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MultiMedia by Stephen M.

Peters 2001 South-Western College Publishing



Chapter
13
Product and
Pricing Strategies
Introduction to
MultiMedia by Stephen M. Peters 2001 South-Western College Publishing

Learning Objectives
O Identifikasi faktor-faktor yang mempengaruhi
target market.
O Identifikasi langkah-langkah untuk
menciptakan produk baru.
O Menjelaskan metode-metode atas product
differentiation.
O Identifikasi phase utama product life cycle.
O 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
Firms
Revenue
Product
Strategies
Pricing
Strategies
Firms Cost of
Production
MultiMedia by Stephen M. Peters 2001 South-Western College Publishing

Classifications of Products
O Convenience products
O Shopping products
O 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.
E Ada 2 (dua) target pasar:
O Consumer
O 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
C Develop product idea.
C Assess feasibility of idea.
C Design and test product.
C Distribute and promote product.
C 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
Time
Profits
Pentium 133
MultiMedia by Stephen M. Peters 2001 South-Western College Publishing

PRICE
Nilai atas sebuah produk.
Factors which determine price:
Cost of production.
Supply of inventory.
Competitors prices.