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CHAPTER 12

Developing and Pricing

Products

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What Is a Product? Ideas, Goods (Barang), or Services (Jasa)

Konsumen membeli produk karena mereka suka

dengan apa yg produk tersebut dapat berikan bagi

mereka, baik secara emosional maupun fisik.

Dalam sebuah produk harus terdapat fitur-fitur yangtepat dan menawarkan benefit untuk bisa sukses di

pasaran

FeatureSuatu kualitas, baik yangterlihat

maupuntidak, yangditanamkan

produsendisuatuproduk

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Classifying Goods & Services

Convenience Good/Service

Produk yang berharga murah, dibeli dan dikonsumsi secaracepat dan rutin (contoh: koran, shampoo, minuman kemasan)

Shopping Good/Service

Produk yang berharga agak mahal, tidak sering dibeli, danbutuh pertimbangan sebelum membelinya (contoh:handphone, laptop)

Specialty Good/Service

Produk yang tergolong spesial, mahal, dan jarang dibeli

(contoh: gaun dan kue pengantin)

CONSUMER PRODUCTS

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Classifying Goods & Services

Expense Item

Produk yang dibeli dan dikonsumsi secara rutindan sering untuk keperluan sehari-hari (contoh:alat tulis kantor)

Capital ItemBarang yang relatif mahal, bersifat tetap danlong-lasting, frekuensi pembelian jarang(contoh: gedung, kendaraan, komputer)

INDUSTRIAL PRODUCTS

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The Product Mix

Product Mix

Kumpulan jenis-jenis produk yang dijual oleh suatu

perusahaan

Contoh: Yamaha selain menjual sepeda motor, juga menjual

dan memproduksi berbagai alat musik)

Product LineKumpulan dari produk yang mirip/sejenis yang ditujukan bagi

para konsumen yang akan juga akan menggunakannya

dalam kegunaan yang mirip (contoh: Toyota mempunyai lini

produk seperti Camry, Innova, Avanza, Rush, dll)

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Developing New Products

The New Product Development ProcessAdalah proses yang panjang, kompleks, dan mahal

Product Mortality Rates9 dari 10 produk baru akan gagal di pasaran

Strategi yangdilakukandalam memperkenalkan

produk baruuntuk meresponperubahanpasar

dan konsumensecaracepat

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Product Ideas

Screening

Concept Testing

Business Analysis

Prototype Development

Testing & Test Marketing

TheSeven-Step

Development Process

Commercialization

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The Product Life Cycle (PLC)

Stage in the product life cycle:

Introduction

Growth

Maturity

Decline

Introduction

Growth

Maturity

Decline

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Life CycleStages

##-- 99

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Life CycleStages

##-- 1010

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Adjusting Marketing Strategy During the

Life Cycle Foreign Markets OfferThree Approaches to Longer

Life Cycles

Product ExtensionProduct ExtensionExistingproductis marketedglobally,insteadofjustExistingproductis marketedglobally,insteadofjustdomesticallydomestically

Product AdaptationProduct AdaptationProduct modifiedtohavegreaterappealinforeign marketsProduct modifiedtohavegreaterappealinforeign markets

ReintroductionReintroductionProcessofrevivingfornew marketsproductsthatareobsoleteProcessofrevivingfornew marketsproductsthatareobsolete

inolderonesinolderones

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Identifying ProductsBranding: process of using symbols to communicate theBranding: process of using symbols to communicate thequalities of a product made by a particular producerqualities of a product made by a particular producer

Types of Brand NamesTypes of Brand Names

National Brand: brandNational Brand: brand--name product produced by, widelyname product produced by, widelydistributed by, and carrying the name of a manufacturerdistributed by, and carrying the name of a manufacturer

Licensed Brand: brandLicensed Brand: brand--name product for whose name thename product for whose name the

seller has purchased the right from an organization orseller has purchased the right from an organization orindividualindividual

Private Brand (or Private LabelPrivate Brand (or Private Label))brandbrand--namename):): product thatproduct thata wholesaler or retailer has commissioned from aa wholesaler or retailer has commissioned from a

manufacturermanufacturer

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Packaging Products

Packaging

Physical container

in which a product

is sold, advertised,

or protected

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Packaging ProductsLabeling Canhelp markettheproduct

Nonaerosol

Bio-Degradable

Recyclable

Ozone Friendly

Fat Free

Salt Free

Sugar Free

30% More Free!

