Product Strategy Pertemuan 16 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008

Bina Nusantara Learning Outcome Students are able to design product strategy that can offer superior customer experience

Bina Nusantara Material Outline: Product planning More than just a product Product and experiential marketing

Bina Nusantara Product Planning Set up marketing objectives Identify targeted segments Study segment behavior Seek for unmet needs or benefits sought Identify attributes looked for Implementation Market test Evaluation Product rehabilitation Commercialization Evaluation

Bina Nusantara More than Just a Product Products include : –the sensory aspects of the physical product –The sensory aspects of the core of a service Primary elements relate to the five senses: –Color, –Shape –Typeface (for sight): loudness, pitch, and meter –Typeface (for sound): material –Typeface (for touch): texture

Bina Nusantara More than Just a Product Music can be another valuable primary element to create or enhance sensory experiences. Music has to be used strategically and in a meaningful way, not merely as background music When it is used as background, the right music must be picked. Ex. Nokia mobile phones. It has better phones, snappier colors, designs and different personality

Bina Nusantara More than Just a Product The most important primary element is color. –Stolichnaya vodka, Coca cola, and other brands use colorful print ads. –Background color on web sites can affect information search and the effectiveness of electronic commerce. –color of real wallpaper in hotels can soothe visitors

Bina Nusantara More than Just a Product Primary elements combined constitute a style It can come in different forms, such as: –Complexity (minimalism vs. ornamentalism), –Representation (realism vs. abstraction), –Movement (dynamic vs. static), –Potency (loud/strong vs. soft/weak)

Bina Nusantara More than Just a Product Themes refer to the messages that communicate content and meaning about product and its brands. They appear in the form of corporate and brand name, visual symbols, verbal slogans, jingles, general concepts, or in a combination of these theme elements to evoke sensory imagery

Bina Nusantara Product and Experiential Marketing What stimuli to motivate customers. Product as a part of marketing tool to induce consumer experiences. Product design, communications can be used as sensory tool to develop “sense” Irritating music in a coffee bar or an inattentive flight attendant may disrupt a conversation with a friend and put consumer in a bad mood

Bina Nusantara Product and Experiential Marketing Product design and benefit can create: –Convergent thinking: Argument presented as consumers use the product Motivations arisen as consumers see and get exposed to a product –Divergent thinking: Apple computer made prominent use of divergent thinking by using striking images or its revolutionary design.

Bina Nusantara Conclusions: A product has sensory appeal of its physical entity and its core service given to consumers This sensory appeal can be used to induce experiential marketing by giving distinct senses to consumers The surrounding environment in which a product is consumed can deliver experiences to consumers. Thus, this complete the product offered.