PROGRAM

MANAJEMEN
PRODUK
Section Break
Insert the Subtitle of Your Presentation
 Maulidiya Aisyah Ibrani J
(A1B019185)

Maulina Hasanah
(A1B019186)
NAMA Meriam Marcella I
ANGGOTA (A1B019189)

KELOMPOK Nanang Sandhy F

(A1B019223)

Ni Nyoman Vera N
(A1B019233).
 KONSEP PRODUK BARU
Produk baru bagi dunia (new to the world products)
yaitu, produk produk yang menciptakan pasar yang
sama sekali baru dan membentuk siklus hidup
produk yang baru
Lini produk baru (new product Line) yaitu ,
produk –produk yang baru bagi perusahaan
namun diluncurkan bagi pasar yang sudah
ada..
Perluasan Lini (line extension) yaitu, produk
baru yang memungkinkan perusahaan
memperluas pasar yang dilayani dengan
menawarkan manfaat yang berbeda.
4
1
Penyempurnaan produk yang telah ada
(improvements to exiting products)
yaitu,produk –produk yang biasanya
dirancang untuk menggantikan penawaran
. produk yang sudah ada .
2
5
Repositioning, yaitu pengembangan teknis
yang memungkinkan suatu produk
menawarkan aplikasi baru dan melayani
1
kebutuhan yang baru.
3 6 Pengurangan Biaya yaitu, versi dari produk
yang ada yang dapat memberikan kinerja
setara pada tingkat harga yang lebih murah.
6
MACAM
TIPE.
Timing
Memasuki Istilah pionir mempunyai beberapa macam lingkup definisi,definisi yang
paling luas dirumuskan dalam data PIMS(BUZZEL & GALE 1987) yang
menyatakan bahwa pionir adalah perusahaan yang pertama kali

Pasar : Pionir
mengembangkan suatu produk atau jasa.

Berbagai literatur pemasaran mengungkap paling tidak sembilan aspek yang

di yakini sebagai keunggulan pionir(brown 1997,D aveni,1994 jain 2000;

vs Imitator robinson,1988;scnhaars,1994).

 pertama memasuki pasar dan perusahaan kedua yang memasuki pasar memberikan

kesempatan kepada pionir untuk menjadi monopolis temporer dan meraup pendapatan
substansial,kedua pionir berkesempatan untuk mencapai skala ekonomis sebelum later
entans.ketiga pionir berpeluang membangun loyalitas merek dan switching cost ( baik ekonomis
maupun psikologis),terlebih dahulu,sehingga setiap pendatang baru harus bekerja keras guna
meyakinkan pelanggan agar bersedia beralih ke produknya.keempat,pionir berpeluang
mendapatkan citra dan reputasi positif atas daya inovasi dan keprogresfannya dalam membuka
pasar,kelima terciptanya hambatan masuk bagi para later entrans bila pionir mendapatkan
perlindungan hak paten.keenam pionir berkesempatan  mendominasi jaringan distribusi dan
periklanan,sehingga hanya akan tersedia tempat terbatas bagi para pendatang
berikutnya,ketujuh pionir dapat menciptakan standar produk,standar industri,dan basis
pelanggan yang berguna untuk mendukung penyepurnaan produk selanjutnya.kedelapan,pionir
berpeluang untuk mempercepat proses belajarnya dalam hal poduksi dan teknologi
dibandingkan para pesingnya kesembilan,pionir dapat mendominasi berbagai aset langka
seperti,sumber daya alam,lokasi dan rak pajangan di gerai ritel.
DETERMINAN KEPEMIMPINAN PASAR
 Tellis dan golder (1996)  mengemukakan 5 faktor kunci penentu kepemimpinan pasar..

