Entrepreneural Product, Pricing and Branding

Product innovation
Produk klasifikasi
Barang non durable(tidak tahan lama / bisa habis; makanan minyak wangi), durable (tidak bisa habis tp bisa rusak; handphone dll)
Jasa

Level produk
~ Core : tidak lengkap bila ingin harus menambah
~ Tangibla : barang yang bisa kita pegang
~ Augmented : paket
~ Communicated : standart yang dijual (kebanggaan)

Product innovativeness
~ Product newness to the firm (produk innovative yang baru)
~ Market Newnessto the firm (ke market yang baru)
~ Product superiority to the customer (kebanggaan akan produk)
~ Adoption difficulty to the customer (kemudahan yang didapat dari innovasi proses pembelian)

Product Differentiation

~ Performance (inovasi produk)
~ Consistency (konsisten)
~ Reliability (bisa diterima)
~ Durability (tahan lama)
~ Compatibility (sesuai kebutuhan)

~ Ease of Use
~ Technological design
~ Degree of customization
~ Form
~ Style
~ Packaging




Entrepreneurial Pricing
~ Five characteristic of price
~ Value (mengapa nilai suatu produk tinggi)
~ Variable (bervariasi)
~ Variety (harga tergantung macam produk)
~ Visible (membandingkan harga)
~ Virtual (sesuai ketentuan)


Factors Chat Influence Pricing
~ Cost of Goods
~ Demand for Product/service
~ Competition
~ Market Pricing
~ Customer Perceptions
~ Margin Standards
Factors Influenced by Pricing
Sales Volum (unit penjualan)
Sales Revenue
Market Share (perhitungan total pendapatan)
Company Image (jika berjualan produk murah image menjadi barang kelas bawah)
Profitability

Entrepreneural vs. Trading Pricing
~ Market Based vs. Cost Based (perhitungan harga mengikuti pendapat pangsa pasar; produk inovatif tetapi diminati oleh customer)
~ Pro-active vs. Re-active
~ Risk Assumptive vs. Risk Aversive
~ Flexible vs. Standardized
~ Skimming Pricing vs. Penetration Pricing (menyesuaikan harga terhadap pasar)

Pricing Practical
Price Discount
~ Cash Discount
~ Quantity Discount
~ Seasonal Discount

Differentiated Pricing
~ Product Form Pricing
~ Location Pricing (perbedaan harga karena lokasi)
~ Time Pricing (harga berbeda karena waktu pembelian)

Brand Elements
~ Memorable (nama brand mudah diingat, bisa diterima)
~ Meaningful (bermakna)
~ Likeability (mudah disukai)
~ Transferable
~ Adaptable (kecocokan)
~ Protectable (terlindungi)

Brand Dimension
~ Brand Awareness
Recognition
Recall
~ Brand Image
Attribute (tulisan, warna, huruf pada brand)
Benefit