Transcript Materi X - Gunadarma University

ASPEK PEMASARAN
Materi X
Marketing Strategy Development
1.Consumer Analysis
2.Market Analysis
3.Review of the Competition and Self
4.Review of the Distribution Channels
5.Development of a “Preliminary” Marketing Mix
6.Evaluation of the Economics
7.Revision and Extension of Steps 1-6 until a
consistent plan emerges
Marketing Strategy Process
Consumer
Analysis
Consumer Analysis
Makable or marketable product?
Who’s buying, who’s using?
What the buying process?
Who are the “Influencers”?
How important is it to the consumer?
Who needs it and why?
What is the value to the end user?
Is it a planned or impulse buy?
Market Analysis
• What is the market’s nature?
(size, growth, segments, geography, PLC)
• Competitive factors?
(quality, price, advertising, R&D, service)
• What are the trends?
Competition Analysis
What is your company good at? Poor at?
(Size, share, reputation, historical performance)
What is your position in the market?
(Trade relations, cash, technology, patents, R&D)
What are your resources?
Who is gaining or losing share?
What do they do well?
What are the barrier to entry?
What are your objectives and strategy?
Distribution Channel Review
• How can my product reach the consumer?
• How much do the players in each
distributions channel profits?
• Who hold the power in each distribution
channel available
Wholesalers
Sales Representatives
Distributors
Retailers
Sales Forces
Develop The Marketing Mix
The Marketing
Mix
Product
Mix
Place
Mix
Promotion
Mix
Price
Mix
PRODUCT
• How does the product fit with my existing product line?
• How will I differentiate my product?
(Features, Fit, Styling, Reliability, Packaging, Sizes, Service, Brand Naming)
• How does the product life cycle affect my plans?
The Product Life Cycle
Intro
Growth
Maturity
Decline
P
L
A
C
E
What distribution strategy should I
use?
b Exclusive
b Selective
b Mass / Intensive
On what basis should I choose a
channel of distribution?
e Product specific
e Need for control
e Margin desired
PROMOTION
Promotion include all the advertising and selling efforts of
the marketing plan
 Advertising
 Personal Selling
 Sales Promotion
 Public Relation and Publicity
 Direct Selling
Advertising
Media ;
Television, Radio, Outdoor (Billboards), Magazine,
Newspaper, etc.
Quantitative measurements of
GRPs = Reach x Frequency
media goals
(Gross Rating Points)
TRPs = S GRPs
(Total Rating Points)
Reach
(the percentage of the target market
see or hear your advertisement)
Frequency
(the number of times they saw or
heard it)
Personal Selling
Marketers choose personal selling when they need to make
direct contact with the buyer
• This avenue is generally the most
expensive element in any marketing mix
(high cost of labor and commission paid)
• Nature products
(New, complex, unique, expensive)
• Products example
(water purification system, pharmaceuticals,
encyclopedias, copiers, and industrial products)
Sales Promotion
Is designed to elicit the desired behavior from
consumer, the sales force, and other channel
participants.
Are designed to complement and reinforce other
promotional efforts, especially advertising.
Consumer sales promotions
(coupons, refund offers, samples, premiums, and
contests)
Trade-directed sales promotions
(sales contests, point of purchase display, dealer
incentives, trade show, and in-store
demonstrations)
Public Relations
PR is typically a promotional tool used to
communicate to broader audience.
PR is intended to create a favorable climate for your
product, not to direct sell it.
Publicity
A form of PR, is any unpaid form of mass media
communication about a company or product.
Public Relations and Publicity
Direct Sales
• Direct sales includes the realm of junk
mail, catalogs, shopping networks, and
long-format TV infomercial
PRICE
• Cost Plus
• Perceived Value to the Consumer
• Skimming
• Penetration
• The Price / Quality Relationship
• Meet Competition
• Meet Profit Goals Based on the Size of
the Market
• Price Base on the Price Elasticity of the
Buyer
Evaluation of the Economics
What are the costs?
What is the break even?
How long is the payback of my
investment
• Variable Costs
What are the cost
(are those which vary with the volume of products sold or
manufactured, example; materials and labor)
• Fixed Costs
(do not vary with volume even if no sales are made, example;
promotional expense)
Total Costs = {Variable costs per unit (VC) x unit sold}
+ Fixed costs (FC)
10.025
VC = Rp. 5 / unit
FC = Rp. 10.000
10.020
25
25.000
10.015
20
20.000
10.010
15
15.000
10.005
10
10.000
10.000
5
5.000
5.000
1
2
3
4
5
1
2
3
4
5
Fixed costs
1
2
3
4
5
What is the Break Even
Is the point at which the total costs are recovered from the sales
of goods but not profit
Fixed Costs
Break Even Unit Volume = Unit Contribution
Unit Contribution = Selling Price – Variable Costs
Cost
(in $)
Cost Type
Retail Sales Price
Selling Price to Distributors
6.00 lb.
4.20 lb.
Coffee Beans Cost
Roasting and Processing Costs
Packaging Cost
Shipping Cost
1.00 lb.
.44 lb.
.55 lb.
.25 lb.
Variable
Variable
Variable
Variable
50,000
12,000
150,000
Fixed
Fixed
Fixed
Spiffs and Slotting Fees
Production Equipment Rental
Promotion Efforts
($50,000 + $12,000 + $150,000)
Break Even Volume =
{$4.20 – (1.00 + .44 + .55 + .25)}
= 108,163 lbs
Break Even retail sales = 108,163 lbs. x $6.00 lb. = $648,978
Revenue
Total Revenue
Total Costs
Break Even
Point
$648,978
Break even
sales
Variable Costs
$212,000
Fixed costs
Fixed Costs
108,163 lbs
Break even sales
Quantity Sold