Product planning management

Bijaksana Prabawa, S.ds, MM

Definisi Product planning management

What is product?

What is planning?

What is management?

Produk adalah segala sesuatu yang ditawarkan ke pasar untuk mendapatkan perhatian, dibeli, dipergunakan dan yang dapat memuaskan keinginan atau kebutuhan konsumen. Kotler dan Amstrong (1996:274)

Kumpulan dari atribut-atribut yang nyata (tangible) maupun tidak nyata (intangible), termasuk di dalamnya kemasan, warna, harga, kualitas dan merk ditambah dengan jasa dan reputasi penjualannyaStanton, (1996:222),

VS

What is product?

Wujud Barang Ide

Jasa Orang

Products

Tujuan KonsumsiBarang konsumsi (consumer’s goods)

Convenience goodsShopping goodsSpecialty goodsUnsought goods

Barang industri (industrial’s goods)

Frekuensi pembelian, usaha pembanding

Products

Level of Products

Core Product Manfaat langsungActual Fitur tambahan (desain, brand, packaging)Augmented product Manfaat tambahan (garansi)

Products

Seller’sservices

Productquality Physical

characteristicsof goods

Price

Brand

Design

PackagingProductwarranty

Seller’sreputation

Colour

Product of design

Desain menurut Peter Gorb (1976) terbagi menjadi 3 kategori, yaitu:

Lingkungan Ritel desain, desain pameran, desain interior, desain facade, dsb

Produk Desain industri, desain patung, desain textil, desain kriya, jasa desain, dsb

Informasi Desain grafis, branding, media desain, web design, dsb

Product of interior & architecture

Design product

Graphics design

VS

Graphics design

What is planning?

“Planning is a process for accomplishing purposes”

Dalam manajemen, perencanaan adalah proses mendefinisikan tujuan organisasi, membuat strategi untuk mencapai tujuan itu, dan mengembangkan rencana aktivitas kerja organisasi.

What is management?

Management in all business and organizational activities is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively.

Menurut G.R. Terry manajemen adalah suatu proses atau kerangka kerja, yang melibatkan bimbinganatau pengarahan suatu kelompok orang-orang kearah tujuan-tujuan organisasional atau maksud-maksudyang nyata. Manajemen juiga adalah suatu ilmu pengetahuan maupun seni

What is product planning

management ?

Question 1

Strategy

a plan of action designed to achieve a particular goal

“The action managers take to attain the goals of a firm”

Global strategy as defined in business terms is an organization's strategic guide to globalization

What is strategy?

What is global strategy?

Strategic Hierarchy

corporate

Business Unit

Functional

PT. Indofood

Consumer Branded Product, Group Bogasari, Group Agribisnis, dan

Group Distribusi.

Finance, operational, HR, Marketing

Strategic Hierarchy

corporate

Business Unit

Functional

Growth, stability, retrenchment

Cost leadership, differentiaton, focus

Finance, operational, HR, Marketing

Strategic Hierarchy

20

Product Management

•Product Planning•Pricing•Forecasting•Product Lifecycle

Sales

Engineering•Product Strategy•Product Planning•Product Development•Program Management•Technology Research

•Product Planning•Pricing•Forecasting•Product Lifecycle•P&L Reporting

Finance

•Customer Research•Product Lifecycle

Customer Service

•Forecasting•Product

Lifecycle

Operations

•Product Strategy•Product Planning•Launch and PR•Pricing/ Promotions•Market research

Marketing

Total Product Planning Inputs/Interfaces

21

Total Product Planning Inputs/Interfaces

Identifythe strategicrole of newproducts,

then...

1.Idea

generation

2.Screeningof ideas

3.Businessanalysis

4. Prototype

development

5.MarketTests

6.Commer-cialization

Business analysis : Marketing StrategyFinancial analysis

22

Total Product Planning Inputs/Interfaces

Tuliskan nama produk konsumsi dan industri (barang, jasa, ide, orang) yang telah dikenal luas masyarakat beserta perusahaan yang memproduksinya !Barang konsumsi (consumer’s goods)

Convenience goods (10 produk)Shopping goods (10 produk)Specialty goods (10 produk)Unsought goods (10 produk)

Barang industri (industrial’s goods) (10 produk)Core product (10 produk)Actual product (10 produk)Augmented (10 produk)

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