IPB University Professor Introduces 10P Marketing Evolution for Sustainable MSME Downstreaming
Marketing plays an important role in the downstream process. Along with its development, marketing orientation does not only stop at providing products (goods) or services (services), but also develops to form and maintain sustainable relationships (relationships).
Along the way, the marketing concept has evolved from the classic 4P (price, place, product, promotion) approach, developing into 7P with the addition of people, process, and physical evidence.
“This concept continues to expand to 10P, plus prestige touchpoint, partnership, and preservation,” explained Prof Jono Mintarto Munandar during the Press Conference of Pre Scientific Oration of Professor of IPB University, Thursday (6/26) online.
As a Professor of the Faculty of Economics and Management (FEM) IPB University, Prof Jono explained, prestige touchpoint, marks the creation of interaction experiences that are symbolic and prestigious.
“Prestige touchpoints such as tour guides and special events aim to create exclusive interactions and strengthen the premium brand image,” he explained.
This can be realized through various ways, either by utilizing advanced technology such as robotics in service, or an experiential approach. This, he said, can strengthen consumers’ love for the brand.
Furthermore, partnership emphasizes active collaboration between companies and consumers. This can be achieved through customizing products and services according to individual preferences. It can also be through consent-based marketing communications to build trust.
“As for preservation, it is present as a sign that today’s marketing must help maintain social and environmental sustainability as a form of collective responsibility based on universal ethics,” explained Prof Jono.
In this case, the expansion of the marketing concept towards the 10Ps rests on an ethical foundation that includes social and natural relations. In the view of religion, Islam for example, it is also related to the relationship with God, through the principles of halal, justice, and moral responsibility.
“To support the foundation of ethics in this marketing strategy, it is also important to explore local wisdom and religious beliefs or science to build ethics, including developing nusantaranomics,” said Prof Jono.
In addition to prioritizing ethics, Prof Jono said, “A sustainable relationship is the basis for the success of sustainability goals (SDGs). Thus it is expected that economic growth will accelerate, social cooperation will increase, and natural preservation will bring safety.” (IAAS/RWA).