Contents Under Pressure

Do Not Puncture

Addressissuesofconsumersafety

Flammable

Do Not Use NearOpen Flame

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Determining PricesPricing

Process of determining what a company willreceive in exchange for its products

Pricing Objectives

Goals that producers hope to attain inpricing products for sale

Market Share

As a percentage, total of market sales for a

specific company or product

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Price-Setting ToolsCostCost--Oriented PricingOriented Pricing

Markup: Amount added to an items cost to sell it atMarkup: Amount added to an items cost to sell it at

a profita profit

Breakeven Analysis: CostBreakeven Analysis: Cost--VolumeVolume--ProfitRelationshipsProfitRelationships

Variable Cost:Variable Cost: Costthatchangeswiththe quantity ofaproductproducedorsold

Fixed Cost:Fixed Cost: Costunaffected by the quantity ofaproductproduced

Breakeven Analysis:Breakeven Analysis: Assessmentofthe quantity ofaproductthat must besold beforethesellermakesaprofit

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Markup

Markup is usually stated as a percentage of selling

price.

PriceSalesMarkupPercentageMarkup !

##-- 1717

%7.4615$

7$PercentageMarkup !!

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Breakeven Point

Quantity of a product that must be sold before the

seller covers variable and fixed costs and makes a

profit

costVariablePrice

costsfixedTotalunits)(inpointBreakeven

!

CDs14,286$8$15

$100,000!

!

##-- 1818

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Breakeven Analysis

##-- 1919

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Pricing Strategies & TacticsPricing Strategies & Tactics

Pricing above prevailing market prices forPricing above prevailing market prices for

similar productssimilar products

Pricing below market pricesPricing below market prices

Pricing at or near market prices (market pricing)Pricing at or near market prices (market pricing)

Existing ProductsExisting Products

Price LeaderPrice LeaderDominantfirm thatestablishesproductpricesthatotherDominantfirm thatestablishesproductpricesthatother

companiesfollowcompaniesfollow

PriceFixingPriceFixingOccurswhenproducersOccurswhenproducers illegally agreeonpricesamongillegally agreeonpricesamong

themselvesthemselves

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Pricing Strategies & TacticsPricing Strategies & Tactics

Price SkimmingPrice Skimming

Setting an initial high price to cover new product costsSetting an initial high price to cover new product costsand generate a profitand generate a profit

Dynamic Pricing for EDynamic Pricing for E--businessbusinessSellers can alter prices privately, on a oneSellers can alter prices privately, on a one--toto--one,one,customercustomer--to customer basisto customer basis

Penetration PricingPenetration Pricing

Setting an initial low price to establish a new product inSetting an initial low price to establish a new product inthe marketthe market

Price LiningPrice Lining

Offering all items in certain categories at a limited numberOffering all items in certain categories at a limited numberof pricesof prices

New ProductsNew Products

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Pricing Strategies & TacticsPricing Strategies & Tactics

Psychological PricingPsychological Pricing

Pricing tactic that takes advantage of the fact thatPricing tactic that takes advantage of the fact that

consumers do not always respond rationally to statedconsumers do not always respond rationally to statedpricesprices

OddOdd--even Pricingeven Pricing

Psychological pricing tactic based on the premise thatPsychological pricing tactic based on the premise that

customers prefer prices not stated in even dollar amountscustomers prefer prices not stated in even dollar amounts

DiscountDiscount

Price reduction offered as an incentive to purchasePrice reduction offered as an incentive to purchase

New ProductsNew Products

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International Pricing

Why is pricing products for sale

in other countries socomplicated?

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