Komitmen
finansial terutama
Aset leverage berkaitan dengan
yaitu kemampuan akses
memanfaatkan kesumberdaya

04 02 01
dan memperluas atau institusi
keunggulan yang finansial (seperti
sudah ada, bank, pasar
misalnya reputasi modal,pemegang  Persistensi atau Visi mengenai pasar
perusahaan citra Inovasi saham,dan keuletan keseluruhan yaitu
nama merek, berkesinambunga perusahan manejerial, pertimbngan secara
jaringan n tanpa asuransi) dan menyangkut cermat atas potensi pasar
distribusi, kompromi, seiring keinginan / komitmen utuh masal dan memulai
kapabilitas terjadinya kesediaan untuk pada merek dan berbagai upaya riset
produk, kehlian perubahan memanfaatkan pasarnya, terintegrasi guna
manajerial dan preferensi sumber daya termasuk selama memungkinkan
kekuatan konsumen, finansial yang periode suram tersedianya produk dan
finansial  perkembangan tersedia. yang di tandai kesesuainannya dengan
teknologi dan
dengan adanya kebutuhan masal tersebut
intensits

05 03
hambatan
persaingan
teknologi dan
/atau hambatnya
akseptansi
konsumen
 PROSES PENGEMBANGAN PRODUK
BARU SEQUENTIAL MODEL
*Sebagian besar perusahaan
memiliki sistem dan proses
formal untuk mengelola
program pengembangan
produk baru.
Tahap 1
Proses pengembangan
produk baru berasal dari
sejumlah sumber misalnya
departemen riset dan
pengembangan,
konsumen, ilmuan,
pesaing karyawan,
anggota saluran distribusi,
dan manajemen puncak.
Pengujian
Pasar/Produk
Penyaringan Ide Pengembangan Analisis Komersialisasi
Pemunculan Produk
Ide Bisnis
Tahap 2 Tahap 3 Tahap 4 Tahap 5 Tahap 6
Pengembangan Produk Pada tahap ini adalah Tujuan analisis Tujuan
Tahap penyaringan ide untuk 1)Memberikan bisnis adalah
merupakan upaya teknis Komersialisasi
terdiri atas sejumlah yang berperan mengubah penilaian lebih rinci mendapatkan menyangkut
aktifitas yang dirancang mengenai peluang sukses gambaran
suatu konsep menjadi perencanaan
untuk mengevaluasi produk nyata (working produk baru. sekomprehensif pelaksanaan
konsep produk baru. 2)Mengidentifakasi mungkin tentang
product). strategi
Konsekuensinya, akan ada Dalam hal ini terdapat tiga penyesuaian penyesuaian dampak finansial peluncuran
banyak konsep baru yang akhir yang dibutuhkan yang bisa diperoleh
kegiatan utama: (launching
dieleminasi dalam tahap 1. Pengembangan untuk produk dan dari strategy produk
ini. 3) Menetapkan elemen- memperkenalkan
arsitektur baru ke pasar.
2. Aplikasi desain industri elemen penting dalam sebuah produk
(industrial design) program pemasaran yang baru.
3. Penilaian atas akan digunakan untuk
persyaratan/kebutuhan memperkenalkan produk di
pasar.
 PROSES PENGEMBANGAN PRODUK
BARU SIMULTANEOUS MODEL
SEQUENTIAL MODEL SIMULTANEOUS MODEL
Simultaneous model adalah model Booz, Allen
& Hamilton yang terdiri atas enam tahap. model Pemunculan Ide Pengembangan Teknologi
ini terdiri atas sejumlah tahap yang masing- • Temuan yang memungkinkan untuk
masing harus dirampungkan terlebih dahulu menghasilkan sesuatu
berusaha menekan risiko kegagalan produk
baru dengan sejalan melakukan riset pasar
ekstensif guna menyeleksi sejumlah besar ide Penyaringan Ide
menjadi beberapa ide yang dianggap paling
mungkin sukses.

