Product life cycle management

Product life cycle management

The level of product sales will experience a change from time to time. Product life cycle refers to the stages to be passed by the product. Product life cycle is a series of strategies implemented by management in the face of the cycle. Stages of image 1. General Cycle Products products in general have a tendency to go through five stages:

1. Stage of new product development

· Price is very expensive

· There are currently no sales revenue

· Experiencing loss

2. Market introduction phase

· Cost is very high

· Expensive price

· Small sales volume

· Experiencing loss

3. Growth phase

· Costs decline as production volumes rise

· Sales volume increased significantly

· Getting benefits

· Price adjustments to maximize market share

4. Mature stage

· Very low cost

· Sales volume reaches the optimal point

· Experiencing declining prices as we grow the number of competitors

· Experiencing the culmination of the achievement gains

5. Stage declination

· Sales volume has decreased

· Popularity product decreased

posted by Antonius Frans Setiawan @ 2/20/2006 08:22:00 PM 0 comments
18 February 2006
Positioning

In marketing, positioning is done by way marketers to build an image or identity in the minds of consumers for products, brands or specific organizations. Positioning is the perception of relative build a product than other products. Because the recipient is a market product, then that needs to be developed is market perception. Repositioning the product is determined from which the consumer's point of view to see the image of our products, if we apply the family in developing the product branding, the company's overall image will greatly affect the image of the product.

Re-positioning is an activity that involves the replacement of the product identity, interwoven existing competitors and change the existing image in the minds of consumers.

De-positioning is to change the fabric of the activities of competitors, the aim is to replace the market segments and this activity requires brand owners to change the image of existing products in the consumer's mind. The most obvious example is the automotive industry, Yamaha to de-positioning for its products from Vega R middle segment to the economic segment, as a direct competitor cheap products from china, product from honda supra fit and Smash from suzuki.
Product Positioning Strategy

The ability to identify opportunities positioning is trial by fire for a marketer. The success of one's positioning is usually rooted in how long the product has a competitive advantage. Some things are fundamental in building a product positioning strategy are:

* Positioning the product specification features
* Positioning the use of the product specification
* Positioning the frequency of product usage
* Positioning the reason why choosing the product compared to competitors
* Positioning against competitors' products
* Positioning by product class separation
* Positioning with the use of cultural symbols / culture

Product Positioning Process

In general, the process involves product postioning:

* Defining the market segment where the product will be disaingkan
* Identifying attributes and packaging dimensions to determine how much market
* Gather information from consumers about their perceptions of products and product tehadap competitors
* Measure how far the consumer's perception of the product
* Measure how much the product market competition
* Measuring combination to determine the target market marketing variables in conducting marketing mix
* Test the accuracy of
o The competitiveness of our products with competitors' products
o The position of our products in competition
o The position vector in the marketing mix idela

* Product Positioning

The process of positioning for the same goods and services, although services have no physical equivalent, but the process is the same. It's just because the service does not have a clear visualization, so before building positioning, we have to ask customers what added value they want from our service, why they would choose another service than our services? and whether there are specific characteristics that differentiate our services than other companies?

Write down the value of difference from the standpoint of the consumer is an early stage of our positioning process. Ujikan to people who do not know what we do and what we sell, then watch recorded facial expressions and how they respond to us. By the time they want to know more about our products because they are interested in our prologue, we sdah are on the right track.
Positioning Concept

In general, there are three types of concepts postioning:

* Functional positions

o Troubleshooting
o Provide benefits to consumers
o Obtaining a good perception of investors

* Symbolic positions

* Increased self-image
* Identify yourself
* Sense of ownership and the level of the company's environmental award
* Building a strong enough influence in a particular market segment

* Experiential positions

* Ability to stimulate the sensory-motor
* Ability to stimulate cognitive sensors

posted by Antonius Frans Setiawan @ 2/18/2006 01:06:00 PM 0 comments
Products

In marketing, product definition is anything that can be offered to the market and can meet customer needs. Customer satisfaction does not only refer to the physical form of the product, but rather a package of satisfaction gained from purchasing these products are satisfaction satisfaction accumulation of physical, psychological, symbolic, and the services provided by the manufacturer.

