MARKETING :DEVELOPING & IMPLEMENTING CUSTOMER-ORIENTED

MARKETING PLANS

WEEK 12

MARKETING :DEVELOPING & IMPLEMENTING CUSTOMER-ORIENTED

MARKETING PLANS

WEEK 12

Core Customer and Marketplace Concept

Needs, wants, and demands

Exchange, transactions,

and relationships

Markets

CoreMarketingConcepts

Products, services, and experiences

Value, satisfaction,and quality

Marketing Mix

MARKETINGMIX

Product

Price PROMOTION

Place

CustomerSolution

Customer CostCommunication

Distribution

What Is a Product ?

Features : qualities, tangible and intangible

Benefits : the want-satisfying value

Value package : bundle of value-adding attributes

Features ?Benefits ?

Value & Benefit

ValueValue is the relative comparison of a products benefits versus its costs

Benefit

Benefits include the functions of the product and the emotional

satisfactions associated with owning, experiencing or possessing it

Value = Benefits Costs

What is Marketed?

GoodsGoods

ServicesServices

Events & ExperiencesEvents & Experiences

PersonsPersons

Places & PropertiesPlaces & Properties

OrganizationsOrganizations

InformationInformation

IdeasIdeas

Consumer & Industrial Goods

Consumer Goods

Industrial

Goods

Goods &

Services

Capital Items Shopping Goods

Expense Items Specialty Goods

Convenience Goods

The Product Mix

Product mix is a group of products that a firm makes available for sale (e.g. )

Product line is a group of similar products intended for a similar group of buyers who will use them in similar ways

http://www.sahabatnestle.co.id

1. Nutrisi untuk Anak : Nestlé Dancow Instant, Nestlé Dancow Instant Coklat, Nestlé Dancow Full Cream, Nestlé Dancow 1+, Nestlé Dancow 3+, Nestlé Dancow 6+, Nestlé MILO, Nestlé MILO 3in1, Nestlé Nutren Junior, Nestlé Fizz.

2. Nutrisi untuk Kesehatan : Nestlé Omega, Nestlé Calcium Plus Non Fat , Nestlé Nesvita, Nestlé Bear Brand, Nestlé Nutren Fibre, Nestlé Nutren Diabetik, Nestlé Peptamen, Nestlé Nutren 1.0, Nestlé Bonus.

3. Minuman : Nescafé Classic, Nescafé Ice, Nescafé Black Ice, Nescafé Gold Blend, Nescafé Gold Blend Decaf, Nescafé 3in1.

4. Produk Kuliner : Nestlé Milkmaid, Maggi Sup, Maggi Bumbu Komplit, Maggi Bumbu Kaldu, Maggi Saus Tiram, Maggi Seasoning, Maggi SiSedap.

5. Permen dan Coklat : FOX’S, FOX’S Oriental, FOX’S Sugar Free, KitKat, POLO, Smarties, Nestlé Classic, Nestlé Eclairs, Nestlé MILO Nugget.

6. Makanan Bayi : Nestlé Bubur Susu dan Nestlé Bubur Bergizi.

7. Sereal Sarapan : Nestlé Koko Krunch, Nestlé Honey Stars, Nestlé Honey Gold, Nestlé Milo Cereal, Nestlé Corn Flakes, Nestlé Trix.

8. Bisnis Food Services : Nestlé Coffee-mate, Nestlé Carnation Coffee-mate, Nestea, Nestlé Lemonade, Maggi Vegetarian Stock, Maggi Tom Yam Paste, Maggi Beef Stock, Maggi Sup, Maggi Seasoning, Maggi Saus Tiram, Maggi Chefs Master Stock, Nescafé, MILO.

Products Life Cycle (PLC)

The Seven-Step Development Process

Product Ideas

Screening

Concept Testing

Business Analysis

Prototype

Testing & Marketing

Commercialization

Branding Products

Branding is the process of using symbols to communicate the qualities of a product made by a particular producer

1. Brand equity

2. Brand awareness

Types of Brand Names

1. National brand 2. Licensed brand 3. Private brand or Private label

www.slideshare.com/natriumz

What about knockoff brands?

Illegal copies of national brand-name goods.

http://www.sosro.com/indonesia/teh_sosro_produk.htm

Packaging and Labeling Products

Packaging

Labeling

Good Packaging

Boston Beer Company, maker of Samuel Adams, constantly innovates

What Is Pricing ?

Process of determining what a company will receive in exchange for its products

www.slideshare.com/natriumz

Pricing Objectives

1. Achieving a target return on investment or profit.

2. Building traffic.

3. Achieving greater market share.

4. Creating an image.

5. Furthering social objectives.

1. Cost-oriented pricing Mark-up

2. Break Event Analysis Variable cost Fixed cost Break event point (BEP)

Simple Price-setting tools

Existing Product

Pricing Strategies

New Product

- Price skimming- Penetration pricing

E-Business

- Dynamic pricing- Fixed pricing

Pricing Tactics

1. Price lining 2. Psychological pricing

Odd-even pricing

3. Discount

Price Lining

Psychological Pricing

Discount

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