PEMASARAN

P 2701

PRODUCT MANAGEMENT 1
(PENGURUSAN PRODUK)
 BAB 1

PRODUCT MANAGEMENT

PENGURUSAN PRODUK

PRODUCT MANAGEMENT 2
(PENGURUSAN PRODUK)
Contoh Produk

PRODUCT MANAGEMENT 3
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Extensions product

PRODUCT MANAGEMENT 4
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What is a product ?
Product :
Anything that can be offered to a market for
attention, acquisition, use, or consumption that
might satisfy a want or need.

Service :
Any activity or benefit that one party can offer
to another that is essentially intangible and
does not result in the ownership of anything
PRODUCT MANAGEMENT 5
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 Produk dan komponennya
 Produk adalah sesuatu yang ditawarkan kepada
pasaran yangmempunyai atribut atau sifat2 yg dpt
menarik perhatian, dpt dimiliki, digunakan dan
mempunyai faedah untuk memaskan kehendak
pengguna.

 Produk boleh dikatakan sebagai sesuatu yang

ditawarkan di pasaran oleh pengusaha dan
mempunyai satu set ciri2 ketara (tangible) seperti
warna,saiz,berat dan harga dan ciri-ciri tidak ketara
(intangible) seperti kepuasan, kecekapan dan
keberkesanan yang diperlukan oleh pengguna.
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 Produk secara umum
Quality Level
price
Branding

colour
product service

warranty Packaging
Design

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 Levels of product
CONTOH : KERETA
 Core Product (produk asas)
which address the question :what is the really buying.
( merangkumi tujuan utama seseorang membeli )
 Actual Product (produk ketara)
may have as many as 5 characteristic (quality,features
design, a brand name & packaging)
 Augmented Product (produk sampingan)
augmented around the core and actual products by
offering additional consumer services & benefits.

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Produk ketara Produk asas

penghantaran

pembungkusan
pemasangan
jenama
kredit Faedah utama
keselamatan
produk atau servis
Keramahan warna
juru jual
kualiti

Produk sampingan
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 Product Classification
Products and services fall into two
broad classes based on types of
consumers that the use them-
Consumer products & Industrial
products.
Broadly defined, product also include
other marketable entities such as
organizations, persons, places & ideas.
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 Consumer Products
 Consumer products – product bought by final
consumer for personal consumption.
 Usually classify these goods based on how
consumer go about buying them.
 Consumer products include :
- Convenience product (Mudah Beli)
- shopping product ( Beli Belah / carian )
- specially product ( Istimewa )
- unsought product (tidak di cari )
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 Convenience product
 Consumer product that the customer usually buys
frequently, immediately, and with a minimum of
comparison and buying effort.
 Divided into staples, impulse products &
emergency products.
 Staples product – consumers buy on a regular
basis ( ketchup, toothpaste)
 Impulse products – purchased with a little
planning or search effort (candy, magazines)
 Emergency products – when their need is urgent
(umbrellas, candle)
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 Shopping Product
 Consumer good that the customer in the process of
selection and purchase, characteristically compares on
such bases as suitability, quality, price and style.
 High price
 Selective distribution in fewer outlets
 Advertising and personal selling by both producer and
resellers.
 Eg – furniture, clothing, used cars

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 Specialty product
 Strong brand preference and loyalty, special
purchase effort, little comparison of brands.
 High price
 Exclusive distribution in only a few outlets
 More carefully targeted promotion by both
producers and resellers
 Eg – luxury goods, such as Rolex or fine
crystal,BMW, Estee Lauder
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 Unsought Product
 Customer product that the
consumer either does not know
about or knows about but does
not normally think to of
buying.
 Aggressive and advertising and
personal selling by producer
and resellers.
 Eg – life insurance, computer
& encyclopedia.
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Industrial Product
- product bought by individuals and
organizations for further processing or
for use in conducting business
- 3 group of industrial products &
service include :
i. Material & parts/bahan
mentah/sumber asli
ii. Capital items/bahan modal/fabrikasi
& alat ganti.
iii. Supplies & services/ pemasangan.
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 Product Attributes
 Product quality – ability of product to perform its function
includes the durability,reliability, precision,ease of
operation and repair & other valued attributes.
 Product features – offered with varying features
 Product design – catching attention of customer, good
design can attract attention, improve product,cut
production cost, and give product strong competitive
advantage.

