Sistem Informasi untuk Membuat Produk Baru (Sesi 2 & 3)

Transkripsi

1 Sistem Informasi untuk Membuat Produk Baru (Sesi 2 & 3) 1

2 Core... Actual... Augmented product 2

3 Successful firms... Fully understand the core benefit sought by customers and start with that concept Consider the enhanced product including delivery, service and complementary goods 3

4 Stages in the New Development Process 4

5 THE NEW- PRODUCT PROCESS- Idea Genera6on Customer and Supplier Suggestions Employee and Co-Worker Suggestions Research and Development Breakthroughs Competitive Products 5

6 THE NEW- PRODUCT PROCESS- Screening and Evalua6on Fit with manufacturing and distribution expertise Feasibility Concept Screening: Prototype or storyboard Focus group: Would you be interested in a service that... Approximation of willingness to pay 6

7 THE NEW- PRODUCT PROCESS- Business Analysis if positive, build a prototype Demand Considera6ons in Business Analysis Stage Cost Sales Profitability 7

8 THE NEW- PRODUCT PROCESS- Development Failure Analysis Safety Tests Marke6ng strategy Packaging, branding, labeling Manufacturing feasibility Final government approvals if needed 8

9 THE NEW- PRODUCT PROCESS- Test Marke6ng The limited introduc6on of a product and a marke6ng program to determine the reac6ons of poten6al customers in a market situa6on. 9

10 When Test Markets Don t Work Limited time to market Service nature of the item Time to see product benefit is long Number of units produced is small 10

11 Possible strategies during commercialization By geography By market size By customer type (business/consumer/government) By channel of distribution (Rx/OTC) By use (special occasion/every day) By benefit sought Awareness Interest Trial Repeat 11

12 Most New Products Fail? Consumer packaged goods fail most often Brand extensions not sought by consumer ( new colors, flavors, packaging) Products that attempt to meet a need that few consumer have (e.g. combination products) 12

13 Posi6oning THE NEW- PRODUCT PROCESS- Commercializa6on Most expensive stage Product Posi6oning is marke6ng s job here Speed as a Factor in New-Product Success Time to Market- important high tech items Fast Prototyping do it, try it, fix it Parallel Development Gantt chart usage 13

14 To Review: The New Product Process 14

15 CASE STUDY Variabel variabel berikut ini merupakan pernyataan (apakah sesuai dengan pendapat pribadi anda atau tidak). 1 = tidak setuju sampai dengan 5 = sangat setuju sekali X1. Saya senang dengan berat badan saya X2. Saya tidak tahu membedakan makanan sehat X3. Saya suka makan apa saja X4. Saya konsisten menghindari makanan berlemak X5. Saya selalu memantau jenis makanan yang saya makan setiap hari. X6. Apabila saya makan makanan beku (frozen food), saya seperti makan junk food. X7. Apabila saya makan makanan berlemak, saya seperti makan junk food X8. Apabila saya makan makanan non diet, saya seperti makan junk food. X9. Saya tidak pernah memantau berat badan saya. X10. Saya selalu makan makanan yang seimbang kadar kalori, protein dsb. X11. Saya selalu memilih makanan enak berdasarkan rasanya. X12. Saya suka makan makanan beku. X13. Saya suka makanan diet. X14. Saya selalu masih merasa lapar, apabila makan makanan diet. X15. Saya selalu masih merasa lapar, apabila makan makanan non diet. 15

16 Distribusi Frekuensi Profil Responden JENISKEL Valid laki - laki perempuan Cumulative Frequency Percent Valid Percent Percent Valid STATPEK > 50 tahun USIA Cumulative Frequency Percent Valid Percent Percent Valid bekerja secara penuh bekerja paruh waktu tidak bekerja Cumulative Frequency Percent Valid Percent Percent STATKAW Valid belum kawin kawin Cumulative Frequency Percent Valid Percent Percent Valid < 2 juta per bulan 2 - <6 juta per bulan 6 - < 10 juta perbulan > 10 juta per bulan INCOME Cumulative Frequency Percent Valid Percent Percent

17 Rotated Component Matrix X4 X6 X15 X7 X8 X10 X5 X13 X11 X2 X14 X3 X9 X1 X12 Rotated Component Matrix a Component E E E E Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 9 iterations. Pada tabel komponen matrik setelah dilakukan rotasi, secara jelas dapat diketahui bahwa ke 15 variabel telah direduksi menjadi 3 faktor yaitu: Faktor 1 terdiri dari variabel X4, X6, X15, X7, X8, X10, X5, dan X13. Faktor 2 terdiri dari variabel X11, X2, X14, dan X3. Faktor 3 terdiri dari variabel X9, X1 dan X12. 17

18 Analisis Crostabs Faktor VAKTOR * JENISKEL Crosstabulation % within VAKTOR JENISKEL laki - laki perempuan VAKTOR % 65.0% 100.0% % 47.1% 100.0% % 38.5% 100.0% 48.0% 52.0% 100.0% VAKTOR * STATPEK Crosstabulation % within VAKTOR VAKTOR VAKTOR * USIA Crosstabulation USIA > 50 tahun 20.0% 35.0% 45.0% 100.0% 64.7% 35.3% 100.0% 30.8% 23.1% 46.2% 100.0% 30.0% 20.0% 20.0% 30.0% 100.0% VAKTOR * STATKAW Crosstabulation % within VAKTOR VAKTOR STATPEK bekerja bekerja secara penuh paruh waktu tidak bekerja 25.0% 70.0% 5.0% 100.0% 100.0% 100.0% 30.8% 46.2% 23.1% 100.0% 52.0% 40.0% 8.0% 100.0% % within VAKTOR VAKTOR STATKAW belum kawin kawin 30.0% 70.0% 100.0% 52.9% 47.1% 100.0% 30.8% 69.2% 100.0% 38.0% 62.0% 100.0% VAKTOR * INCOME Crosstabulation % within VAKTOR VAKTOR < 2 juta per bulan INCOME 2 - <6 juta 6 - < 10 juta > 10 juta per bulan perbulan per bulan 65.0% 25.0% 10.0% 100.0% 35.3% 35.3% 17.6% 11.8% 100.0% 23.1% 61.5% 15.4% 100.0% 18.0% 54.0% 20.0% 8.0% 100.0%

19 Questions Produk baru apa yang ingin anda pasarkan? Berikut alasannya Siapa yang menjadi target market? Program program pemasaran apa yang harus dilakukan? Benefit apa yang diberikan kepada pelanggan? Siapa yang menjadi pesaing? 19