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WELCOME ABOARD
THE PIONEER OF
TECHNOLOGY MARKETING
CLASS OF 2024/2025
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MEET OUR MARKPLUS LECTURER
Executive Summary
A conceptually structured and pragmatic individual, Yosanova is the Deputy CEO of MarkPlus Institute
Her areas of expertise include marketing, branding and go-to-market strategy which she gained from
years of engagement with clients from banking, retail, automotive, high tech and communication
industry. Currently, she manages the operation of research, training, and consultancy projects.
Education
• Business Administration & Management, (MBA) - General Singapore Management University
• Bachelor of Science (Industrial Engineering), University of Indonesia
Previous Position
• COO of MarkPlus Institute
• Industry Lead of Automotive, Transportation, and Logistics Industry
• Industry Lead of High-Tech, Property, and Consumers Industry
Publication
• Marketing 4.0 by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan, 2017: Moving
from Traditional to Digital, as research team
• New Content Marketing, 2016, as co-author with Iwan Setiawan
• WOW Marketing, 2014: Redefining New Brand Loyalty, as editor
Community Activities and Interest
• MarkPlus Executive Education Program, as Facilitator Yosanova Savitry, MBA
• MarkPlus In-House Training, as Facilitator
• The 40th Ship for Southeast Asian Youth Program (SSEAYP) 2013, as Indonesia Participation Deputy CEO of MarkPlus Institute
Youth
• Indonesia 1000 Startup Movement, as mentor
• SMART FM and Marketeers, as moderator and guest
• SBM ITB – Strategic Marketing EMBA, as guest lecturer
• SBM ITB – Entrepreneurial Marketing, as lecturer
• MMT ITS – Technomarketing, as lecture
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SEMESTER 1 – CONSUMER BEHAVIOR AND BRANDING
COURSE TOPICS
MARKPLUS CLASS
1. Introduction to Consumer Behavior
2. Perception, Learning, and Memory
3. Motivation, Influencing, and Self-concept
BEFORE 4. Management of Customer Expectations and Perceptions in the Service Business
MID-
TERM 5. Customer Experience Blueprint
6. Introduction In-depth Interview
7. Case Study
MID-TERM
9. Customer Community and Loyalty Program
10. Introduction Brand Management and Brand Equity
11. Brand Repositioning
AFTER 12 Brand Hierarchy Management and Brand Leverage Techniques
MID-
TERM 13 The Influence of Income and Social Class on Consumer
14 Consumer Behavior Research
15 Marketing Communication: Brief Planning, Schedulling, and Budgeting
FINAL EXAMINATION
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References
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Introduction to
Consumer Behavior and Branding
Yosanova Savitry, MBA
Saturday, 2 March 2024
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10.20 – 12.00 WIB 6
WHY WHAT HOW
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WHY WHAT HOW
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Consumer Trends in 2024
Personalization and Health and Mental Convenience
Customization Wellness and Speed
Sustainability and Responsibility Digital and Augmented Experiences
In 2024, consumers are becoming more aware and opinionated. Brands must
prioritize customer needs to succeed in this changing landscape. Adaptation is a key.
Source: Forbes (2024)
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Amazon Go Online Offline Should be Easy
Amazon introduced a new service, smart
supermarket an application called Amazon Go.
The presence of Amazon Go will be a solution for
everyone who purchases goods at supermarkets
without having to queue at the cashier.
Source: Harvard Business Review (2018)
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Why Consumer Behavior Matters for Business
Identifying products that align with the wants and needs of consumers.
By understanding what consumers look for in a product or service, businesses can create products that are
more in demand, leading to increased sales and profits.
Able to develop more effective
B
marketing strategies.
By understanding how consumers make decisions, we can develop marketing strategies that are more likely
to reach and influence more customers.
Increasing customer satisfaction.
By understanding what consumers expect from a product or service, businesses can enhance customer
satisfaction.
Gaining a competitive advantage.
By understanding consumers' preferences better than competitors, businesses can gain a competitive
advantage.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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WHY WHAT HOW
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What is Consumer Behavior?
Consumer behavior is about studying how people choose, buy, use, or get rid of things to meet
their needs and desires.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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Consumer Behavior is a Process
Stages in the consumption process
Consumer’s perspective Marketer’s perspective
Prepurchase How does a consumer decide that he/she needs a How are consumer attitudes toward products
Issues product? What are the best sources of information formed and/or changed? What cues do consumers
to learn more about alternative choices? use to infer which products are superior to others?
Purchase Is acquiring a product stressful or a pleasant How do situational factors, such as time pressure or
Issues experience? What does the purchase say about store displays, affect the consumer’s purchase
the consumer decision?
Does the product provide pleasure or platform its What determines whether a consumer will be
intended function? How is the product eventually satisfied with a product and whether he/she will
Postpurchase buy it again? Does this person tell others about
disposed of, and what are the environmental
Issues consequences of this act?
his/her experiences with the product and influence
their purchase decisions?
