Keputusan Produk Melalui Tingkat Produk

Summary

In this marketing video, the presenter discusses product decision-making using the Samsung Note 9 as an example. The video explains Kotler’s product levels: Core Customer Value, Actual Product, and Augmented Product. The presenter breaks down each level, including product attributes like quality, features (e.g., S Pen), design, and style, as well as the importance of branding and packaging. Additionally, the video covers the significance of augmented products like after-sales services and warranties. Overall, the video provides valuable insights into how companies can develop products that meet customer needs and differentiate themselves in the market.

Takeaways

• 😀 Products are defined as anything that can be offered to the market to satisfy customer needs and wants, as stated by Kotler.
• 😀 The concept of 'product decision' revolves around different product levels: core customer value, actual product, and augmented product.
• 😀 Core customer value is the fundamental reason a product exists to meet consumer needs and desires, forming the base for product decisions.
• 😀 The actual product refers to the tangible product itself, which includes attributes like quality, features, design, and style.
• 😀 Quality is a key attribute of the actual product and refers to the ability to satisfy customer needs. The example given is the Samsung Note 9, which offers good quality.
• 😀 Features are the unique characteristics of a product that distinguish it from others, such as the pen feature in the Samsung Note 9.
• 😀 Design and style, as attributes of the actual product, focus on the physical appearance and usability. For instance, the Samsung Note 9 has a large screen for better functionality.
• 😀 Branding is essential to make it easier for consumers to identify the value and offerings of a product. A brand helps build recognition and trust.
• 😀 Packaging plays a crucial role in protecting the product and providing relevant information like weight, origin, and brand logo, making it more appealing to consumers.
• 😀 Augmented products include additional services such as delivery, credit options, after-sales service, warranties, and other product enhancements.

Q & A

What is the definition of a product according to Kotler?

According to Kotler, a product is anything that can be offered to a market to satisfy a need or want, whether it is acquired, used, or consumed.

What is the main challenge in making product decisions, as discussed in the video?

The main challenge in making product decisions is to understand the product's value through different levels, such as core customer value, actual product, and augmented product.

What is Core Customer Value, and why is it important in product decision-making?

Core Customer Value is the fundamental need or benefit that the product aims to fulfill for the customer. It is crucial because it forms the basis for the entire product strategy and guides the development of the actual product and its features.

What are the three main levels of product decision-making mentioned in the video?

The three main levels of product decision-making are: 1) Core Customer Value, 2) Actual Product, and 3) Augmented Product.

What does 'Actual Product' refer to in the product decision process?

The 'Actual Product' refers to the tangible product that is offered to the customer. This includes its features, quality, design, and brand name.

How does the video define product attributes?

Product attributes are the key features that define the product, including quality, features, design, and style. These attributes differentiate the product from competitors.

What is the significance of quality in the context of product attributes?

Quality refers to the characteristics of a product that can satisfy the needs and desires of consumers. A good quality product is crucial for maintaining customer satisfaction and loyalty.

What role do features play in differentiating a product from competitors?

Features are the specific characteristics that set a product apart from other similar products in the market. For example, the Samsung Note 9's pen feature is highlighted as a distinguishing factor.

Why is the design and style of a product important for its success?

Design and style contribute to the product's visual appeal and usability, influencing consumer preferences. The design also communicates the product’s target audience, such as business professionals or gamers.

What is meant by 'Augmented Product', and what does it include?

An 'Augmented Product' refers to additional offerings beyond the actual product, such as delivery services, after-sales service, warranty, and credit options. These augmentations add extra value for the consumer.