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8/13/2019 3 ASPEK PRODUK Edited Sep12 Grey Print
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8-1
ASPEK PRODUK
bagaimana konsep menetukan
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8-2New-Product Development
New-Product Development
Strate ies for Obtainin New Product Ideas
Productscqu re
Companies
Product
ImprovementsAcquired
Patents
ProductAcquiredo ca onsLicenses
ew
Brands
C fC f
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8-3Causes of New Product Failures
Causes of New Product Failures
Overestimation of Market Size
Product Design Problems
,Advertised
Costs of Product Development
Com etitive Actions
,company must:
un ers an s cus omers, mar e s an compe ors,
develop products that deliver superior value tocus omers.
N P d t D l t
N P d t D l t
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8-4New-Product DevelopmentNew-Product Development
MarketingStrategy
BusinessAnalysis
ConceptDevelopment
Product
and Testing
IdeaScreening
TestMarketing
IdeaGeneration
Commercialization
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8-5New Product Development ProcessNew Product Development Process ..
Idea Generation is the Systematic Search for
Employees and Also From:
Customers Competitors Distributors Suppliers
N P d D l P
N P d D l P
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8-6New Product Development ProcessNew Product Development Process ..
Process to spot good ideas and droppoor ones as soon as possible.
Many companies have systems for rating
Market Size Product Price
Development Time & Costs
Manufacturing Costs
Then, the idea is evaluated against a set.
8 7N P d t D l t P
N P d t D l t P
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8-7New Product Development ProcessNew Product Development Process ..
1. Develop New Product Ideasinto Alternative Detailed
ro uc oncep s
2. Concept Testing - Test theGroups of Target Customers
3. Choose the One That Has theronges ppea o arge
Customers
8 8N P d t D l t P
N P d t D l t P
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8-8New Product Development ProcessNew Product Development Process ..
ar ne escr es vera :Target MarketPlanned Product Positioning
ar ne escr es vera :Target MarketPlanned Product Positioning
Sales & Profit GoalsMarket Share
Sales & Profit GoalsMarket Share
Part Two Describes Short-Term:Products Planned Price
Part Two Describes Short-Term:Products Planned Price
s r u onMarketing Budget
s r u onMarketing Budget
Part Three Describes Long-Term:
Sales & Profit Goals
Part Three Describes Long-Term:
Sales & Profit GoalsMarketing Mix StrategyMarketing Mix Strategy
8 9N P d t D l t P
N P d t D l t P
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8-9New Product Development ProcessNew Product Development Process .
Step 6. Product Development
.
Step 6. Product Development
Business Analysis
Review of Product Sales, Costs,
They Meet Company Objectives
,
Product Concept
If Yes, Move to
8 10New Product Development Process
New Product Development Process
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8-10New Product Development ProcessNew Product Development Process ..
Test Marketin is the Sta e Where the Product andMarketing Program are Introduced into More Realistic
Market Settings.
ProductBudget Levels
Packaging Positioningemen s a
May be TestMarketed b a
AdvertisingBranding Company
8 11New Product Development Process
New Product Development Process
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8-11New Product Development ProcessNew Product Development Process ..
Commercialization is the Introduction of the
New Product into the Marketplace.
When?
8-12
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8-12
omework :omework :omework :omework :
Pl m k h im l i n fin n wproduct which will be basic for your
feasibilit stud use the chain of newproduct development process)