DASAR PENGEMBANGAN PRODUK. Kotribusi produk baru terhadap profitability. B. Mempertahankan Profit. A. Produk mempunyai Life Cycle (4) (5) (3) (2) (1)

(1)

Jurusan Teknologi Hasil Pertanian Fakultas Pertanian Universitas Lampung

DASAR PENGEMBANGAN PRODUK

A. Produk mempunyai “Life Cycle”

•

Hanya sedikit produk yang berumur panjang.

•

Mengganti produk yang sudah tidak dapat dijual.

18 New Food Product Development: From Concept to Marketplace

(cube 3) and at the same time push market complexity into new market areas

such as the leisure food category, food ingredient and food service markets

(cube 4), and also a more elusive consumer (cube 6).

1.3.1 Product Life Cycles

Every product has a life cycle as depicted in Figure 1.3a. The horizontal axis

is a measure of time. The vertical axis is an index of a product’s acceptance

measured as either volume of cases sold or sales dollars. Five distinct phases

of the life cycle can be discerned:

1. The introductory period is heavily supported by promotions, in-store

demonstrations, advertising, and slotting fees to gain introduction.

Sales volume is initially low as customers and consumers are

edu-cated about the product.

2. A strong growth period ensues when first-time customers begin

repeat buying and more new consumers are attracted. There is

FIGURE 1.3

Characteristics of products, their life cycles, and profit-ability: (a) Typical product life cycle, (b) the profit picture, and (c) the contribution of new products to profitability.

Case volume sale

s (a) (b) (c) + $ + $ – $ – $ Time (1) (2) (3) (4) (5) 1.Perkenalan 2.Pertumbuhan cepat 3.Pertumbuhan lambat 4.Maturity 5.Penurunan 1

B. Mempertahankan “Profit”

•

Mempertahankan “Old bell-ringer product” tidak

menjamin “profit”

•

Produk baru berguna untuk pengembangan

perusahaan, meningkatkan “profit”

DASAR PENGEMBANGAN PRODUK ...

18 New Food Product Development: From Concept to Marketplace

(cube 3) and at the same time push market complexity into new market areas

such as the leisure food category, food ingredient and food service markets

(cube 4), and also a more elusive consumer (cube 6).

1.3.1 Product Life Cycles

Every product has a life cycle as depicted in Figure 1.3a. The horizontal axis

is a measure of time. The vertical axis is an index of a product’s acceptance

measured as either volume of cases sold or sales dollars. Five distinct phases

of the life cycle can be discerned:

1. The introductory period is heavily supported by promotions, in-store

demonstrations, advertising, and slotting fees to gain introduction.

Sales volume is initially low as customers and consumers are

edu-cated about the product.

2. A strong growth period ensues when first-time customers begin

repeat buying and more new consumers are attracted. There is

FIGURE 1.3

Case volume sale

s (a) (b) (c) + $ + $ – $ – $ Time (1) (2) (3) (4) (5) 2

Jurusan Teknologi Hasil Pertanian Fakultas Pertanian Universitas Lampung DASAR PENGEMBANGAN PRODUK

18 New Food Product Development: From Concept to Marketplace

(cube 3) and at the same time push market complexity into new market areas such as the leisure food category, food ingredient and food service markets (cube 4), and also a more elusive consumer (cube 6).

1.3.1 Product Life Cycles

Every product has a life cycle as depicted in Figure 1.3a. The horizontal axis is a measure of time. The vertical axis is an index of a product’s acceptance measured as either volume of cases sold or sales dollars. Five distinct phases of the life cycle can be discerned:

1. The introductory period is heavily supported by promotions, in-store demonstrations, advertising, and slotting fees to gain introduction. Sales volume is initially low as customers and consumers are edu-cated about the product.

2. A strong growth period ensues when first-time customers begin repeat buying and more new consumers are attracted. There is

FIGURE 1.3

Characteristics of products, their life cycles, and profit-ability: (a) Typical product life cycle, (b) the profit picture, and (c) the contribution of

Case volume sale

s (a) (b) (c) + $ + $ – $ – $ Time (1) (2) (3) (4) (5)

18 New Food Product Development: From Concept to Marketplace

(cube 3) and at the same time push market complexity into new market areas such as the leisure food category, food ingredient and food service markets (cube 4), and also a more elusive consumer (cube 6).

1.3.1 Product Life Cycles

Every product has a life cycle as depicted in Figure 1.3a. The horizontal axis is a measure of time. The vertical axis is an index of a product’s acceptance measured as either volume of cases sold or sales dollars. Five distinct phases of the life cycle can be discerned:

1. The introductory period is heavily supported by promotions, in-store demonstrations, advertising, and slotting fees to gain introduction. Sales volume is initially low as customers and consumers are edu-cated about the product.

2. A strong growth period ensues when first-time customers begin repeat buying and more new consumers are attracted. There is

FIGURE 1.3

Case volume sale

s (a) (b) (c) + $ + $ – $ – $ Time (1) (2) (3) (4) (5) 3

18 New Food Product Development: From Concept to Marketplace

(cube 3) and at the same time push market complexity into new market areas

such as the leisure food category, food ingredient and food service markets

(cube 4), and also a more elusive consumer (cube 6).

1.3.1 Product Life Cycles

Every product has a life cycle as depicted in Figure 1.3a. The horizontal axis

is a measure of time. The vertical axis is an index of a product’s acceptance

measured as either volume of cases sold or sales dollars. Five distinct phases

of the life cycle can be discerned:

1. The introductory period is heavily supported by promotions, in-store

demonstrations, advertising, and slotting fees to gain introduction.

Sales volume is initially low as customers and consumers are

edu-cated about the product.

2. A strong growth period ensues when first-time customers begin

repeat buying and more new consumers are attracted. There is

FIGURE 1.3

Characteristics of products,

their life cycles, and

profit-ability: (a) Typical product life

cycle, (b) the profit picture,

and (c) the contribution of

new products to profitability.

Case volume sale

s

(a)

(b)

(c)

+ $

– $

Time

(1)

(2)

(3)

(4)

(5)

Kotribusi produk baru terhadap “profitability”

(2)

Lecture Notes Vol. 8 for Management Strategy, 2006

6

2.6 Characteristics and Strategies Regarding Product Life Cycle by Stage

Introductory Period Growth Period Maturation Period Decline Period

Sales low level rapid rise slow rise or decent decent

Profit small or minus maximum level decent low level or zero

Customer innovator mass market mass market laggard

Competition scarce increase many competitors decrease

Strategic Focus maket expansion penetration in market defense of share timing of pullout

Marketing Expenditure high level high level (decent in ratio) decent low level

Strategic Emphasis product awareness brand preference brand loyalty selective

Distribution closed-type open-type

Price high level decent

Product essential service supplementary service

Promotion push pull with mass media

Insered with partial modification of the following sources: Kotler, P., Marketing Management , President Inc., p.240, and, Shimaguchi, Mitsuaki, and Ishii, Jyunzo (1987), Contemporary Marketing , Yuhikaku Publishing, p.154

Ch a ra c te ri s ti cs St ra te g ie s

3 Variations of Product Life Cycle

3.1 Relationship with Substitutes

Self-Fulfilling Prophecy

-If there had not been this prophecy nothing would have happened, but because of this, the reality has changed.

-When one takes it into one's head that certain product “has come to the decline period”, then this product may in fact decline.

-Pullout at too early a timing (?) 8mm Camera Video camera

-Early pullout and self-defeat of Elmo, Canon, Chinon, Fuji Photo Film -Existence of an air pocket period

-Domestic shipment of 8mm cameras started declining around 1976. -Video camera’s emergence in ’79, and its market’s initial rise in ‘82

-As an 8mm camera was a durable consumer item, there was a chance that consumers held off purchasing them at an early stage foreseeing the emergence of video cameras.

