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Marketing In Asia > Blog > Marketing > Buzz > Cara Licik Bina Jenama Global
Buzz

Cara Licik Bina Jenama Global

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Last updated: 2019/08/27 at 12:00 AM
Azleen Abdul Rahim
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Soalan. Apakah persamaan yang dimiliki oleh jenama-jenama ini; Facebook, Netflix, Grab, IKEA dan Spotify? Mereka bukan sahaja berjaya membuatkan orang ramai beratur panjang untuk membayar produk dan perkhidmatan mereka, tetapi juga berjaya memperkembangkan perniagaan mereka di serata pelusuk Asia dan dunia pada amnya.

Ini jawapan ringkas kepada soalan tadi.

Harga. Facebook hanya mengenakan caj minimum sebanyak RM3 sehari untuk anda menyediakan iklan di platform mereka. Netflix pula cuma berharga tidak sampai RM50 sebulan untuk menonton filem-filem menarik di platform mereka. Perbezaan kadar tambang teksi dengan harga yang ditawarkan Grab sangat-sangat berbeza. Produk-produk IKEA juga tidak semahal di kedai-kedai perabot lain manakala semua orang mampu membayar RM4 sebulan untuk mendengar lagu-lagu di Spotify sehingga lebam. Adakah anda perlu menunggu hujung bulan untuk membayar Netflix atau Spotify contohnya? Sudah tentu tidak.

Sekiranya anda masih meletakkan harga yang tidak senonoh yang membuatkan pengguna berasa sukar untuk membayar atau sehingga memaksa mereka berfikir panjang dan berpeluh-peluh atau mereka terpaksa menunggu hujung bulan demi hujung bulan untuk membayar anda, mungkin agak sukar untuk anda membina jenama anda ke pasaran antarabangsa. Ia tidak mustahil tetapi sukar.

Pengguna mereka tidak terhad kepada geografi. Apabila jenama-jenama ini ‘bermain’ dengan cara begini, mereka memastikan model perniagaan mereka secara keseluruhannya tidak terhad kepada satu-satu kawasan geografi sahaja. Mereka perlukan volume, atau jumlah pengguna yang besar untuk produk mereka. Kelima-lima jenama ini tidak berada hanya pada satu negara, malah mereka mahu menakluki sama ada benua di mana mereka berada ataupun seluruh dunia.

Atas faktor budaya dan bahasa, produk atau perkhidmatan anda hanya digunakan oleh orang tempatan. Mungkin juga negara-negara seberang, tetapi tidak lebih dari itu. Ini juga kriteria penting yang akan menghalang produk anda untuk pergi lebih jauh lagi. 

Penyelesai masalah besar. Saya pasti anda akan mempunyai aplikasi kelima-lima ini di dalam peranti pintar anda. Setidak-tidak pun tiga atau empat dari kelima-lima ini berada di dalam telefon anda. Mengapa? Kerana anda sendiri tahu yang mereka membantu anda dalam kehidupan seharian anda agar anda tidak perlu membayar kos yang tinggi untuk sesuatu, menghiburkan anda ketika anda berada di dalam LRT dan juga memudahkan anda untuk melakukan sesuatu. Sekiranya jenama-jenama tersebut tidak sama sekali membantu, hampir pasti anda tidak akan memuat turun aplikasi tersebut masuk ke telefon anda.  

Anda perlu pastikan produk anda mampu menyelesaikan masalah yang lebih sejagat, yang lebih global. Tidak kira sama ada anda ingin menempatkan produk anda di Amsterdam, Belanda atau di Mersing, Johor ia masih mampu berfungsi dengan baik dan akhirnya membantu pembeli di sana dalam kehidupan seharian mereka. 

Jenama mereka adalah platform.  Platform di sini secara umumnya bermaksud para pengguna tidak perlu bersemuka dengan mereka terlebih dahulu untuk menggunakan produk yang disediakan. Apa yang perlu ialah membaca dan memahami dengan baik apa yang ditawarkan, bersetuju dengan apa yang tertera dan kemudiannya membuat pembayaran secara elektronik atau melalui dalam talian bagi produk yang dipilih. Ianya mudah, cepat dan berkesan.

Kalau perlu bermesyuarat sampai lima atau enam kali baru bakal pembeli akan mempertimbangkan produk anda, mungkin ia akan mengambil masa yang lama untuk anda dapat berkembang di peringkat antarabangsa. Percayalah.

Kandungan. Kandungan di sini bermaksud kualiti produk yang dikeluarkan dan juga kreativiti yang disediakan untuk strategi dan aktiviti pemasaran. Ini penting bagi memastikan mereka akan sentiasa kelihatan relevan di mata pengguna, memahami kehendak mereka di samping jenama itu sendiri perlu memperlihatkan yang mereka juga berdaya saing, mengikuti arus perkembangan dunia dan kreatif.

Teknologi. Semua jenama ini mempunyai standard operasi yang standard dan setiap keputusan penting yang dibuat di dalam syarikat kebanyakan dibantu oleh teknologi terutamanya yang bersumberkan data yang diperolehi. Tanpa data, tanpa dibantu oleh teknologi, amat sukar bagi jenama-jenama ini untuk melangkah jauh kerana setiap pergerakan itu akan diikuti dengan kos yang amat besar. Jadi mereka perlu berhati-hati.

Ada lagi beberapa persamaan lain lagi sebenarnya tetapi keenam-enam ini merupakan di antara yang paling utama yang ingin saya sentuh untuk pembacaan dan pemahaman anda.

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    Azleen Abdul Rahim August 27, 2019 August 27, 2019
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