PENGEMBANGAN PRODUK DAN INOVASI

Temuan alat transportasi TEMUAN SAINTIFIK DAN TEKNOLOGI TELAH MENCIPTAKAN EVOLUSI (REVOLUSI ?) KEHIDUPAN DI DUNIA Temuan mesin beban dan jangkauan Temuan komputer Temuan optik (mikroskop dan teleskop) Temuan alat audio Temuan teknologi pangan Temuan teknologi kesehatan, bersih, energi, material, instrumentasi, dll. Temuan alat transportasi Knowledge is like light. Weightless and intangibles, it can easily travel the world, enlightening the lives of people everywhere Science for Life

PENGETAHUAN UNTUK MEMBANGUN KORPORAT Innovation and value creation Leading Corporate Learning Process Knowledge Based Management Masalah : (nilai --> budaya)+ knowledge gaps Science for Life

Membangun kemampuan daya saing APA YANG HARUS KITA LAKUKAN? Membangun kemampuan daya saing Competence Creative Connection Commitment Science for Life

Perubahan Orientasi Perusahaan (1950 -1980) PRODUCT DRIVEN (Production-driven, technology driven) (1980s) MARKET - DRIVEN (Market focused, customer - driven) (1990s) MARKET DRIVING (Innovation - driven) Science for Life

Proses Pengembangan Produk Baru Identifikasi peluang Definisi pasar munculkan ide-ide N Y Merancang kebutuhan konsumen ramalan penjualan posisi produk rekayasa segmentatsi bauran pemasaran Y N Uji Uji Produk dan iklan ramalan hasil pretes dan prelaunch uji pasar Y N Introduksi Rencana Launching Tracking hasil launching N Y Life Cycle Management Analisis tanggapan pasar Monitoring kompetisi dan cara mengatasinya Inovasi terus menerus dan pendewasaan uji pasar Panen/ untung reposisi

Memulai dengan produk baru Kategori Produk Baru: Produk baru dalam kategori produk yang baru di pasar (menciptakan pasar baru). Misalnya dengan munculnya produk telpon (fixed phone) untuk pertama kali Produk baru dalam kategori lini produk yang sudah ada di pasar. Misalnya muncul produk HP dalam kategori produk telekomunikasi/ telpon. Penambahan jenis produk yang telah ada. Misalnya keluarnya jenis HP Nokia yang baru dengan fasilitas kamera. Perbaikan dari produk yang telah ada sebelumnya. Misalnya produk HP dengan kapasitas yang lebih besar. Reposisi produk yang telah ada. Misalnya HP dengan penambahan fasilitas telah merubah posisinya dari alat telekomunikasi menjadi produk yang sekaligus menjadi personal komputer (atau telah berkembang menjadi “asisten pribadi”). Produk yang lebih efisien. Misalnya produk HP yang sudah ditambah fasilitasnya menjadi HP + komputer + internet menjadi mobilitas pengguna lebih merasa efisien

Learning Objectives Identify factors that affect a target market. Identify steps to create new products. Explain methods for product differentiation. Identify main phases of product life cycle. Identify factors influencing pricing decisions.

Product and Pricing Strategy Firm’s Revenue Pricing Strategies Firm's Profits and Value Product Strategies Firm’s Cost of Production Firm's Expenses

Classifications of Products Convenience products Shopping products Specialty products

Convenience Products Widely available. Purchased frequently. Easily accessible.

Shopping Products Consumers shop around and compare prices and quality. Not purchased frequently.

Specialty Products Special effort to purchase. Purchase decision: based on personal preferance.

Product Line A set of related products or services offered by a single firm. COCA-COLA 1886 COCA-COLA 1960 FANTA 1961 SPRITE 1963 TAB 1966 FRESCA 1972 MR. PIBB 1974 SUGAR-FREE SPRITE 1982 DIET COKE 1992 "NEW" COKE, RENAMED COKE II NESTEA 1994 FRUITOPIA 1995 BARQ'S 1997 SURGE CITRA Not inclusive Source: Coca-Cola Web Site march 2000

Product Mix Product Mix The assortment of products offered by a firm.

Target Markets A group of individuals or organizations with similar traits who may purchase a particular product. Two types of target markets: Consumer Industrial

Factors Affecting Target Markets Demographics Geography Economic factors Social values

Target Markets and Social Values Lifestyles Personal values

Accumulation and analysis of data to make marketing decisions. Marketing Research Accumulation and analysis of data to make marketing decisions. Purpose: Identify consumer needs. Understand consumer perception. Test new product ideas. Investment: Firms invest funds in research and development (R&D). Manufacturing firms tend to invest more money than service firms.

Research and Design Purpose: Develop and test new products. Improve existing products. Patent: Allows exclusive rights to production and sale of specific product.

Steps to Create a New Product Develop product idea. Assess feasibility of idea. Design and test product. Distribute and promote product. Post-audit product. Rocky Mountain Bicycles Business Online

Product Differentiation Efforts to distinguish a product from competitive products so that it is more desirable. Products are differentiated by: Unique design. Unique packaging. Unique branding.

Classification of Brands Producer: represent the manufacture of products. Store: represents the retail store where the product is being sold. Arizona Jean Co.® Sports Cap Sold at JC Penney Generic: products are not branded and simply describe the product.

Product Life Cycle Introduction Growth Maturity Decline Units/Sales Time Profits Pentium 133