MARKETING MANAGEMENT 12th edition Setting Product Strategy

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

Figure Five Product Levels

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)

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

Product Classification Schemes Durability Tangibility Use

Durability and Tangibility Nondurable goods Durable goods Services

Definition 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 footwear

Consumer Goods Classification Convenience Shopping Specialty Unsought

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

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

Dunkin’ Donuts’ Differentiation Click on the video icon to see a clip on product differentiation at Dunkin’ Donuts.

Design Differentiation

The Product Hierarchy Item Product type Product line Product class Product family Need family

Product Line Analysis Core product Staples Specialties Convenience items

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

Figure Product Map

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

Product Line Pricing

Two-Part Pricing

Co-branding

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.

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

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

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

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

Brand Knowledge Thoughts Feelings Knowledge Images Beliefs Experiences

Brand Associations Strong Unique Favorable

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

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

Innovations in Packaging

Functions of Labels Identifies Grades Describes Promotes

Warranties and Guarantees

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

Figure Product Life Cycles