ekma4111: modul 7
DESCRIPTION
Modul 7: Keputusan Bauran Pemasaran EKMA 4111 Pengantar Bisnis Universitas Terbuka KoreaTRANSCRIPT
Marketing Mix
Anggriawan Sugianto EKMA 4111 Pengantar Bisnis
Outline
1. Product
2. Price
3. Place (Distribution)
4. Promotion
2 2013.10.06 EKMA 4111
Segmentation Targeting Positioning
Product Price
Place Promotion
Don't find customer for your products. Find products for your customers. – Seth Godin
Product EKMA4111 Pengantar Bisnis
Product Level
5 5 4 3 2 1
1. Core benefit
2. Basic product
3. Expected product
4. Augmented product
5. Potential product
2013.10.06 EKMA 4111 5
Product Classification
Consumer product
1. Convenience product
• Milk, bread, sugar
2. Shopping product
• Clothing, electronics
3. Specialty product
• Antiques, jewelry
4. Unsought product
• Snowshoes, fire extinguisher
Industrial product
1. Expense items
• Coffee bean, vegetable oil
2. Capital items
• Computer, building
2013.10.06 EKMA 4111 6
Product Mix
1. Width
• Jumlah lini produk
2. Length
• Jumlah produk
3. Depth
• Variasi dalam 1 lini produk
4. Consistency
• Hubungan antar lini produk
2013.10.06 EKMA 4111 7
Product Identification
1. Branding
• Attribute, benefit, value, culture, personality, consumer perception
• National brand, licensed brand, private brand
2. Packaging
• Package: Primary, Secondary, Shipping (Tertiary)
• Customer Experience + Promotion
3. Labelling
• Identity, classification, information, promotion
2013.10.06 EKMA 4111 8
New Product Development
2013.10.06 EKMA 4111 9
Product ideas
Screening
Concept testing
Business analysis
Prototyping
Product & market test
Commercialization
1. Product extension
2. Product adaptation
3. Reintroduction
Alternatives:
Product Life Cycle
!
2013.10.06 EKMA 4111 10
1 2 3 4
Strategy on PLC
Introduction Growth Maturity Decline
Product Market development
Meningkatkan pangsa pasar
Menjaga pangsa pasar
Efisiensi produksi
Price Tinggi Menengah ≤ Harga pesaing Low margin
Promotion Perkenalan produk
Mass market, fitur, brand
Brand, benefit, loyalitas Loyalitas
Place Selected outlet Membangun jaringan outlet
Memperbesar jaringan distribusi
Seleksi jaringan distribusi
2013.10.06 EKMA 4111 11
People don’t buy what they need. They buy what they want.
Good marketers tell a story.
Price EKMA4111 Pengantar Bisnis
Pricing Factor
2013.10.06 EKMA 4111 14
Faktor penentu harga
Target keuntungan
Volume penjualan
Kompetisi Pangsa pasar
Persepsi publik
!
Break Even Point
Break-Even Analysis
• Total Cost (TC) = Fixed Cost (FC) + Variable Cost (VC)
• Total Revenue (TR) = Price x Volume-of-Sales
• BEP if Volume-of-Sales = Q
2013.10.06 EKMA 4111 15
Pricing Strategy
• Cost-based Pricing
• Competitive Pricing
• Penetrating Pricing
• Demand-based Pricing
• Price Leadership
• Low Margin, High Volume
• Price Skimming
• Price Lining
• Psychological Pricing
• Discounting
2013.10.06 EKMA 4111 16
Pricing Strategy
Cost-based Pricing
• Penentuan harga berdasarkan biaya produksi (markup pricing)
• Average Cost (AC) = Average Fixed Cost (AFC) + Average Variable Cost (AVC)
• Sale Price per Unit = Average Cost (AC) + Profit Margin
2013.10.06 EKMA 4111 17
!
Pricing Strategy
Competitive Pricing
• Penentuan harga berdasarkan harga kompetitor
• Biasanya diterapkan oleh bisnis yang menjual barang/jasa yang sama
• Produk sudah memasuki masa Maturity atau Decline
2013.10.06 EKMA 4111 18
!
Pricing Strategy
Penetrating Pricing
• Produk ada di masa Introductory – biasanya dilakukan oleh non-premium
• Harga rendah untuk memaksimalkan Volume Penjualan
• Goal → Market Share + Economies of Scale
2013.10.06 EKMA 4111 19
!
