STRATEGI PRODUK DAN MEREK M WELLY NAILIS, SE MM www.wellynailis.web.id

KONSEP DASAR PRODUK What is Product ? “Segala sesuatu yang dapat ditawarkan ke pasar untuk dapat memenuhi keinginan atau kebutuhan konsumen.” Some Examples : Physical Goods Auto, TV Services Medical Care, Haircut People George Bush, Tyson Place Bali, Las Vegas, Disney Organization Pramuka, IDI Idea Stop Smoking, TQM

The Product Product levels Customer value hierarchy Core benefit Five Product Levels Product levels Customer value hierarchy Core benefit Basic product Expected product Augmented product Potential product

The Product Product hierarchy (Ex. Asuransi Jiwa) Need family : Kebutuhan inti yang mendasari keberadaan suatu kelompok produk (Keamanan) Product family : Semua kelas produk yang dapat memenuhi kebutuhan inti (Tabungan dan Penghasilan) Product class : Sekelompok produk dalam keluarga produk yang diakui mempunyai ikatan fungsional tertentu (Instrumen Keuangan) Product line : Sekelompok produk dalam kelas produk dengan fungsi dan pelanggan yang sama (Asuransi Jiwa) Product type : Jenis produk (Asuransi Berjangka) Item : Unit produk yang dapat dibedakan berdasarkan ukuran, harga. (Asuransi Jiwa Berjangka Prudential.

The Product Product classifications Durability and Tangibility Classification: Nondurable goods Durable goods Services

The Product Consumer-Goods Classification: Convenience goods Staples Impulse goods Emergency goods Shopping goods Homogeneous shopping goods Heterogeneous shopping goods Specialty goods Unsought goods

PRODUCT MIX Lebar/Luas: Banyaknya macam lini/kategori produk Panjang : Banyaknya jumlah unit produk Kedalaman : Banyaknya varian produk Konsistensi : Seberapa erat hubungan lini produk dalam hal penggunaan akhir.

LEBAR & PANJANG LINI PRODUK

PRODUCT DEVELOPMENT PROCESS

HAMBATAN PENGEMBANGAN PRODUK Kelangkaan ide Hambatan sosial peraturan pemerintah (Regulasi) Kurangnya modal Biaya Kecepatan reaksi trhdap pasar (Perubahan Selera) Siklus kehidupan produk yang singkat (Teknologi) Dilema ? …

BRANDING Sebuah Nama, istilah, tanda, simbol atau rancangan sebagai identitas suatu produk agar dapat dibedakan dengan pesaingnya. Nama Merek : Bagian merek yg dpt diucapkan Logo : Bagian merek yg tidak dapat diucapkan Merek Dagang : Merek/bagiannya yg dilindungi hukum (Legal Protection) Hak Cipta : Hak eksklusif untuk meniru, menerbitkan. Atau menjual kembali suatu produk

BRANDING STRATEGY Why brand ? Aid in promotion Pull product through channel Enhance control by manufacturer Emphasize quality

BRANDING STRATEGY Developing a Brand Name Should suggest product benefit or quality Easy to spell, remember, pronounce (Lux) Distinctive (Mustang, Kodak) No negative connotations No legal restrictions Cannot be immoral, deceptive, scandalous

BRANDING STRATEGY

BRANDING STRATEGY Line Extention (Perluasan Lini) : Meluncurkan brand yang sama dalam kategori yg sama. Mis. Kemasan baru, varians baru. (Sunsilk, Fanta, Antimo, Pringles) Brand Extention (Perluasan Merek) : Merek diperluas ke kategori baru.(Honda,Adidas, Pepsodent,Betadine, Sony) Multi Brand (Multi Merek) : Merek baru diperkenalkan dlm kategori yg sama. (Unilever Shampo, Toyota & Lexus, Lion & Wing) New Brand (Merek Baru) : Merek baru untuk kategori baru. (Baygon & Autan, Wings & Mie Sedaap, Coca cola & Fresh tea, Bintang 7 & Extra Joss) Cobranding (Merek Bersama) : Menggunakan 2 merek atau lebih dalam satu tawaran berbagi kompetensi untuk bersinergi. (Otomotif & Ban, Audio, Intel & PC, Samsung & Fren, Garuda & Citibank), Intel Inside ? Ingredient co-branding, Same-company co-branding, Joint venture co-branding, Multisponsor co-branding

MEREK PALING BERNILAI DI DUNIA INTERBRAND (2005) Coca Cola ($ 70M)  Asset Fisik $ 25,5M Microsoft ($ 65M) IBM ($ 52M) General Electric ($ 42 M) Intel ($ 31 M) Nokia ($ 29M) Disney ($ 28M) McDonald’s ($ 25M) Marlboro ($ 22M) Mercedes-Benz ($ 21M)

PACKAGING Packaging : Mencakup semua kegiatan merancang dan memproduksi wadah atau pembungkus suatu produk. Packaging fulfills many functions: Containment and protection Communication Ease of use Market segmentation New product planning

LABELLING Labelling : Pemberian label pada produk agar dapat diidentifikasikan. Labeling helps customers by: Identifying the manufacturer, country of origin, ingredients Reporting expiration dates, content grading Explaining product use Warning about potential misuse Providing care instructions Serving as a communications link between the user, eventual buyers, and the company

Packaging Review Air Minum Dalam Kemasan CLEO SUPER O2 EVIAN Personality, Multy Function, Stopping Power. Warna, Bentuk ?

Product Growth Opportunities Products Markets Existing New Product Development Product Diversification Market Penetration Market Development

Product Growth Opportunities Market Penetration Strategy of increasing sales of existing products in existing markets Memperluas pangsa pasar Penggunaan lebih sering

Product Growth Opportunities Product Development Introduction of new products into established markets Penambahan fitur produk Ponsel + Games

Product Growth Opportunities Market Development Strategy of identifying new markets for existing products Penggunaan baru Komputer lokal menjadi internet

Product Growth Opportunities Product Diversification Strategy of offering new products to new markets Segmen baru

Product Failure Reasons for product failure Bad timing Insignificant point of difference Poor quality Poor marketing execution Markets too small or inaccessible Lack of top management commitment

Product Failure Reasons for product elimination Poor sales Incompatibility with the organization’s strategies Poor market outlook