Sistem Informasi untuk Membuat Produk Baru (Sesi 2 & 3)
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Core ... Actual ... Augmented product
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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
Stages in the New Development Process
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THE NEW-‐PRODUCT PROCESS-‐ Idea Genera6on § Customer and Supplier Suggestions § Employee and Co-Worker Suggestions § Research and Development Breakthroughs § Competitive Products
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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
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THE NEW-‐PRODUCT PROCESS-‐ Business Analysis • if positive, build a prototype Demand Considera6ons in Business Analysis Stage
Cost Sales Profitability 7
THE NEW-‐PRODUCT PROCESS-‐Development § Failure Analysis
§ Safety Tests
§ Marke6ng strategy § Packaging, branding, labeling § Manufacturing feasibility § Final government approvals if needed 8
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.
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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
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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
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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
THE NEW-‐PRODUCT PROCESS-‐ Commercializa6on Most expensive stage § Posi6oning • 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
To Review: The New Product Process
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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.
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Distribusi Frekuensi Profil Responden JENISKEL
Valid
laki - laki perempuan Total
Frequency 24 26 50
Percent 48.0 52.0 100.0
Valid Percent 48.0 52.0 100.0
Cumulative Percent 48.0 100.0
USIA
Valid
STATPEK
Valid
bekerja secara penuh bekerja paruh waktu tidak bekerja Total
Frequency 26 20 4 50
Percent 52.0 40.0 8.0 100.0
Valid Percent 52.0 40.0 8.0 100.0
20 - 30 31 - 40 41 - 50 > 50 tahun Total
Frequency 15 10 10 15 50
Percent 30.0 20.0 20.0 30.0 100.0
Valid Percent 30.0 20.0 20.0 30.0 100.0
Cumulative Percent 30.0 50.0 70.0 100.0
Cumulative Percent 52.0 92.0 100.0
STATKAW
Valid
belum kawin kawin Total
Frequency 19 31 50
Percent 38.0 62.0 100.0
INCOME
Valid
< 2 juta per bulan 2 - <6 juta per bulan 6 - < 10 juta perbulan > 10 juta per bulan Total
Frequency 9 27 10 4 50
Percent 18.0 54.0 20.0 8.0 100.0
Valid Percent 18.0 54.0 20.0 8.0 100.0
Cumulative Percent 18.0 72.0 92.0 100.0
Valid Percent 38.0 62.0 100.0
Cumulative Percent 38.0 100.0
Rotated Component Matrix Rotated Component Matrixa
X4 X6 X15 X7 X8 X10 X5 X13 X11 X2 X14 X3 X9 X1 X12
1 .817 .781 .769 .765 .669 .637 .605 .361 -.245 -.258 -.286 -.368 -.277 -6.78E-02 -.371
Component 2 3 -.301 .212 -.289 .174 -.269 -.126 -5.73E-02 .184 -.195 .400 -.479 6.677E-02 -.379 .304 -.113 .223 .839 -.125 .729 8.973E-02 .640 -.249 .603 -.494 -.239 -.791 -.466 .705 .344 -.542
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
Analisis Crostabs Faktor VAKTOR * USIA Crosstabulation
VAKTOR * JENISKEL Crosstabulation
% within VAKTOR
% within VAKTOR
VAKTOR
1.00 2.00 3.00
Total
JENISKEL laki - laki perempuan 35.0% 65.0% 52.9% 47.1% 61.5% 38.5% 48.0% 52.0%
Total 100.0% 100.0% 100.0% 100.0%
VAKTOR
1.00 2.00 3.00
64.7% 30.8% 30.0%
Total
% within VAKTOR
Total
1.00 2.00 3.00
> 50 tahun 45.0% 46.2% 30.0%
Total 100.0% 100.0% 100.0% 100.0%
VAKTOR * STATKAW Crosstabulation
VAKTOR * STATPEK Crosstabulation
VAKTOR
USIA 31 - 40 41 - 50 20.0% 35.0% 35.3% 23.1% 20.0% 20.0%
20 - 30
% within VAKTOR bekerja secara penuh 25.0% 100.0% 30.8% 52.0%
STATPEK bekerja paruh waktu 70.0%
tidak bekerja 5.0%
46.2% 40.0%
23.1% 8.0%
Total 100.0% 100.0% 100.0% 100.0%
VAKTOR
1.00 2.00 3.00
Total
STATKAW belum kawin kawin 30.0% 70.0% 52.9% 47.1% 30.8% 69.2% 38.0% 62.0%
VAKTOR * INCOME Crosstabulation % within VAKTOR < 2 juta per bulan VAKTOR
Total
1.00 2.00 3.00
35.3% 23.1% 18.0%
INCOME 2 - <6 juta 6 - < 10 juta per bulan perbulan 65.0% 25.0% 35.3% 17.6% 61.5% 15.4% 54.0% 20.0%
> 10 juta per bulan 10.0% 11.8% 8.0%
Total 100.0% 100.0% 100.0% 100.0%
Total 100.0% 100.0% 100.0% 100.0%
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?
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