resulted in consuming this make was small, if his risk was small, then the consumer will not be involved in a processing of information and evaluation of the make in the category of this product intensively because for him his risk was small so as with easy this consumer could do brand switching as variety-seeker consumers.
The risk could be here divided to:
1. Financial Risk
2. Psychological Risk
3. Physiological Risk
4. Social Risk

With the existence of several risks and was connected with the condition for the dynamic consumer, then a product could including low- involment for the certain consumer and could high-involvement for the other consumer.
For example the car of MPV Kijang, for me who was classified as poor: (certainly will consider financial risk in determining the make of the car that will be bought by me and for me Kijang were the product that including high-involvement. While for tycoon Indonesia that his money was abundant, a kijang for him possibly including low-involvement because from the aspect of financial risk almost not the problem (because usually bought Kijang or BMW serie 7), so it hinges on consumers perception.
The certain producer must know clearly in fact the target market whatever that would aim because basically a target market would not with purely could be mapped in a clear manner because could a target market had several mixtures of the segment of the other market for example these kijang that could consist of various segments and indeed usually have the excess like that, but that must be thought about was the real most promising segment that live up your company.
High-involvement the product was the opposite from low-involvement that gaze at the four risks above as the matter that was dominant in decision making with definitely respectively the risk of varying against various available consumers. The distribution was undergone with the assumption only saw from the aspect of the process of thinking the consumer, in fact the process thought the consumer too, depended on RESOURCES ACCESIBILITY AND AVAILABILITY that is information that was available for the consumer in evaluating a category product. this meant to map the category kind of this product, we had two aspects that is low and high-involvement as well as with or without information searching.
The vertical line (information searching) and horizontal (involvement) this will produce 4 quadrants that mapped the product became increasingly interesting to be studied and of course be only with one article, not following enough to be continued by me again with the distribution to- four categories and obviously we will see how far the available theory could explain the phenomenon of the marketing lately, one matter that made me CURIOUS was if we saw trend finally this beginning with e-business award, Best Brand Award (IBBA) or Customer Satisfaction Award (ICSA), realized we had a weird PHENOMENON that was difficult to be explained and still became the debate of the academic’s circle also and of course was read by us in the media especially SWA that publication would several award this, was gotten crisscrossed the opinion from various experts concerning performance the make that was considered from mind-set they but Do They Realize Where and How All the results begin ?
so, any opinion from your side….

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Please by me adopted topic about Direct Selling/MLM that will continue to be and be not extinct together with the development of technology. Why ? Because Technology did not change emotions of the foundation of human kind that contributed the factor of Buy or Not. was still remembering the formula 90:10, meaning that 90 percent that to driven humankind to take the decision to be emotions that justified with bounced.
Although still had several opinions about this problem but basically not in the problem of emotions, but that must be remembered the technology only facilitated and speed up, but not as the determiners in decision making. Although technology also was results of the creation of humankind so as directly what was gotten in technology followed the certain pattern, especially for the condition for the market that changed quickly, then this technology could not be still based by his decision on linear thinking.
And at the time of so humankind continued to be needed, technology only rely as the additional tool to sharpen human decisions.
according to me, emotions and technology in this context was two different matters should be not confused, meaning that, to stimulate the emotional emergence to be able to be interested and be the reverse, we could make use of him, for example with the progress of the technology personally for example the internet, using the other media, such as television, the newspaper, radio, or the conventional presentation et cetera. So technology only one of the implements to achieve the aim of the achievement of an emotion was positive towards the product that was offered. Of course even more and sophisticated in equipment and contents that was used by us correctly, increasingly successful necessarily the achievement marketing that personally.
Essentially many that every agreed……, but was not made the progress of the Technology as the obstacle to the business, but was the reverse the progress of the technology could help the smoothness in us to do business, especially to marketing, the progress of technology could be used to help the marketing field from the product that was sold by them, like with made website of a product, and more or less more could be known more far by the wider community, especially to foreign countries. Not website as the cheapest promotion media ?? And possibly at this time the person still has not familiar with website but 2-3 years came, and has been proved it, I the person’s optimist will more often use the media website as promotion means, was proven in my place already quite a few companies that asked was made website although they thought not yet during him, but to prepare the free-market era indeed website must has been prepared.
However could also in a manner the concept "possibly" Direct Selling/MLM will not die, but must physically have the change and even revolution. because that was lasting in living this would the change. Our challenge now is How to Manage the Change or Change Management. Change now often becomes the focus of the experts. Please saw in 9 core elements of Marketing from Markplus, change also became the very important factor.
if any comments pleased add this one…..

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