1. Introduction to
13
Chapter
Product and
Pricing Strategies
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

2. Learning Objectives
 Identifikasi faktor-faktor yang mempengaruhi
target market.
 Identifikasi langkah-langkah untuk
menciptakan produk baru.
 Menjelaskan metode-metode atas product
differentiation.
 Identifikasi phase utama product life cycle.
 Identifikasi faktor-faktor yang mempengaruhi
keputusan harga/pricing decisions.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

3. Product and Pricing Strategy
Pricing
Strategies
Product
Strategies
MultiMedia by Stephen M. Peters
Firm’s
Revenue
Firm’s Cost of
Production
Firm's
Profits and
Value
Firm's
Expenses
© 2001 South-Western College Publishing

4. Classifications of Products
 Convenience products
 Shopping products
 Specialty products
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

5. Convenience Products
Secara luas
•• Secara luas
tersedia/Widely available.
tersedia/Widely available.
Sering dibeli/Purchased
•• Sering dibeli/Purchased
frequently.
frequently.
Mudah di dapat/Easily
•• Mudah di dapat/Easily
accessible.
accessible.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

6. Shopping Products
• Pelanggan suka melihat dan
bandingkan harga serta kualitas.
• Tidak sering dibeli.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

7. Specialty Products
• Produk khusus.
• Keputusan membeli:
Didasarkan pada preferensi
pribadi.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

8. Product Line
Sebuah kumpulan produk/jasa yang terkait oleh sebuah
perusahaan.
COCA-COLA
•
1886 COCA-COLA
1982 DIET COKE
•
1960 FANTA
•
1961 SPRITE
1992 "NEW" COKE, RENAMED COKE
II NESTEA
•
1963 TAB
1994 FRUITOPIA
•
1966 FRESCA
1995 BARQ'S
•
1972 MR. PIBB
1997 SURGE CITRA
•
1974 SUGAR-FREE SPRITE
Not inclusive
Source: Coca-Cola Web Site march 2000
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

9. Product Mix
Product Mix
• Bermacam-macam produk
yang ditawarkan oleh suatu
perusahaan.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

10. Target Markets
•
Sebuah kelompok individual atau organisasi
dengan ciri serupa yang membeli produk
tertentu.
 Ada 2 (dua) target pasar:
 Consumer
 Industrial
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

11. Factors Affecting Target Markets
•
•
•
•
Demographics
Geography
Economic factors
Social values
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

12. Demographics
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

13. Geographic Target Marketing
•
•
•
•
Daerah global/ Global regions
Negara-Negara/Nations
Daerah nasional/National regions
Negara, propinsi, kota besar,
lingkungan
• Iklim/Climate
• Tanah lapang/Terrain
• Kepadatan penduduk/Population
density
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

14. Target Markets and Economic Factors
• Targeting by:
– Business cycle: Recession, prosperity.
– Interest rates: High, low.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

15. Target Markets and Social Values
•Lifestyles
MultiMedia by Stephen M. Peters
•Personal values
© 2001 South-Western College Publishing

16. Marketing Research
Akumulasi dan analisis data atas keputusan pemasaran.
Purpose:
• Identifikasi kebutuhan pelanggan.
• Memahami persepsi pelanggan.
• Menguji ide produk baru.
Investment:
• Perusahaan menanamkan dana dalam research and
development (R&D).
• Perusahaan pabrikasi cenderung menanamkan lebih
banyak uang daripada perusahaan jasa.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

17. Research and Design
Purpose:
Purpose:
•• Mengembangkan dan menguji new products.
Mengembangkan dan menguji new products.
•• Meningkatkan keberadaan produk.
Meningkatkan keberadaan produk.
•• Patent: mengijinkan hak ekslusif untuk
Patent: mengijinkan hak ekslusif untuk
memproduksi dan menjual produk tertentu.
memproduksi dan menjual produk tertentu.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

18. Steps to Create a New Product





Develop product idea.
Assess feasibility of idea.
Design and test product.
Distribute and promote product.
Post-audit product.
Rocky Mountain Bicycles
Business Online
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

19. Product Differentiation
• Usaha untuk menciptakan ciri suatu produk dari
produk kompetitif sehingga menjadi yang lebih
diinginkan.
Products are differentiated by:
• Unique design.
• Unique packaging.
• Unique branding.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

20. Classification of Brands
• Producer: Menunjukkan penghasil produk.
• Store: menunjukkan toko ritel dimana produk
tersebut dijual. Arizona Jean Co.® Sports Cap Sold at JC
Penney
• Generic: Produk tidak dimerek dan penjelasan
produk menjadi sederhana.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

21. Product Life Cycle
Maturity
Decline
Growth
Introduction
Pentium 133
Units/Sales
Profits
MultiMedia by Stephen M. Peters
Time
© 2001 South-Western College Publishing

22. PRICE
Nilai atas sebuah produk.
Factors which determine price:
• Cost of production.
• Supply of inventory.
• Competitor’s prices.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing