Topik 4 KONSEP PRODUK
Topik 4 KONSEP PRODUK
PRODUK
New-Product-and-Service Development Process (Urban, 1993)
Opportunity Identification
Market definition
Idea generation
Go No
Design
Customer needs Sales forecasting
Product positioning Engineering
Marketing mix
Go No
Testing
Advertising and product testing
Pretest and prelaunch forecasting
Test marketing
Go No
Introduction
Launch planning
Tracking the launch
Go No
Life Cycle Management
Market response analysis
Competetive monitoring and defense Reposition
Innovation at maturity
Harvest
Sumber Gagasan Produk
Baru
1. Kebutuhan dan Keinginan Konsumen
2. Ilmuwan/Pakar
3. Pesaing
4. Salesman Perusahaan
5. Distributor
6. Manajemen Puncak
7. Badan penelitian, Majalah Industri, Universitas, dll
Teknik Menghasilkan Gagasan
2. Forced Relationships
3. Analisis Morphologi
5. Sumbang saran
Evaluasi Peluang Pasar
PENGEMBANGAN KONSEP PRODUK (1)
Daging dan
telor
Merek A
Lambat Cepat
Merek C
Kue dadar
Sarapan segera
jadi
Merek B
Tidak Mahal