Pengantar Riset Pasar Riset Geografi Pemasaran Triarko Nurlambang

• Pengantar • Riset Pasar • Riset Geografi Pemasaran Triarko Nurlambang Staf Pengajar di Jurusan Geografi UI

Pengantar MENGAPA DIPERLUKAN RISET DALAM KEGIATAN PEMASARAN ?

TEMUAN SAINTIFIK DAN TEKNOLOGI TELAH MENCIPTAKAN Temuan mesin beban dan EVOLUSI (REVOLUSI ? ) jangkauan KEHIDUPAN DI DUNIA Temuan komputer Temuan optik (mikroskop dan teleskop) Temuan teknologi pangan Temuan teknologi kesehatan, bersih, energi, material, instrumentasi, dll. Temuan alat audio Temuan alat transportasi Knowledge is like light. Weightless and intangibles, it can easily travel the world, enlightening the lives of people everywhere Science for Life

Consumer Evolution Question Is there a new What’s really economy? changed? Who do customers think they are? What is today ‘s business cycle? Who’s in control? What’s your REAL value proposition Topic Use of technology Our perception of changes our time and space psychology has changed Your products must help people do things better Business is cycle Everything is global Commodities aren’t sustainable proportions Theme Basic business rules still apply We are in a period of concentration You can’t separate yourself from your customer Your business must operate in tune with your customers cycles Scalable business can’t survive in niche markets Don’t sell products, sell something that meets a need Old psychology The future is predictable Unlimited growth was the goal of business Producers controlled product development Business cycles were a few years long Your could survive in inches Market competitiveness is based primarily on price New psychology We live in an uncertain world We can’t waste resources and we must be future oriented Customers need products which make them more effective There are several cycles of change running simultaneously To be sustainable you must be global Customers demand products which are effective when they use them Business strategy Don’t bet on tomorrow Retreat to your core competency Redo your brand Get your cycles in sync with cultural change Define a global market Find a universal need; not a fad. Sumber: Grantham dan Judith, 2002

PENGETAHUAN UNTUK MEMBANGUN KORPORAT Innovation and value creation Leading Corporate Learning Process Knowledge Based Management Masalah : (nilai --> budaya)+ knowledge gaps Science for Life

Membangun kemampuan daya saing Competence Creative Connection Commitment Science for Life

(1950 -1980) PRODUCT DRIVEN (Production-driven, technology driven) (1980 s) MARKET - DRIVEN (Market focused, customer - driven) (1990 s) MARKET DRIVING (Innovation - driven) Science for Life

Implementation • Performance monitoring • Refining strategies and program Situation Analysis • Understand the environment and the market • Identify threats and opportunities • Assess the competitive position Strategy Development • Define the business scope and served market segments • Establish competitive advantages • Set performance objective Marketing Program Development • Product and channel decision • Communication decisions • Pricing • Personal selling decisions

Definisikan masalah dan tujuan riset Bangun Rencana Riset Kumpulkan data dan informasi Analisis informasi Sampaikan Temuan Riset

Riset Pasar • Tahapan Identifikasi kebutuhan Definisikan masalah Rancangan Riset Pengumpulan data Analisis data Interpretasi hasil • Metode Internal data Observasi Survei Focus Groups Interview Eksperimen

Analisis Pasar • Analisis Lingkungan Tren Makro Bisnis Perubahan Struktural Kenali situasi “hulu” Kenali situasi “hilir” Analisis Probabilitas Tingkat pengaruhnya terhadap perusahaan • Analisis Kompetitor Definisikan kompetitor SWOT Identifikasi competitors: prestasi, tujuan, strategi, structur biaya Konflik, kompetisi, koeksistensi, kerjasama, kolusi

Analisis Internal • • • Strengths/ kekuatan Weaknesses/ kelemahan Constraints/ hambatan Uncertainties/ ketidakpastian Customer requirements/ kebutuhan pelanggan

Konsep-konsep Kunci • • • Marketing/ pemasaran The marketing imagination Marketing mix (4 P) Opportunity and market definition (peluang dan definisi pasar) Segmentation Targeting Positioning Perceptual mapping (pemetaan persepsi) Models of consumer buying (model kebiasaan belanja konsumen) Organizational buying (organisasi pembelajaan ) Organization buying roles (peran organisasi pembelanjaan) Market plan (rencana pasar) • • • Methods of market research Environmental analysis SWOT Internal analysis Positioning strategies Generic strategies for new, growth, mature, and declining markets

Struktur Bangun Pemasaran • • • Peluang dan definisi pasar Segmentation Targeting Positioning Rancangan dan implementasi rencana pemasaran

Definisi Pasar · · · • Apa Produk nya? Bagaimana tipe pelanggan? Bagaimana situasi Geografis Bagaimana Tahapan produksi dan sistem distribusi nya?