Product is identical with the goods. In accounting, goods are physical objects that are available in the market. While the product is intangible services. In product management, identification of the products are goods and services offered to consumers. The word product is used for the purpose of testing the market and facilitate the absorption market, which will be very useful for salespeople, managers, and the quality control section.
Aspects of the product

There are three aspects of the product:

* Aiming to benefit
o Benefits of using
o Benefits of psychological
o Benefits to tackle the problem
* Visualization products
o product attributes and privileges
o The quality of the product
o Corak products
o The packaging and product labels
o Brand
* Increase the value of the product
o Warranty
o Ease of Installation
o Delivery
o Availability of market
o after-sales service

Product Classification

Product management includes the development of tactics and strategies to increase market demand through product life cycle.

One technique is good enough to understand the product is Aspinwall Classification System. Which classifies products using five variables assessment:

* Replacement rate - How often is the product ordered by retailers re
* Gross margin - How big is the average profit generated by each product
* Buyer goal adjustment - How big is the consumer segment range can be achieved
* Duration of product satisfaction - How long the product is beneficial for buyers
* Duration of buyer search behavior - How long will consumers continue to find and buy products

Product Type

Here are some types of products:

* Consumer products
* Industrial products
* Convenience goods
* Impulse goods
* Emergency goods
* Shopping goods
* Specialty goods
* Unsought goods
* Perishable goods
* Durable goods
* Non-durable/consumption/consumable goods
* Capital goods
* Parts and materials
* Supplies and services
* Commodities
* By-products

Product differentiation

In marketing, product differentiation is a product to modify activities to become more attractive. This differentiation requires market research seriously enough to be completely different, required knowledge of competitor products. This product differentiation is usually only a few characters to change the product, including packaging and promotional theme without changing the physical specifications of the product, even if it is allowed.

The purpose of the differentiation strategy is to develop appropriate positioning desires of potential consumers who want to go. If the markets see the difference your product compared to competitors' products, you will more easily develop a marketing mix for the product. Successful product differentiation is a differentiation that could divert the basis of competition from price to other factors, such as product characteristics, distribution strategy, or promotional variables other. The weakness of differentiation is the need for additional production costs and large-scale advertising.
Product bundling

In marketing, Product bundling is a strategy to combine the sales of several products into one package sales. This strategy is commonly used in business software, for example: Microsoft bundles word processing software, spreadsheets and databases into a single Office suite package called Microsoft office suite, in a fast-food industry, some of the items offered products into one package.

This strategy will have a high success rate if:

* Low production costs
* Large enough market share
* Consumers are interested because there is an element of simplification in the process of purchasing products and can benefit from purchasing the product.
* Average low marginal cost
* Customer acquisition cost high

Product bundling is appropriate for products with sales volume and high profit levels. According to research Yanis Bakos and Erik Brynjolfsson, product bundling is very precise and effective when applied to the product "digital information" is having an almost zero marginal cost.

In oligopolistic and monopolistic markets, product bundling will seem unfair, because very limited product choice for consumers, so they have no other choice.

Pure bundling occurs when consumers can only buy the whole package

Mixed bundling occurs apabli consumers can choose between buying the whole package or can be purchased separately
Product lining

Lining is a product marketing strategy to sell several types of products. Unlike product bundling, product lining sold separately several interrelated products. One product line consists of several products with a variety of sizes, colors tipa, quality or price.

Line depth (depth line) refers to the number of product variants in a single line of consistency Line (konsitensi line) refers to how close the relationship between products in a single line of Line Vulnerability (the power line) refers to the percentage of sales or profits that can be drawn from a small part of products in a single line

Several different product lines sold by a company called the width of product mix (product mix ranges). The total number of products sold on the entire line of products called the length of product mix.

Adding new products on a single product line called line extension. If the line extension has a better quality than other products referred to as trading up actions or brand leveraging. But if the line extension has other products under the quality then your actions referred to as trading down. When you do trading down, you've done something stupid, because in addition to reducing brand equity profit you earn is only short-term profits.

Planting a positive image of a high-level campaign by showing a single image that will affect the entire product line. Planting is usually a positive image using one of the highest quality products than other products in one line.

