Strategi ProdukPertemuan 01

Mata kuliah : J0802 - Produk dan MerkTahun : 2010

Outline

• Karakteristik dan Klasifikasi Produk• Diferensiasi Produk• Membangun dan Mengelolah Bauran Produk• Lini Produk

Konsep Produk

Product is anything that can be offered to a market to satisfy a want or need.

Products that are market include: Physical goods, services, experience, events, persons, palces, properties, organizations, information, and ideas

Component of the Market Offering

Attractivenessof the Market

Offering

Value Based Prices

Product Features&

Quality

Serivices Mix&

Quality

Product Levels

A

BCD

E

A. Core BenefitB. Basic ProductC. Expected ProductD. Augmented

ProductE. Potential Product

Product Levels

• Core Benefit : As a fundamental Level; the service or benefit the customer is really buying. A hotel guset is buying rest and sleep

• Basic Product : The market has turn to the core benefit into a basic product, thus a hotel room includes a bed, bath room, towels, desk, etc

• Expected Product : The market prepares an expected product a set of attributes and condition buyers normaly expect when they purchase this product

Product Levels

• Augmented Product : That exceeds customer expectation. In developed countries, brand positioning and competition take place at this level

• Potential Product : which encompasses all the possible augmentations and transformation the products or offering might undergo in the future.

Product Classifications (3 Groups)Non Durable Goods : are tangible goods normally consumed in

one or few uses, like beer and soap. Because there goods ara consume quickly and pruchased frequently, the appropriate stratey is to make them available in many location, charge only a small markup, and advertise heavily to induce trial and build preference

Durable Goods : are tangible goods that normally survive many uses: refrigerators, machine tools, and clothing. Durable product require more personal selling and service, comand a higher margin and require more seller guarantees.

Services : are intangible, inseparable, varaible and parishable products. As a result, they normally require more quality control, supplier credibility, and adaptability. Ex: Includes haircuts, legal advice, and appliance repairs

Consumer goods Classifcation

ShoppingGoods

ConvenienceGoods

SpecialityGoods

Unsought Goods

Product Differentiation

• To be branded, a product must be differentitated• Physical product vary in their potential for differentiation• Marketers are always looking for new dimensions of

differentiation

Product Differentiation Parameters:a. Formb. Featuresc. Performance Qualityd. Conformance Quality

Product Differentiation Parameters:

• Form• Features• Performance Quality• Conformance Quality• Durability• Reliability• Repairability• Style

Sistem Produk dan Bauran Produk

Produk System : is a group of diverse but related items that function in a compatible manner.

Example: PalmOne handhled and smartphone porduct lines come with attachable products including headset, cameras, keyboards, presentation projectors, e-book, MP3 players and voice recorders

Product Mix (Product Assortment) is the set of all products and items particular seller offers for sale

A Product mix consist of various product lines

Sistem Produk dan Bauran Produk

Line Stretching

• Down Market Stretch• Up-Market Stretch• Two-Way Stretch

Product Line Analysis

In offering product line, companies normally develop a basic platform and modules that can be added to meet different customer requirements.

Product line managers need to know the sales and profit of each item in their laine in order to determine which items to build, maintain, harvest, or divest.

They also need to understand each product line’s market profile

Class Discussion“?”