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transcosmos inc. (Headquarters Tokyo, Japan; President and COO: Masataka Okuda) is pleased to announce that the company formed a business alliance with MarkPlus, Inc. (Headquarters Jakarta, Indonesia; Founder and Chairman: Hermawan Kartajaya), Indonesia’s premier and pioneering marketing consulting company. Hermawan Kartajaya, the founder of MarkPlus is a world-renowned marketing specialist, was named by the United Kingdom’s Chartered Institute of Marketing on the list of “50 Gurus Who Have Shaped the Future of Marketing,” which included Philip Kotler in 2003.


MarkPlus has given the exclusive rights to transcosmos to use the “5A’s” research methodology based on “Marketing 4.0: Moving from Traditional to Digital” by Philip Kotler and Hermawan Kartajaya and Iwan Setiawan, two MarkPlus’ senior executives.

Marketing 4.0 proposes that a customer path in this era of connectivity consists of 5A’s, namely Aware, Appeal, Ask, Act and Advocate. It describes a consumer decision-making process as a “group decision making” based on various opinions of all individuals and groups that take part in the decision making process; not a process based only on one individual’s opinion. Based on this idea, MarkPlus promotes two new attributes to measure brand strength: Purchase Action Ratio (PAR) and Brand Advocacy Ratio (BAR)—a set of metrics that evaluate how well brands convert awareness into purchase and advocacy. This concept ultimately repositions the meaning of loyalty from the past definition of repeat buying to a new definition of advocacy.

According marketing 4.0, the customer path in this era of connectivity consists of 5A’s, namely Aware, Appeal, Ask, Act and Advocate. It describes a consumer decision-making process as a “group decision making” based on various opinions of all individuals and groups that take part in the decision making process; not a process based only on one individual’s opinion. Based on this idea, MarkPlus promotes two new attributes to measure brand strength: Purchase Action Ratio (PAR) and Brand Advocacy Ratio (BAR)—a set of metrics that evaluate how well brands convert awareness into purchase and advocacy. This concept ultimately repositions the meaning of loyalty from the past definition of repeat buying to a new definition of advocacy.

The co-authors of Marketing 4.0—also well-known in Japan for “Marketing 3.0: From Products to Customers to the Human Spirit”—have given the exclusive rights to a number of exclusive alliance members in Singapore, Malaysia, Thailand, Vietnam, and Indonesia. For Japan, the rights were awarded to transcosmos, which will develop and deliver its proprietary loyalty marketing services to clients across extensive industries. transcosmos aims to launch the new services in June 2019.

Iwan Setiawan, Deputy CEO of MarkPlus, who is also a co-author of Marketing 4.0, commented, “Our proprietary Marketing 4.0 concept and expertise fit well with transcosmos’ excellent capabilities in the area of digital marketing. I hope Marketing 4.0 methodology can help accelerate the growth of transcosmos’ partners and clients.”

transcosmos will develop and deliver new services that combine its outsourcing services including digital marketing with the “5A’s” measurement. Under this new alliance, transcosmos aims to offer services to a wide range of industries such as healthcare, pharmaceutical, medical, insurance, distribution, retail and more.

Link: http://www.trans-cosmos.co.id/company/news/190313.html

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