Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Creating Demand
Pertemuan 8
Learning Outcomes
Students are capable of choosing concepts to
create demand
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Material Outline
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Extension of current products
Horizontal concept
Vertical concept
Adopt 100 percent
Adjusted to local market's condition
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Extension of Current Products
• A company that has existed for a long time
generally has already had its own loyal
consumers. New demand can be created by
presenting a new concept (Nelly Ma’arif,
2008)
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Horizontal Concept
• Using this model by using different technical
specifications or different models and designs.
• Ford Car.
– Launched its first car with one color
– Competition forced this company to create other color than just
black.
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Vertical Concept
• For consumer products, the concept works out by adding
additional pack sizes to the currently available ones.
• Blue band margarine of lever brother started with o.5kg
and 1kg sizes.
• There are consumers that either need less margarine in
their homes or supply have less money to spend on
margarines.
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Adopt 100Percent
• Many multinational companies practice concepts from
other areas/countries
• What happened to cultural differences?
– Maggie Block is a concept from the European market exported to
Indonesia.
– How do Indonesians consume soup?
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Adjusted to Local Market’s Condition
• External source of demand creation:
– Comes from the concept of joint cooperation.
• Concept of joint cooperation:
– A good understanding and analysis of the advantages of having
such a cooperation
• Buying from the experts:
– Producers of certain products produce more than they need.
– Ex. Pertamina
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Adjusted to Local Market’s Condition
• Imitation concept of competitors:
– If one concept is well accepted by market and creates good
revenue and profit, many investors would be interested in the
concept.
– The existence of many night-clubs in one concentrated area, or
the availability of several barbershops or beauty salons in an
area
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Adopt 100 Percent
– Cars sold in four seasons countries designed differently than
those for two season countries
– Production in Asian countries is cheaper and what more
important is the manufacturer sells cars that are suitable with the
local conditions.
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Conclusions:
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Using this model by using different technical specifications or different
models and designs.
For consumer products, the concept works out by adding additional pack
sizes to the currently available ones.
Many multinational companies practice concepts from other areas/countries
External source of demand creation:
– Comes from the concept of joint cooperation.
•
Concept of joint cooperation:
– A good understanding and analysis of the advantages of having such a
cooperation
•
Buying from the experts:
– Producers of certain products produce more than they need.
– Ex. Pertamina
Bina Nusantara