Pengembangan Produk Pengembangan Produk

1. Pengembangan Teknologi • Teknologi dijadikan dasar memproduksi berbagai
Tahap ini berfokus pada riset ilmiah dan teknik rekayasa. Tujuan tipe produk
utamanya bukan menghasilkan produk - produk yang dapat di
pasarakan namun lebih di tekankan pada penemuan platform Pengujian Pasar/Produk
teknologi yang dapat di jabarkan atau di kembngkan lebih lanjut ke
dalam bermacam - macam produk potensial dan produk yang
sudah ada.
2.Pengembangan Produk
Dalam tahap ini, perusahaan berusaha menerjemahkan platform
Analisis Bisnis
teknologi yang telah di temukan ke dalam produk – produk yang You can simply You can simply You can simply Pasar
Pengembangan/Seleksi
dapat di pasarkan. impress your impress your impress your
• Konsumen menentukan apakah penawaran baru
3.Pengembangan Pasar
audience and add a audience and add a audience
tersebutand add a
berguna
Berbeda dengan squential model yang mengandalkan satu atau
segelintir produk yang di harapkan bisa menjadi produk jawara
Komersialisasi
simultanous model berusaha membanjiri pasar dengan produk –
produk yang memasukkan berbagai aspek berbeda dari teknologi
baru.Jika squential model lebih berorientasi pada pelanggan, maka
simultanous model lebih menekankan orientasi pada teknologi.
KEBIJAKAN STRATEGIK DAN TAKTIKAL
DALAM MANAJEMEN PRODUK
7
Secara garis besar kebijakan strategik dan taktikal dalammanajemen
produk bisa dikelompokan menjadi tujuh kategori yaitu:

1. Positioning Produk 4.   Lingkup Produk

Positioning produk bertujuan
Strategi ini menyangkut perspektif
menciptakan diferensiasi unik dalam
terhadap bauran produk sebuah
benak pelanggan sasaran sehingga
perusahaan, seperti jumlah lini
terbentuk citra merek atau produk
produk dan banyaknya item dalam
yang lebih unggul di bandingkan
setiap lini produk dan banyaknya item
merek/produk pesaing.
dalam setiap lini yang di tawarkan.
2. Repositioning produk
5. Desain Produk
Bersifat dinamis, artinya dapat
berubah seiring dinamika Aspek ini menyangkut tingkat
lingkungan pemasaran, khususnya standarisasi produk.
perubahan perilaku konsumen dan
intensitas kompetisi. 6.  Eliminasi Produk 7. Pengembangan produk baru
Pada hakekatnya, produk gagal atau produk
3.  Product – overlap strategy Di sejumlah industri, inovasi teknologi
yang tidak sesuai dengan portofolio produk
merupaan kunci utama kesuksesan
Strategi ini relatif unik karena perusahaan merupakan kandidat untuk
bersaing. Globalisasi pasar menghadirkan
bertujuan menciptakan persaingan dieliminasi,  karena bisa merugikan
tantangan bagi setiap perusahaan agar
bagi merek tertentu milik perusahaan bersangkutan, baik dalam
mampu berinovasi secara
perusahan sendiri. jangka pendek maupun jangka panjang
berkesinambungan dalam rangka
menawarkan produk  jasa yang unik dan
unggul.
 Pemasaran Jasa
Sebagai salah satu bentuk produk,jasa dapat di artikan sebagai “setiap tindakan atau perbuatan yang dapat ditawarkan oleh suatu pihak kepada
pihak lain yang pada dasarnya bersifat intangible(tidak berwujud fisik)dan tidak menghasilkan kepemilikan sesuatu” (kootler,2000).walaupun
demikian produk jasa dapat berhubungan dengan produk fisik.maupun tidak maksudnya,ada produk jasa murni (seperti child
care,pengacara,konsultan gizi,dan konsultan manajemen),adapula jasa yang memebutuhkan produk fisik sebagai persyaratan utama (misalnya
kapal untuk angkutan laut.pesawat dalam jasa penerbangan,dan makanan di restoran).
Literatur pemasaran jasa mengungkap bahwa jasa memiliki sejumlah karakteristik unik yang membedakannya dari barang dan berdampak
signikfikan pada cara memasarkannya.

1. Intangibility 3.
Variability/heterogenety
/inconsistency

2. Inseparability 4. Perishabiilty

5. Lack of ownership
1. Intangibility:
Jasa berbeda dengan barang.bila barang merupakan suatu objek,alat atau benda maka jasa adalah suatu
perbuatan,tindakan,pengalaman proses,kinerja (performance),atau usaha oleh sebab itu,jasa tidak dapat dilihat,dirasa,dicium atau diraba
sebelum dibeli dan di konsumsi.sejumlah implikasi sebagai konsumen dan penyedia jasa bagi para pelanggan,ketidak pastian dalam
pembelian jasa relatif tinggi di karenakan terbatasnya search qualities,yakni karakteristik fisik yakni karakteristik fisik yang dapat di
evaluasi pembeli sebelum pembelian dilakukan. Sebagai contoh,pelanggan dapat menilai secara rinci bentuk,warna,dan model sebuah
mobil yang diminati sebelum ia memutuskan untuk membelinya. Namun,ia tidak dapat melakukan hal serupa untuk jasa potong rambut.