Segmentasi Pasar • Variabel Demografis Geografi Psycho-graphics Benefit/ manfaat • Pertanyaan kunci Apa yang dibeli? Bagaimana cara mereka membeli? Dimana mereka membeli? Kapan mereka membeli? Kenapa mereka membeli? Siapa yang membeli?

Mengenal Pemasaran secara lebih rinci pada segmen yang lebih kecil • • Komunitas pembeli siapa saja? Niche marketing (ceruk pemasaran) One-to-one marketing (satu per satu) Relationship marketing (hubungan pemasaran, mis. nya MLM/ Multi-Level Marketing atau Harley-Davidson Club)

Targeting • Variabel Kunci Ukuran dan potensi penjualan/ sales Potensi pertumbuhan Profitabilitas Kekuatan dan kelemahan pesaing Pengorganisasian kekuatan dan kelemahan Ketepatan Strategi Sumberdaya yang diperlukan • Pendekatan Fokus pada segmen tertentu/ single/tunggal Fokus Produk Fokus Pasar Dominasi Pasar

Positioning • Pendekatan Atribut Produk dan Manfaatnya Usage occasions (saat kejadian) atau fungsi Kategori pengguna/ pelanggan Keunggulan relatif terhadap pesaing

Perceptual Mapping (pemetaan persepsi) Heavy Bitter Mild Light

Perilaku Pelanggan (Consumer Behavior) • Proses pengambilan keputusan, dimana para pelanggan menjadi membeli dan menggunakan produk. • Dipengaruhi oleh Proses berpikir/ Thinking processes Proses perasaan/ Feeling processes Proses sosial/ Social processes

Bagaimana Pelanggan jadi membeli? • Stimulasi Eksternal dan internal – mengenal permasalahan • Mencari informasi dan alternatif dalam memenuhi keperluannya/ kebutuhannya • Evaluasi alternatif Justifikasi Subjektif Sikap dan pilihan • Membeli/ purchase • Perilaku setelah membeli/ Post-purchase behavior

Kategori Konsumsi • Pemecahan masalah konsumsi • Perilaku kebiasaan membeli/ belanja • Pendorong belanja/ Impulse buying

Organizational Buying • Different from consumer buying Size and concentration Multiple decision makers Complexity of decisions Close and intricate (many details) relations Professional buyers

Organizational Buying Roles • Per Webster and Wind, Users Gatekeepers Influencers Deciders Approvers Buyers

Organizational Buying Situations • Straight rebuy • Modified rebuy • New task buying Problem recognition Problem defined Responsibilities assigned Search and evaluation Choice among alternatives

Types of Products and Services • Raw materials • Components and partially processed materials • Capital goods • Ancillary (additional services) equipment • Supplies • Services

“Society continuously expects new ideas, inventions and innovations from private citizens, enterprises, as well as from persons working in scientific and technological development” (International Small Business Congress, 2000) Idea generation Idea screening Research Concept development and testing Marketing Strategy Development Business analysis teruskan stop Product Development Market testing Commercialization Science for Life

Marketing Plan • A detailed and focused strategy for designing a marketing mix to meet consumer needs and wants and to realize a sustainable competitive advantage

• Terstruktur vs Tidak Terstruktur vs • Terprogram vs Tidak Terprogram a • Rasional vs Intuisi vs 1 2 * * b c d vs * *

DATA Pengetahuan yang tersebar INFORMASI Mengumpulkan pengetahuan yang tersebar ANALISIS Kategorisasi dan klasifikasi informasi INTELLIGENCE Implikasi untuk pembuatan keputusan