Price Lining is an activity where you use a price limit for all the products in one line. This technique is commonly used by a shop that uses a single price for all products such as five-thousand stores where all goods are sold in the store within the price range of five thousand.

posted by Antonius Frans Setiawan @ 2/18/2006 12:57:00 PM 0 comments
Brand

In marketing, brand is a symbolic embodiment of all information relating to products or services. Brand usually consists of name, logo and all other visual elements such as images, typography, colors, and symbols. Brand also is a visualization of the image you want instilled in the minds of consumers. In another context, brands often use the word trademark (trademark)
Brand Concept

Some marketers distinguish the psychological aspect to the aspect of brand experience. Aspect of experience is a combination of all points interact with the brand experience, or often called brand experience. Psychological aspects, is often referenced as a brand image, the image is built on an unconscious consumers through information and expectations that are expected through the product or service. A comprehensive approach to building brands include brand structure, business and people involved in the product.

Marketers looking model of development through harmonization of hope and the consumer experience through branding, because it brings the promise that bran products or services with the characteristics and quality of unique and specific in accordance with the intended customer expectations.

Brand image is built by entering the "personality" or "image" into the product or service, for then "inserted" into the subconscious of consumers. Brand is one important element in advertising theme, to show what can be provided by brand owners to the market. Art in developing and managing the brand is called brand management.

Brands that have been widely recognized by the market is called brand recognition. Brand recognition is built from the point where the brand had a positive sentiment in the market, positive sentiment level where it reaches its zenith is called brand franchise. Point of success in brand recognition is the brand may be recognized without a name brand owner company. An example is the successful Disney to build brands through original typographic fonts are Walt Disney's signature.

Brand equity measures the total value of the brand to brand owners, and describes the level of brand franchise. If the trademark has exclusive brand owners identified as a product brand or service, we encourage trademark owners to protect property rights by registering the trademark as a trademark. Habits connecting one product with the brand has become a cultural moment. Almost every product has an identity, ranging from salt to the clothes.

In the context of non-commercial products, publish something that contains ideas or promise by a product or service can also be called branding, as an example of a political campaign or community organizations.

Consumers may see branding as a value-added aspect of products or services, as most vendors often demonstrate the quality and unique characteristics of the product or service. But in terms of brand owners, branded products or services identical with a high price. Where two products have similar characteristics, but one has a brand and others not, consumers will have more products that have certain brands are more expensive even than brand-name products, although not equal quality, this option is based on brand reputation or brand owners.
Individual branding

Individual branding, also known as the marketing strategy MultiBranding is by entering the product portfolio to each product and provide a unique brand. This is in contrast with the family branding, where all the products in the same product lines will be given a trademark. Individual benefits of each product branding is to have his own image and identity, making it very easy positioning of products. Which would minimize the halo effect and each product will automatically be able to occupy their respective segments without special treatment. Individual branding is also used to maintain the brand image of companies that did not change after a merger or acquisition
Family branding

Family branding is a marketing strategy that incorporates several products into one single brand equivalents. This is in contrast with individual branding. There are several considerations in applying economical family branding strategy for a number of equivalent products compete with one another but will not be promoted by using only one campaign event. Family branding is intended to introduce new products that support the existing products on the market. This is done because in buying a new product, consumers will engage their experience with a brand they know. Entering a new product to the already popular brands, will lead consumers to more easily buy, more receptive to new products, and there are still some benefits, including strengthening the brand image.

Family branding brand owners to increase the weight and requires brand owners to Dapa maintain consistency of product quality and brand value. If there is one product that has the quality standards under the existing sales decline is not only happening on these products, but also on other products that take shelter in one brand. Family branding should only be done if the entire product line has an equivalent quality.
Brand management

Brand management or brand management is one of the specific marketing practices to handle the product. The marketers see the brand has important implications on the image quality of the products you want to display to consumers in the hope that with the quality assurance standards through the brand, consumers will continue to purchase products from the same product line. Brand also can increase sales and create a competitive poduk easier. By brand, the price could be raised so that the implications for the rise in sales turnover and profits.

