Pengembangan Produk Baru dan Positioning

(1)

Developing, Positioning,

and Differentiating

Products through

(2)

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

(3)

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

(4)

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

(5)

Pengembangan Produk

Baru



_{Product development}



_{Market testing}



_{Commercialization}

(6)

Proses Adopsi Konsumen



_{Adopters of new products move}

through five stages:

–

Awareness

–

Interest

–

Evaluation

–

_Trial

(7)

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

(8)

Stages of the Product Life

Cycle

PLC Stages



_Introduction



_Growth



_Maturity



_Decline



_{Low sales}



_{High costs per}

customer



_{Negative profits}



_Innovator

customers

(9)

(10)

Stages of the Product Life

Cycle

PLC Stages



_Introduction



_Growth



_Maturity



_Decline



_{Rising sales}



_{Average costs}



_{Rising profits}



_{Early adopters}

customers



_Growing

(11)

Stages of the Product Life

Cycle

PLC Stages



_Introduction



_Growth



_Maturity



_Decline



_{Peak sales}



_{Low costs}



_{High profits}



_{Middle majority}

customers



_{Stable/declining}

(12)

Stages of the Product Life

Cycle

PLC Stages



_Introduction



_Growth



_Maturity



_Decline



_{Declining sales}



_{Low costs}



_{Declining profits}



_Laggard

customers



_Declining

(13)

Objectives and Strategies for

the Product Life Cycle

PLC Stages



_Introduction



_Growth



_Maturity



_Decline



_Objective:

_{to create}

awareness and trial



_{Offer a basic product}



_{Price at cost-plus}



_{Selective distribution}



_{Awareness – dealers}

and early adopters



_{Induce trial via heavy}

(14)

Objectives and Strategies for

the Product Life Cycle

PLC Stages



_Introduction



_Growth



_Maturity



_Decline



_Objective:

_maximize

market share



_{Offer service, product}

extensions, warranty



_{Price to penetrate}



_{Intensive distribution}



_{Awareness and interest}

(15)

Objectives and Strategies for

the Product Life Cycle

PLC Stages



_Introduction



_Growth



_Maturity



_Decline



_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}

(16)

Objectives and Strategies for

the Product Life Cycle

PLC Stages



_Introduction



_Growth



_Maturity



_Decline



_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

(17)

Positioning and

Differentiation



_{Two views of positioning:}

–

_{Ries and Trout: products are}

positioned in the mind of prospect



Product leader firm



Operationally excellent firm

(18)

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

(19)

Positioning and

Differentiation



_{Differentiated}

_{products feature}

meaningful and valuable differences

that distinguish the company’s

offering from the competition.



_{Differences are stronger when they}

(20)

Positioning and

Differentiation



_Form



_Features



_Performance



_Conformance



_Durability



_Reliability



_{Repairability}



_Style



_Design

(21)

Positioning and

Differentiation



_Ordering

ease



_Delivery



_Installation



_Customer

training



_Customer

consulting



_Maintenance

and repair

(22)

Positioning and

Differentiation



_Competence



_Courtesy



_Credibility



_Reliability



_{Responsivenes}

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