Presentasi sedang didownload. Silahkan tunggu

Presentasi sedang didownload. Silahkan tunggu

New Product Development and Product Life-Cycle Strategies www.kafebisnis2010.wordpress.com.

Presentasi serupa


Presentasi berjudul: "New Product Development and Product Life-Cycle Strategies www.kafebisnis2010.wordpress.com."— Transcript presentasi:

1 New Product Development and Product Life-Cycle Strategies

2  Idea Generation and Screening  Concept Development and Testing  Marketing Strategy  Business Analysis  Product Development  Test Marketing  Commercialization

3 New Product Development Process Step 1. Idea Generation Systematic Search for New Product Ideas Internal sources Customers Competitors Distributors Suppliers

4 New Product Development Process Step 2. Idea Screening  Process to spot good ideas and drop poor ones  Criteria  Market Size  Product Price  Development Time & Costs  Manufacturing Costs  Rate of Return

5 New Product Development Process Step 3. Concept Development & Testing 1. Develop Product Ideas into Alternative Product Concepts 1. Develop Product Ideas into Alternative Product Concepts 2. Concept Testing - Test the Product Concepts with Groups of Target Customers 2. Concept Testing - Test the Product Concepts with Groups of Target Customers 3. Choose the Best One

6 New Product Development Process Step 4. Marketing Strategy Development Marketing Strategy Statement Formulation Part Two - Short-Term: Product’s Planned Price Distribution Marketing Budget Part Two - Short-Term: Product’s Planned Price Distribution Marketing Budget Part Three - Long-Term: Sales & Profit Goals Marketing Mix Strategy Part Three - Long-Term: Sales & Profit Goals Marketing Mix Strategy Part One - Overall: Target Market Planned Product Positioning Sales & Profit Goals Market Share Part One - Overall: Target Market Planned Product Positioning Sales & Profit Goals Market Share

7 Business Analysis Review of Product Sales, Costs, and Profits Projections to See if They Meet Company Objectives Business Analysis Review of Product Sales, Costs, and Profits Projections to See if They Meet Company Objectives If Yes, Move to Product Development If Yes, Move to Product Development If No, Eliminate Product ConceptIf No, Eliminate Product Concept New Product Development Process Step 5. Business Analysis Step 6. Product Development

8 New Product Development Process Step 7. Test Marketing Standard Test Market Full marketing campaign in a small number of representative cities. Standard Test Market Full marketing campaign in a small number of representative cities. Simulated Test Market Test in a simulated shopping environment to a sample of consumers. Simulated Test Market Test in a simulated shopping environment to a sample of consumers. Controlled Test Market A few stores that have agreed to carry new products for a fee. Controlled Test Market A few stores that have agreed to carry new products for a fee.

9 Product Life Cycle

10 Product Life Cycle – shows the stages that products go through from development to withdrawal from the market

11 BINTANG TANDA TANYA SAPI PERAH ANJING 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% 4x 2x 1,5x 1x 0,5x 0,4x 0,3x 0,2x 0,1x Model BCG

12 Each product may have a different life cycle PLC determines revenue earned Contributes to strategic marketing planning May help the firm to identify when a product needs support, redesign, withdrawal, etc. May help in new product development planning May help in forecasting and managing cash flow Product Life Cycle (PLC)

13  Overestimation of Market Size  Product Design Problems  Product Incorrectly Positioned, Priced or Advertised  Costs of Product Development  Competitive Actions To create successful new products, the company must:  understand it’s customers, markets and competitors  develop products that deliver superior value to customers.

14 Introduction Stage of the PLC Sales Costs Profits Marketing Objectives Product Price Low sales High cost per customer Negative Create product awareness and trial Create product awareness and trial Offer a basic product Use cost-plus Distribution Build selective distribution Advertising Build product awareness among early adopters and dealers

15 Growth Stage of the PLC Sales Costs Profits Marketing Objectives Product Price Rapidly rising sales Average cost per customer Rising profits Maximize market share Offer product extensions, service, warranty Price to penetrate market Distribution Build intensive distribution Advertising Build awareness and interest in the mass market

16 Maturity Stage of the PLC Sales Costs Profits Marketing Objectives Product Price Peak sales Low cost per customer High profits Maximize profit while defending market share Maximize profit while defending market share Diversify brand and models Price to match or best competitors Distribution Build more intensive distribution Advertising Stress brand differences and benefits

17 Decline Stage of the PLC Sales Costs Profits Marketing Objectives Product Price Declining sales Low cost per customer Declining profits Reduce expenditure and milk the brand Phase out weak items Cut price Distribution Go selective: phase out unprofitable outlets Advertising Reduce to level needed to retain hard-core loyal customers Reduce to level needed to retain hard-core loyal customers

18 Tujuan Pemasaran Perkenal- an Pertumbu- han Kedewa- saan Penurunan Menciptakan kesadaran dan keinginan mencoba produk Memaksimal kan pangsa pasar Memaksimal kan laba, memperta hankan pangsa pasar Mengurangi pengeluaran

19 Strategi PerkenalanPertumbu- han Kedewa- saan Penurunan Produk Tawaran produk dasar Tawaran perluasan produk, pelayanan, jaminan Diversifikasi merk dan model Lepas jenis produk yang lemah Harga Menyesuaika n biaya-plus Harga untuk menembus pasar Harga sama atau lebih baik dari pesaing Turunkan harga Distribusi Buat distribusi selektif Buat distribusi intensif Buat lebih banyak distribusi intensif Selektif lepas segmen yang tidak menguntungk an

20 Strategi (lanjutan) PerkenalanPertumbu- han Kedewa- saan Penurunan Pengikla- nan Bangun kesadarn produk diantara pemakai awal dan penyalur Bangun kesadaran minat di pasar massal Tekankan perbedaan dan manfaat merk Kurangi sampai tingkat yang diperlukan untuk mempertahan kan pemakai setia Promosi penjualan Gunakan banyak promosi penjualan untuk menarik pencoba Kurangi untuk mengambil keuntungan dari besarnya permintaan konsumen Tingkatkan untuk mendorong peralihan merk Kurangi sampai tingkat minimal

21 Siklus hidup produk (product life cycle – PLC) adalah perjalanan penjualan dari suatu produk dalam masa hidupnya. Siklus hidup produk merupakan suatu konsep penting yang memberikan pemahaman tentang dinamika kompetitif suatu produk.

22 Kesimpulan Konsep siklus hidup produk sangat baik digunakan untuk menginterpretasikan dinamika produk dan pasar. Kelemahan dari konsep ini, yaitu kurang dapat digunakan sebagai alat prediksi karena sejarah penjualan menunjukkan pola yang beragam, dan tahap-tahapnya itu berbeda durasinya. Selain itu, perusahaan juga menemui kesulitan untuk mengetahui di tahap apa suatu produk sedang berada.


Download ppt "New Product Development and Product Life-Cycle Strategies www.kafebisnis2010.wordpress.com."

Presentasi serupa


Iklan oleh Google