A good brand should have:

* Protected well
* Easy to say
* Easy to remember
* Easily recognizable
* Easily recognizable
* Interest
* Showing the benefits of the product or product usage advice
* Projecting the image of a company or product
* Projecting a difference compared to competitor products

Premium brands (premium brands) typically spend a higher production cost than other products in the same line. Economy brand (trademark economic) market segment is for price sensitive, so in this brand, prices can be very flexible. Fighting brand (trademark fighter) brand was created specifically to deal with the threat of competition.

There are several obstacles in setting targets to achieve the brand, namely:

* Many brand managers themselves mambatasi focuses only on financial targets. They ignore strategic targets because they assume only strategic targets are the responsibility of their top management
* Most of the level of the product or brand managers limit themselves to short-term goals, as compensation for the performance only designed to run pandek.
* Often the production manager was not given enough information in order to produce the product according to specifications.
* Sometimes there are difficulties in translating corporate objectives into brand or product goals. Changing the company's goals and filososi much easier than when a product manager should implement these changes into the character of the product.
* In companies that have a variety of products, some brands will target one tangent to another brand. Or even worse, the target company's conflict with the specific needs of a single product. A brand manager must also know the final destination is targeted by management as a whole. If the corporate management has a long-term goal of a single product, would be very wrong if the target product manager of short-term targets for the product.
* Many brand managers determine the steps to optimize the performance of their units only on without thinking about optimizing the overall performance of the company. This is possible if the managers performance appraisal is based on unit performance and unit performance rather than synergy with all the units in the company.

posted by Antonius Frans Setiawan @ 2/18/2006 11:42:00 PM 0 comments
What is Product Management?

Product Management is one of the 4 areas of marketing, product management responsible for the 4P, Product, Pricing, Placement and Promotion. Product Management must be able to answer the questions below:

* What products are made and sold feasible?
* What new product variants that can be added to the market?
* From the products that have been circulating, which products should be stopped?
* How long a product can be entered and accepted by the market?
* How many types of products in one product line?
* How to balance the entire portfolio of products?
* How to release a product?
* Strategies such as product differentiation will be applied whether yan?
* What are the benefits of the product?
* Brand and what name will be used in the product?
* Which is more appropriately applied in the product? individual or family branding branding?
* Which is more appropriately applied in the product? product bundling or lining product?
* Logo as if that could represent the image of the product?
* Define product life cycle

Product Management is a management model that considers the product as a "subsidiary company" in a large corporate team, supported by a variety of products with the expertise, led by a product manager with standard operating procedures that clearly.

Basically, the affiliated organization structure on the model base management using matrix products, so there are some parts and give one another division command and maybe even the same level of management can give orders to each other. Which determines the functional authority is the authority of a single product.
Posted by Ekonomi.Com at 15:55 0 comments
Production Management and Small Industries
Production Management and Small Industries

Management is the science and art of governing the process of utilization of human resources and non-human in order to achieve certain goals. Science management techniques based on the concept of task materials managers (those who carry out management) is to design and support the implementation of individual work as a group, in order to achieve goals previously set. Management increasingly necessary after the separation of Household Kunsumen (RTK) and Household Manufacturers (RTP), in this case the two parties is most needed, in which consumers can satisfy their needs with various types of goods provided producers, and producers can sell goods -things that really need the consumer's taste, fashion and its purchasing power.

Production is an activity that create or improve the usefulness of an item. Improvement or addition of an item can use the utility space, the use of time, utility form or a combination of several such uses.

For companies currently tend to combine several purposes at once a good, good use of time, place, or use form. This was created to anticipate the needs of consumers who are heterogeneous (different).

Production Management

Management functions of the most fundamental of the Planning, Organizing, placement of Human Resources (Staffing), providing motivation and the latter function is the absolute control activities must be conducted by any organization or company.

Production management is the management process applied in the field of production. Production management process is the merger of all aspects of product, plant, processes, programs and people.

The term-a term commonly used in the production management of production, products, producers, productivity, production processes, production systems, product planning, production planning, and large companies.

Production System

The system is a collection of parts which are interconnected with each other, and together act according to certain patterns of input and output goals. Production system is a set of sub-system consisting of decision-making, activities, restrictions, control and plan that allows ongoing changes in the input into output through the production process. While sub-systems involved in production activities are: subsystem input, output subsystem, subsystem planning and control subsystems.

