MATERI 8

1
MATERI 8

• RISET
• PRODUCT LIFE CYCLE

2
Tujuan Utama Riset

• Menentukan Posisi Produk dalam Siklusnya
• Menentukan Strategi yang tepat

3
TAHAPAN SIKLUS HIDUP PRODUK (PLC)

• INTRODUCTION
• GROWTH
• MATURITY
• DECLINE

4
APLIKASI PLC

• PRODUCT CATEGORIES
• PRODUCT FORMS
• BRANDED PRODUCTS

5
STRATEGI TAHAP INTRODUKSI

• INTRUMEN STRATEGY
• HARGA PROMOSI
• A RAPID SKIMMING STRATEGY
• A SLOW SKIMMING STRATEGY
• A RAPID PENETRATION STRATEGY
• A SLOW PENETRATION STRATEGY

6
STRATEGI MARKETINGTAHAP GROWTH

• Improve Product Quality and Styling
• Adds New Product Features
• Adds New Models and Flanker Product
• Enter New Market Segment
• Enter New Distribution Channels
• Shifting Advertising
• Lowers Prices at the right time

7
STRATEGI PEMASARAN TAHAP MATURITY

• MARKET MODIFICATION
• PRODUCT MODIFICATION
• MARKETING-MIX MODIFICATION

8
MODIFIKASI PASAR

• Meningkatkan Pengguna
• Convert Nonusers
• Enter New Market Segments
• Win Competitors Customers
• Meningkatkan Penggunaan
• More Frequent Use
• More Usage per Occasion
• New and More Varied Uses

9
MODIFIKASI PRODUK

• QUALITY IMPROVEMENT
• FEATURE IMPROVEMENT
• STYLE IMPROVEMENT

10
MODIFIKASIMARKETING-MIX

• PRICES
• DISTRIBUTION
• ADVERTISING
• SALES PROMOTION
• PERSONAL SELLING
• SERVICES

11
STRATEGI PEMASARANTAHAP DECLINE

• IDENTIFIKASI KELEMAHAN PRODUK
• MENENTUKAN STRATEGI
• Increasing the firms investment
• Maintaining the firms investment
• Decreasing the firms investment level
  selectively
• Harvesting
• Divesting

12
Metode Teknik Riset Penentuan Status Produk

• Metode
• Analisis Data Sekunder Data Penjualan Selama
  Horizon Waktu gt 10 tahun
• Teknik Metode Delphi

13
Metode Teknik Riset Perumusan Strategi

• Metode Deduksi Teori
• Teknik Analisis SWOT dan Focus Grup Discussion
  (FGD)