5

6

Introductory Period Growth Period Maturation Period Decline Period Sales low level rapid rise slow rise or decent decent

Profit small or minus maximum level decent low level or zero Customer innovator mass market mass market laggard Competition scarce increase many competitors decrease Strategic Focus maket expansion penetration in market defense of share timing of pullout Marketing Expenditure high level high level (decent in ratio) decent low level Strategic Emphasis product awareness brand preference brand loyalty selective Distribution closed-type open-type

Product essential service supplementary service Promotion push pull with mass media

-Pullout at too early a timing (?)

8mm Camera Video camera

6

Introductory Period Growth Period Maturation Period Decline Period Sales low level rapid rise slow rise or decent decent

Profit small or minus maximum level decent low level or zero Customer innovator mass market mass market laggard Competition scarce increase many competitors decrease Strategic Focus maket expansion penetration in market defense of share timing of pullout Marketing Expenditure high level high level (decent in ratio) decent low level Strategic Emphasis product awareness brand preference brand loyalty selective Distribution closed-type open-type

Product essential service supplementary service Promotion push pull with mass media

-Pullout at too early a timing (?)

8mm Camera Video camera

6

FAKTOR PENDORONG PENGEMBANGAN PRODUK BARU

1. Kesempatan untuk berkembang dan memenuhi

tujuan jangka panjang perusahaan.

2. Keinginan konsumen terhadap produk baru atau

menciptakan pasar baru (market).

3. Perubahan pasar (marketplace) atau menciptakan

new marketplace.

4. Teknologi baru (alat, bahan baku, dan proses

produksi).

5. Kemajuan ilmu kesehatan yang mengubah

lifestyle dari consumer (hidup lebih sehat).

6. Peraturan pemerintah (larangan atau pembatasan

bahan additive, bahan baku tertentu).

7

TIM PENGEMBANGAN PRODUK BARU

Harus mempunyai keahlian:

a. Management,

➡ mengatur, mengambil keputusan, menyelesaikan

konflik, dan dapat menyediakan fasilitas.

b. Engineering,

➡ merancang dan menentukan kelayakan processing.

c. Production,

➡ menentukan kemampuan manufacturing dan

jadwal uji coba processing tanpa menggangu proses produksi.

d. Quality Assurance and Control,

➡ memberikan arahan dan petunjuk yang

berhubungan dengan keamanan dan mutu desain dan produk

(3)

e. Financial Analysis,

➡ mampu menganalisa keuangan secara fair, memonitor

pengeluaran dan memprediksi returns.

f. Food Scientist and Technologist,

➡ melakukan penelitian dan pengembangan produk baru.

g. Marketing and Sales,

➡ mendapatkan informasi mengenai customer dan

consumer.

h.Purchasing,

➡ mencari dan membeli bahan baku, ingredient, dan

peralatan produksi.

i. Distribution

➡ menyiapkan sistem pergudangan dan penditribusian

j. Legal,

➡ mengetahui peraturan, paten dan hak cipta, dan kontrak

TIM PENGEMBANGAN…….

9

TAHAPAN DALAM PENGEMBANGAN PRODUK

Idea Development Bench-top Pilot plant Company Objective Perceived Need of Market Screening ! Feasibility

Study Consumer Research Financial Review

Production Consumer Trial Test Market Product Progression Data Flow 10

Jurusan Teknologi Hasil Pertanian Fakultas Pertanian Universitas Lampung Financial Dept.

Perencanaan bisnis (mencari data bahan baku, biaya prosesing, dan biaya marketing)

Marketing Dept.

Merancang label, analisis customer, merancang strategi pemasaran, dan mengembangkan alat dan metode promosi

Purchasing Dept.

Mencari bahan baku, ingredients, dan bahan pengemas

Manufacturing Dept.

