Post on 22-Feb-2016
description
Product planning management
Bijaksana Prabawa, S.ds, MM
Definisi Product planning management
What is product?
What is planning?
What is management?
Produk adalah segala sesuatu yang ditawarkan ke pasar untuk mendapatkan perhatian, dibeli, dipergunakan dan yang dapat memuaskan keinginan atau kebutuhan konsumen. Kotler dan Amstrong (1996:274)
Kumpulan dari atribut-atribut yang nyata (tangible) maupun tidak nyata (intangible), termasuk di dalamnya kemasan, warna, harga, kualitas dan merk ditambah dengan jasa dan reputasi penjualannyaStanton, (1996:222),
VS
What is product?
Wujud Barang Ide
Jasa Orang
Products
Tujuan KonsumsiBarang konsumsi (consumer’s goods)
Convenience goodsShopping goodsSpecialty goodsUnsought goods
Barang industri (industrial’s goods)
Frekuensi pembelian, usaha pembanding
Products
Level of Products
Core Product Manfaat langsungActual Fitur tambahan (desain, brand, packaging)Augmented product Manfaat tambahan (garansi)
Products
Seller’sservices
Productquality Physical
characteristicsof goods
Price
Brand
Design
PackagingProductwarranty
Seller’sreputation
Colour
Product of design
Desain menurut Peter Gorb (1976) terbagi menjadi 3 kategori, yaitu:
Lingkungan Ritel desain, desain pameran, desain interior, desain facade, dsb
Produk Desain industri, desain patung, desain textil, desain kriya, jasa desain, dsb
Informasi Desain grafis, branding, media desain, web design, dsb
Product of interior & architecture
Design product
Graphics design
VS
Graphics design
What is planning?
“Planning is a process for accomplishing purposes”
Dalam manajemen, perencanaan adalah proses mendefinisikan tujuan organisasi, membuat strategi untuk mencapai tujuan itu, dan mengembangkan rencana aktivitas kerja organisasi.
What is management?
Management in all business and organizational activities is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively.
Menurut G.R. Terry manajemen adalah suatu proses atau kerangka kerja, yang melibatkan bimbinganatau pengarahan suatu kelompok orang-orang kearah tujuan-tujuan organisasional atau maksud-maksudyang nyata. Manajemen juiga adalah suatu ilmu pengetahuan maupun seni
What is product planning
management ?
Question 1
Strategy
a plan of action designed to achieve a particular goal
“The action managers take to attain the goals of a firm”
Global strategy as defined in business terms is an organization's strategic guide to globalization
What is strategy?
What is global strategy?
Strategic Hierarchy
corporate
Business Unit
Functional
PT. Indofood
Consumer Branded Product, Group Bogasari, Group Agribisnis, dan
Group Distribusi.
Finance, operational, HR, Marketing
Strategic Hierarchy
corporate
Business Unit
Functional
Growth, stability, retrenchment
Cost leadership, differentiaton, focus
Finance, operational, HR, Marketing
Strategic Hierarchy
20
Product Management
•Product Planning•Pricing•Forecasting•Product Lifecycle
Sales
Engineering•Product Strategy•Product Planning•Product Development•Program Management•Technology Research
•Product Planning•Pricing•Forecasting•Product Lifecycle•P&L Reporting
Finance
•Customer Research•Product Lifecycle
Customer Service
•Forecasting•Product
Lifecycle
Operations
•Product Strategy•Product Planning•Launch and PR•Pricing/ Promotions•Market research
Marketing
Total Product Planning Inputs/Interfaces
21
Total Product Planning Inputs/Interfaces
Identifythe strategicrole of newproducts,
then...
1.Idea
generation
2.Screeningof ideas
3.Businessanalysis
4. Prototype
development
5.MarketTests
6.Commer-cialization
Business analysis : Marketing StrategyFinancial analysis
22
Total Product Planning Inputs/Interfaces
Tuliskan nama produk konsumsi dan industri (barang, jasa, ide, orang) yang telah dikenal luas masyarakat beserta perusahaan yang memproduksinya !Barang konsumsi (consumer’s goods)
Convenience goods (10 produk)Shopping goods (10 produk)Specialty goods (10 produk)Unsought goods (10 produk)
Barang industri (industrial’s goods) (10 produk)Core product (10 produk)Actual product (10 produk)Augmented (10 produk)
Terima Kasih