Marketing Mix

Anggriawan Sugianto
EKMA 4111 Pengantar Bisnis

Outline
1. Product 2. Price 3. Place (Distribution) 4. Promotion

Product
Segmentation

Price

Targeting

Positioning

Place

Promotion

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Don't find customer for your products. Find products for your customers.
Seth Godin

EKMA4111 Pengantar Bisnis

Product

Product Level

1. Core benefit 2. Basic product 5 54 3 2 1 3. Expected product 4. Augmented product 5. Potential product

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Product Classification
Consumer product 1. Convenience product
Milk, bread, sugar

Industrial product 1. Expense items

Coffee bean, vegetable oil

2. Shopping product
Clothing, electronics

2. Capital items
Computer, building

3. Specialty product
Antiques, jewelry

4. Unsought product
Snowshoes, fire extinguisher

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Product Mix
1. Width
Jumlah lini produk

2. Length
Jumlah produk

3. Depth
Variasi dalam 1 lini produk

4. Consistency
Hubungan antar lini produk

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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

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New Product Development

Product ideas

Screening

Concept testing

Business analysis

Prototyping

Alternatives: 1. Product extension 2. Product adaptation 3. Reintroduction

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Product & market test

Commercialization

Product Life Cycle

1 2 3 4

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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 Memperbesar jaringan distribusi

Loyalitas

Place

Selected outlet

Membangun jaringan outlet

Seleksi jaringan distribusi

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People dont buy what they need. They buy what they want. Good marketers tell a story.

EKMA4111 Pengantar Bisnis

Price

Pricing Factor
keuntungan

Target

Persepsi publik

Volume penjualan

Faktor penentu harga

Pangsa pasar

Kompetisi

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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

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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
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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

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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

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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

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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

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Pricing Strategy
Price Leadership
Perusahaan yang dominan (market leader) bisa mengatur harga lebih leluasa Biasanya dilakukan pada industri yang sifatnya oligopoli

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Pricing Strategy
Low Margin, High Volume
Menjual barang dengan harga serendah-rendahnya untuk mendapatkan volumen penjualan setinggi-tingginya

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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

/ Premium r e v First-Mo

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Pricing Strategy
Price Lining (product line pricing)
Penetapan harga dengan menawarkan beberapa kategori produk

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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

68% 16% 0% 32% 84%

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Pricing Strategy
Discounting (Sales Promotion)
Pengurangan harga untuk menstimulasi penjualan dalam jangka pendek Risiko: penurunan brand image & baseline price dalam jangka panjang

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No one ever succeeds without the help of others.

Jay Abraham

EKMA4111 Pengantar Bisnis

Place (Distribution)

Distribution Factor
Target pasar

Jaringan penjualan

Faktor penentu distribusi

Sifat produk

In-house distribution

Outsource distribution

Biaya distribusi

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Distribution Channel

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Distribution Strategy

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
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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

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Nothing influences people more than a recommendation from a trusted friend.

Mark Zuckerberg

EKMA4111 Pengantar Bisnis

Promotion

Model of Communication

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Promotion
Product Positioning

Information

Tujuan Promosi

Value Added

Sales Control

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Promotion Strategy

Pull Strategy
Menarik perhatian langsung kepada konsumen Retailer akan meminta produk kepada penjual grosir

Push Strategy
Agresif memasarkan produk kepada wholesaler & retailer Distributor membujuk konsumen untuk membeli produk

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Promotion Mix
Advertising

Direct Marketing

Sales Promotion

Personal Selling

Public Relations

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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

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Sales Promotion
Examples:
Consumer promotion Trade promotion Sales-force promotion

Advantages:
Communication Insentive Invitation

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Public Relations
Examples:
Press release Product publicity Corporate communication Lobbying Counceling

Advantages:
Credibility Buyer off-guard Dramatization

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Personal Selling
Advantages:
Personal interaction Relationship development Quick response

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Direct Marketing
Examples:
Post mail Telemarketing SMS Email Mobile & Online ads

Advantages:
Non-public Customized Up-to-date Interactive
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Customer Engagement

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IMC
Integrated Marketing Communications

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End of Module 7