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MARKETING : DEVELOPING & IMPLEMENTING CUSTOMER - ORIENTED MARKETING PLANS WEEK 12.

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Presentation on theme: "MARKETING : DEVELOPING & IMPLEMENTING CUSTOMER - ORIENTED MARKETING PLANS WEEK 12."— Presentation transcript:

1 MARKETING : DEVELOPING & IMPLEMENTING CUSTOMER - ORIENTED MARKETING PLANS WEEK 12

2 Core Customer and Marketplace Concept Needs, wants, and demands Exchange, transactions, and relationships Markets Core Marketing Concepts Products, services, and experiences Value, satisfaction, and quality

3 Marketing Mix M ARKETING M IX Product Price P ROMOTION Place Customer Solution Customer Cost Communication Distribution

4 What Is a Product ? Features : qualities, tangible and intangible Benefits : the want-satisfying value Value package : bundle of value-adding attributes Features ? Benefits ?

5 Value & Benefit  Value Value 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

6 What is Marketed? Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas

7 Consumer & Industrial Goods Consumer Goods Industrial Goods

8 Good s & Servi ces Capital ItemsShopping Goods Expense ItemsSpecialty Goods Convenience Goods

9 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

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11 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.

12 Products Life Cycle (PLC)

13 The Seven-Step Development Process Product Ideas Screening Concept Testing Business Analysis Prototype Testing & Marketing Commercialization

14 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

15 Types of Brand Names 1. National brand 2. Licensed brand 3. Private brand or Private label

16 What about knockoff brands? Illegal copies of national brand-name goods.

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20 Packaging and Labeling Products  Packaging  Labeling

21 Good Packaging Boston Beer Company, maker of Samuel Adams, constantly innovates

22 What Is Pricing ? Process of determining what a company will receive in exchange for its products

23 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.

24 1. Cost-oriented pricing  Mark-up 2. Break Event Analysis  Variable cost  Fixed cost  Break event point (BEP) Simple Price-setting tools

25 Existing Product Pricing Strategies New Product - Price skimming - Penetration pricing E-Business - Dynamic pricing - Fixed pricing

26 Pricing Tactics 1. Price lining 2. Psychological pricing  Odd-even pricing 3. Discount

27 Price Lining

28 Psychological Pricing

29 Discount

30 thank you


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