Matakuliah
Tahun
Versi
: J0114 – Manajemen Pemasaran
: 2005
:1
Pertemuan 15
Penetapan Harga Produk
1
Learning Outcomes
Mahasiswa dapat mengetahui bagaimana
strategi dalam penetapan harga produk
2
Outline Materi
• Strategi Penetapan Harga Produk
baru
• Strategi Penetapan Harga Bauran
Produk
3
New Product Development
• New Product Development is a business
and engineering term which describes the
complete process of bringing a new
product to market. There are two parallel
aspects to this process : one involves
product engineering ; the other marketing
analysis. Marketers see new product
development as the first stage in Product
Life Cycle Management.
4
New Product Types
5
The Process : Several Stages in the
New Product Development
1. Idea Generation
– ideas for new products obtained from
customers, R&D department, competitors,
focus groups, employees, or trade shows
– formal idea generating techniques include
attribute listing, forced relationships,
brainstorming, morphological analysis,
problem analysis and early, rapid prototyping
6
2. Idea Screening
– eliminate unsound concepts
– must ask three questions:
• will the target market benefit from the product
• is it technically feasible to manufacture the product
• will the product be profitable
7
3. Concept Development and Testing
– develop the marketing and engineering details
•
•
•
•
•
who is the target market
what benefits will the product provide
how will consumers react to the product
how will the product be produced
what will it cost to produce it
– test the concept by asking a sample of
prospective customers what they think of the
idea
8
4. Business Analysis
– estimate likely selling price
– estimate sales volume
– estimate profitability and breakeven point
9
5. Beta Testing and Market Testing
– produce a physical prototype or mock-up
– test the product in typical usage situations
– make adjustments where necessary
– produce an initial run of the product and sell it
in a test market area to determine customer
acceptance
10
6. Technical Implementation
– New program initiation
– Resource estimation
– Requirement publication
– Engineering operations planning
– Department scheduling
– Supplier collaboration
– Resource plan publication
– Program review and monitoring
– Contingencies - what-if planning
11
7. Commercialization
– launch the product
– produce and place advertisements and other
promotions
– fill the distribution pipeline with product
– critical path analysis is useful at this stage
12
Merancang Strategy dan
Program Penetapan Harga
13
Konsep Harga
Harga adalah :
Sejumlah uang sebagai alat tukar
untuk memperoleh produk atau jasa.
14
Langkah-Langkah dalam
Penetapan Harga
• Menentukan tujuan penetapan
harga
• Menentukan permintaan
• Memperkirakan biaya
• Menganalisa biaya, harga dan
penawaran pesaing
• Memilih metode penetapan harga
• Menentukan harga produk
15
Tujuan Penetapan Harga
• Survival
• Maximum current
profit
• Maximum current
revenue
• Maximum sales
growth
• Quality
Menentukan Permintaan
• Kurva Permintaan
• Elastisitas harga
permintaan
Estimasi Biaya
• Jenis Biaya
• Perilaku Biaya
16