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STRATEGI PRODUK DAN MEREK. M WELLY NAILIS, SE MM www.wellynailis.web.id. KONSEP DASAR PRODUK. What is Product ? “ Segala sesuatu yang dapat ditawarkan ke pasar untuk dapat memenuhi keinginan atau kebutuhan konsumen . ” Some Example s :. The Product. Five Product Levels. Product levels

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slide1

STRATEGI PRODUK DAN MEREK

M WELLY NAILIS, SE MM

www.wellynailis.web.id

konsep dasar produk
KONSEP DASAR PRODUK

What is Product ?

“Segala sesuatu yang dapat ditawarkan ke pasar untukdapat memenuhi keinginan atau kebutuhan konsumen.”

Some Examples :

the product
The Product

Five Product Levels

Product levels

Customer value hierarchy

  • Core benefit
  • Basic product
  • Expected product
  • Augmented product
  • Potential product
the product1
The Product

Product hierarchy (Ex. Asuransi Jiwa)

  • Need family : Kebutuhan inti yang mendasari keberadaan suatu kelompok produk (Keamanan)
  • Product family : Semua kelas produk yang dapat memenuhi kebutuhan inti (Tabungan dan Penghasilan)
  • Product class : Sekelompok produk dalam keluarga produk yang diakui mempunyai ikatan fungsional tertentu (Instrumen Keuangan)
  • Product line : Sekelompok produk dalam kelas produk dengan fungsi dan pelanggan yang sama (Asuransi Jiwa)
  • Product type : Jenis produk (Asuransi Berjangka)
  • Item : Unit produk yang dapat dibedakan berdasarkan ukuran, harga. (Asuransi Jiwa Berjangka Prudential.
the product2
The Product
  • Product classifications
    • Durability and Tangibility Classification:
      • Nondurable goods
      • Durable goods
      • Services
the product3
The Product
  • Consumer-Goods Classification:
    • Convenience goods
      • Staples
      • Impulse goods
      • Emergency goods
    • Shopping goods
      • Homogeneous shopping goods
      • Heterogeneous shopping goods
    • Specialty goods
    • Unsought goods
product mix
PRODUCT MIX
  • Lebar/Luas: Banyaknya macam lini/kategori produk
  • Panjang : Banyaknya jumlah unit produk
  • Kedalaman : Banyaknya varian produk
  • Konsistensi : Seberapa erat hubungan lini produk dalam hal penggunaan akhir.
hambatan pengembangan produk
HAMBATAN PENGEMBANGAN PRODUK
  • Kelangkaan ide
  • Hambatan sosial peraturan pemerintah (Regulasi)
  • Kurangnya modal
  • Biaya
  • Kecepatan reaksi trhdap pasar (Perubahan Selera)
  • Siklus kehidupan produk yang singkat (Teknologi)
  • Dilema ? …
branding
BRANDING

Sebuah Nama, istilah, tanda, simbol atau rancangan sebagai identitas suatu produk agar dapat dibedakan dengan pesaingnya.

  • Nama Merek : Bagian merek yg dpt diucapkan
  • Logo : Bagian merek yg tidak dapat diucapkan
  • Merek Dagang : Merek/bagiannya yg dilindungi hukum (Legal Protection)
  • Hak Cipta : Hak eksklusif untuk meniru, menerbitkan. Atau menjual kembali suatu produk
branding strategy
BRANDING STRATEGY
  • Why brand ?
    • Aid in promotion
    • Pull product through channel
    • Enhance control by manufacturer
    • Emphasize quality
branding strategy1
BRANDING STRATEGY
  • Developing a Brand Name
    • Should suggest product benefit or quality
    • Easy to spell, remember, pronounce (Lux)
    • Distinctive (Mustang, Kodak)
    • No negative connotations
    • No legal restrictions
    • Cannot be immoral, deceptive, scandalous
branding strategy3
BRANDING STRATEGY
  • Line Extention (Perluasan Lini) : Meluncurkan brand yang sama dalam kategori yg sama. Mis. Kemasan baru, varians baru. (Sunsilk, Fanta, Antimo, Pringles)
  • Brand Extention (Perluasan Merek) : Merek diperluas ke kategori baru.(Honda,Adidas, Pepsodent,Betadine, Sony)
  • Multi Brand (Multi Merek) : Merek baru diperkenalkan dlm kategori yg sama. (Unilever Shampo, Toyota & Lexus, Lion & Wing)
  • New Brand (Merek Baru) : Merek baru untuk kategori baru. (Baygon & Autan, Wings & Mie Sedaap, Coca cola & Fresh tea, Bintang 7 & Extra Joss)
  • Cobranding (Merek Bersama) : Menggunakan 2 merek atau lebih dalam satu tawaran berbagi kompetensi untuk bersinergi. (Otomotif & Ban, Audio, Intel & PC, Samsung & Fren, Garuda & Citibank), Intel Inside ?

Ingredient co-branding, Same-company co-branding, Joint venture co-branding, Multisponsor co-branding

merek paling bernilai di dunia interbrand 2005
MEREK PALING BERNILAI DI DUNIA INTERBRAND (2005)
  • Coca Cola ($ 70M)  Asset Fisik $ 25,5M
  • Microsoft ($ 65M)
  • IBM ($ 52M)
  • General Electric ($ 42 M)
  • Intel ($ 31 M)
  • Nokia ($ 29M)
  • Disney ($ 28M)
  • McDonald’s ($ 25M)
  • Marlboro ($ 22M)
  • Mercedes-Benz ($ 21M)
packaging
PACKAGING
  • Packaging : Mencakup semua kegiatan merancang dan memproduksi wadah atau pembungkus suatu produk.
  • Packaging fulfills many functions:

Containment and protection

Communication

Ease of use

Market segmentation

New product planning

labelling
LABELLING
  • Labelling : Pemberian label pada produk agar dapat diidentifikasikan.
  • Labeling helps customers by:
    • Identifying the manufacturer, country of origin, ingredients
    • Reporting expiration dates, content grading
    • Explaining product use
    • Warning about potential misuse
    • Providing care instructions
    • Serving as a communications link between the user, eventual buyers, and the company
packaging review air minum dalam kemasan
Packaging ReviewAir Minum Dalam Kemasan

SUPER O2

CLEO

EVIAN

Personality, Multy Function, Stopping Power.

Warna, Bentuk ?

product growth opportunities

Markets

New

Existing

Products

Market Development

Existing

Market Penetration

Product Development

Product Diversification

New

Product Growth Opportunities
slide22

Product Growth Opportunities

  • Market Penetration
  • Strategy of increasing sales of existing products in existing markets
  • Memperluas pangsa pasar
  • Penggunaan lebih sering
slide23

Product Growth Opportunities

  • Product Development
  • Introduction of new products into established markets
  • Penambahan fitur produk
  • Ponsel + Games
slide24

Product Growth Opportunities

  • Market Development
  • Strategy of identifying new markets for existing products
  • Penggunaan baru
  • Komputer lokal menjadi internet
slide25

Product Growth Opportunities

  • Product Diversification
  • Strategy of offering new products to new markets
  • Segmen baru
product failure
Product Failure

Reasons for product failure

  • Bad timing
  • Insignificant point of difference
  • Poor quality
  • Poor marketing execution
  • Markets too small or inaccessible
  • Lack of top management commitment
product failure1
Product Failure

Reasons for product elimination

  • Poor sales
  • Incompatibility with the organization’s strategies
  • Poor market outlook