introduction to chapter13 - iwan darmawansyah « … phase utama product life cycle. identifikasi...

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Chapter13Product and Pricing Strategies

Introduction to

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Learning Objectives

Identifikasi faktor-faktor yang mempengaruhi target market.

Identifikasi langkah-langkah untuk menciptakan produk baru.

Menjelaskan metode-metode atas product differentiation.

Identifikasi phase utama product life cycle. Identifikasi faktor-faktor yang mempengaruhi

keputusan harga/pricing decisions.

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Product and Pricing Strategy

Firm's Expenses

Firm's Profits and

Value

Firm’s Revenue

Product Strategies

Pricing Strategies

Firm’s Cost of Production

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Classifications of Products

Convenience products Shopping products Specialty products

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Convenience Products

• Secara luas tersedia/Widely available.

• Sering dibeli/Purchased frequently.

• Mudah di dapat/Easily accessible.

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Shopping Products

• Pelanggan suka melihat dan bandingkan harga serta kualitas.

• Tidak sering dibeli.

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Specialty Products

• Produk khusus.• Keputusan membeli:

Didasarkan pada preferensi pribadi.

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Product Line

• 1886 COCA-COLA

• 1960 FANTA

• 1961 SPRITE

• 1963 TAB

• 1966 FRESCA

• 1972 MR. PIBB

• 1974 SUGAR-FREE SPRITE

Sebuah kumpulan produk/jasa yang terkait oleh sebuah perusahaan.

COCA-COLA

1982 DIET COKE

1992 "NEW" COKE, RENAMED COKE II NESTEA

1994 FRUITOPIA

1995 BARQ'S

1997 SURGE CITRA

Not inclusive

Source: Coca-Cola Web Site march 2000

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Product Mix

• Bermacam-macam produk yang ditawarkan oleh suatu perusahaan.

Product Mix

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Target Markets

• Sebuah kelompok individual atau organisasi dengan ciri serupa yang membeli produk tertentu.

Ada 2 (dua) target pasar: Consumer Industrial

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Factors Affecting Target Markets

• Demographics• Geography• Economic factors• Social values

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Demographics

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Geographic Target Marketing

• Daerah global/ Global regions• Negara-Negara/Nations• Daerah nasional/National regions• Negara, propinsi, kota besar,

lingkungan• Iklim/Climate• Tanah lapang/Terrain• Kepadatan penduduk/Population

density

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Target Markets and Economic Factors

• Targeting by:– Business cycle: Recession, prosperity.– Interest rates: High, low.

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Target Markets and Social Values

•Lifestyles •Personal values

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Marketing Research

Akumulasi dan analisis data atas keputusan pemasaran.

Purpose:• Identifikasi kebutuhan pelanggan.• Memahami persepsi pelanggan.• Menguji ide produk baru.

Investment:• Perusahaan menanamkan dana dalam research and

development (R&D).• Perusahaan pabrikasi cenderung menanamkan lebih

banyak uang daripada perusahaan jasa.

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Research and Design

Purpose:• Mengembangkan dan menguji new products.• Meningkatkan keberadaan produk.• Patent: mengijinkan hak ekslusif untuk

memproduksi dan menjual produk tertentu.

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Steps to Create a New Product

Develop product idea. Assess feasibility of idea. Design and test product. Distribute and promote product. Post-audit product.

Rocky Mountain Bicycles

Business Online

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Product Differentiation

• Usaha untuk menciptakan ciri suatu produk dari produk kompetitif sehingga menjadi yang lebih diinginkan.

Products are differentiated by:• Unique design.• Unique packaging.• Unique branding.

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Classification of Brands

• Producer: Menunjukkan penghasil produk.

• Store: menunjukkan toko ritel dimana produk tersebut dijual. Arizona Jean Co.® Sports Cap Sold at JC

Penney • Generic: Produk tidak dimerek dan penjelasan

produk menjadi sederhana.

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

Product Life Cycle

Introduction

Growth

Maturity

Decline

Units/Sales TimeProfits

Pentium 133

MultiMedia by Stephen M. Peters © 2001 South-Western College Publishing

PRICENilai atas sebuah produk.Factors which determine price:• Cost of production.• Supply of inventory.• Competitor’s prices.