Modul 8

Manajemen Pemasaran Agribisnis

MARKETING MIX:
PRODUCT AND PRICE
 AIMS OF STUDY
1. Understand the definition of marketing strategy: Marketing Mix.
2. Understand the objectives of the marketing strategy: Marketing Mix.
3. understand the marketing mix (7P) of products and prices
 STRATEGY AND MARKETING
CONCEPT
• a strategy can also be interpreted as an allocation plan or mobilization of
military and material force in certain areas to achieve certain goals
• Glueck (1997): Strategy is a unified, comprehensive and integrated plan that
links the advantages of a company's strategy to environmental challenges
and is designed to ensure that the company's main objectives can be
achieved through proper implementation by the company.
• marketing focuses on the needs of buyers and has an idea to satisfy
customer needs through the means of products and overall goods
associated with creating, delivering, and finally consuming (Kotler, 2000).
• In the process of planning an effective marketing strategy a marketer must
develop:
1. A good understanding of the atmosphere and market conditions.
2. Understand the possibilities that customers like and don't like right now,
3. As well as the capabilities and key strategies of competitors.
In addition business owner must analyze the competencies of his own
organization as well as a combination of marketing strategies adopted by the
company and its competitors.
 MARKETING
• The concept of marketing focuses on the needs of the buyer and has an
idea to satisfy the needs of customers through the means of products and
overall goods that are associated with creating, delivering, and finally
consuming (Kotler, 2000).

• Marketing strategies are the basic principles underlying management to

achieve goals, marketing mix, and marketing allocation. Marketing requires
a program or marketing plan in carrying out its activities in order to achieve
the goals desired by the company.
 MARKETING MIX

“Marketing mix defined as the elemens an organizations controls that can be

used to satisfy or communicate with customer. These elements appear as core
decisions variables in any marketing text or marketing plan”.

The marketing mix is an element in the company organization that controls

communication with consumers or is used to achieve customer satisfaction
(Zeithaml and Bitner, 2001).
 THE MARKETING MIX EXTENDED (7P)

Price

This weakness has led many experts to

redefine the marketing mix to be more
applicable. Then Traditional 4P is added
Pelanggan
Place sasaran dan
Product
with 3P elements for the service business
posisi yang
dikehendaki that is suggested, namely (people, physical
evidence, and process).

Promotion
 MARKETING MIX: PRODUCT

Tahapan perumusan produk

product is anything that
is offered to the market Manfaat utama (core benefit)
to attract attention,
acquisition, use or Desain dasar produk (basic product)
consumption that can
satisfy a desire or need. Rancangan produk yang diharapkan (expected product)
Kotler (2008)
Pengembangan produk (augmented product)

Produk potensial (potential product)

KARAKTERISTIK PRODUK
1. Durable goods, non-durable goods, and
services
2. Consumer goods
- Convenience goods : are types of
goods that are often used by SIFAT PRODUK/JASA
consumers and can be purchased
quickly and easily
- Shopping goods : types of goods that 1. Intangible
consumers usually often compare
prices, quality, or models, with other 2. Cannot be saparated
products when buying.
- Specialty goods : is an item that 3. Changing
requires great effort for consumers to
be able to buy it, because each brand 4. Durability
has unique characteristics
- Unsought goods : types of goods are
not uncommon types and benefits, so
they are only bought by certain
consumers
3. Industrial goods  spare parts, capital
goods, raw materials
 ATRIBUT PRODUK

Merek
nama, symbol/lambang, istilah,
desain yang menjadi ientitas
produk
Kemasan
Proses yang berkaitan dengan
perancangan pembuatan
wadah produk
Labelling
Bagian dari produk yang
menyampaikan informasi
mengenai produk dan penjual.
Label juga merupakan baian
dari kemasan

Jaminan
Layanan Pelengkap Janji yang merupakan
kewajibab produsen atas
produknya kepada konsumen
 GARVIN (LOVELOCK, 1987) IN LAKSANA (2008) : 8
PRODUCT QUALITY DIMENSIONS