1. Metode Saintifik: observasi seksama, formulasi hipotesa, logika sistematik, prediction, dan pengujian 2. Aktifitas Riset: melalui jalan inovatif untuk mengatasi permasalahan 3. Metode ganda (Multiple methods): nilai dalam memanfaatkan lebih dari satu metode dalam rangka menambah hasil yang lebih dipercaya 4. Interdependensi model dan data 5. Nilai dan biaya informasi 6. Skeptisme yang Sehat: skeptisme yang sehat dengan memanfaatkan asumsi yang tepat yang ditetapkan oleh pengelola tentang bagaimana pasar itu ‘bekerja’ 7. Etika pemasaran: memberikan manfaat, baik yang berasal dari sponsor maupun dari pelanggan

FMIPA UI (Research and Product Development) - Idea generating - idea screening - concept dev. & testing - product development New Product derivatives 1, 2, 3…dst Center of excellent for LIDAH BUAYA Reinvestment MSLB “KAVERA” Pengmbg bisnis per-LIDAH BUAYA-an PT BTL (Investasi dan Pemasaran) - Marketing strategy - Market testing - Product development - Commercialization Net-Profit Share FMIPA UI, PT BTL, Inovator Science for Life Contoh 2

MODEL PENINGKATAN POSITIONING KORPORAT Model Komunikasi Merek Korporat · Identitas korporat · Komunikasi pemasaran · Citra Korporat Voiceshare Mindshare POSITIONING The act of designing the company’s offering an image to occupy a distinctive place in the target market’s mind Strong Position 3 langkah mencapai POSISI YANG KOKOH • • Positioning Elements: Pricing Prod. Quality Service Distribution 1. Merumuskan model nilai nasabah (customer value) 2. Mengembangkan hirarki customer value 3. Menetapkan paket customer value Contoh 3 Heartshare Marketshare ROI K O G N I T I F Afektif Konatif Customer Relation Management

LANGKAH TAKTIS YANG DIPERLUKAN Review Visi, Misi, Tujuan dan Strategi BUKOPIN RISET TERHADAP NASABAH UNTUK: MERUMUSKAN MODEL NILAI NASABAH BANK 1. Nasabah Bank Bukopin 2. Nasabah bank kompetitor MENGEMBANGKAN HIRARKI CUSTOMER VALUE MENETAPKAN STRATEGI DAN TAKTIK PAKET CUSTOMER VALUE 1. Mengetahui awarerness level dan pemahaman terhadap korporat berikut produk/ jasa 2. Mengetahui kebiasaan nasabah dalam memanfaatkan jasa bank 3. Mengetahui ekspektasi nasabah terhadap elemen positioning 4. Membandingkan dengan pesaing (perceptual mapping) Strategi Komunikasi Pemasaran HARVESTING Contoh 4

METODOLOGI Survey kuantitatif dengan face to face interview menggunakan kuesioner terstruktur Lokasi pengambilan sampel: di kantor bank/ATM wawancara: di rumah/kantor responden Metode Sampling: Non-Probability Sampling ----Practical Area Sampling & Convenient Sampling POTRET - Perceptual Mapping Bank Bukopin & bank kompetitor Contoh 5

BANK UTAMA YANG DIGUNAKAN Nasabah [n = 550] Non Nasabah [n = 550] Bank Bukopin 78% Bank BCA Bank Mandiri Bank BNI 46 0% 22% 7% 15% 5% 23% 3% 7% Bank Lippo 2% Bank Danamon 1% 4% Bank BTN 1% 4% Bank Niaga 1% 1% Bank Jabar 1% 0% Bank BRI 1% 12%

BANK YANG DIKETAHUI ( TOP OF MIND ) Nasabah [n = 550] Bank Bukopin Bank BCA Bank BNI 46 Bank BRI Bank Mandiri Non Nasabah [n = 550] 2% 47% 32% 19% 23% 10% 8% 11% 7% 11% 3% Bank Bali 2% Bank Lippo 2% Bank Jabar 1% 0% 6% 3% Bank Danamon 1% Bank BTN 1% 2% Bank BII 1% 2% Bank Astra Graha 1% 0%

PERTIMBANGAN DALAM MEMILIH BANK Nasabah [n = 550] Non Nasabah [n = 550] Lokasi yang strategis Kecepatan pelayanan Keamanan (tingkat kesehatan bank) Jaringan ATM yang luas Jumlah Outlet/kantor bank Bank pemerintah 74% 64% 45% 36% 39% 44% 23% 47% 11% 9% 24% 17%

