& http://halgregersen.

com/home/innovators-dna-2/

https://www.linkedin.com/pulse/20140714041726-124371-consumer-power-in-the-age-of-big-data

7. consumer consumption
Belajar consumer supaya mereka loyal

Dr. Eka Ardianto

ekaardianto@pmbs.ac.id
 New entrance

Supplier Industry rivalry Buyer

Substitute
Societal value Design Business value 1. consumer power & innovators dna
2. customer perception
3. customer preference
4. customer value Porter tiba2 keluarin
"creating shared value"
5. customer and society
6. mid exam
Design 2 ini. Valuenya dalam
7. consumer consumption business dan
8. consumer community society
https://www.linkedin.com/pulse/20140714041726-124371-consumer-power-in-the-age-of-big-data
9. consumer co-creation

& 10. community, company, and society

11. customer bonding & journey
12. value from customer: design 1 &
customer journey: design 2,
presentation 1
http://halgregersen.com/home/innovators-dna-2/
13.value from customer: design 1 &
customer journey: design 2,
presentation 2
Dr. Eka Ardianto
ekaardianto@pmbs.ac.id 14. guest lecture
15. final exam
 Merk bicara soal atribut
value creation Value with
Brand innovation harus melibatkan

1. Human center branding -> Piramida to live, learn,

Perusahaan
love, legacy. Inovasi merk harus melibatkan manusia, Masyarakat
bukan spek. Human being. Brand yg dimaksud adidas
adalah produk. Brand yg ini seakan2 punya nyawa.

2. Innovation strategy -> merk jg bagian dari

innovation, ga hanya inovai produk.
Symbolic Value from
3. Terkait dengan design strategi. Design adalah Pribadi
konfigurasi. brand pintu
masuk untuk
4. Terkait dengan orkestrasi. Ada koordinasi. Bicara komunitas Orang membeli karena
kolaborasi. Bermitra. Punya bayak teman. Gak
sendirian
value to customer Symbolic brand
bukan atribut produk tapi
Merk
karena value
producer design innovation 1 Personal
Consumer
customer Product brand
Afeksi > kognitif
Consumer adalah org yg menikmati Produk
Merek harus ok
Massal
Customer
value with customer Kognitif > afeksi

Custom adalah kebiasaan

design 2
design innovation 2
http://janeconstant.tripod.com/Manufacture.htm
http://omi.co/drive-engagement-with-accurate-customer-profile-management/

Produk harus ok

value from customer Consumer

consumption
design 1

Brand innovation menurut customer harus:

1. Personal concerns
2. Menyangkut masalah sosial (lingkungan,dsb)
3. Menginspirasi dan menyumbang pikiran Soal society, nanti strategi nya ada impact dari
4. Melibatkan customer untuk bergerak. (Brand activation atau engagement) value nya
 consumer power & innovators dna
1. Membuat Landscape baru dalam industri
2. Membuat prototype. Ekosistemnya juga.
3. Tes dalam riset pilot project
4. Lalu di scale up. ethnography
Terjadi pergeseran industri dari value from jadi
value with

http://halgregersen.com/home/innovators-dna-2/

design 2

End user

Lead user

Inovasi sosial
customer perception customer and society consumer co-creation
Inovasi merk
customer preference consumer consumption community, company,
customer value consumer community and society
Innovasi produk di power 1
Lebih menekankan atribut.
customer bonding & journey
https://www.linkedin.com/pulse/20140714041726-124371-consumer-power-in-the-age-of-big-data
 consumer consumption

Konsumsi adalah penikmatan / menikmatin.cenderung mengeluarkan

sesuatu untuk sesuatu yg dia nikmati. Ini namanya loyalti
consumer consumption

Value with

C+ masi value from

Value from
 customer and society

individual

human
being
human
being
interior/ exterior/
subjective objective
body

human
doing
mind
soul
spirit
human
living

collective
 consumer consumption

Era kejayaan pembuat produk, produsen.

Dominasi di produsen, konsumen lebih pasif Era konsumen punya power. Agar didengar produsen
cuman. Mikirin. Make aja

Prosumer
Produsen Produsen
dan
konsumer
bergabung
Konsumen
 value creation

value to customer
producer design innovation 1 customer

value with customer

design 2
design innovation 2
http://janeconstant.tripod.com/Manufacture.htm
http://omi.co/drive-engagement-with-accurate-customer-profile-management/

value from customer

design 1
 respon afeksi dan kognisi

AFEKSI KOGNISI

penilaian afeksi

Positif Negatif
Pengetahuan

1 2
gejolak afeksi

Keyakinan
mengevaluasi

3 4
Makna

konsumsi

Baik, buruk
Puas, tidak puas
 consumer consumption
Wilayah produsen diolah ke
konsumen dibawahnya

Wilayah
consumption konsumen

Kalau tidak melibatkan emosi,

hanya rutinitas belaka lebih ke
customer. Massal

Jadi kepingin beli karena

Di share ke. Komunitas liat di komunitas

Maknanya yang di tangkep produsen?

