Mata kuliah : J0802 - Produk dan Merk
Tahun
: 2010
Strategi Produk
Pertemuan 01
Outline
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Karakteristik dan Klasifikasi Produk
Diferensiasi Produk
Membangun dan Mengelolah Bauran Produk
Lini Produk
Konsep Produk
Product is anything that can be offered to a market to
satisfy a want or need.
Products that are market include: Physical goods,
services, experience, events, persons, palces,
properties, organizations, information, and ideas
Component of the Market Offering
Value Based Prices
Attractiveness
of the Market
Offering
Product Features
&
Quality
Serivices Mix
&
Quality
Product Levels
E
D
C
B
A
A. Core Benefit
B. Basic Product
C. Expected Product
D. Augmented Product
E. Potential Product
Product Levels
• Core Benefit : As a fundamental Level; the service or benefit
the customer is really buying. A hotel guset is buying rest
and sleep
• Basic Product : The market has turn to the core benefit into
a basic product, thus a hotel room includes a bed, bath
room, towels, desk, etc
• Expected Product : The market prepares an expected
product a set of attributes and condition buyers normaly
expect when they purchase this product
Product Levels
• Augmented Product : That exceeds customer expectation.
In developed countries, brand positioning and competition
take place at this level
• Potential Product : which encompasses all the possible
augmentations and transformation the products or offering
might undergo in the future.
Product Classifications (3 Groups)
Non Durable Goods : are tangible goods normally consumed in one or
few uses, like beer and soap. Because there goods ara consume
quickly and pruchased frequently, the appropriate stratey is to make
them available in many location, charge only a small markup, and
advertise heavily to induce trial and build preference
Durable Goods : are tangible goods that normally survive many uses:
refrigerators, machine tools, and clothing. Durable product require
more personal selling and service, comand a higher margin and
require more seller guarantees.
Services : are intangible, inseparable, varaible and parishable products.
As a result, they normally require more quality control, supplier
credibility, and adaptability. Ex: Includes haircuts, legal advice, and
appliance repairs
Consumer goods Classifcation
Convenience
Goods
Shopping
Goods
Speciality
Goods
Unsought
Goods
Product Differentiation
• To be branded, a product must be differentitated
• Physical product vary in their potential for differentiation
• Marketers are always looking for new dimensions of
differentiation
Product Differentiation Parameters:
a. Form
b. Features
c. Performance Quality
d. Conformance Quality
Product Differentiation Parameters:
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Form
Features
Performance Quality
Conformance Quality
Durability
Reliability
Repairability
Style
Sistem Produk dan Bauran Produk
Produk System : is a group of diverse but related items that
function in a compatible manner.
Example:
PalmOne handhled and smartphone porduct lines come with
attachable products including headset, cameras, keyboards,
presentation projectors, e-book, MP3 players and voice
recorders
Sistem Produk dan Bauran Produk
Product Mix (Product Assortment) is the set of all products and
items particular seller offers for sale
A Product mix consist of various product lines
Line Stretching
• Down Market Stretch
• Up-Market Stretch
• Two-Way Stretch
Product Line Analysis
In offering product line, companies normally develop a basic
platform and modules that can be added to meet different
customer requirements.
Product line managers need to know the sales and profit of
each item in their laine in order to determine which items to
build, maintain, harvest, or divest.
They also need to understand each product line’s market
profile
Class Discussion
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