EKMA4111: Modul 7
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The document discusses the marketing mix, which consists of 4 Ps - product, price, place (distribution), and promotion. It provides details on each P, including factors to consider, strategies to employ, and examples. For product, it covers levels, classifications, mixes, identification, and development. For price, it discusses factors, strategies like cost-based and competitive pricing. For place, it discusses distribution channels, strategies like intensive and exclusive distribution. And for promotion, it outlines the promotion mix including advertising, sales promotion, public relations, personal selling, and direct marketing.
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EKMA4111: Modul 7
- 1. Marketing Mix Anggriawan Sugianto EKMA 4111 Pengantar Bisnis
- 2. Outline 1. Product 2. Price 3. Place (Distribution) 4. Promotion 22013.10.06 EKMA 4111 Segmentation Targeting Positioning Product Price Place Promotion
- 3. Don't find customer for your products. Find products for your customers. – Seth Godin
- 5. Product Level 55 4 3 2 1 1. Core benefit 2. Basic product 3. Expected product 4. Augmented product 5. Potential product 2013.10.06 EKMA 4111 5
- 6. Product Classification Consumer product 1. Convenience product • Milk, bread, sugar 2. Shopping product • Clothing, electronics 3. Specialty product • Antiques, jewelry 4. Unsought product • Snowshoes, fire extinguisher Industrial product 1. Expense items • Coffee bean, vegetable oil 2. Capital items • Computer, building 2013.10.06 EKMA 4111 6
- 7. Product Mix 1. Width • Jumlah lini produk 2. Length • Jumlah produk 3. Depth • Variasi dalam 1 lini produk 4. Consistency • Hubungan antar lini produk 2013.10.06 EKMA 4111 7
- 8. Product Identification 1. Branding • Attribute, benefit, value, culture, personality, consumer perception • National brand, licensed brand, private brand 2. Packaging • Package: Primary, Secondary, Shipping (Tertiary) • Customer Experience + Promotion 3. Labelling • Identity, classification, information, promotion 2013.10.06 EKMA 4111 8
- 9. New Product Development 2013.10.06 EKMA 4111 9 Product ideas Screening Concept testing Business analysis Prototyping Product & market test Commercialization 1. Product extension 2. Product adaptation 3. Reintroduction Alternatives:
- 10. Product Life Cycle ! 2013.10.06 EKMA 4111 10 1 2 3 4
- 11. Strategy on PLC Introduction Growth Maturity Decline Product Market development Meningkatkan pangsa pasar Menjaga pangsa pasar Efisiensi produksi Price Tinggi Menengah ≤ Harga pesaing Low margin Promotion Perkenalan produk Mass market, fitur, brand Brand, benefit, loyalitas Loyalitas Place Selected outlet Membangun jaringan outlet Memperbesar jaringan distribusi Seleksi jaringan distribusi 2013.10.06 EKMA 4111 11
- 12. People don’t buy what they need. They buy what they want. Good marketers tell a story.
- 14. Pricing Factor 2013.10.06 EKMA 4111 14 Faktor penentu harga Target keuntungan Volume penjualan Kompetisi Pangsa pasar Persepsi publik
- 15. ! Break Even Point Break-Even Analysis • Total Cost (TC) = Fixed Cost (FC) + Variable Cost (VC) • Total Revenue (TR) = Price x Volume-of-Sales • BEP if Volume-of-Sales = Q 2013.10.06 EKMA 4111 15
- 16. Pricing Strategy • Cost-based Pricing • Competitive Pricing • Penetrating Pricing • Demand-based Pricing • Price Leadership • Low Margin, High Volume • Price Skimming • Price Lining • Psychological Pricing • Discounting 2013.10.06 EKMA 4111 16
- 17. Pricing Strategy Cost-based Pricing • Penentuan harga berdasarkan biaya produksi (markup pricing) • Average Cost (AC) = Average Fixed Cost (AFC) + Average Variable Cost (AVC) • Sale Price per Unit = Average Cost (AC) + Profit Margin 2013.10.06 EKMA 4111 17 !
- 18. Pricing Strategy Competitive Pricing • Penentuan harga berdasarkan harga kompetitor • Biasanya diterapkan oleh bisnis yang menjual barang/jasa yang sama • Produk sudah memasuki masa Maturity atau Decline 2013.10.06 EKMA 4111 18 !
- 19. Pricing Strategy Penetrating Pricing • Produk ada di masa Introductory – biasanya dilakukan oleh non-premium • Harga rendah untuk memaksimalkan Volume Penjualan • Goal → Market Share + Economies of Scale 2013.10.06 EKMA 4111 19 !