Pricing Strategy
Demand-based Pricing (Price Discrimination)
• Penentuan harga berdasarkan jumlah permintaan
• Yield Management → penentuan harga berdasarkan perilaku konsumen
• Price Discrimination → harga yang berbeda untuk produk yang sama
2013.10.06 EKMA 4111 20
Pricing Strategy
Price Leadership
• Perusahaan yang dominan (market leader) bisa mengatur harga lebih leluasa
• Biasanya dilakukan pada industri yang sifatnya oligopoli
2013.10.06 EKMA 4111 21
Pricing Strategy
Low Margin, High Volume
• Menjual barang dengan harga serendah-rendahnya untuk mendapatkan
volumen penjualan setinggi-tingginya
2013.10.06 EKMA 4111 22
Pricing Strategy
Price Skimming
• Menetapkan harga tinggi untuk sementara, lalu menurunkannya seiring waktu
• Goal → Menutup sunk cost secepat mungkin, sebelum ada kompetisi
• Biasanya dilakukan oleh produk premium atau first-mover
2013.10.06 EKMA 4111 23
!
Premium /
First-Mover
Pricing Strategy
Price Lining (product line pricing)
• Penetapan harga dengan menawarkan beberapa kategori produk
2013.10.06 EKMA 4111 24
Pricing Strategy
Psychological Pricing
• Konsumen tidak selalu berpikiran rasional ketika melakukan pembelian
• Odd-Even Pricing → $1.99 lebih dekat ke $1-an daripada $2
• Decoy Pricing → konsumen berubah pikiran ketika ada pilihan yang asimestris
2013.10.06 EKMA 4111 25
68%
32%
16%
84%
0%
Pricing Strategy
Discounting (Sales Promotion)
• Pengurangan harga untuk menstimulasi penjualan dalam jangka pendek
• Risiko: penurunan brand image & baseline price dalam jangka panjang
2013.10.06 EKMA 4111 26
No one ever succeeds without the help of others. – Jay Abraham
Place (Distribution) EKMA4111 Pengantar Bisnis
Distribution Factor
2013.10.06 EKMA 4111 29
Faktor penentu distribusi
Target pasar
Sifat produk
Biaya distribusi
Jaringan penjualan
In-house distribution
Outsource distribution
Distribution Channel
2013.10.06 EKMA 4111 30
Distribution Strategy
2013.10.06 EKMA 4111 31
Intensive Distribution • Kanal distribusi
sebanyak mungkin
• Ex) Consumer goods
Selective Distribution • Wholesaler +
beberapa retailer
• Ex) Alat-alat rumah tangga
Exclusive Distribution • Retailer tertentu di
region tertentu
• Ex) Premium products
Channel Leadership
Physical Distribution
Mengapa perlu Inventory?
• Perbedaan pola produksi & pola konsumsi
• Pasar tersebar & permintaan besar
• Perbedaan waktu produksi & waktu konsumsi
Dua macam Inventory:
• Gudang produksi
• Distribution center
2013.10.06 EKMA 4111 32
Nothing influences people more than a recommendation from a trusted friend. – Mark Zuckerberg
Promotion EKMA4111 Pengantar Bisnis
Model of Communication
2013.10.06 EKMA 4111 35
Promotion
2013.10.06 EKMA 4111 36
Tujuan Promosi
Product Positioning
Value Added
Sales Control
Information
Promotion Strategy
2013.10.06 EKMA 4111 37
Pull Strategy Menarik perhatian langsung kepada konsumen à Retailer akan meminta produk kepada penjual grosir
Push Strategy Agresif memasarkan produk kepada wholesaler & retailer à Distributor membujuk konsumen untuk membeli produk
Promotion Mix
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct Marketing
2013.10.06 EKMA 4111 38
!
Advertising
Examples:
• Above-The-Line
TV, Cinema, Radio, Print, Out-of-home (Billboard, Poster, Subway, ...)
• Below-The-Line
Direct Mail, Flyer, Telemarketing,
• Internet
Banner, Social Media, Search, Email
Advantages:
• Public Presentation
– informative & persuasive
• Pervasiveness
– reinforcement & pencitraan
• Expressive
• Impersonality
2013.10.06 EKMA 4111 39
Sales Promotion
Examples:
• Consumer promotion
• Trade promotion
• Sales-force promotion
Advantages:
• Communication
• Insentive
• Invitation
2013.10.06 EKMA 4111 40
Public Relations
Examples:
• Press release
• Product publicity
• Corporate communication
• Lobbying
• Counceling
Advantages:
• Credibility
• Buyer off-guard
• Dramatization
2013.10.06 EKMA 4111 41
Personal Selling
Advantages:
• Personal interaction
• Relationship development
• Quick response
2013.10.06 EKMA 4111 42
Direct Marketing
Examples:
• Post mail
• Telemarketing
• SMS
• Mobile & Online ads
Advantages:
• Non-public
• Customized
• Up-to-date
• Interactive
2013.10.06 EKMA 4111 43
Customer Engagement
2013.10.06 EKMA 4111 44
I M C
Integrated Marketing Communications
2013.10.06 EKMA 4111 45
End of Module 7