APAKAH PERNAH BERPINDAH BANK Non Nasabah [n = 550] Ya 29% Tidak 71% Ya 32% Nasabah Non- • • • Mengapa Pindah Bank nasabah Lokasi Bank/ATM jauh ? (24%) (18%) Kurang puas pelayanannya (17%) (22%) Potongan administrasi besar (13%) (17%) Karena ada kasus rush/likuidasi (13%) (16%) Lokasi bank yang dituju mudah dijangkau(12%) (10%) Rekomendasi kantor (10%) Tidak 68%

LOKASI KANTOR BANK YANG BIASA DI DATANGI Nasabah [n=550] Non Nasabah [n=550] 54% Lokasi dekat kantor/tempat usaha 34% 37% Lokasi dekat rumah Lokasi dekat kampus/sekolah 49% 4% 11% 3% Lokasi dekat tempat belanja 5%

Riset Geografi Pemasaran • Dalam pendekatan Marketing Mix (4 P), Geografi Pemasaran menitikberatkan pada salah satu P yaitu PLACE • Bagaimana kita dapat merumuskan PLACE dalam kaitannya dengan urusan Pemasaran / Pasar ? • Komponen dasar PLACE (geografi): a. Titik b. Garis c. Ruang/Area d. Kombinasi diantara ketiga komponen di atas • Metode Penelitian yang digunakan pada prinsipnya sama dengan Riset Pemasaran dan Penelitian Geografi lainnya • Teknik Analisisnya menggunakan pendekatan keruangan/ spatial

Level of Year 1 2 3 Knowledge Synthesis Evaluation Creativity Professionalism Broad knowledge and understanding of areas of Geography. Fluency in subject vocabulary Problem solving ability. Evidence of understanding. Ability to apply concepts to novel situations. Ability to bring together different facets of material, and to draw appropriate conclusions. Ability to review, assess and criticise one's own work and that of others in a fair and professional manner. Ability to make an original, independent, personal contribution to the understanding of the subject. Ability to act as a practising geographer, to present argument in a skilled and convincing manner and to work alone or in teams Demonstrate a basic understanding of core subject areas, happy with geographical terminology. Demonstrate a knowledge of appropriate supporting analytical techniques (stats. , computing, lab and field techniques. . ) Apply geographical techniques to real situations through class and field examples. Be able to handle material that presents contrasting views on a topic and develop personal conclusions. Draw conclusions from results and identify the relative significance of a series of results. Offer original comment on geographical material. Be effective in planning time, use of geographical resources including library, computer packages including databases. Demonstrate a comprehensive knowledge of specific subject areas. Be able to question the accuracy and completeness of information. Appreciate how different parts of the subject inter -relate. Apply geographical theories to individual situations critically examine the results. Understand that it may be appropriate to draw on multi- disciplinary approaches to analyse and solve geographical problems. To locate and comment on diverse material, add personal research observations and integrate literature based information with personal results. Review existing literature and identify gaps, appraise the significance of results and conclusions. Demonstrate a deep understanding of a limited number of specialised subject areas and methods. Appreciate the provisional state of knowledge in subject areas. Understand how to solve problems with incomplete information, how to make appropriate assumptions. To develop appropriate research hypotheses. Question and verify results. Appreciate the breadth of information available. Critically appraise information, evidence and conclusions from personal and others work. Gather new information through personal research, draw personal conclusions and show where these insights link to the main subject areas. Be able to set objectives, focus on priorities, plan and execute project work to deadlines. Produce structured, well argued reports. Demonstrate fluency in personal presentations and electronic communication. Demonstrate a broad, deep understanding of specialised subject areas and methods. Demonstrate ability to propose solutions to geographical problems involving appreciation of different approaches, gaps and contradictions in knowledge or data. Differentiation of unique and non-unique answers. Appreciation of reliability of a proposal or result given constraints and assumptions involved. Be able to collate material from a wide range of appropriate geographical and non - geographical sources, integrate personal research material and collate the whole in a coherent, thoughtful and professionally appropriate manner. Perform independent critical evaluation of information, evidence and conclusions, including their reliability, validity and significance. Offer insights into the material under discussion that are independent of data immediately available. Propose investigative approaches to geographical problems utilising geographical and non-geographical methods as appropriate. Be able to make effective confident presentations, answer detailed questions thoughtfully and clearly. Understand where this knowledge dovetails withthe subject in general. MA MSc Analysis Understand the current limits of knowledge. Understand that there may be unique or multiple solutions to any issue. Appreciate relative validity of results. Evaluate the accuracy and reliability of information, results and conclusions. To identify and tap into key elements of the material. Produce coherent reports. Be able to work to a specified brief. Skills matrix for geographers, University of Leeds, 1998 Display or present information in different ways. Develop original independent research skills, interpret data and offer personal comment. Be able to display information in a variety of ways. Be able to form and justify judgements in the light of contradictory information. Present information orally, and written to a high standard. Confident use of computer packages for analysis and information presentation. Confident worker in group and collaborative activities. Produce written work to a high professional standard. Produce substantive reports that are well structured, well reasoned, well presented and clear. Work effectively as a team member and team leader

