Pengembangan Produk Baru dan Positioning

Developing, Positioning,
and Differentiating
Products through
the Life Cycle

©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 1 in Chapter 10

Pengembangan Produk
Baru
 Apa Itu Produk Baru?
– produk baru pertama kali dan benar-benar baru
– Produk baru yang mendukung lini produk
perusahaan – rasa, ukuran, dlsb)
– Produk baru dengan performa yang
ditingkatkan
– Produk existing dengan pasar dan target baru
– Produk dengan performa sama namun lebih

murah
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 2 in Chapter 10

Pengembangan Produk
Baru
 New Product Failure is Rampant:
– 95% of new U.S. consumer products
– 90% of new European consumer products

 Kegagalan produk disebabkan kurang
diperhatikannya hal-hal berikut; riset
pasar, ukuran pasar yang over
estimate, kesalahan bauran produk,
and pesaing yang lebih kompetitif
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 3 in Chapter 10

Pengembangan Produk
Baru
 Produk baru yang sukses:
– Mampu menawarkan keunggulan kompetitif
yang kuat
– Dapat memahami kebutuhan pelanggan
dengan baik dan bersaing di pasar
– Rasio performa dan cost lebih besar
– Diluncurkan denganbudget lebih besar
– Mempunyai dukungan top manajemen yang
lebih kuat
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 4 in Chapter 10

Pengembangan Produk
Baru
Proses Pengembangan Produk Baru:
Development to Commercialization
 Product development
 Market testing
 Commercialization

©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 5 in Chapter 10

Proses Adopsi Konsumen
 Adopters of new products move
through five stages:
– Awareness
– Interest

– Evaluation
– Trial
– Adoption
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 6 in Chapter 10

Proses Adopsi Konsumen
 Five product characteristics influence the rate of
adoption:
– Degree of relative advantage
– Degree of compatibility (inovasi produk sesuai
dengan nilai konsumen)
– Degree of complexity (tingkat inovasi yang
mudah dipahami konsumen)
– Degree of divisibility (trialability)
– Degree of communicability (manfaat
penggunaan bisa dijelaskan pada orang lain)

©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 7 in Chapter 10

Stages of the Product Life
Cycle
PLC Stages
 Introduction
 Growth
 Maturity
 Decline
©2003 Prentice Hall, Inc.

 Low sales
 High costs per
customer
 Negative profits
 Innovator

customers
 Few competitors

To accompany A Framework for Marketing Management, 2nd Edition

Slide 8 in Chapter 10

©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 9 in Chapter 10

Stages of the Product Life
Cycle
PLC Stages
 Introduction
 Growth
 Maturity
 Decline

©2003 Prentice Hall, Inc.

 Rising sales
 Average costs
 Rising profits
 Early adopters
customers
 Growing
competition

To accompany A Framework for Marketing Management, 2nd Edition

Slide 10 in Chapter 10

Stages of the Product Life
Cycle
PLC Stages
 Introduction
 Growth
 Maturity

 Decline
©2003 Prentice Hall, Inc.

 Peak sales
 Low costs
 High profits
 Middle majority
customers
 Stable/declining
competition

To accompany A Framework for Marketing Management, 2nd Edition

Slide 11 in Chapter 10

Stages of the Product Life
Cycle
PLC Stages
 Introduction
 Growth

 Maturity
 Decline
©2003 Prentice Hall, Inc.

 Declining sales
 Low costs
 Declining profits
 Laggard
customers
 Declining
competition

To accompany A Framework for Marketing Management, 2nd Edition

Slide 12 in Chapter 10

Objectives and Strategies for
the Product Life Cycle
PLC Stages
 Introduction

 Objective: to create
awareness and trial
 Offer a basic product
 Price at cost-plus

 Growth

 Selective distribution

 Maturity

 Awareness – dealers
and early adopters

 Decline

 Induce trial via heavy
sales promotion

©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 13 in Chapter 10

Objectives and Strategies for
the Product Life Cycle
PLC Stages
 Introduction
 Growth
 Maturity

 Objective: maximize
market share
 Offer service, product
extensions, warranty
 Price to penetrate
 Intensive distribution
 Awareness and interest
– mass market

 Decline
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 14 in Chapter 10

Objectives and Strategies for
the Product Life Cycle
PLC Stages
 Introduction
 Growth
 Maturity
 Decline
©2003 Prentice Hall, Inc.

 Objective: maximize profit
while defending market
share
 Diversify brands/items
 Price to match or beat
competition
 Intensive distribution
 Stress brand differences
and benefits
 Increase promotions to
encourage switching

To accompany A Framework for Marketing Management, 2nd Edition

Slide 15 in Chapter 10

Objectives and Strategies for
the Product Life Cycle
PLC Stages
 Introduction
 Growth
 Maturity
 Decline
©2003 Prentice Hall, Inc.

 Objective: reduce costs
and milk the brand
 Phase out weak models
 Cut price
 Selective distribution
 Reduce advertising to
levels needed to retain
hard-core loyalists
 Reduce promotions to
minimal levels

To accompany A Framework for Marketing Management, 2nd Edition

Slide 16 in Chapter 10

Positioning and
Differentiation
 Two views of positioning:
– Ries and Trout: products are
positioned in the mind of prospect
Product

leader firm
Operationally excellent firm
Customer intimate firm

©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 17 in Chapter 10

Positioning and
Differentiation
 Positioning statements:
– To (target group and need) our (brand) is
(concept) that (point-of-difference)
Example:

To young, active soft-drink
consumers who have little time for sleep,
Mountain Dew is the soft drink that gives
you more energy than any other brand
because it has the highest level of
caffeine.

©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 18 in Chapter 10

Positioning and
Differentiation
 Differentiated products feature
meaningful and valuable differences
that distinguish the company’s
offering from the competition.
 Differences are stronger when they
are important, distinctive, superior,
affordable, and profitable.
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 19 in Chapter 10

Positioning and
Differentiation
Product Differentiation Tools
 Form

 Reliability

 Features

 Repairability

 Performance

 Style

 Conformance

 Design

 Durability
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 20 in Chapter 10

Positioning and
Differentiation
Services Differentiation Tools
 Ordering
ease
 Delivery
 Installation
 Customer
training
©2003 Prentice Hall, Inc.

 Customer
consulting
 Maintenance
and repair
 Miscellaneous

To accompany A Framework for Marketing Management, 2nd Edition

Slide 21 in Chapter 10

Positioning and
Differentiation
Personnel Differentiation Tools
 Competence

 Reliability

 Courtesy

 Responsivenes
s

 Credibility

 Communication

©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 22 in Chapter 10