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Prepared by Anna Riana Putriya | | P RODUCT AND B RANDING Week 4.

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Presentasi berjudul: "Prepared by Anna Riana Putriya | | P RODUCT AND B RANDING Week 4."— Transcript presentasi:

1 Prepared by Anna Riana Putriya | | P RODUCT AND B RANDING Week 4

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3 Definition of Product P RODUCT Anything offered to a market for attention, acquisition, use, or consumption that might satisfy need or want. S ERVICE A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

4 Product GoodsServices Goods Services Car High branded watch Mainframe Computer Others…? Table Shoes Sugar Gasoline Airline Software Indosat, Telkomsel Hotel Consultant (?) Education (?) Baby sitter Others…? SUPPORTING MAIN

5 Components of Market Offering Value based prices Attractiveness of market offering Product features and quality Services mix and quality

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8 Three Levels of Product ACTUAL PRODUCT AUGMENTED PRODUCT CORE BENEFIT Features Design Packaging Quality level Brand name Warranty Installation Delivery & credit After-sale service

9 Consumer Product Convenience Product Buy frequently & immediately Low priced Many purchase locations Includes: - Staple goods - Impulse goods - Emergency goods Shopping Product Buy less frequently Gather product information Fewer purchase locations Compare for: - Suitability & Quality - Price & Style Specialty Product Special purchase efforts Unique characteristics Brand identification Few purchase locations Unsought Product New innovations Products consumers don’t want to think about. Require much advertising & personal selling

10 Product classes Consumer Products Business Products

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16 TYPES OF INDUSTRIAL PRODUCTS Supplies and services Materials and parts Capital items 1.Raw material - Farm products - Natural products 2.Manufactured material & parts - Component materials - Component parts 1.Installations - Major purchases - Fixed equipment 2.Accessory equipment - Portable factory equipment - Office equipment 1.Operating supplies 2.Repair and maintenance items 1.Maintenance and repair services 2.Business advisory services`

17 Other types of product Organizational : corporate image advertising Person : political candidates, entertainment sports figures, & professionals Place : tourism Social marketing promotes Ideas

18 Product mix decisions Product line decisions Individual product & service decision Line stretching: adding products that are higher or lower priced than the existing line Line filling: adding more items within the present price range

19 Individual product and service decisions Product attributes BrandingPackaging Labeling Product Support Services Quality, Features, Style, Design

20 Product Mix Width Number of different product lines Length Total number of items within the lines Depth Number of version of each product Consistency Product Mix All the product lines offered

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24 Branding Strategy What is a brand ?

25 What is a brand AttributesBenefitsValues Culture User Personality name, term, sign, symbol, design, or a combination of these, intended to identify the goods or services of one seller or group of sellers & to differentiate them from those of competitors

26 Characteristic of good brand names

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35 U.S.Japan W. Europe E. Europe China World Pounds per person Consumers in the U.S. like the convenience of disposable packaging and small serving sizes, but some critics argue that it is wasteful and bad for the environment.

36 Brand Equity No brand loyalty (customer will change) Satisfy customer (no reason to change) Satisfy & switching cost Devoted to brand Values the brand (brand as friend)

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38 Major brand strategy decisions Brand positioning Attributes Benefits Beliefs and values Brand name selection Selection Protection Brand development Line extensions Brand extensions Multi brands New brands Brand sponsorship Manufacturer’s brand Private brand Licensing Co-branding

39 Brand Development Strategy Line extension Multi brands Brand extension New brands ExistingNew Existing New PRODUCT CATEGORY BRAND NAME

40 Characteristics of Services Services Intangibility Services can’t be seen, tasted, felt, heard, or smelled before purchase Inseparability Services can’t be seperated from their providers Variability Quality of services depends on who provides them and when, where, and how Perishability Services can’t be stored for later sale or use

41 Marketing Strategies for Service Firms Company CustomersEmployee External Marketing Internal Marketing Interactive Marketing Banking/ Financial Restaurant Cleaning/ Maintenance Enabling the Promise Keeping the Promise Making the Promise

42 thank you

43 Di pasar banyak terdapat 1 jenis produk yang sama, tetapi berbeda kelasnya, seperti obat nyamuk bakar VS obat nyamuk listrik, sabun cair VS sabun batang. a.Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? b.Siapakah target market mereka? c.Bagaimanakah positioning mereka di benak konsumen?

44 Di pasar banyak terdapat nama produk yang mirip dengan nama produk yang sudah populer, seperti finto (mirip fanta), kola-kola (coca-cola), mari sweat (pocari sweat), dan split (sprite). a.Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? b.Siapakah target market mereka? c.Bagaimanakah positioning mereka di benak konsumen?

45 Di pasar banyak terdapat 1 jenis produk yang sama, tetapi berbeda kelasnya, seperti obat nyamuk bakar VS obat nyamuk listrik, sabun cair VS sabun batang. a.Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? b.Siapakah target market mereka? c.Bagaimanakah positioning mereka di benak konsumen?

46 Di pasar banyak terdapat nama produk yang mirip dengan nama produk yang sudah populer, seperti finto (mirip fanta), kola-kola (coca-cola), mari sweat (pocari sweat), dan split (sprite). a.Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? b.Siapakah target market mereka? c.Bagaimanakah positioning mereka di benak konsumen?

47 Di pasar banyak terdapat 1 jenis produk yang sama, tetapi berbeda kelasnya, seperti obat nyamuk bakar VS obat nyamuk listrik, sabun cair VS sabun batang. a.Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? b.Siapakah target market mereka? c.Bagaimanakah positioning mereka di benak konsumen?

48 Di pasar banyak terdapat nama produk yang mirip dengan nama produk yang sudah populer, seperti finto (mirip fanta), kola-kola (coca-cola), mari sweat (pocari sweat), dan split (sprite). a.Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? b.Siapakah target market mereka? c.Bagaimanakah positioning mereka di benak konsumen?

49 Weight Gain (susu untuk menambah berat badan) termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan Weight Gain memilih target market tersebut?

50 Iphone termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan Iphone memilih target market tersebut?

51 L-Men termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan L-Men memilih target market tersebut?

52 QB bookstore termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan QB bookstore memilih target market tersebut?

53 Universitas Multimedia Nusantara (UMN) termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan UMN memilih target market tersebut?

54 Julia Perez (Jupe) sebagai seorang pelaku seni termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan Jupe memilih target market tersebut?


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