Ilustrasi Analisis Spatial Titik : lokasi / tempat layanan Garis: jaringan transportasi (jalan, sungai, garis layanan transporatsi udara dapat mempengaruhi alokasi tempat layanan atau sebaliknya Area: wilayah layanan jasa/ produk tertentu untuk segmen pasar pada entitas wilayah layanan tersebut

Range: batas jangkauan wilayah layanan (jarak) Threshold: batas optimal pasar (jumlah potensi pasar) Sumber : bahan kuliah dari Washington Univ. untuk topik Economic and Spatial Structure of Transportation System (Dr. Jean –Paul Rodrigue)

Profitable Market Area Jika target pasar ada dalam wilayah jangkauan layanan Not (always)-Profitable Market Area Jika masih ada target pasar ada diluar jangkauan layanan

(Pendekatan Teori Christaller)

Melayani hanya satu jenis segmen pasar ( only one kind of demand) Melayani lebih dari satu jenis segmen pasar ( more than one kind of demand)

Asumsi: Supply tetap Jika harga barang murah maka permintaan akan meningkat dan sebaliknya Asumsi: Demand tetap Jika harga barang murah maka supply/ penawaran barang akan semakin rendah dan sebaliknya Namun situasi di atas pada kenyataannya (diantaranya ) dipengaruhi oleh faktor manfaat barang, tingkat pendapatan, inflasi, pajak, dan tabungan

(Penurunan kapasitas layanan kepada konsumen karena aspek jarak) • Dipengaruhi oleh aksesibilitas dan prinsip 2 Supply-Demand-Price di atas • Semakin jauh semakin sedikit jumlah pelanggan/ konsumen yang dapat dilayani Area persaingan ketat: antara convenience, grocery, dan superstore Area persaingan antara grocery, dan superstore

(Contoh Lokasi mempengaruhi Kompetisi dari aspek harga) Intervensi Hotel A terhadap market area Hotel B Competitiveness market area yg tinggi

Reilly’s Law and Market Areas b 35 km a a b c d 21. 4 19. 7 9. 4 b 14. 6 c 10. 3 d 5. 6 e 12. 7 30 30 km 35 km a 55 e 17. 3 30 km 15 c e 15 km 20 d

37, 5 km Pa Biasanya digunakan untuk mengkaji profitabilitas pelanggan relatif terhadap satu lokasi layanan. Dalam kasus di atas Pelanggan di lokasi A lebih memiliki/mendapat manfaat ketimbang di lokasi B P(Ca) > P(Cb)

Spatio-Temporal (Spatial Dynamic) contoh perkembangan kota : daerah kota : perairan (danau, teluk)

Perdagangan Segmentasi Analisa Promosi Rencana Merger & (Merchandise) & Mix toko/outlet Akuisisi Analysis Pemilihan Lokasi Rencana Jejaring Pemetaan Pasar Analisa Kompetitor Sistem Pendukung Pembuatan Keputusan Spatial (Spatial Decision Support System/ SDSS) Modelling, analisis dan visualisasi Gudang Data Spatial (Spatial Data Warehouse) Data Fusion and Management Supply-side Data ISIC Skala Suku Toko Unit Record Data (example) Pusat kawasan Waralaba belanja Aggregate Data Format Internal Client Data Penamaan Kode daerah: Pos Kebayoran Aggregate Data Demand side Data Alamat Nama Suku Pendapatan Unit Record Data (example) Eksternal Waktu Buka Waktu Tutup Mall Ruko Daerah sensus kota Status Propinsi Pengeluaran Pekerjaan

