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MARKETING MIX (1)

MARKETING MIX (1). PRODUCT PRICE. Marketing Mix. Product variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns. Channel Coverage Assortments Locations Inventory Transport. Product. Place. THE FOUR Ps OF THE MARKETING MIX. Target Market.

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MARKETING MIX (1)

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  1. MARKETING MIX (1) PRODUCT PRICE

  2. Marketing Mix Product variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns Channel Coverage Assortments Locations Inventory Transport Product Place THE FOUR Ps OF THE MARKETING MIX Target Market Promotion Price ListedPrice Discounts Allowances Payment period Credit terms Returns Sales promotion Advertising Salesforce Public relations Direct marketing

  3. PRODUK Produkadalahsegalasesuatu yang dibuat/disediakanolehprodusenuntukmemenuhikebutuhanpasar. Produk yang dibutuhkanolehkelompok/segmenpasartertentumungkintidakdibutuhkanolehkelompok/segmenpasar yang lain.

  4. MACAM-MACAM PRODUK • BARANG • JASA • IDE/GAGASAN/PROGRAM • ORANG • TEMPAT

  5. TANGIBLE OR PHYSICAL PRODUCT AUGMENTED OR EXTENDED PRODUCT AFTERSALE SERVICE INSURANCE DELIVERY DESIGN AND STYLE PACKAGING BRAND BASIC BENEFIT OR FUNCTION SIZE TRADE IN CREDIT AND FINANCING COLOUR OTHER FEATURES TIPE AND FORM QUALITY AND QUANTITY OTHER SERVICE OFFERED INSTALLATION & SETTING UP GUARANTEE CORE OR BASIC PRODUCT THE THREE LEVELS OF PRODUCT

  6. Value-based prices Product features & Quality Services Mix & Quality COMPONENTS OF MARKET OFFERING Attractiveness Of the market offering

  7. KLASIFIKASI PRODUK • BERDASARKAN DURABILITY • 1. Nondurable goods • 2. Durable goods • BERDASARKAN TANGIBILITY • Goods • Services • BERDASARKAN KEBIASAAN MEMBELI • 1. Convenience goods (staples, impulse, emergency) • 2. Shopping goods • 3. Specialty goods • 4. Unsought goods

  8. PRICE(HARGA)

  9. STRATEGI GENERIK • KEUNGGULAN BIAYA MENYELURUH (COST LEADERSHIP) • DIFERENSIASI (DIFFERENTIATION) • FOKUS (FOCUS)

  10. COST LEADERSHIP • Menekanpadaupayamemproduksiprodukdenganbiaya per unit yang sangatrendah. • Untukmenjalankanstrategiiniharusunggulpadasumberdayaperusahaan : kuat modal, terampilpadarekayasaproses, pengawasanketat, mudahdiproduksi, biayadistribusidanpromosirendah. • Padabidangorganisasi : kemampuanmengendalikanbiayadenganketat, informasipengendalian yang baik

  11. DIFFERENTIATION • Menemukankeunikan • Sulitditiru • Tidakmengutamakanharga • Strategiinitidakmenjaminterutamajikaprodukstandar yang telahberedarsudahmemenuhikebutuhann • Kelemahannyabisaditiru, keunikannyadianggapbiasaolehkonsumen • Kekuatandepartemen research and development sangatberperan

  12. MANFAAT DIFERENSIASI • Menjualdenganharga yang lebihtinggi === profit tinggi • Pelayanan superior = kesetiaanpelanggan

  13. Syaratuntukbisamenggunakan differentiation • Sumberdayaperusahaan : membutuhkanpemasaranproduk, kreativitasdanbakat, risetpasar, reputasiperusahaan, distribusidanketrampilankerja. • Organisasi : merekruttenagakerja yang berkemampuantinggi

  14. FOCUS • Keunggulanbersainguntuksegmenpasar yang lebihsempit • Niche market • Syaratmenggunakan : besaranpasar yang cukup (market size), terdapatpotensipertumbuhan yang baik, pesaingtidaktertarikuntukbersaingpadaceruktersebut.

  15. STRATEGI FOKUS PALING EFEKTIF,JIKA : • Konsumenmemilikipreferensiataupersyaratan yang unikdanketikaperusahaanpesaingtidakberusahauntukberspesialisasidalam target yang sama

  16. RISIKO Strategifokus • Kemungkinansejumlahpesaingakanmenyadarikeberhasilanstrategifokuslalumenirunya • Bergesernyapreferensikonsumen

  17. Price sensitivity meter • Suatuteknikpasaruntukmenentukanpreferensiharga yang diberikanolehkonsumen. • Penemunyaadalah Van Westendorp • Melalui survey konsumendenganpertanyaan : • Padahargaberapaandamaumembeliproduk X yang menurutandamerupakanharga yang pantas? (murah/cheap) • Padahargaberapaandamenganggapprodukinimahal, sehinggaandamasihperlumempertimbangkanuntukmembelinya? (mahal/expensive) • Padahargaberapaandamenganggapbahwaproduksangatmahalsehinggaandatidakinginmembelinya? (terlalumahal/too expensive) • Padahargaberapaandamenganggapbahwaproduksangatmurahsehinggaandameragukankualitasdariproduktersebut?

  18. Perpotongan too cheap dan expensive disebutPMC (Price of Marginal Cheapness) • Perpotongan too expensive dan cheap merupakanPME (price of marginal expensiveness) • Perpotongan cheap dan expensive adalahIPP ( indeferrence price point) • Perpotongan too cheap dan too expensive adalahOPP (Optimal Price Point)

  19. PSM PRODUK X IPP 165.00 PMC 153.00 PME 175.00 OPP 158.50 Acceptable Price Range: 153 mio – 175 mio

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