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 Branding
A name, term, sign symbol or design or a
combination of these intended to identify the
goods or services of one seller to differentiate
them from those of competitors
 Brand name – KFC, 7-eleven,Cola Mc D
 Brand mark – harimau(maybank),Wau bulan
(MAS)
 Trademark - ®,©

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Contoh Jenama

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www.inminds.co.uk/boycott-
brands.html

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 Jenis2 penjenamaan
i. Jenama pengeluar – berdasarkan siapa pemilik
atau pengilangnya,cth: National, JVC, SONY,
KODAK, Zaiton.
Kebaikan : pengeluar mempunyai lebih kawalan ke
atas saluran pengedarannya.
- promosi jenama bersama wakil penjual
- Fokus utama jenama – menarik dan mengekalkan
pengguna yang setia
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PRODUCT MANAGEMENT 22
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ii. Jenama Pengedar/persendirian
- jenama di berikan oleh peruncit atau
pemborong.
- cth: ARO (jenama pdoduk MAKRO),
- biasanya kualiti produk jenama ini hampir
sama dengan jenama pengeluar Cuma
beza dr segi pembungkusan sahaja.
- fokus utama adalah untuk menarik dan
mengekalkan pengguna setia.

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iii. Jenama Keluarga – menggunakan jenama
yang sama bagi dua atau lebih lini
produknya.
- cth : Maggie (mee,sos cili dan tomato)
- SONY ( Tv, Radio, Palm, etc)
- Berkesan digunakan oleh syt yang
mengkhususkan pengeluaran lini produk.
- Keburukan : jalan produk akan terjejas
jika jenama utama telah terjejas.

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Contoh Jenama Pengeluar & Keluarga

PRODUCT MANAGEMENT 25
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iv. Jenama Individu – syarikat menggunakan
jenama yang berbeza bagi setiap keluaran
produknya.
- cth : Syt Procter &gamble menggunakan
jenama Pampers (lampin) dan Pringles
(keropok kentang)
- Honda – Accord, civic,acura, prelude
- Keburukan : setiap produk memerlukan
kos promosi yang berbeza. kemungkinan
Cannibalism
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Jenama Individu

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v. Jenama generik – Mempromosikan
nama produk dan bukan nama pengeluar
atau nama pengedar.
- jenama ini menarik pengguna yang
inginkan harga rendah.
- Jenama ini tidak diklankan dan mendapat
layanan kelas dua oleh pihak pengeluar
dan di letakkan di rak paling bawah.
- Harga murah, kurang kualiti dan ekonomi
kerana kurang kos promosi
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Guess What ?

PRODUCT MANAGEMENT 29
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Model
Model Jenama
Jenama Romano
Romano

PRODUCT MANAGEMENT 30
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 Faedah Penjenamaan
i. Untuk pemasar/pengeluar
- membentuk kesetiaan pengguna
- Membantu memperkenalkan produk baru
ii. Untuk peruncit
- memperbaiki imej kedai
- Meningkatkan keupayaan utk bersaing
iii. Untuk pengguna
- memudahkan pembelian
- Membezakan produk yang hampir sama.
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 Pemilihan Jenama
 Jenama dpt menerangkan ttg ciri2 produk,cth:
minyak pelincir Vroom, kertas tisu Softly.
 Mudah disebut,di eja& di ingat cth: Lux, Fab dsb.
 Jenama unik dan bebeza dpd produk lain.
 Dapat di daftarkan dan dilindungi oleh undang2
tempatan dan antarabangsa.

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Cuba pronounce kan!!

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 Soalan Cepumas !!
 Bagaimana yang
dikatakan sesetengah
produk tidak mempunyai
jenama ?
Berikan Contoh dlm
keadaan ini ?

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 Packaging
 The activities of designing and producing the
container or wrapper for a product
 Package may include the product’s primer
container, secondary & shipping package.
 Labeling the printed information appearing with
the package is also part of packaging.