Contoh Kasus Menentukan Lokasi Outlet Pizza Hut

PPP……. FOR TOMMOROW (to become market driven political party) Prepared by Martani Huseini dan Triarko N. Kantor Pusat PPP Jl. Diponegoro 24 September 2004

ISTIQOMAH KEBENARAN, KEJUJURAN, DAN KEADILAN AMAR MA’RUF NAHI MUNKAR IBADAH PERSAMAAN, PERSATUAN, DAN KESATUAN MUSYAWARAH

Mewujudkan dan Membina Manusia Memperjuangkan hak dan kewajiban manusia Mengembangkan Demokratisasi Penegakan Hukum Menjaga Keutuhan Bangsa

SUKSES PPP • VISI • Merebut simpati dan hati masyarakat untuk menjatuhkan pilihannya kepada Partai Persatuan Pembangunan. (Winning The Heart of The People).

Characteristic PPP Fit ? Creation Of Value? Characteristic of Marketing

CHARACTERISTIC OF PEOPLE’S GENERIC NEEDS FOR SOCIAL & POLITICAL ACTIVITIES THE NEED FOR CHANGE SOCIETIES EXPECTATION TECHNOLOGICAL CHANGE ANAK REMAJA USIA DEWASA MUDA SOCIAL DEWASA RELIGIOUS EDUCATION TUA JENIS OTHERS PRIA WANITA SOCIO-ECONOMICAL CHANGE GENDER COMPETITION

VOTER VALUE HIERARCHY MODEL Desired Voter Value Voter Satisfaction With Received Value Voter goals And purposes Goal-based satisfaction Implementation Through legislation Consequence-based satisfaction Desired policy Attributes and manifesto Promises Attribute-based satisfaction

THAT DRIVE HYPOTHESIS GENERATION AND OFTEN, A COMBINATION IS THE BEST APPROACH VOTERS SEGMENTATION DIMENSIONS • Financial • Competitive • Product/service performance Beliefs • Brand perceptions Constraints Perceptions * Local, regional, national, and International locations * Competitor location vs. customer service Geographies Age, sex, occupation, Marital status • When • Where • How Demographics Occasions Combination Key voting factors Voter History Needs Voters Benefits Attitudes/ Intentions Activities/ Behaviors • Work activities • Vote decision processes • General voting attitudes • Psychographics • Loyally • Life stage • Vote

Voters segmentation is an analytical approach which classifies voters into groups that perceive and respond in a similar way to specific voting levers. Voters Segmentation Definition Treat all voters the same • Same values/needs • Same services/products “Treat all voters individually (Segment of One)” • Different values/needs • Customized services /product “Treat all VOTERS in a cluster or segment similarly” • Homogeneous groups with similar values/needs • Targeted product/service offerings

Hierarchy of Effects Model Related Behaviors dimensions Movement Toward purchase Co native: the realm of motives. Ads stimulate or direct desires Purchases Conviction Affective: the realm of emotion Ads change attitudes and feelings Example of type of Promotion or advertising Relevant to various steps Point-of-purchase Retail store ads deals “last chance" offers price appeals Testimonial Competitive ads argumentative copy Preference “Image” copy Status glamour appeals Liking Knowledge Announcements Descriptive copy Classified ads Slogans Jingles Skywriting Awareness Teaser campaigns Cognitive: the realm of thoughts. Ads provide information and facts. Robert J. Lavidge and Gary A. Steiner, journal of Marketing (October 1961): 51

Mendorong Pemilih Untuk Memilih (Model Hipotesis) Tahap Model AIDA Model Hirarki Efek Model Inovasi Adopsi Keterbukaan Kesadaran Tahap kognitif Perhatian Kesadaran Pengetahuan Kesukaan Minat Tahap pengaruh Penerimaan Respon kognitif Minat Sikap Evaluasi Maksud Percobaan Perilaku Pemilih (voters) Preferensi Keinginan Keyakinan Tahap perilaku Model Komunikasi Tindakan Pembelian Adopsi

FORMULA VOTING SUCCESS FOCUSED VOTERS VALUE SUPERIOR TIM SUKSES AND ADVERTISING (Voices hare) SUPERIOR PRODUCT AND VALUE SUPERIOR SERVICE HEARTSHARE MINDSHARE VOTERS SHARE PPP VOTERS