By. Netti Tinaprilla

A. PRODUCT MIX

Produk adalah sesuatu ygditawarkan ke pasar utkdiperhatikan, dimiliki, digunakan, dan dikonsumsi utk memuaskankebutuhanJasa adalah bentuk produk tidakberwujud yg terdiri ataskegiatan, manfaat, atau kepuasanyg ditawarkan utk dijual

3

STRATEGI PRODUK

THE PRODUCT-SERVICE

CONTINUUM

4

Produk

murni

Jasa

murni

Produk

dilengkapi

sedikit jasa

Produk

Hybrid

Jasa

dilengkapi

sedikit produk

kosmetik Kosmetik plus

kursus

Salon plus

kosmetikSalon plus

bonus

minuman

salon

5

merek

mutu

kemasan

desain

Ciri-ciri

Delivery

& Credit

Instalasi

garansi

After-

Sale

Service

Manfaat inti

Level 2. Produk aktualLevel 1. Produk inti

Level 3. Produk tambahan

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Unsought Products inovasi baru

konsumen tdk berpikir

tentang produk

mensyaratkan iklan dan

personal selling yg kuat

Contoh : asuransi, donor darah

Specialty Products ada upaya khusus utk membeli

harga mahal

karakteristik unik

identifikasi merek

sedikit penjual

Contoh : jam tangan, mobil

Shopping Products pembelian tdk sering

harga lebih tinggi

tempat penjulan lbh sedikit

membandingkan toko

Contoh : baju

Convenience Products pembelian sering dan

tak terencana

harga murah

iklan massal

Byk penjual

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Perlengkapan dan jasa

Bahan baku dan penolong

Barang modal

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Mutu

Ciri-ciri produk

Desain produk

Kemampuan produk dlm

meningkatkan kinerjanya

Membedakan produk

dengan produk pesaing

Proses merancang fungsi

dan gaya produk

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Manfaat

Pemberian Merek

(Brand Equity) Strong Brand

Association

Cerminan Atribut

Nilai dan mutuMenunjukkan konsistensi

Identifikasi

Persepsi kualitasKesadaran nama

Kesetiaan

merek yg kuat

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Line Extension :

Ex: lifebuoy shampoo

dg variasi warna

Multibrands:

Ex: Sari puspa mjd soffel

Brand Extension:

Ex: Lifebuoy sabun tangan,

clinicicare

New Brands

Ex: nugget ayam”so good”

Sosis “so nice”

Bra

nd N

am

e

Existing New

Kategori Produk

Existing

New

1. Packaging atau kemasan yaitukegiatan merancang danmenghasilkan wadah ataupembungkus utk melindungiproduk. Packaging memiliki nilaipromosi shg pemasar perlu utk : merancang koncep, mengembangkan elemen spesificutk mendukung positioning danstrategi pemasaran.

2. Packing atau pengepakan yaitumerancang wadah utk memudahkanpengangkutan.

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Yaitu informasi tercetak

yg tertera pada kemasan

yg fungsinya:

Utk identifikasi produk atau

merek

Menjelaskan hal-hal penting

terkait produk

Alat promosi.

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Step 1. Survei konsumen utk memperoleh ide

Step 2. Menilai biaya after sales service

Step 3. mengembanghkan paket jasa utk

pelayanan konsumen

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Intangibility

Inseparability

Variability

Perishability

Can’t be seen, tasted, felt, heard,

or smelled before purchase.

Can’t be separated from service

providers.

Quality depends on who provides

them and when, where and how.

Can’t be stored for later sale or

use.

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Satisfied and

Loyal

Customers

Greater Service

Value

Healthy

Service Profits

and Growth

Satisfied and

Productive Service

Employees

Internal

Service Quality

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Decide Which Products & Services to Introduce

Decide How Much to Standardize or Adapt

Packaging Presents New Challenges

Service Marketers Face Special Challenges

Trend Toward Global Service Companies Will Continue

Harga adalah jumlah nilai dari pertukaran

is the sum of all the values that consumers

exchange for the benefits of having or using the

product or service.

Price has been the major factor affecting buyer

choice; nonprice factors have become

increasingly important in buyer-choice behavior.

Price is the only element in the marketing mix

that produces revenues; all others represent

costs.

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B. STRATEGI HARGA

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Internal Factors

Marketing Objectives

Marketing Mix Strategy

Costs

Organizational

considerations

External Factors

Nature of the market

and demand

Competition

Other environmental

factors (economy,

resellers, government)

Pricing

Decisions

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Marketing

Objectives

SurvivalLow Prices to Cover Variable Costs andSome Fixed Costs to Stay in Business.

