Tutorial Marketing Strategy- Integrated Marketing Communication

1. My Comment

It’s an interesting commercial break. There, the woman act she was boring because the traffic jams. But, suddenly she saw a big truck with big billboard of Magnum. When she saw it, directly, she went out from her car and run above many cars to reach the Magnum’s truck.  Indirectly, they stimulate and give us message that Magnum gives us “pleasure”, like their tag at the end of the commercial break, “for pleasure seekers”, although there are many obstacles to reach the truck, the woman still try to get the truck to get the Magnum. And when she arrived at the truck, opened the door by the man, and looked many of Magnums, she looked so pleasure, and looked like the boring was gone.  Other people who looked her at the Magnum’s truck, started to follow her and run to get Magnum also. 

 And why Magnum segmentation is premium segment is because Magnum is ice cream that made from vanilla ice cream with thick layer of Belgian chocolate and almond granulates. Magnum has high quality ingredients and layer of chocolate is the Belgian chocolate that directly imported from Belgium.  And Magnum itself is selling in high price enough (Rp.10.000,-), it’s much higher than others ice cream price. So, that’s why the Magnum has premium segmentation.

 And for why they use customer emotional at that commercial break, I think it’s one of their strategies in their advertisement to make people who watch the commercial break remember and have an image that Magnum is favorable by many people, and by eat Magnum, they will get the “pleasure”, and Magnum as best solution to solve their bored (emotional on traffic jam).

2.      Actually till now, I haven’t ever seen the billboard of Magnum directly, but I don’t know is there are billboards in other cities. So, I can conclude that Magnum don’t have or not aggressive to promote by billboard in their promotion strategy. I don’t know exactly what their reason not to use billboard as their media in marketing communication.  But, if I’m as the manager of marketing division in Magnum, sure I will use billboard as one of my media to promote the Magnum. Billboard is one of effective media to promote a product and one of media in marketing communication that common use. Unconsciously, the billboard with attractive picture and some meaningful words can attract the people to try the product. Because, basically the function of marketing communication/ promotion media is to stimulate people who looking for the advertisement/ billboard to try and then buy the product. And I think it’s an effective way to promote the product to make people know and curious to try our product, and finally buy the product without planning to buy it before.

Tutorial - Management Strategy

1. Why is supply chain strategy so important?

Supply chain strategy is important to operationalize and support the business strategy of a firm. Nowadays, supply chain strategy is critical backbone to business organization. Supply chain strategy must support the business strategy. If the business wants to have low cost provider, so the supply chain strategy support it.

 The effective market, availability of products at locations which hold the key to revenue recognition depends on the effectiveness of supply chain strategy.  Supply chain strategy also focuses on driving down operational costs and maximizing efficiencies. Also important to establish how well the relationship between us and the supply chain partners, including suppliers, distributors, and customers.

2.    How to develop a supply chain strategy?

To Develop a supply chain strategy, the first thing we must do is clearly understand how enterprise chooses to compete. It must do because for different competes will have different supply chain strategy.  Then, we must see the core competencies, focus, and means of differentiation in developing supply chain strategy. We must focus, are we want to gain supply chain efficiencies, or we want to differentiate our firm operationally by providing lower cost to customers, or giving more services than other firms.

3.    What are the differences that you have experienced in buying product through a physical retail store and an online store? What are differences in their supply chain strategy?

By my experienced, when I shopped in online store and physical retail store absolutely different. Shopping in online store is interesting, but sometimes the product that we buy is out of our expectations. For example is the quality of the product. When I saw on the site, I think it’s a good clothes, but after I bought it and sent to me, I was disappointed with the quality. But, it’s not for all online stores, just little of them.  Different with physical retail, I prefer to shop in physical store. Because in the store I can check and consider to buy the products. And the probability to disappoint of the product is little, because before we buy the product, we can check the product directly.

For the supply chain strategy, the consumers of online store must wait until several days to get the product. Although must wait for several days, the online stores still have their own business strategy to offer the product with lower price than in physical retail store. So, the lower price looks like a compensation for customers to wait for several days. And it could be one that attract custmomers to use online store to shop. 

Different with physical retail store, when customers want the product, they can buy it and directly get it without waiting for several days like online store. and sometimes the price in physical store higher that online shop, because they have rent retail cost that include in the price of the product. Although commonly  higher price, but customers will satisfy by get the product directly without waiting for days.

So, from this case, I can conclude that the supply chain strategy of a firm is important to make the customers satisfied. And it must be classified based on their business strategy, especially for online store and physical store that have different strategy of supply chain.