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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Consumer Impact on Marketing Strategy
Market Segmentation
Identifies groups of consumers who are similar to one another in one or more ways
and then devises marketing strategies that appeal to one or more groups.
c c
Demographic Relationship Marketing
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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Segmenting Consumers: Demographic
Statistics that measure observable aspects of a population
Age Social Class
Different age groups have distinct People in the same social class have
needs, influencing product preferences. similar incomes and social standing.
Gender Race / Ethnicity
Different age groups have distinct needs, Diversity opens doors to tailor products
influencing product preferences. for various ethnic groups and introduce
them to new options.
Family Structure Geography
Family and marital status significantly Marketers adjust products to appeal to
impact spending priorities for consumers. consumers in different parts of the country.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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Building Bonds with Consumers
Statistics that measure observable aspects of a population
Relationship Marketing Database Marketing
Involves closely tracking consumers' buying
Focuses on the long-term and human aspects of
habits and creating products and messages
buyer-seller interactions from
specifically tailored to their wants and needs
a strategic perspective.
using this information.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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Marketing’s Impact on Consumers
Marketing shapes our perception of the world through advertisements and products,
influencing our behaviors and preferences.
Companies create product icons like Mr. Clean, Michelin Tire Man, Pillsbury Doughboy, KFC, and M&M to establish
a distinct identity for their products. These made-up characters become widely recognized figures in popular
culture.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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Consumer Brand Relationship
People often buy products not for what they do, but for what they mean.
CONSUMER BRAND RELATIONSHIPS
Self-Concept Nostalgic
Interdependence Love
Attachment Attachment
“The product helps to “The product serves as “The product is a part “The product elicits
establish the user’s a link with a past of the user’s daily emotional bonds of
identity” self” routine” warmth, passion, or other
strong emotions”
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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Web-changing Consumer Behavior
Technology and culture create a new “always on” consumer.
Website and social media now quickly connect consumers
and companies. Many products also embrace
sustainability to attract consumers. Online shopping
provides global access to unique products, and online
communities facilitate the sharing of opinions.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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WHY WHAT HOW
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Learn From BMW Marketing Strategy in
Consumer Behavior Changes
BMW’s engineers and designers know they have to understand how drivers’ needs will change in the future,
even those loyal owners who love the cars they own today.
The company is highly sensitive to such key trends as:
• A desire for environmentally friendly products.
• Increasingly congested roadways and the movement by some cities such as London to impose fees on
vehicles in central areas.
• New business models that encourage consumers to rent products only while they need them rather than
buying them outright.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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BMW’s Response
BMW anticipated changes in consumer behavior as it develops electric car models.
BMW committed more than $1 billion to develop electric BMWi models: new i3 commuter car and i8 sports car.
These futuristic-looking vehicles are largely made from lightweight carbon fiber to maximize the distance they can
go between battery charges, and 25% of the interior plastic comes from recycled or renewable raw materials.
In addition, BMW started a car-sharing service it calls DriveNow: Drivers use a computer chip in their licenses to
hire a car and leave it wherever they are when they no longer need it.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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How Does Consumers Behavior Affect Marketing?
Consumer behavior can
Consumer behavior can Consumer behavior can Consumer behavior can
assist marketers in
assist marketers in help marketers choose aid in creating
measuring the
identifying their target the appropriate compelling marketing
effectiveness of
audience. marketing channels. messages.
marketing campaigns.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 1.
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In this subject you will learn about
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Tools: Target Market Persona Analysis
Background Motivation
*PHOTO*
Goal Important touchpoint
*Name* *Age*
*Position* *Location*
PERSONALITY
Frustration Excitement
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Tools: Service Blueprint
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Tools: Customer Experience Blueprint
Customer Action
Desired Experience
On-
line
Interaction
with
Company
Off-
line
Area of
Improvement
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Tools: In-depth Interview Techniques
Projective
ZMET Laddering
Techniques
ZMET is a patented market research tool Projective techniques consists of a set
that analyzes individuals' non-literal of techniques designed to develop a
or metaphoric expressions to uncover deeper understanding of underlying
both conscious and subconscious thoughts. consumer motivation.
Laddering is an interviewing process that
typically used to encourage self-analysis
of behaviour and motivation.
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Activity
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List of Groups
GROUP 1 GROUP 2 GROUP 3
Noer Aisyah Barlian Taryono Hanjoyo Varra Ezza Zhafira
Muhammad Faqih Asy-syafiiy Mhd. Furqan Akbar Ravi Haryo Baskoro
Fuad Syarifuddin Raud Salsabila Irbah Diana Aulia Rahma
Tasya Dhea Sephira Shellyana Kholifatul Sabrina Rina Rusdiana
GROUP 4 GROUP 5
Imam Djaya Buchori Riefda Faizatul Aulia
Muhammad Faisol Rafika Trisha Prastiwi
Muhammad Satria Yuda Putri Nur Miadira
Hilda Fiki Aktavika
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This is a Group Discussion
1. Choose a brand or company
related to technology
2. Explain the brand’s innovation
related to consumer behavior
3. Create a PowerPoint presentation
highlighting the innovation and
it’s impact on consumer behavior
4. Present your deck
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Take-home Assignment
Summary of Introduction to Consumer Behavior Week 1
KEY TAKEAWAYS
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