Product
Price
Place
Promotion
McCarthy Lauterborn
4P’s 4C’s
Place Convenience
Promotion Communication
1. Selecting 2. 3. 4. Analyzing
The pricing Determining Estimating competitors’
objectives
demand cost cost, prices
and offers
6. Selecting 5. Selecting
the final price a pricing
method
1. Pricing Objectives And
Typical Actions To Achieve Them
5. Selection of A Pricing Strategy
Selecting a Pricing Method
• 3Cs
• Customers’ demand
• Cost function
• Competitors’ price
• Place: Apakah perusahaan bisa mendapatkan product support lebih Apakah bisa
penetrasi ke lebih banyak outlet?
• Promotion: apakah budget promosi bisa ditingkatkan? Apakah pesan promosi harus
diganti?, apakah media promosi harus diganti?, waktu, frekuensi dan ukuran harus
diganti?
• Sales promotion: apakah strategi promosi sudah baik? Diskon, hadiah, dll
• Fitur produk
• Tema promosi • Warna
• Material • Merk Produk
• Label • Media iklan
• Advertising execution • Harga
• Sales promotion • Bungkus produk
Robert T. Lindgren
The real issue is value, not price
Kesimpulan