Menentukan proses produksi dan sumber daya dibutuhkan

PARALLEL PHASE AKTIVITAS DALAM PENGEMBANGAN PRODUK

Product

concept Objective testing Subjective testing

Consumer preference

testing

Product

design Bench top product productionPilot plat

Commercial plant production Market test and evaluation Process

(4)

PERANAN FOOD SCIENTIST/TECHNOLOGIST

Process pengembangan produk dimulai saat konsep produk telah dibuat, yang berasal dari idea yang lolos screening.

Peranan Food Scientist/Technologist:

1. Mencari recipe (resep) untuk produk tersebut. (buku

resep, supplier, menganalisis produk yang mirip)

2. Mempelajari sifat bahan baku dan masalah pada

penanganan bahan tersebut, terutama pada pada proses produksi komersial.

3. Mempelajari dan mengantisipasi perubahan-perubahan

dari proses pengolahan (physical, chemical, and biological)

4. Mengantisipasi problem yang berhubungan pengedalian

dan penjaminan mutu, sertakan keamaan produk.

13

~ Product composition (komposisi produk) ~ Safety consideration for the product (keamanan produk)

~ Regulatory compliance (peraturan-peraturan)

~ Knowledge of product stability (stabilitas produk)

~ Packaging consideration (pengemasan)

~ Marketplace consideration (pasar)

IMPORTANT CONSIDERATIONS IN DESIGNING NEW PRODUCT:

14

TANTANGAN DAN PERANAN LITBANG

A. MAINTAIN SAFETY AND PRODUCT INTEGRITY

Saat mendisain produk baru, ditentukan pula aspek mutu dan keamaan produk.

Produk harus aman dari segi moral dan kemanusiaan.

Produk harus tetap stabil, tidak mengalami kerusakan, dan kualitasnya terjaga selama masa simpan yang telah ditentukan.

B. SPOILAGE IN FOOD PRODUCTS

Menyebabkan perubahan nilai gizi, tekstur, penampakan, dan sifat organoleptik. Disebabkan oleh:

1. Aktivitas mikroba, baik yang berasal dari bahan

baku atau dari pengolahan yang tidak higienes.

2. Aktivitas enzim, yang secara alami terjadi dalam

bahan pangan.

3. Reaksi kimia dan fisik yang terjadi dalam bahan

pangan yang dipacu selama pengolahan, penyimpanan, ataupun interaksi dengan bahan pengemas.

(5)

1.Bahaya (kesehatan) yang dapat muncul dari produk

baru selama prosesing, penyimpanan, distribusi, dan konsumsi di rumah.

2.Kualitas (sifat) produk yang harus dipertahankan pada

produk yang dihasilkan.

3.Kerusakan yang akan terjadi dan bagaimana bisa

terjadi pada produk yang dihasilkan, dan bahaya apa yang ditimbulkan.

4.Umur simpan produk baru yang dihasilkan supaya

mutunya tetap dapat diterima.

C. FOKUS PERHATIAN TERHADAP KEAMANAN PANGAN PADA

PRODUK PROTOTYPE:

TANTANGAN DAN PERANAN LITBANG …..

17

D. FOKUS PERHATIAN TERHADAP KEAMANAN PANGAN PADA

PENGOLAHAN:

1.Kemungkinan keberadaan mikroba penghasil racun

dalam bahan pangan (enterotoxin, mycotoxin, domoic acid of algal bloom).

2.Keberadaan bahan kimia berbahaya (pesticides,

herbicides, growth stimulant, or fertilizer).

3.Pembentukan bahan kimia berbahaya akibat

pengolahan.

4.Keberadaan bahan-bahan asing (stones, glass fragments,

metal pieces, wood)

5.Keberadaan serangga atau bagian organ serangga yang

menyebabkan gangguan pada kosumer.

TANTANGAN DAN PERANAN LITBANG …..

18