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Contoh Pembungkusan

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 Purpose of packaging
 Protectthe product – mengelak dpd dicemari,
tumpah, pecah.
 Advantage over competitors - menyaing pesaing
melalui kelebihan pada pembungkusan – mudah
untuk di peragakan.
 Help users to identify the product – mengelakkan
dpd membeli produk pesaing.
PRODUCT MANAGEMENT 37
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 Critique on packaging
 Cheating users – menipu mengguna dari segi
bentuk,saiz dan tulisan. pengguna membayar lebih
utk produk yg kurang isinya.
 Expensive – pembungkusan yang mahal, cth : alat
kosmetik, minyak wangi, tin cola.
 Healthy problem – pembungkusan yg dibuat dpd
plastik, tin cat & tin2 aerosol.(masalah alahan).
 Pollution – masalah bahan buangan yg
menyebabkan pengeluaran gas bertoksid. Cth:
bekas tin beracun, tin cat & bekas bahan2 kimia
lain.
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 Labeling (pelabelan)
 Simple tags attached to
products to complex graphics
which is identifies the
product or brand.
 Might also describe several
things about the product.
 Labeling is part of packaging.
 Giving an information and
details about the product.

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LABELLING ON MAGGI

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 Types of Labeling
 Brand Label ( label jenama) – jenama pada sesuatu
produk, Cth : Sunkist di cop atas kulit oren.
 Descriptive Label ( label deskriptif) – memberi maklumat
ttg cara penggunaan, pemasangan, penjagaan, fungsi dan
lain2 ciri produk. Cth : Jumlah kalori, peratusan
lemak,karbohidrat dsb.
 Grade Label (label Gred) – menunjukkan kualiti samada
dgn huruf,nombor atauperkataan, Cth : Gred A,
SIRIM,halal, Tarikh luput dll.
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 Individual product decisions

Product
Product Branding Packaging Labeling Support
attributes
service

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 Produk inovatif
 produk unik &mempunyai kelaian dgn produk yg ada di pasaran.
 Produk yg baru berada di pasaran dan masih dalam peringkat
awal kitaran hayat.
 Pembangunan produk ini melibatkan kos pelaburan dan risiko
yang tinggi.
 Boleh menghasilkan pulangan yg baik jika diuruskan dengan
baik.
 Bg pengguna, biasanya produk ini memerlukan tunjuk ajar bg
menggunakanya.
 Contoh : telefon bimbit,ketuhar & komputer berteknologi.

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 Produk modifikasi
 Produk yang sedia ada dan di ubah suai untuk
menggantikan produk yang ada di pasaran
 Perubahan yang di buat menujukkan perbezaan
yang lebih signifikan dpd produk di pasaran
samada dari segi bentuk fungsi & faedahnya.
 Contoh : lampin pakai buang (lampin kain), diet
coke ( coke).
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 Produk Imitatif
 Produk yg dianggap baru oleh syt tetapi tidak baru
dalam pasaran.
 Lebih kepada meniru produk yang telah
dikeluarkan oleh syt lain.
 Strategi ini mempunyai risiko yg lebih rendah
danbiasanya jangkaan keuntungan melebihi risiko.
 Contoh : kereta kancil (mitsubishi Swift 800cc),
Vico (milo & ovaltine)
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 Ajaib !

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New product development strategy /
Proses Pembangungan
Produk Baru

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 Idea Generation / penjanaan idea
 New product starts with idea generation – the systematic
search for new product ideas.
 Kakitangan /pekerja – barinstorming, kotak cadangan,
peraduan2.
 Pelanggan – menilai dpd rungutan pelanggan atau
menemuramah & soal selidik
 Penyelidikan &pembangunan (R&D) –melalui
penyelidikan oleh jabatan syt sendiri.
 Pesaing – membuat analisis ke atas produk pesaing.

