product and pricing strategies
TRANSCRIPT
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.
• 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.
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.