Developing Positioning and Differentiating Products through the Life

Developing, Positioning, and Differentiating Products through the Life Cycle © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 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, 2 nd Edition Slide 1 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, 2 nd Edition Slide 2 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, 2 nd Edition Slide 3 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, 2 nd Edition Slide 4 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, 2 nd Edition Slide 5 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, 2 nd Edition Slide 6 in Chapter 10

Stages of the Product Life Cycle PLC Stages § Low sales § Introduction § High costs per customer § Growth § Negative profits § Maturity § Innovator customers § Decline § Few competitors © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 7 in Chapter 10

© 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 8 in Chapter 10

Stages of the Product Life Cycle PLC Stages § Rising sales § Average costs § Introduction § Rising profits § Growth § Early adopters customers § Maturity § Decline © 2003 Prentice Hall, Inc. § Growing competition To accompany A Framework for Marketing Management, 2 nd Edition Slide 9 in Chapter 10

Stages of the Product Life Cycle PLC Stages § Peak sales § Low costs § Introduction § High profits § Growth § Middle majority customers § Maturity § Decline © 2003 Prentice Hall, Inc. § Stable/declining competition To accompany A Framework for Marketing Management, 2 nd Edition Slide 10 in Chapter 10

Stages of the Product Life Cycle PLC Stages § Declining sales § Low costs § Introduction § Declining profits § Growth § Laggard customers § Maturity § Decline © 2003 Prentice Hall, Inc. § Declining competition To accompany A Framework for Marketing Management, 2 nd Edition Slide 11 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, 2 nd Edition Slide 12 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, 2 nd Edition Slide 13 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, 2 nd Edition Slide 14 in Chapter 10

Objectives and Strategies for the Product Life Cycle PLC Stages § Objective: reduce costs and milk the brand § Phase out weak models § Introduction § Cut price § Growth § Selective distribution § Maturity § Decline © 2003 Prentice Hall, Inc. § Reduce advertising to levels needed to retain hard-core loyalists § Reduce promotions to minimal levels To accompany A Framework for Marketing Management, 2 nd Edition Slide 15 in Chapter 10

Positioning and Differentiation § Two views of positioning: – Ries and Trout: products are positioned in the mind of prospect l Product leader firm l Operationally excellent firm l Customer intimate firm © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 16 in Chapter 10

Positioning and Differentiation § Positioning statements: – To (target group and need) our (brand) is (concept) that (point-of-difference) l 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, 2 nd Edition Slide 17 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, 2 nd Edition Slide 18 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, 2 nd Edition Slide 19 in Chapter 10

Positioning and Differentiation Services Differentiation Tools § Ordering ease § Customer consulting § Delivery § Maintenance and repair § Installation § Customer training © 2003 Prentice Hall, Inc. § Miscellaneous To accompany A Framework for Marketing Management, 2 nd Edition Slide 20 in Chapter 10

Positioning and Differentiation Personnel Differentiation Tools § Competence § Reliability § Courtesy § Responsiveness § Credibility § Communication © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 21 in Chapter 10