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Matakuliah : J0114/Manajemen Pemasaran Tahun : 2008 Product Strategy Pertemuan 16 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: – – – – – Bina Nusantara Color, Shape Typeface (for sight): loudness, pitch, and meter Typeface (for sound): material Typeface (for touch): texture 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: – – – – Bina Nusantara Complexity (minimalism vs. ornamentalism), Representation (realism vs. abstraction), Movement (dynamic vs. static), Potency (loud/strong vs. soft/weak) 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. Bina Nusantara