Current Profit MaximizationChoose the Price that Produces the

Maximum Current Profit, Etc.

Market Share LeadershipLow as Possible Prices to Become

the Market Share Leader.

Product Quality LeadershipHigh Prices to Cover Higher

Performance Quality and R & D.

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Price

Product Design

Distribution

Promotion

Nonprice

Positions

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Total CostsSum of the Fixed and Variable Costs for a Given

Level of Production

Variable Costs

Costs that do varydirectly with the

level of production.

Raw materials

Fixed Costs(Overhead)

Costs that don’tvary with sales or production levels.

Executive Salaries, Rent

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Cost

per

unit

12

3 4SRAC

LRAC

Quantity Produced per Day

1,0

00

2,0

00

3,0

00

4,0

00

Cost Per Unit at Different Levels of Production Per Period

As a firm gains experience in production, it learns how to do it better.

The experience curve (or the learning curve) indicates that average cost drops with accumulated production experience.

Strategy: company should price products low; sales increases; costs continue to decrease; and then lower prices further.

Risks are present with this strategy.

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Market andDemand

Competitors’ Costs, Prices, and Offers

Other External FactorsEconomic Conditions

Reseller NeedsGovernment Actions

Social Concerns

Competitor Costs

This ad by LCI International accuses its competitors of using

unfair practices in pricing, hiding fees incurred by rounding up.

Hidden fees, defined as“cramming” by the

FCC, are the number

one source of billingcomplaints among

long-distance

customers.

Why is LCI focusing on

this practice?

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Pure CompetitionMany Buyers and Sellers

Who Have Little

Effect on the Price

Monopolistic

CompetitionMany Buyers and Sellers

Who Trade Over a

Range of Prices

Pricing in Different Types of Markets

Oligopolistic

CompetitionFew Sellers Who Are

Sensitive to Each Other’s

Pricing/ Marketing

Strategies

Pure MonopolySingle Seller

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A Demand Curve is a Curve that Shows the

Number of Units the Market Will Buy in a Given

Time Period at Different Prices that Might be

Charged.

Price Elasticity Refers to How Responsive

Demand Will be to a Change in Price.Price Elasticity of Demand = % Change in Quantity Demanded

% Change in Price

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Pri

ce

Quantity Demanded per Period

A. Inelastic Demand -Demand Hardly Changes Witha Small Change in Price.

P2

P1

Q1Q2

Pri

ce

Quantity Demanded per Period

P’2

P’1

Q1Q2

B. Elastic Demand -Demand Changes Greatly Witha Small Change in Price.

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Certainty About

Costs

Pricing is

Simplified

Price Competition Is

Minimized

UnexpectedSituational

Factors

Attitudes of

Others

Ethical

Ignores

Current

Demand &

Competition

Cost-Plus

Pricing is an

Approach That

Adds a

Standard

Markup to the

Cost of the

Product.

Simplest

Pricing

Method

Much Fairer to Buyers &

Sellers

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2

4

6

8

10

12

200 400 600 800 1,000

Total Revenue

Total Cost

Fixed Cost

Target Profit($2 million)

Sales Volume in Units (thousands)Cost

in D

ollars

(m

illions)

Tries to Determine the Price at Which a Firm Will Break Even or Make a Certain Target Profit.

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Setting Prices

Sealed-Bid

Company Sets Prices Based on

What They Think Competitors

Will Charge.

Going-Rate

Company Sets Prices Based on What

Competitors Are Charging.

?

?

Market Skimming

Setting a High Price for

a New Product to

“Skim” Maximum

Revenues from the

Target Market.

Results in Fewer, But More Profitable Sales.

Use Under These

Conditions: Product’s Quality and Image

Must Support Its Higher

Price.

Costs Can’t be so High that

They Cancel the Advantage

of Charging More.

Competitors Shouldn’t be

Able to Enter Market Easily

and Undercut the High Price.

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Use Under These Conditions: Market Must be Highly Price-

Sensitive so a Low Price Produces More Market Growth.

Production/ Distribution Costs Must Fall as Sales Volume Increases.

Must Keep Out Competition & Maintain Its Low Price Position or Benefits May Only be Temporary.

Market Penetration

Setting a Low Price for a

New Product in Order to

“Penetrate” the Market

Quickly and Deeply.

Attract a Large Number of

Buyers and Win a Larger

Market Share.

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Involves setting price

steps between various

products in a product

line based on:

Cost differences between

products,

Customer evaluations of

different features, and

competitors’ prices.

