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www.wellynailis.web.id SRIWIJAYA UNIVERSITY 11-1 M WELLY NAILIS, SE MM www.wellynailis.web.id POSITIONING & DIFERENSIASI SERTA PRODUCT LIFE CYCLE.

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Presentasi berjudul: "www.wellynailis.web.id SRIWIJAYA UNIVERSITY 11-1 M WELLY NAILIS, SE MM www.wellynailis.web.id POSITIONING & DIFERENSIASI SERTA PRODUCT LIFE CYCLE."— Transcript presentasi:

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2 SRIWIJAYA UNIVERSITY 11-1 M WELLY NAILIS, SE MM POSITIONING & DIFERENSIASI SERTA PRODUCT LIFE CYCLE

3 SRIWIJAYA UNIVERSITY 11-2 POSITIONING “ Tindakan yang dilakukan marketer untuk membuat citra produk dan hal-hal yang ingin ditawarkan kepada pasar berhasil memperoleh posisi yang jelas dan mengandung arti dalam benak konsumen sasarannya.” (Philip Kotler)

4 SRIWIJAYA UNIVERSITY 11-3 Table 11.1: Examples of Value Propositions Demand States and Marketing Tasks Company and Product Target Customers BenefitsPrice Value Proposition Perdue (chicken) Quality- conscious consumers of chicken Tenderness 10% premium More tender golden chicken at a moderate premium price Volvo (station wagon) Safety- conscious “upscale” families Durability and safety 20% premium The safest, most durable wagon in which your family can ride Domino’s (pizza) Convenience- minded pizza lovers Delivery speed and good quality 15% premium A good hot pizza, delivered to your door door within 30 minutes of ordering, at a moderate price

5 SRIWIJAYA UNIVERSITY 11-4 Positioning Strategy Positioning According to Ries and Trout Penetapan positioning dimulai dengan produk………. tetapi positioning bukanlah kegiatan yg anda lakukan terhadap produk. Positioning adalah kegiatan yg anda lakukan terhadap pikiran calon pelanggan. Jadi, anda memposisikan produk tsb ke dalam pikiran pelanggan. Produk terkenal memiliki posisi yg khas di benak konsumen, Strategi pesaing al :  Strengthen own current position. Avis (We are No 2), 7up (Uncola)  Grab an unoccupied position. Yamaha Mio (Motor Wanita)  De-position atau Re-position. Marlboro

6 SRIWIJAYA UNIVERSITY 11-5 JARINGAN MEMORI SEMANTIK

7 SRIWIJAYA UNIVERSITY 11-6 POSITIONING TEH BOTOL SOSRO 1975 Pelepas Dahaga Asli 1985 Hari-Hari Teh Botol 1994 Hari-Hari Teh Sosro 1996 Aslinya Teh 1997 Ahlinya Teh 2002 Apapun Makanannya, Minumnya Teh Botol Sosro Botol Sosro

8 SRIWIJAYA UNIVERSITY 11-7 POSITIONING KESALAHAN POSITIONING (Major positioning errors)  UNDERPOSITIONING : Konsumen tidak mengenali kekhususan merek/produk yang dikomunikasikan. Penetapan posisi yang kurang, tidak ada gregetnya.  OVERPOSITIONING : Konsumen memiliki citra yang terlalu sempit terhadap merek tertentu. (Misal : Toyota  Hanya Kijang)  CONFUSED POSITIONING : Penetapan posisi yang membingungkan, misal karena terlalu banyak pengakuan atau sering berubah. (Suzuki Baleno, Jamu Komplit)  DOUBTFUL POSITIONING : Konsumen tidak mempercayai pengakuan merek tertentu berkenaan dgn harga, fitur, dll. How about Repositioning ? Case Marlboro ( move to a better segment), Vicks / Pantene ?