1. Performance  berkaitan dengan kecepatan dan kemudahan

serta harga produk
2. Feature  berkaitan dengan pilihan dan pengembangan
3. Reliability  tingkat keberhasilan dalam penggunaan produk
4. Conformance (konformasi)  berkaitan dengan tingkat kesesuaian
prodsuk
5. Durability  ukuran masa pakai produk
6. Aesthetics  bersifat subjektif berkaitan dengan pertimbangan
pribadi dan refleksi dari referensi
7. Perceived quality
 PERBEDAAN VARIABEL-VARIABEL YANG DIGUNAKAN
DALAM MEMBEDAKAN ANTARPRODUK BARANG DAN
ANTAR PRODUK JASA

Diferensiasi produk barang Diferensiasi produk jasa

1. Form (bentuk) 1. Ordering ease (kemudahan dipesan)
2. Features (fitur/layanan) 2. Delivery (pengiriman)
3. Performance (kinerja) 3. Installation (pemasangan yang mudah)
4. Conformance (kesesuaian) 4. Customer training (pelatihan sebelum
5. Durability (ketahanan) penggunaan jasa)
6. Reliability (kehandalan) 5. Customer consulting (penyediaan
7. Repairability (kemudahan perbaikan) layanan konsultasi)
8. Style (mode/gaya) 6. Maintenance and repair (jaminan
9. Customization (kemudahan didesain perbaikan produk)
sesuai selera konsumen) 7. Returns (pengembalian produk)
 FACTORS DRIVING THE DEVELOPMENT OF PACKAGING
INTO A MARKETING TOOL:

• Self-service: packaging functions as an attention drawer, describes product

information, raises consumer confidence in choosing products, and creates
a good impression of the product.
• Respect for consumers: good packaging encourages consumers to pay
more for comfort, reliability, appearance and prestige.
• Representing the image of the company and brand: packaging helps
consumers to recognize the brand or manufacturer company faster.
• Opportunity to innovate: unique and innovative packaging can benefit both
consumers and producers, because producers will always try to make their
products more comfortable and easier to use
 MARKETING MIX:
(PRICE)

• Price is a monetary unit or other measure including other goods and services
exchanged in order to obtain ownership or users rights of goods and
services(tjiptono, 2000).

The goal of pricing comes from the company itself, which always tries to be as
precise as possible. So the objectives are:
• Increasing sales
• Maintaining and improving market share
• Price stability
• Reaching the investment return target
• Achieving maximum profit
 6 STAGES OF PRICE DETERMINATION PROCEDURE

1. Estimating Demand for the Item

Metode Bentuk Tujuan
Survey Daftar pertanyaan(wawancara Untuk menciptakan fakta dan opini
secara pribadi, telepon, surat) dari responden yang berkaitan baik
terhadap proyeksi kuantitas pada
berbagai tingkat harga ataupun
terhadap keinginan untuk membeli
segera
Eksperimen Contoh wisata untuk berbelanja Untuk memisahkan dan mengawasi
laboratorium berbagai dorongan pasar yang
mempengaruhi permintaan, dan
kemudian mengamati reaksi pembeli
terhadap perubahan factor
pendorong tersebut
Eksperimen lapangan Penyimpangan harga yang terkendali Untuk mengamati reaksi terhadap
ditoko harga dalam suatu lingkungan alami
Statistik Derivasi persamaan permintaan dari Untuk mengestimasikan hubungan
sejumlah pengamatan harga kuantitas
2. Knowing the First Reaction in Competition. The sources of
competition can come from:
• Similar goods produced by other companies.
• Substitute or substitute goods.
• Other items made by other companies that both want consumer money.
3. Determine Expected Market Share.
The expected market share will be influenced by existing production capacity,
expansion costs, and the ease of entering competition
4. Choosing a Price Strategy to Reach the Target Market
Two types of pricing strategies are considered the most extreme, namely:
skim-the-cream-pricing and penetration pricing
5. Consider the Politics of Corporate Marketing
consider the marketing politics of a company by looking at its goods, distribution systems
and promotional programs
 DISCUSSIONS
1. Give an example of applying Product and Price marketing mix in the
Agribusiness marketing management!
2. Look for scientific articles that analyze the Product and Price marketing mix
and review the results!
3. Why does product quality need attention in the company?
4. What is the procedure for determining prices for products?
TERIMAKASIH