Understanding Plant Location and Layout

Location is one of the first activities to be done before the company began to operate. Determining the exact location will affect the ability of the company; serving customers, obtain raw materials are sufficient, to get employment easily. and allow the holding of business expansion.

Errors in site selection will result in higher transportation costs, labor shortages, loss of opportunities in the competitive, non-availability of sufficient raw materials and so on.

Layout planning is one step in planning a facility that aims to develop a production system that effectively and efficiently. Goal formulation layout is basically the use of equipment to achieve optimal plant, the use of a minimum of labor, lower inventory requirements and production costs and low capital investment, while the type of layout consists of process layout, product layout, and fixed position layout, or combination of these three types of layout.

The software required for the preparation of layout is: CRAFT, COFAD, PLANET, CORELAP and ALDEF.

Factors Affecting Site Selection

Factors that influence the selection of plant location, a huge influence on the smooth operation of the company, these factors consist of the main factors and not the main factor. The main factors, namely: the location of the source of raw materials, market position, transportation problems, labor supply and power plants. While not a major factor such as, the company's future plans, the possibility of expansion of the company, the possibility of expansion of the city, the presence of service facilities, the presence expenditure facilities, water supply, investment in land and buildings, public attitudes, climate and soil conditions.

Factory Location enentuan

Management company in selecting the plant location is based on some kind of alternative. The stages in the plant site selection consists of collecting data, analyzing incoming data, determine the order of the selected alternative locations and determine the location of the selected plant. Determination of the factory site selection method based on rating factors, economic analysis, and cost-volume analysis.

Design Facilities

Design of production facilities should be well planned, because of good production facilities and regular employees can work in peace, while the flow of production from the starting raw materials to finished goods can take place smoothly and orderly. Planning the layout is the optimal combination of production facilities (personnel, equipment operation, storage area, handling all the products and production equipment). Planning the layout of the company is always needed because of changes in product design, the new product demand volume changes and so on. Classification consists of layout planning, small changes in the existing layout, the addition of production facilities, change the layout and structure of new factory construction.

Determination of Plant Layout

As we know that the layout used in a factory will have a direct impact on productivity levels. Therefore, determining the layout of the plant should be adjusted to the conditions of the company. To determine the layout of the plant well, then the necessary preparations are done, among others: First, the necessary data include the number and types of products, product components, the order of execution of production processes, machinery and equipment machinery information, the necessary installations, large building and comparison of layout planning. Second, sequence analysis and three Technical operations capacity balance.

Understanding Production Equipment

In general, the production equipment is intended to increase labor productivity in order to reproduce the product, both in terms of both number of variations to meet. human needs. Production equipment will include a variety of tools used in the production process, in the form of machinery or the kinds of other tools used to do the work in the work product or product parts.

As for the types of machines used in the production process consists of general machine or general purpose machines (General Purpose Machines). This versatile machine is a machine designed to do specific jobs for various types of products or product parts. A specific machine (special purpose machines) machines are planned for mngerjakan one or several types of the same activities.

Production Equipment Selection Criteria

The reason for the purchase of equipment, among others: the new equipment needed to produce more products and services, sales volume is only increasing, the existing equipment is outdated, and equipment that have already entered a period of wear and need replacing. To decide to buy new equipment needed to carry out the first survey, conducted in two stages: the first stage of use (filtering technology) which includes the capacity, the calculation of the cost or economic analysis that will determine the number of selected technical alternative.

Production Process

The production process is a means, methods and techniques to create or increase the usefulness of a good or service by using the resources (labor, machinery, materials and funds) available. The type of production process can be roughly divided into two parts, the continuous production process (continuous processes) and production processes discontinuous (Intermittent Process). While types of production processes based on different interests, then the type of production process consists of the production process according to his form and control the production process according to the relevant production processes.

Production Planning Process

Production planning is a key goal setting (primary goal) and their organizations for ways to achieve that goal. Basic steps of planning; determine objectives to be achieved, determine the company's position in relation to the objectives to be achieved, determine the factors that support or hinder the achievement of these goals and formulate activities to be carried out. Production activities can be done by three different approaches, namely: the development of a profitable approach (Profitable Growth Approach), approach SWOT (Strenghth, Weakness, Opportunity and Threathment) and Systems Approach.