9 SRIWIJAYA UNIVERSITY 11-8 Figure 11.1: Perceptual Map

10 SRIWIJAYA UNIVERSITY 11-9 POSITIONING STRATEGI  Menurut Ciri Produk (Lampu Philip  Ketahanan)  Menurut Manfaat (Close Up  Gigi Putih & Harum)  Menurut Penggunaan (Fuso  Angkutan)  Menurut Pemakai (Nike  Soccer)  Menurut Pesaing (Naturade  Lebih baik)  Menurut Katagori Produk (Panasonic  Elektronik)  Menurut Mutu/Harga (Lion Air  Murah)

11 SRIWIJAYA UNIVERSITY POSITIONING OTOMOTIF  Volkswagen menjadi mobil yang kuat dengan menjadi yang pertama dalam katagori baru yang disebut Mobil Kecil.  Jeep  Sport Utility Vehicles  Hummer  Kendaraan Militer  Chrysler  Minivan  Cadillac  Mobil Mahal Amerika  Corvette  Mobil Sport Amerika  Porsche  Mobil Sport Mahal  Volvo  Mobil Aman  Mercedes Benz  Mobil Impor Mahal  Rolls Royce  Mobil Milyuner

12 SRIWIJAYA UNIVERSITY Table 11.2: Method for Competitive-Advantage Selection (1)(2)(3)(4)(5) Competitive Advantage Company Standing Competitor Standing Importance of Improving Standing (H-M-L)* Affordability and Speed (H-M-L) Technology88LL Cost68HM Quality86LL Service43HH H=high, M=medium, L=low

13 SRIWIJAYA UNIVERSITY SYARAT  PENTING  JELAS  UNGGUL  DAPAT DIKOMUNIKASIKAN  MENDAHULUI  TERJANGKAU  MENGUNTUNGKAN Differentiation

14 SRIWIJAYA UNIVERSITY Table 11.3: Differentiation Variables ProductServicesPersonnelChannelImage Form Ordering ease CompetenceCoverageSymbols FeaturesDeliveryCourtesyExpertiseMedia PerformanceInstallationCredibilityPerformanceAtmosphere Conformance Customer training ReliabilityEvents Durability Customer consulting Responsive ness

15 SRIWIJAYA UNIVERSITY Home page Peapod, the largest online grocer

16 SRIWIJAYA UNIVERSITY HP’s online support page

17 SRIWIJAYA UNIVERSITY Table 11.4: Measuring Customer Effectiveness Value Company Cost Customer Value Customer Value/Customer Cost Feature(a)(b)(c=b/a) Rear-window defrosting $100$2002 Cruise control Automatic transmission 8002,4003

18 SRIWIJAYA UNIVERSITY PRODUCT LIFE CYCLE

19 SRIWIJAYA UNIVERSITY Product Life-Cycle Marketing Strategies To say that a product has a life cycle asserts four things 1.Products have a limited life. 2.Product sales pass through distance stages, each posing different challenges, opportunities, and problems to the seller. 3.Profits rise and fall at different stages of the product life cycle. 4.Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life-cycle stage.

20 SRIWIJAYA UNIVERSITY Figure 11.3: Sales and Profit Life Cycles

21 SRIWIJAYA UNIVERSITY Figure 11.4: Cost Product Life-Cycle Patterns Product Life-Cycle Marketing Strategies

22 SRIWIJAYA UNIVERSITY Product Life-Cycle Marketing Strategies

23 SRIWIJAYA UNIVERSITY LEGO GROUP’S “family entertainment” Web site.

24 SRIWIJAYA UNIVERSITY ZOMBIE MARKETING (BRAND REVITALIZATION)  Teori umum penyebab matinya suatu merek atau produk adalah ketidakmampuan merek atau produk tersebut memuaskan kebutuhan konsumennya.  ZM  Menghidupkan kembali merek yang mati dgn mengoptimalkan kemampuannya  Green Sands, Puyer 16 Bintang Toedjoe, Sampoerna Hijau, Pagoda Pastilles.

25 SRIWIJAYA UNIVERSITY 11-24

26 SRIWIJAYA UNIVERSITY SEKIAN


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