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 Idea Screening / penapisan idea
 Screening new product ideas in order to spot good
ideas and drop poor ones as soon as possible.
 Hanya idea yg menarik dan sesuai saja diambil.
 Penapisan dilakukanm oleh j’kuasa produk baru yg
di lantik oleh syt.
 Kriteria asas – peluang pasaran, kos pelaburan,
kemahiran pengeluaran dan pemasaran & lain2
faktor.
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 Business analysis / analisis perniagaan
 A review of the sales, costs and profit projections for a new
product to find out whether these factor satisfy the company
objectives.
 If they do, the product can move to the product development stage.
 Antara soalan yg biasa dipertimbangkan dlm proses ini ialah :
 - bagaimana permintaan utk produk ini ?
 Apakah kesan keatas jualan,syer psrn & pulangan ?
 Apakah faedah yg boleh didapati ?
 Apakah risiko kegagalan
 Bagaimana respon dpd pesaing

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 Prototype development /
pembangunan prototaip
 Developing the product concept into a physical product in
order to assure that the product idea can be turned into a
workable product.
 Kerjasama jbtn R&D dan kejuruteraan akan
membangunkan produk prototaip
 Keputusan ttg pembungkusan, jenama dan pelabelan akan
dilakukan.strategi pemasaran akan dibentuk termasuk
harga dan pengedaran.
 Penilaian dari aspek teknikal juga di lakukan

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Prototype Proton

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 Test marketing / ujian pasaran
 The stage of new product development in which
the product and marketing program are tested in
more realistic market settings
 Ujian pemasaran ini bermaksud memperkenalkan
produk dan program pemasaran secara terhad atau
berperingkat dengan tujuan utk melihat reaksi
bakal pengguna.

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Ujian Pasaran

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 Commercialization / komersial
 Introducing a new product to the market.
 it will face high costs and company have to build or rent a
manufacturing facility and decide whwere to launch the product.
(single location, region, national market or international)
 Membuat pesanan bahan2 pengeluaran dan peralatan,mulakan
pengeluaran, mengumpul inventori, menghatnar ke pusat
pengedaran dan melatih pasukan jualan.
 Mengambil masa lama utk memperkenalkan produk baru. Cth :
McDonald’s – 2 tahun sblm melancarkan Chicken Nuggets.

PRODUCT MANAGEMENT 57
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 Faktor kejayaan produk baru
 Produk unik atau berbeza dpd pesaing
 Pasaran yg besar dan mempnyai kadar
pertumbuhan yang tinggi
 Usaha2 pengeluaran, teknikal & pemasaran mantap
 Dijual pd harga murah &kelebiahn pd pengguna
 Mendapat sokongan pelaburan dr pihak atasan
dalam pembangunan produk baru.
PRODUCT MANAGEMENT 58
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Produk Baru !

PRODUCT MANAGEMENT 59
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 Faktor kegagalan produk baru
 Kajian : 80% produk baru gagal dipasaran
 Produkbaru tidak dianggap berbeza oelh pengguna dari
produk yg sedia ada di pasaran
 Kurang promosi yg menerangkan kelebihan prduk
 Dianggap sebagai tawaran yang bermutu rendah
 Produk terlalu mahal atau murah
 Khidmat selepas jualan yang tidak baik
 Pembungkusan & warna tidak menarik
 Timing pelancaran tidak betul
 Kurang sokongan pemasaran
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 PRODUCT LIFE CYCLE
STRATEGIES /

KITARAN HAYAT KELUARAN

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Crayola’s colorful lifecycle

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Sales and profits over the products life

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 Introduction stage
 The product life cycle stage in which the new
product is first distributed and made available for
purchase.
 Profits are negative or low because of promotion
expenses
 Few competitors
 Eg :instant cofee, fozen orange juice

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 Growth stage
 The product life cycle stage in which a product’s sales
start climbing quickly
 Early adopters continue to buy and later buyers will start
following their lead.
 Attracted the opportunities for profit, new competitors
will enter the market.
 Introduce new product features & the market will expand
 Companies keep their promotion spending
 Profits increase

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 Maturity stage
 The stage in the product life cycle in which sales growth slows or
levels off.
 Strong challenges to marketing management.
 Slowdown in sales growth results many producers with many
product to sell- overcapacity
 Competitors begin to marking down prices, increasing their
advertising and sales promotions.
 Drop in profit, some of the competitors start dropping out.
 Consider modifying the market, product and marketing mix. – eg :
baby Johnson, targeted the adult market with is baby powder and
shampoo
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SONY Adding new features

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 Decline Stage
 The product life cycle stage in which a product
sales decline
 Maybe from technological advances
 Shifts on consumer tastes
 Increased competition
 Cut the promotion budget
 Some companies-withdraw from the market
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PRODUCT MANAGEMENT 69
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TAMAT

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