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3/15/2012 2
Proses Pengembangan Produk Baru- Pengembangan Ide/ gagasan
- Market definition
- Business Analysis
- Development (Synthesis)
- Product prototyping
- Proses pengambilan keputusan
- Komersialisasi
- Produksi skala reguler
Identifikasi
Peluang
Design-Pengukuran Konsumen
- Perceptual Mapping & Product Positioning
- Ramalan Potensi penjualan
-- Product (Engineering, Speciification & Marketing Mix)
Testing-Product Testing
- Market Trial
Profit management-Market Respons Analysis & Evaluation
-- Inovasi pada Phase Jenuh
Introduksi(Launch Planning)
Go
Go
Go
Go
No
No
No
No
Rep
osis
i
3/15/2012 3
Proses Pengembangan Produk Baru
(Beberapa Kendala Utama)Miskin kreativitas dan kelangkaan ide
Tekanan dan batasan yang berasal dari
masyarakat dan pemerintah (UU, Patent, Lingkungan,
Norma & Aturan Adat, dll.)
Semakin pendeknya umur hidup (life cycle) sebuah produk
karena kemajuan sains & teknologi
Biaya pengembangan (R & D) yang tinggi
dengan resiko besar
(tidak ada jaminan sukses).
3/15/2012 4
Prosedur Pengembangan Produk Baru
Ide/Gagasan
Produk Baru
General products Specifications
Preliminary Analysis-Technical Feasibility
- Economic Feasibility
Detailed Feasibility Study
Technical Product Specification
And Product Construction
Market Trial
Regular Scale Production and Distribution
Saran dari Staff
Basic & Apllied
Research
Saran dari Konsumers
Ekspresi
Ketidak-puasan
3/15/2012 5
Sumber-2 Ide dan Metoda Pengembangan
Sources of Ideas Patents & Inventions
Competition
Acquisitions
Market Needs
User Solutions
New Technology
Engineering
Management &
Employees
Methods to
Generate Ideas Direct Search
Exploratory Consumer
Studies
Facilities Users Solutions
Technological Information
And Forecasting
Consumer Engineering
Individual Incentives
Creative Group Methods
New Product
Ideas Concept
Prototype
Product
3/15/2012 6
Seleksi Ide Pengembangan Produk Baru
I = f (T, C, P dan D ); I = TCP/D
I = Index of attractiveness
T = Probability of successful technical development
C = Probability of commercial success
(given that it is technically successful)
P = Profit if successful
D = Costs of development
3/15/2012 7
Market Definition & Identification
Many
Potential
Markets
Portfolio
Of Most
Attractive
Product
Market
OpportunitiesMarket Profile
Analysis
Market
Definition
And Target
Market
Segmentation
Market
Selection
3/15/2012 8
Market Definition & Identification
An identification an area
of opportunity
It is critical in specifying the size
of a new product opportunity
“ …Marketing is a social and managerial process by which individuals
and groups obtain what they need
and want trough creating and
exchanging products
and value with others … “ (Phillip Kotler)
3/15/2012 9
Marketing Activities• Analysis Market Opportunities (to identify
new markets for existing products and
opportunity for new products)
• Selecting Target Markets (measuring and forecasting
market demand for existing and future products)
• Developing the Marketing Mix (identifying the best
strategy for increasing demand for a product; include
making decisions about product attributes, channel of
distribution, and advertising)
3/15/2012 10
Marketing-Design Interface
Marketing Design
Market Trends
Competitor Analysis
Product Acceptance
Market Potential
Market Share
Sales & price Data
Cost data
Product Technology Limitations
Manufacturing Constrains
Time Resource Limitations
3/15/2012 11
Market Opportunities Matrix
(Market Portfolio)
Market
Penetration
Product
Development
Market
Development
Product
Diversification
New ProductsExisting Products
Existing
Markets
New
Markets
3/15/2012 12
Market Opportunities Matrix( Market Portfolio)
Market Penetration Tumbuh dan berkembang
dengan produk dan pangsa pasar
yang sama
Contoh: sabun X, posisi awal
sebagai sabun cuci, direposisikan
sebagai sabun mandi, cuci piring,
dll
Product DevelopmentMacam produk dirubah/ditambah
Contoh: Industri mobil yang
merubah bentuk/model-nya karena
life-cycle sudah habis
Market Development Mengubah orientasi pangsa
pasar untuk memaksimalkan profit
Pasar lokal, regional, nasional
dan internasional
Product Diversification Konsentrik : dihadirkan dengan
teknologi yang sama (penerbitan
majalah, surat kabar, dll.)
Konglomerasi : skala dan modal
besar, produk dan proses sangat
beragam macamnya
Existing Products New Products
Existing
Markets
New
Markets
3/15/2012 13
Market Characteristics
• Sales Potentials – size of market, growth rate of sales, length of life-cycle
of products, etc.
• Penetration – costs of entry, time to become established, vulnerability of
competition, potential for product advantage for users
• Economic Scale – potential for significant market share, likelihood of
competitive entry, significance of experience curve
• Inputs – investment required, raw material avaibility, technological
advancement necessary
• Reward – margin size, competitiveness of pricing structure, ROI/ROR, etc.
• Risks – stability, probability of competitive retaliation, changes of failure,
patent of protection, rate of technological chance, possibility of adverse
regulation, etc.
3/15/2012 14
Target Group Selection
The consumer who will be the primary
target group for the new product
Splitting of total market into identifiable groups that
behave differently in regard to the product
To determine : (1) the size of potential market, (2)
select the channels of distribution that may be needed,
(3) estimate a potential pricing structure, (4) identify
initial product positioning opportunities, and (5)
guide market research
(Market Segmentation)
3/15/2012 15
Creteria & Measure
Market Segmentation
Demographic & Social-Economic – age, sex, income, race,
marital status, family size, geographics, education, occupation,
life cycle expectancy, etc.
Attitudes – personality (attitudes to risk, loyalty to certain
products), life style, product perception, purchasing policy
(leasing, purchase/cash) and criteria (quality, service, price)
etc.
Usage Rate – heavy/light, buying pattents, etc.
Preference/Choice – elasticity to price,
importance of product attributes, purchaser/user, etc.
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