2. Inseparability:
Barang biasanya diproduksi,kemudian dijual,lalu dikonsumsi. Sedangkan jasa umumnya dijual terlebih dahulu,baru kemudian diproduksi
dan konsumsi pada waktu dan tempat yang sama. Pemeriksaan medis merupakan salah satu contohnya. Dokter tidak dapat
memproduksi jasanya tanpa kehadiran pasien. Karakteristik semacam ini mempunyai beberapa implikasi.  Pertama,khususnya dalam jasa
yang kontaknya tinggi,karena penyedia jasa dan pelanggan sama-sama hadir,maka interaksi di antara mereka merupakan faktor penting
yang menentukan kepuasan pelanggan terhadap jasa tersebut Kieterlibatan,komitmen,kompetensi,dan   keseriusan pelanggan juga
berperan signifikan dalam memengaruhi hasil akhir jasa.kedua,Konsumen lainnya biasanya juga hadir. Mereka mungkin sedang
ngantri  di depan teller sebuah bank.duduk di meja lain di restoran yang sama,atau duduk menyimak kuliah di ruang kuliah yang sama.
Perilaku mereka dapat memengaruhi kepuasan terhadap jasa yang di sampaikan.Ketiga,Pengembangan atau perluasan jasa sulit
diwujudkan.

3. Variability/heterogenety /inconsistency
Jasa bersifat sangat variabel karena merupakan non-standardized output,artinya banyak variasi bentuk,kualitas dan jenis. Bergantung
pada siapa,kapan,dan di mana jasa itu di produksi. Sebagai contoh,dua kampanye iklan yang di rancang oleh sebuah biro periklanan
yang sama maupun dua kunjungan dalam waktu berbeda kesebuah restoran tidak akan identik dalam hal kinerja yang di hasilkan.
Terdapat tiga faktor yang menyebabkan variabilitas kualitas jasa: (1) kerja sama atau partisipasi pelanggan selama penyampaian jasa: (2)
moral/motivasi karyawan dalam melayani pelanggan: dan (3) beban kerja perusahaan

4. Perishabiilty
Perishability berarti jasa tidak tahan lama dan tidak dapat disimpan. Kursi pesawat yang kosong,kamar hotel yang tidak dihuni,atau

Modern Portfolio
kapasitas jalur telepon yang tidak dimanfaatkan akan berlalu atau hilang begitu saja karena tidak bisa disimpan. Kegagalan memenuhi
permintaan puncak bakal menyebabkan ketidakpuasan pelanggan.

Presentation
5. Lack of ownership
Lack of ownership merupakan perbedaan dasar antara jasa dan barang.pada pembelian barang. Konsumen memiliki hak penuh atas
pengguna dan manfaat produk yang di belinya.

.
 PEMASARAN PRODUK DALAM
LINGKUNGAN VIRTUAL
Produk Fisik
(seperti kosmetik,mobil,sepatu,dan tv),pencarian informasi
dapat di lakukan secara online dan mencakup banyk
negara,namun penyelesaian transaksi mengharuskan
pelanggan untuk datang ke lokasi fisik tertentu untuk
membeli produk atau produknya dikirim ke konsumen di
lokasi tertentu.

PHYSICHAL PRODUCTS TRANSACTION-RELATED PRODUCT

12
VITUAL PRODUCTS
34
Produk spesifik
Produk spesifik yang di perdagangkan lewat internet
sangat beragam,diantarannya
komputer,mobil,rumah,pakaian,makanan, dan
minuman,bunga,binkisan(kado),buku,perankat lunak
komputer,musik,video,online games,asuransi,jasa
keuangan,peralatan olahraga,perlengkapan
kantor,dan mainan anak-anak.
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appeal to your Presentations. appeal to your Presentations. appeal to your Presentations. appeal to your Presentations.
 Infographic Style
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You can simply impress your audience and add a
unique zing and appeal to your Presentations.

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You can simply impress your audience and add a
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AWESOME
PRESENTATION
WE CREATE
QUALITY
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ALLPPT Layout
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THANK YOU
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