Product & Brand. Definitions Product –Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want.

Presentasi berjudul: "Product & Brand. Definitions Product –Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want."— Transcript presentasi:

1 Product & Brand

2 Definitions Product –Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. Service –A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

3 What is a Product? Products, Services, and Experiences –Market offerings may consist of a combination of goods and services –Experiences are used to differentiate offerings Levels of Product and Services –Core benefit, actual and augmented product Product and Service Classifications –Consumer products and industrial products

4 What is a Product? Convenience Shopping Specialty Unsought Frequent purchases bought with minimal buying effort and little comparison shopping Low price Widespread distribution Mass promotion by producer Types of Consumer Products

5 What is a Product? Convenience Shopping Specialty Unsought Less frequent purchases More shopping effort for comparisons. Higher than convenience good pricing Selective distribution in fewer outlets Advertising and personal selling Types of Consumer Products

6 What is a Product? Convenience Shopping Specialty Unsought Strong brand preference and loyalty, requires special purchase effort, little brand comparisons, and low price sensitivity High price Exclusive distribution Carefully targeted promotions Types of Consumer Products

7 What is a Product? Convenience Shopping Specialty Unsought Little product awareness and knowledge (or if aware, sometimes negative interest) Pricing varies Distribution varies Aggressive advertising and personal selling by producers and resellers Types of Consumer Products

8 Product and Service Classifications Consumer products Industrial products – Materials and parts – Capital items – Supplies and services

9 Product and Service Classifications Organizations, persons, places, and ideas –Organizational marketing makes use of corporate image advertising –Person marketing applies to political candidates, entertainment sports figures, and professionals –Place marketing relates to tourism –Social marketing promotes ideas

10 Product and Service Decisions Individual Product Product Line Product Mix Product attributes –Quality, features, style and design Branding Packaging Labeling Product support services Key Decisions

11 Product and Service Decisions Product line –A group of products that are closely related because they may: function in a similar manner be sold to the same customer groups, be marketed through the same types of outlets fall within given price ranges Key Decisions Individual Product Product Line Product Mix

12 Product and Service Decisions Individual Product Product Line Product Mix Product line length –Line stretching: adding products that are higher or lower priced than the existing line –Line filling: adding more items within the present price range Key Decisions

13 Product and Service Decisions Individual Product Product Line Product Mix Product mix –Also known as product assortment –Consists of all the product lines and items that a particular seller offers for sale Key Decisions

14 Strategi produk : dua tingkat kebijakan Strategi Lini produk. Strategi Bauran Produk

15 Strategi pada tingkatan lini produk Menambah produk baru di dalam lini. Cost Reduction. Product Improvement. Mengganti Strategi pemasaran produk seperti merubah pasar sasaran dan positioning produk. Product Elimination. Dilakukan jika strategi cost reduction, product improvement dan strategi pemasaran tidak memungkinkan lagi.

16 Strategi pada tingkatan Bauran produk Menambah lini produk. Mengurangi lini produk. Merubah prioritas lini produk

17 tingkatan arti/makna dari suatu merek produk Atribut. Manfaat. Nilai. Budaya. Kepribadian. Pengguna.

18 - Suggest something about product benefit - Suggest product quality - Easy to pronounce,recognize & remember - Distinctive - Carry appropriate symbolism - Culturally sensitive Source : Kotler, Philip & Team, Marketing Management : An Asia Perspective

19 Aspek dalam strategi dan manajemen merek Brand Equity. Brand Identification Strategy. Brand Leveraging Strategy. Brand System Management.

20 Brand Equity Seperangkat aset dan liabilitas merek yang menambah atau mengurangi nilai yang diberikan oleh sebuah barang atau jasa kepada perusahaan atau para pelanggan perusahaan.

21 Aset dan dan liabilitas yang menjadi dasar ekuitas merek Loyalitas merek. Kesadaran Nama. Kesan kualitas. Asosiasi merek. Asset merek lainnya seperti paten, cap, saluran hubungan dan lainnya.

22 Nilai yang diberikan pada Pelanggan Interpretasi/proses informasi. Rasa percaya diri dalam keputusan pembelian. Pencapaian kepuasan.

23 Nilai yang diberikan pada perusahaan Efisiensi dan efektifitas. Loyalitas merek. Harga/laba. Perluasan merek. Peningkatan komersialisasi. Keunggulan bersaing.

24 Brand Identification Strategy B agaimana setiap produk yang ada di dalam perusahaan diberi merek. Strategi-strategi ini meliputi : 1.Specific Product Branding. Memberikan nama merek untuk produk tertentu dengan cara yang beragam. 2.Product Line Branding. Memebrikan suatu nama merek untuk satu lini produk yang berkaitan. 3.Corporate Branding. Menggunakan nama perusahaan sebagai nama merek untuk produk yang dijual. 4.Combination Branding. Mengkombinasikan strategi di atas. 5.Private Branding. Strategi pengecer untuk menjual produk yang diperoleh dari pemasok dengan nama merek sendiri.

25 Brand Leveraging Strategy Menggunakan nama merek yang sudah ada sekarang untuk memperkenalkan produk lainnya di dalam perusahaan. Strategi ini dapat dilakukan dalam bentuk : 1.Line Extension. Menggunakan merek lini produk untuk produk produk baru yang yang ada di dalam lini. Seperti BMW memilki BMW300, BMW500 dan BMW700. 2.Stretching the Brand Vertically. Strategi ini dimaksudkan untuk memberikan nama merek untuk produk sejenis yang dibuat secara bertingkat dalam hal kualitas/harga. 3.Brand Extension. Menggunakan nama merek produk perusahaan yang ada sekrang untuk produk baru di lini yang berbeda atau untuk lini produk baru. 4.Cobranding. Strategi yang menggunakan dua nama merek untuk mempromosi suatu produk. 5.Licensing. Menggunakan nama merek melalui lisensi