MARKETING MANAGEMENT 12th edition

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1 MARKETING MANAGEMENT 12th edition
Setting Product Strategy

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

3 Figure Five Product Levels

4 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)

5 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

6 Product Classification Schemes
Durability Tangibility Use

7 Durability and Tangibility
Nondurable goods Durable goods Services

8 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

9 Consumer Goods Classification
Convenience Shopping Specialty Unsought

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

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

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

13 Design Differentiation

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

15 Product Line Analysis Core product Staples Specialties Convenience
items

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

17 Figure Product Map

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

19 Product Line Pricing

20 Two-Part Pricing

21 Co-branding

22 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.

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

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

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

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

27 Brand Knowledge Thoughts Feelings Knowledge Images Beliefs Experiences

28 Brand Associations Strong Unique Favorable

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

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

31 Innovations in Packaging

32 Functions of Labels Identifies Grades Describes Promotes

33 Warranties and Guarantees

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

35 Figure Product Life Cycles