Makna di setiap personal yg berbeda2 ditangkap dan diangkat untuk
komunikasi kembali oleh produsen. Cara menikmati setiap orang
berbeda2.
 consumer consumption

consumption dimensions

1. The social relationship dimension

2. The domain of availability dimension

3. The human activity dimension

4. The level of participation dimension

Firat and Dholakia, 1998

 consumer consumption

consumption dimensions

https://englishprojectoxford.wordpress.com/2014/04/05/passive-voice/

The level of participation dimension:

the direct participation by a consumer in determination of
the different aspects of consumption items and consumption processes.
It ranges from passive to active consumption.

Firat and Dholakia, 1998

 consumer consumption

consumption dimensions

http://www.gagbay.com/gag/physical_pain_vs_mental_pain-434953/

The human activity dimension:

the level of combined human physical and mental activity
during the act of consumption.
It ranges from physical to mental activity consumption.
Firat and Dholakia, 1998
 consumer consumption

consumption dimensions

http://www.talkingabout.com.au/PublicAndPrivateConversations

The domain of availability dimension:

the availability of a product to the members of society.
It ranges from private access to public availability.
Firat and Dholakia, 1998
 consumer consumption

consumption dimensions

http://www.zambianlocal.net/?p=633

The social relationship dimension:

consumers relationship with other consumers during
the act of consumption.
It ranges from collective to individual consumption.
Firat and Dholakia, 1998
 consumer consumption

consumption dimensions kolektif

vs
The social relationship dimension individu

pasif
vs Ikutin trus sebagai
follower,

The level of participation dimension aktif

fisik
vs
The human activity dimension mental

privat
vs Sharing

The domain of availability dimension publik

(Firat and Dholakia, 1998)
 consumer consumption

http://blog.travelkota.com/10-festival-budaya-di-indonesia/ http://commons.wikimedia.org/wiki/File:Ahli_Keluarga_ http://kulpulan-materi.blogspot.com/2012/10/studi

pesta-kesenian-bali-bali-arts-festival-2012-will-be-in-place/ Hamid_Mydin_pada_20_Nov_1971.jpg -tentang-keluarga-anak-berbakat-di.html

http://www.baliwisatamurah.com/images/tour/rafting.jpg http://adeku-bahasaku.blogspot.com/2013_02_01_archive.html http://www.kaskus.co.id/thread/532a836abccb17b77f8b472e

/tania-nugroho-kolektor-pernak-pernik-doraemon-asli-orang-i
ndonesia
 consumer ethnography

Activities

What People Say

Act Event

Goal Actors
Space
What People Do What People Use

Feeling Object

Liat kelakuan customer

Time
 consumer ethnography

http://www.thecoli.com/threads/is-there-a-better-jean-than-levis-501s.231149/

consumer consumption

http://www.brandchannel.com/features_effect.asp?pf_id=167 http://en.wikipedia.org/wiki/Jeans
Bikin customer pamer barang yg dinikmatinya
 Tantangannya proses dari
product brand ke symbolic
brand itu berjalan mulus,
jangan sampai lompat
Tugas design 2
seperti ini
Tugas mau seperti ini

Sariwangi memakai
dimensi sharing yg ke
empat

Consumer
consumption

value to customer value with customer

design innovation 1 design innovation 2
Ada kumpulan cerita pelanggannya.

Atribut masih berperan

Value to masih berikan packaging dsb

Product Brand Sebagai rumah konsumen Symbolic Brand Inovasi merk bisa expand ke
industri lainnya
consumer consumption
consumer consumption
consumer consumption

Symbolic Brand
 consumer consumption

The Importance of Brand

Consumers do not buy the products,
but they buy the brand
 consumer consumption

Brand Identity
is a unique set of brand associations that
the brand strategist aspires to create or maintain.

Brand Identity should help establish a relationship

between the brand and the customer by generating
a value proposition involving functional, emotional,
or self expression benefits.

David A.Aaker. Building Strong Brand 1996

 consumer consumption

Caterpillar moved into shoes and clothing

reliable, resistant, masculine Salient belief

Bagaimana salient belief ditarik ke symbolic brand dari product brand

 consumer consumption

http://datab.us/Search/Popular%2BErtl%2BCompany%2Band%2BToy%2Bvideos%2BPlayListID
PLMOYROZdGXW9pNxHFEhZpM9pviWUCaXcA
 value creation summary

value to customer
producer design innovation 1 customer

value with customer

design 2
design innovation 2
http://janeconstant.tripod.com/Manufacture.htm
http://omi.co/drive-engagement-with-accurate-customer-profile-management/

value from customer Consumer

consumption
design 1
 & http://halgregersen.com/home/innovators-dna-2/

https://www.linkedin.com/pulse/20140714041726-124371-consumer-power-in-the-age-of-big-data

end of slide