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Optional-Product

Pricing optional or

accessory products sold

with the main product.

i.e camera bag.

Captive-Product

Pricing products that

must be used with the

main product. i.e. film.

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By-Product

Pricing low-value by-products to get rid of them and make the main product’s price more competitive.

i.e. sawdust, Zoo Doo

Product-Bundling Combining

several products and offering the bundle at a reduced price.

i.e. theater season tickets.

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Cash Discount Seasonal Discount

Quantity Discount Trade-In Allowance

Functional Discount Promotional Allowance

Adjusting Basic Price to Reward Customers

For Certain Responses

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Customer - Segment Location Pricing

Product - Form Time Pricing

Selling Products At Different Prices Even

Though There is No Difference in Cost

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Considers the psychology of

prices and not simply the

economics.

Customers use price less

when they can judge quality

of a product.

Price becomes an important

quality signal when

customers can’t judge

quality; price is used to say

something about a product.

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Buyer reaction to pricing .

When Gibson lowered its prices, sales fell. Why?

What is it about a guitar that would

cause this to happen?

What other products

share these qualities?

•Computers?

•Cars?

•What else?

Click or press spacebar to return.

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Special-Event Pricing

Cash Rebates

Low-Interest Financing

Longer Warranties

Free Merchandise

Discounts

Loss Leaders Temporarily Pricing

Products Below List

Price to Increase

Short-Term Sales

Through:

This Sprint ad offers f ree long distance on Fridays.

Why can Sprint afford t o offer this promotion on Fridays rat her than on another day (like Monday)?

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• Adjusting Prices to Account for the Geographical Locationof Customers.

• i.e. FOB-Origin, Uniform-Delivery, Zone Pricing, BasingPoint, & Freight-Absorption.

• Adjusting Prices forInternational Markets.

• Price Depends on Costs, Consumers, EconomicConditions, CompetitiveSituations & Other Factors.

Geographical Pricing

International Pricing

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Why?

Excess Capacity

Falling Market Share

Dominate Market Through

Lower Costs

Why?

Cost Inflation

Overdemand: Company Can’t

Supply All Customer’s Needs

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Being Replaced by Newer Models

Current Models Are Not Selling Well

Company is in Financial Trouble

Quality Has Been Reduced

Price Comes Down Further

Price Cuts Are Seen by Buyers As:

Number of Firms is Small

Product is Uniform

Buyers are Well Informed

Competitors Reactions When:

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A set of interdependent organizations

(intermediaries) involved in the process of

making a product or service available for use or

consumption by the consumer or business user.

Marketing Channel decisions are among the most

important decisions that management faces and

will directly affect every other marketing

decision.

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Contact

MatchingNegotiation

Physical

Distribution

Financing

InformationRisk Taking

Promotion

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M W J R C

M W R C

M R C

M C

Channel 1

Channel 2

Channel 3

Channel 4

Channel Level - Each Layer of Marketing Intermediaries that Perform Some Work in Bringing the Product and its Ownership Closer to the Final Buyer.

Direct Channel

Indirect Channel

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Vertical

Marketing

System

Manufacturer

Retailer

Whole

sale

r

Conventional

Marketing

Channel

Manufacturer

Wholesaler

Retailer

ConsumerConsumer

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Analyzing Consumer Service Needs

Setting Channel Objectives & Constraints

ExclusiveDistribution

SelectiveDistribution

IntensiveDistribution

Identifying Major Alternatives

Evaluating the Major Alternatives

Designing International Distribution Channels

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Includes all

the activities Involved

in Selling Goods or

Services Directly to

Final Consumers for

Their Personal,

Nonbusiness Use.

Retailing can be done in stores (store retailing) or out of a store (nonstoreretailing) such as:

Direct mail,

Catalogs,

Telephone,

Home shopping shows,

Internet.

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Specialty Stores

Department Stores

Supermarkets

Convenience Stores

Superstores

Discount Stores

Narrow Product Line, Deep Assortment i.e. The Limited or Athlete’s Foot

Wide Variety of Product Lines i.e. Clothing, Home Furnishings, Saks Fifth Avenue

Wide Variety of Food, Laundry, & Household Products i.e. Kroger

Limited Line of High-Turnover Convenience Goods i.e. 7-Eleven

Large Assortment of Routinely Purchased Food & Nonfood Products i.e. Toys R Us

Standard Merchandise at Lower Pricesi.e. Wal-Mart

Off-Price RetailersChanging Collection of Higher-Quality

Goods at a Reduced Price i.e. T.J. Maxx

Warehouse ClubsLimited Selection of Brand-Name Grocery

Items, Appliances, Etc. i.e. Sam’s Club

Store Description

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Low Prices and Offer Lower-Quality Goods

and Customer Service

Discount

Stores

“Off-Priced”

