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MARKETING MANAGEMENT 12 th edition 12 Setting Product Strategy.

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Presentasi berjudul: "MARKETING MANAGEMENT 12 th edition 12 Setting Product Strategy."— Transcript presentasi:

1 MARKETING MANAGEMENT 12 th edition 12 Setting Product Strategy

2 12-2 Product Anything that can be offered to a market to satisfy a want or need.

3 12-3 Figure Five Product Levels

4 Five Product Level Core Benefit (Manfaat inti) Jasa atau manfaat inti sesungguhnya yang dibeli dan diperoleh konsumen Basic Product (Manfaat dasar tambahan) Pada inti produk terdapat manfaat dasar produk atau mampu memenuhi fungsi dasar produk kebutuhan konsumen adalag fungsional Expected Product (harapan produk) Serangkaian kondisi yang diharapkan dan disenangi, dimiliki atribut produk tersebut (kebutuhan konsumen adalah kelayakan) 12-4

5 Five Product Level Augmented Product (Kelebihan yang dimiliki produk) salah satu manfaat dan pelayanan yang dapat membedakan produk tersebut dengan produk pesaing (kebutuhan konsumen adalah kepuasan) Potensial Product (Potensi Masa Depan Produk) Bagaimanakah harapan masa depan produk tersebut apabila terjadi perubahan dan perkembangan teknologi serta selera konsumen (kebutuhan konsumen adalah masa depan produk) Discussion: starbucks / Ngopi Doeloe 12-5

6 12-6 Product Classification Schemes Durability Use Tangibility

7 12-7 Durability and Tangibility Nondurable goods Services Durable goods

8 Definition 12-8 Durable goods Product that aren’t consumed or quicly disposed of, and can be used for several years, are also called hard goods Non-durability goods or soft, goods are those which are consumed immediately or within a short time. They may be defined either as goods that are used up when used once, or that have a lifespan of less than 3 years. Exp. fast-moving consumer goods such as cosmetics and cleaning products, food, fuel, office supplies, packaging and containers, paper and paper products, personal products, rubber, plastics, textiles, clothing and footwearfast-moving consumer goodscosmetics

9 12-9 Consumer Goods Classification Convenience Unsought Shopping Specialty

10 12-10 Industrial Goods Classification Materials and parts Supplies/ business services Capital items

11 12-11 Product Differentiation Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance

12 12-12 Dunkin’ Donuts’ Differentiation

13 12-13 Design Differentiation

14 12-14 The Product Hierarchy Need family Product family Product class Product line Product type Item

15 12-15 Product Line Analysis Convenience items Core productStaples Specialties

16 12-16 Figure Product-Item Contributions to a Product Line’s Total Sales and Profits

17 12-17 Figure Product Map

18 12-18 Product-Mix Pricing Product-line pricing Optional-feature pricing Captive-product pricing Two-part pricing By-product pricing Product-bundling pricing

19 12-19 Product Line Pricing

20 12-20 Two-Part Pricing

21 12-21 Co-branding

22 12-22 Brand A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

23 12-23 The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection

24 12-24 The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium

25 12-25 Branding Endowing products and services with the power of a brand.

26 12-26 Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand.

27 12-27 Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings

28 12-28 Brand Associations Strong Unique Favorable

29 12-29 Packaging: The 5 th P All the activities of designing and producing the container for a product.

30 12-30 Packaging has been influenced by… Self-service Consumer affluence Company/brand image Innovation opportunity

31 12-31 Innovations in Packaging

32 12-32 Functions of Labels Identifies Grades Describes Promotes

33 12-33 Warranties and Guarantees

34 12-34 Product Life Cycles 1. Introduction 2. Growth 3. Maturity 4. Decline

35 12-35 Figure Product Life Cycles


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