- 20. Pricing Strategy Demand-based Pricing (Price Discrimination) • Penentuan harga berdasarkan jumlah permintaan • Yield Management → penentuan harga berdasarkan perilaku konsumen • Price Discrimination → harga yang berbeda untuk produk yang sama 2013.10.06 EKMA 4111 20
- 21. Pricing Strategy Price Leadership • Perusahaan yang dominan (market leader) bisa mengatur harga lebih leluasa • Biasanya dilakukan pada industri yang sifatnya oligopoli 2013.10.06 EKMA 4111 21
- 22. Pricing Strategy Low Margin, High Volume • Menjual barang dengan harga serendah-rendahnya untuk mendapatkan volumen penjualan setinggi-tingginya 2013.10.06 EKMA 4111 22
- 23. Pricing Strategy Price Skimming • Menetapkan harga tinggi untuk sementara, lalu menurunkannya seiring waktu • Goal → Menutup sunk cost secepat mungkin, sebelum ada kompetisi • Biasanya dilakukan oleh produk premium atau first-mover 2013.10.06 EKMA 4111 23 ! Premium / First-Mover
- 24. Pricing Strategy Price Lining (product line pricing) • Penetapan harga dengan menawarkan beberapa kategori produk 2013.10.06 EKMA 4111 24
- 25. Pricing Strategy Psychological Pricing • Konsumen tidak selalu berpikiran rasional ketika melakukan pembelian • Odd-Even Pricing → $1.99 lebih dekat ke $1-an daripada $2 • Decoy Pricing → konsumen berubah pikiran ketika ada pilihan yang asimestris 2013.10.06 EKMA 4111 25 68% 32% 16% 84% 0%
- 26. Pricing Strategy Discounting (Sales Promotion) • Pengurangan harga untuk menstimulasi penjualan dalam jangka pendek • Risiko: penurunan brand image & baseline price dalam jangka panjang 2013.10.06 EKMA 4111 26
- 27. No one ever succeeds without the help of others. – Jay Abraham
- 28. Place (Distribution) EKMA4111 Pengantar Bisnis
- 29. Distribution Factor 2013.10.06 EKMA 4111 29 Faktor penentu distribusi Target pasar Sifat produk Biaya distribusi Jaringan penjualan In-house distribution Outsource distribution
- 30. Distribution Channel 2013.10.06 EKMA 4111 30
- 31. Distribution Strategy 2013.10.06 EKMA 4111 31 Intensive Distribution • Kanal distribusi sebanyak mungkin • Ex) Consumer goods Selective Distribution • Wholesaler + beberapa retailer • Ex) Alat-alat rumah tangga Exclusive Distribution • Retailer tertentu di region tertentu • Ex) Premium products Channel Leadership
- 32. Physical Distribution Mengapa perlu Inventory? • Perbedaan pola produksi & pola konsumsi • Pasar tersebar & permintaan besar • Perbedaan waktu produksi & waktu konsumsi Dua macam Inventory: • Gudang produksi • Distribution center 2013.10.06 EKMA 4111 32
- 33. Nothing influences people more than a recommendation from a trusted friend. – Mark Zuckerberg
- 35. Model of Communication 2013.10.06 EKMA 4111 35
- 36. Promotion 2013.10.06 EKMA 4111 36 Tujuan Promosi Product Positioning Value Added Sales Control Information
- 37. Promotion Strategy 2013.10.06 EKMA 4111 37 Pull Strategy Menarik perhatian langsung kepada konsumen à Retailer akan meminta produk kepada penjual grosir Push Strategy Agresif memasarkan produk kepada wholesaler & retailer à Distributor membujuk konsumen untuk membeli produk
- 38. Promotion Mix Advertising Sales Promotion Public Relations Personal Selling Direct Marketing 2013.10.06 EKMA 4111 38
- 39. ! Advertising Examples: • Above-The-Line TV, Cinema, Radio, Print, Out-of-home (Billboard, Poster, Subway, ...) • Below-The-Line Direct Mail, Flyer, Telemarketing, • Internet Banner, Social Media, Search, Email Advantages: • Public Presentation – informative & persuasive • Pervasiveness – reinforcement & pencitraan • Expressive • Impersonality 2013.10.06 EKMA 4111 39
- 40. Sales Promotion Examples: • Consumer promotion • Trade promotion • Sales-force promotion Advantages: • Communication • Insentive • Invitation 2013.10.06 EKMA 4111 40
- 41. Public Relations Examples: • Press release • Product publicity • Corporate communication • Lobbying • Counceling Advantages: • Credibility • Buyer off-guard • Dramatization 2013.10.06 EKMA 4111 41
- 42. Personal Selling Advantages: • Personal interaction • Relationship development • Quick response 2013.10.06 EKMA 4111 42
- 43. Direct Marketing Examples: • Post mail • Telemarketing • SMS • Email • Mobile & Online ads Advantages: • Non-public • Customized • Up-to-date • Interactive 2013.10.06 EKMA 4111 43
- 44. Customer Engagement 2013.10.06 EKMA 4111 44
- 45. I M C Integrated Marketing Communications 2013.10.06 EKMA 4111 45
- 46. End of Module 7