Retailers

Catalog

Showrooms

Higher Prices and Offer Higher-Quality Goods

and Customer Service

Regular Prices and Offer Normal-Quality Goods

and Customer Service

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Voluntary

ChainFranchise

Organizations

Retailer

Cooperatives

Merchandising

Conglomerates

Corporate

Chain

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New Retail Forms and Shortening Retail Lifecycle

Growth of Nonstore Retailing

Increasing Intertype Competition

Growing Importance of Retail Technology

Global Expansion of Major Retailers

Retail Stores as “Communities” or “Hangouts”

Rise of Megaretailer

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1 = Discount2 = Superstore3 = Warehouse Club4 = Combination Store

432

1

1

2

3

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1

High MarginHigh PriceHigh Status

Low MarginLow PriceLow Status

All the activities involved in selling goods and

services to those buying for resale or business

use.

Wholesaler - those firms engaged primarily in

wholesaling activity.

Wholesalers buy mostly from producers and

sell mostly to:

Retailers,

Industrial consumers, and

Other wholesalers.

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WholesalerFunctions

Management

Services & AdviceSelling and

Promoting

Market

Information

Buying and

Assortment Building

Risk Bearing Bulk Breaking

Transportation

Financing Warehousing

Wholesalers are Often Better at Performing One or More of the Following Channel Functions:

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Merchant WholesalerIndependently Owned

Business that Takes Title to the Merchandise it Handles.

Brokers/ AgentsThey Don’t Take Title to

the Goods, and TheyPerform Only a Few

Functions.

Manufacturers’ Sales Branches and OfficesWholesaling by Sellers or

Buyers Themselves Rather Than Through

Independent Wholesalers.

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Consolidation within the Industry is Reducing # of Wholsalers

Distinction Between Large Retailers and Wholesalers Blurs

Wholesalers Will Continue to Increase the Services Provided

Wholesalers Are Beginning to Go Global

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Informative Advertising

Comparison Advertising

Compares One Brand to

Another

Persuasive Advertising

Reminder Advertising

Keeps Consumers Thinking

About a Product

Advertising Objective

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Affordable

Based on Determining

Objectives & Tasks

Percentage of Sales

Competitive-Parity

Based on the Competitor’s

Promotion Budget

After Determining Its Advertising Objectives, the

Marketer Must Set the Advertising Budget for

Each Product and Market.

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Step 1. Decide on Reach, Frequency, and Impact

Step 2. Choosing Among Major Media Types

Step 3. Selecting Specific Media Vehicles

Step 4. Deciding on Media Timing

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Adaptation of Global Advertising

Advertising Media Differ Considerably in Availability and Cost

Regulation in Advertising Practices

Comparison Ads Not Acceptable in All Countries

Programs Must be Matched to Local Cultures and Customs

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Sales Promotion is a Mass

Communication Technique That

Offers Short-Term Incentives to

Encourage Purchase or Sales of a

Product or Service.

Offers Reasons to Buy Now.

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Sample

Coupons

Cash Refunds

Price Packs

Premiums

Advertising Specialties

Trial amount of a product

Savings when purchasing specified products

Refund of part of the purchase price

Reduced prices marked on the label or package

Goods offered free or low cost as an incentive to buy a product

Articles imprinted with an advertiser’s name given as gifts

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Patronage Rewards

Point-of-Purchase

Contests

Sweepstakes

Game

Cash or other rewards for the use of a certain product

Displays and demonstrations that take place at the point of sale

Consumers submit an entry to be judged

Consumers submit their names for a drawing

Presents consumers with something every time they buy

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Public Relations Involves Building Good

Relations With the Company’s Various

Publics by Obtaining Favorable

Publicity, Building Up a Good

Corporate Image, and Handling or

Heading Off Unfavorable Rumors,

Stories, and Events.

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Press Relations or Agentry

Product Publicity

Public Affairs

Lobbying

Investor Relations

Development

Public Relations

Departments May

Perform Any of All of the

Following Functions:

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Involves Two-Way, Personal Communication Between Salespeople and Individual Customers Whether:face to face,

by telephone,

through video conferencing,

or by other means.

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Relationship Marketing is the

Process of Creating, Maintaining,

and Enhancing Strong, Value-

Laden Relationships With

Customers and Other

Stakeholders.