MANAJEMEN PRODUK

BANDUNG, 26 februari 2023

RAHMAT HIDAYAT
Hello
My Name
Is Michael
Saya Seorang Manajer
Produk
PUT YOUR TEXT
PUT YOUR TEXT
CAKUPAN PRODUK

barang, jasa, pengalaman, kejadian, orang,

tempat, properti, informasi dan gagasan.
Perbedaan Produk dan Jasa

Produk : Barangnya berwujud, Tidak ada keterlibatan

konsumen dalam proses produksi, Cacad produk mudah
dikenali oleh konsumen, Dapat diproduksi secara
massal/besar2an, Desain ditentukan oleh Pabrik sesuai
kebutuhan konsumen, Peran chanel distribusi sangat tinggi
Perbedaan Produk dan Jasa

Jasa : Tampilan jasa tidak berwujud, Ada keterlibatan

konsumen dalam proses produksi jasa, Evaluasi terhadap jasa
sangat sulit dilakukan oleh konsumen, Pentingnya kontak
secara personal dengan konsumen, Peran perantara relatif
kecil.
Three Levels of Product ( Kottler Amstrong)
Augmented
Product
Installation

Packaging
Brand Features
Name Core
Benefit After-
Delivery
Sale
& Credit or
Service
Quality Service Design
Level

Warranty

Actual Core
Product Product
TINGKATAN PRODUK (Kotler)
1. Core Benefit (Manfaat inti)
 Membeli perawatan rawat tinggal
2. Basic Product (Product Dasar)
 Tempat tidur, perawatan, makan
3. Expected Product (yang diharapkan)
 Ruang bersih, perawat ramah,
ketenangan
4. Augmented Produk (yang ditingkatkan)
 Pesan tempat mudah, biling
cepat, makanan selalu hangat
5. Potential Product
 Kunjungan dokter diluar waktunya
PRODUCT, SERVICE AND EXPERIENCES
• Pure tangible goods, such Soap,
toothpaste >> no service
• Pure intangible such baber shop,
doctor
• In fact that both Product and
Service are come together to offer
an experience to a customer
 KLASIFIKASI PRODUK

1. CONSUMER PRODUCTS
• Product consumed by end customer for personal
consumption

2. INDUSTRIAL PRODUCT
• Product purchased for further process or
• Product purchased for use in conducting a business
Klasifikasi Consumer Goods

Convenience Shopping

Specialty Unsought
1.Consumer Products
Convenience Products Shopping Products
> Buy frequently & immediately
> Low priced > Buy less frequently
> Many purchase locations > Gather product information
> Example: > Less purchase locations
• Detergent > Compare for:
• Toothpaste • Suitability & Quality
• Magazine • Higher Price

Specialty Products Unsought Products

> Special purchase efforts > New innovations

> Unique characteristics > Products consumers don’t
> Brand identification want to think about
> Few purchase locations > Require much advertising &
personal selling
2. Industrial Products

Materials
and
Parts

Capital
Items

Supplies
and
Services
Materials
and Capital
Items
Parts
• Installations
• Buildings (factory, Offices)
• Raw Material
• Fixed equipment (Computer
• Farm Product (rice, fruits, vegetables) system, AC, generator)
• Natural Products (fish, crude
petroleum etc.) • Accessory Equipment (desk, fax
etc)
PUT YOUR TEXT
Product Value Phyramid
references
• Lehman & Winer “Product Management”, 4th ed, McGraw Hill
Intl.,2005
• Kotler & Armstrong “Principles of Marketing”, 13th ed, Prentice Hall,
2010
• Kotler & Keller “Marketing Management”, 13th ed, Prentice Hall, 2009
• Stephen Morse “Succesful Product Management”