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WOMANOLOGY: “The Art of Marketing to Woman”

by yuswohady September 20, 2010
September 20, 2010

Note: Tanggal 28 September 2010 ini saya (bersama dua co-author lain Dyah Hasto Palupi dan Teguh S. Pambudi, keduanya wartawan majalah SWA) akan meluncurkan buku Womanology: The Art of Woman Marketing yang berisi analisis mengenai 40 kasus pemasaran di Martha Tilaar Group (MTG). Dari analisis kasus tersebut kami merumuskan model “The Diamond of Womanology“. Berikut ini adalah tulisan singkat mengenai gambaran isi buku.

***

Needs, want, dan expectation berikut perilaku konsumen wanita (woman customers) dengan berbagai kompleksitasnya merupakan “black box” yang sulit diurai oleh marketers. Di sisi lain wanita (terutama ibu) memegang keputusan pembelian — mulai dari keperluan rumah tangga, pendidikan dan kesehatan anak, hiburan, hingga asuransi — dengan nilai uang yang sangat besar. Itu sebabnya pasar wanita (woman market) merupakan pasar yang selalu challenging untuk ditarget. Membaca buku ini Anda akan diajak melakukan “journey” memahami dan menyelami woman market di Indonesia.

Journey tersebut dilakukan dengan menelusuri 40 kasus pemasaran dari merek-merek yang ada di lingkungan Martha Tilaar Group (MTG). Mencermati kasus-kasus pemasaran orisinil MTG ini Anda akan terbawa lebih jauh lagi untuk mendalami seluk-beluk kondisi psikografis dan perilaku konsumen wanita Indonesia. Itu sebabnya buku ini kami beri judul “Womanology”. Ya, karena pemahaman terhadap kondisi psikografis dan perilaku konsumen wanita tersebut membentuk semacam “bangunan pengetahuan” mengenai dunia wanita Indonesia. Kalau Anda teliti, kasus-kasus pemasaran dalam buku ini merefleksikan pemahaman yang mendalam terhadap karakteristik konsumen wanita di Indonesia. Ini akan memberi Anda perspektif yang sangat kaya mengenai “ilmu tentang wanita Indonesia”.

Berdasarkan analisis kritis terhadap 40 kasus pemasaran tersebut, penulis ini merumuskan sebuah konsep pemasaran untuk menarget pasar wanita, yang diberi nama, “The Diamond Model of Womanology”. Konsep ini mengandung 5 unsur, yaitu: Connection, Value, Care, Empathy, Trust. Lima unsur ini adalah elemen-elemen kunci yang harus diperhatikan setiap marketers untuk bisa menaklukkan dan memnangkan hati wanita. Lima hal inilah butir-butir pelajaran paling berharga dari buku ini. Secara lebih sistematis ke-lima unsur tersebut kami formulasikan sebagai berikut:

#1. CONNECTION

Build sincere emotional connection.

Relate her with your brand. Link her with each other

#2. CARE

She wants to be cared and appreciated.

Listen to her! Understand her!

#3. VALUE

Woman is the most value-oriented creature.

She will pay to get exactly what she wants.

Offer her a solution, not just a list of features

#4. EMPATHY

Be an empathetic brand.

Touch woman’s deepest heart with your love and passion.

#5. TRUST

Remember, trust is the most important emotion in a sale to woman.

If you’re not trusted, you’ll never earn her heart

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yuswohady

Yuswohady, Managing Partner Inventure. Author of 50+ books on business & marketing, incl. the best seller "Millennials KILL Everything" (2019) and "Consumer Megashift after Pandemic" (2020).

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Diamond #1 of Womanology > CONNECTION: “Build sincere EMOTIONAL CONNECTION. RELATE her with your brand. LINK her with each other”

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2 comments

Mushawir Yusuf September 22, 2010 - 12:24 am

bukunya sudah terbit ya.. bisa di beli d mana ya ? thx
Dilaunching hari selasa minggu depan tanggal 28 September di JHCC, mungkin baru ada di toko buku awal Oktober 2010

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asal March 4, 2011 - 6:28 am

mas ,mengenai womanology (connection,care,value,empathy,trust) apakah sama dengan dimensi di SERVQUAL (1. Tangibles 2. Reliability 3. Responsiveness 4. Assurance 5. Empathy ) ?

thx
asal

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