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What Is a Product ?
Week 1O
Developing and Features : qualities, tangible and intangible
Benefits
Pricing Products Value package
: the want-satisfying value
Features ?
Benefits ?
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Convenience Goods
Goods &
Services
Expense Items Specialty Goods
1
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The Product Mix
Product mix is a group of products that a firm makes available for
sale (e.g. )
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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.
Product Mortality
Speed to market
2
The Seven-Step Development Process Extending Product Life :
An Alternative to New Products
Screening
Testing &
Marketing
• Product adaptation is the product modified to
have greater appeal in foreign markets
Business
Analysis
Branding Products
1. Brand equity
2. Brand awareness
3
Types of Brand Names
1. National brand
2. Licensed brand
3. Private brand or Private label
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Packaging
Labeling
4
How much your cost ?
What Is Pricing ?
Process of determining
what a company will receive
in exchange for its products
Spesifikasi produk :
FILMA Minyak Goreng Refil
2 Liter/kantong
Non kolesterol
1. Profit-
Profit-Maximizing Objectives
1. Cost-
Cost-oriented pricing
Mark-up
2. Break Event Analysis
Variable cost
Fixed cost
Break event point (BEP)
5
Pricing Tactics
E-Business
1. Price lining
- Dynamic pricing Existing Product 2. Psychological pricing
Odd-even pricing
- Fixed pricing
3. Discount
Pricing Strategies
New Product
- Price skimming
- Penetration pricing