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anna_riana@yahoo.com
Week 1O
Developing and
Pricing Products




              Presented by : Anna Riana Putriya
What Is a Product ?

 Features    : qualities, tangible and intangible

 Benefits : the want-satisfying value
 Value packa...
http://www.marthastewart.com/
http://www.dagadu.co.id
Convenience Goods




Capital Items                            Shopping Goods


                     Goods &
             ...
The Product Mix
 Product mix is a group of products that a firm makes available for
 sale (e.g.             )




 Product...
http://www.sahabatnestle.co.id
1.   Nutrisi untuk Anak : Nestlé Dancow Instant, Nestlé Dancow Instant Coklat,
     Nestlé Dancow Full Cream, Nestlé Danco...
http://www.unilever.com/ourbrands/
Products Life Cycle (PLC)
The New Product Development Process

 Product Mortality




             Speed to market
The Seven-Step Development Process


  Product Ideas                    Commercialization




                            ...
Extending Product Life :
An Alternative to New Products

• Product extension is an existing product that is
  marketed glo...
Branding Products

 Branding is the process of using symbols to communicate
 the qualities of a product made by a particul...
Types of Brand Names

 1. National brand
 2. Licensed brand
 3. Private brand or Private label
http://www.sosro.com/indonesia/teh_sosro_produk.htm
Packaging and Labeling Products


    Packaging




         Labeling
What Is Pricing ?

            Process of determining
         what a company will receive
         in exchange for its pr...
How much your cost ?




    Berapa harga minyak goreng ini menurut anda?

    Spesifikasi produk :
    FILMA Minyak Goren...
Pricing to Meet Business Objectives

 1.   Profit-
      Profit-Maximizing Objectives




 2.   Market Share Objectives


...
Simple Price-setting tools

   Cost-
1. Cost-oriented pricing
       Mark-up

2. Break Event Analysis
       Variable cost...
E-Business

- Dynamic pricing                             Existing Product
- Fixed pricing


                    Pricing S...
Pricing Tactics

1. Price lining
2. Psychological pricing
        Odd-even pricing
3. Discount
Price Lining
Psychological Pricing
Discount
International Pricing

   Pricing products for other countries is
   complicated because additional factors are
   involve...
Business w10 Developing and Pricing Products
Business w10 Developing and Pricing Products
Business w10 Developing and Pricing Products
Business w10 Developing and Pricing Products
Business w10 Developing and Pricing Products
Business w10 Developing and Pricing Products
Business w10 Developing and Pricing Products
Business w10 Developing and Pricing Products
Business w10 Developing and Pricing Products
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Business w10 Developing and Pricing Products

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Business w10 Developing and Pricing Products

  1. 1. anna_riana@yahoo.com Week 1O Developing and Pricing Products Presented by : Anna Riana Putriya
  2. 2. What Is a Product ? Features : qualities, tangible and intangible Benefits : the want-satisfying value Value package : bundle of value-adding attributes Features ? Benefits ?
  3. 3. http://www.marthastewart.com/
  4. 4. http://www.dagadu.co.id
  5. 5. Convenience Goods Capital Items Shopping Goods Goods & Services Expense Items Specialty Goods
  6. 6. The Product Mix Product mix is a group of products that a firm makes available for sale (e.g. ) Product line is a group of similar products intended for a similar group of buyers who will use them in similar ways
  7. 7. http://www.sahabatnestle.co.id
  8. 8. 1. Nutrisi untuk Anak : Nestlé Dancow Instant, Nestlé Dancow Instant Coklat, Nestlé Dancow Full Cream, Nestlé Dancow 1+, Nestlé Dancow 3+, Nestlé Dancow 6+, Nestlé MILO, Nestlé MILO 3in1, Nestlé Nutren Junior, Nestlé Fizz. 2. Nutrisi untuk Kesehatan : Nestlé Omega, Nestlé Calcium Plus Non Fat , Nestlé Nesvita, Nestlé Bear Brand, Nestlé Nutren Fibre, Nestlé Nutren Diabetik, Nestlé Peptamen, Nestlé Nutren 1.0, Nestlé Bonus. 3. Minuman : Nescafé Classic, Nescafé Ice, Nescafé Black Ice, Nescafé Gold Blend, Nescafé Gold Blend Decaf, Nescafé 3in1. 4. Produk Kuliner : Nestlé Milkmaid, Maggi Sup, Maggi Bumbu Komplit, Maggi Bumbu Kaldu, Maggi Saus Tiram, Maggi Seasoning, Maggi SiSedap. 5. Permen dan Coklat : FOX’S, FOX’S Oriental, FOX’S Sugar Free, KitKat, POLO, Smarties, Nestlé Classic, Nestlé Eclairs, Nestlé MILO Nugget. 6. Makanan Bayi : Nestlé Bubur Susu dan Nestlé Bubur Bergizi. 7. Sereal Sarapan : Nestlé Koko Krunch, Nestlé Honey Stars, Nestlé Honey Gold, Nestlé Milo Cereal, Nestlé Corn Flakes, Nestlé Trix. 8. Bisnis Food Services : Nestlé Coffee-mate, Nestlé Carnation Coffee-mate, Nestea, Nestlé Lemonade, Maggi Vegetarian Stock, Maggi Tom Yam Paste, Maggi Beef Stock, Maggi Sup, Maggi Seasoning, Maggi Saus Tiram, Maggi Chefs Master Stock, Nescafé, MILO.
  9. 9. http://www.unilever.com/ourbrands/
  10. 10. Products Life Cycle (PLC)
  11. 11. The New Product Development Process Product Mortality Speed to market
  12. 12. The Seven-Step Development Process Product Ideas Commercialization Testing & Screening Marketing Prototype Concept Testing Business Analysis
  13. 13. Extending Product Life : An Alternative to New Products • Product extension is an existing product that is marketed globally • Product adaptation is the product modified to have greater appeal in foreign markets • Reintroduction is the process of reviving for new markets products that are obsolete in older ones
  14. 14. Branding Products Branding is the process of using symbols to communicate the qualities of a product made by a particular producer 1. Brand equity 2. Brand awareness
  15. 15. Types of Brand Names 1. National brand 2. Licensed brand 3. Private brand or Private label
  16. 16. http://www.sosro.com/indonesia/teh_sosro_produk.htm
  17. 17. Packaging and Labeling Products Packaging Labeling
  18. 18. What Is Pricing ? Process of determining what a company will receive in exchange for its products
  19. 19. How much your cost ? Berapa harga minyak goreng ini menurut anda? Spesifikasi produk : FILMA Minyak Goreng Refil 2 Liter/kantong Non kolesterol
  20. 20. Pricing to Meet Business Objectives 1. Profit- Profit-Maximizing Objectives 2. Market Share Objectives 3. Other Pricing Objectives
  21. 21. Simple Price-setting tools Cost- 1. Cost-oriented pricing Mark-up 2. Break Event Analysis Variable cost Fixed cost Break event point (BEP)
  22. 22. E-Business - Dynamic pricing Existing Product - Fixed pricing Pricing Strategies New Product - Price skimming - Penetration pricing
  23. 23. Pricing Tactics 1. Price lining 2. Psychological pricing Odd-even pricing 3. Discount
  24. 24. Price Lining
  25. 25. Psychological Pricing
  26. 26. Discount
  27. 27. International Pricing Pricing products for other countries is complicated because additional factors are involved. One strategy calls for increasing foreign market share by pricing products below cost.

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