SMA Kristen Cilacap

The existence of the classification of consumer goods and industrial goods according to the emphasis on the aspects of different marketing mix. Emphasis aspects 4P (product, pricing, distribution, and promotion).

Product Attributes

Product attributes are elements viewed products important by consumers and the basis for decision making
purchase. Brands include product attributes, packaging, warranty (warranty), services, and so on.

Brand

Brand is a name, term, sign, symbol / symbol, design, color, motion or a combination of product attributes other expected to provide the identity and differentiation of competitors’ products. Essentially a brand is a promise sellers to consistently deliver a series of characters, certain benefits and services to the buyer. A good brand too deliver additional collateral in the form of quality assurance. Brand itself is used for several purposes, namely:

* As an identity, useful in the differentiation or differentiate the product of a company with a product
competitors. This will make it easier for consumers to recognize when shopping and when to buy again.

* Promotional tool, namely as a product appeal.

* To build the image, namely by providing confidence, quality assurance, and a certain prestige to the consumer.

* To control the market.

There were six of meaning can be conveyed through a brand, namely:

Attribute

A brand convey certain attributes, such as Mercedes suggests expensive, durable, quality, value selling
high return, quick, and others.

Benefits

Brand is not just a set of attributes, because the purchased consumer is a benefit, rather than attributes. Attribute must translated into functional benefits and / or emotional. For example expensive attributes can be translated into emotional benefits such as “This car can improve gengsiku “. Durable attributes can be reflected in the benefits functional such as “I do not need to buy a new car every few years “.

Values

Brand also said the manufacturers values. Examples Mercedes is a high performance, security, prestige, and
forth.

Culture

Brand also may reflect a particular culture. Mercedes reflects the German culture, which is well-organized, efficient, and high quality.

Personality

Brand also can project a certain personality. If the brand related to people, animals, or an object, what
who would imagine? Mercedes gives the impression management a good (man), the powerful lion (animal), or the court majestic (object).

Users

Brand gives the impression of the types of consumers who buy or use the product. For example we would be surprised if saw a 19-year-old secretary riding Mercedez. We tend to think of a reasonable driver
was a top executive middle aged.

Brand plays a key role in marketing. There significant differences between products and brands. Products
is something that the factory produced. While brand is something that consumers purchased. If the product can be easy to imitate competitors, the brand has always had a relatively unique difficult to trace. Closely related to brand perception, so that real competition occurs between firms is battle of perception and not just a product battle.

Brand experts from the University of California at Berkeley (United States States), David A. Aaker developed the concept of brand equity (brand equity). The core concept is that a brand can has a very strong position and a capital / equity, if the brand they meet the four main factors, namely brand awareness (already
known by the consumer), strong brand association (has an association A good brand), perceived quality (perceived consumers as quality products), and brand loyalty (to have a loyal customer).

In order for a brand to reflect the meanings that trying to say, then there are several requirements that must be attention, namely:

1. Brand must be distinctive or unique.

2. Brand should describe something about the benefits of the product and its usage.

3. Brand should describe the quality of the product.

4. Brand should be easy to say, recognizable, and memorable.

5. Brands may not contain a bad way at the state and in other languages.

6. Brand should be able to adjust themselves (adaptable) products products which might be added to the product line.

Packaging

Packaging (packaging) is a process related with the design and manufacture container (container) or
wrap (wrapper) for a product. Intended use package included:

* As a protector of the content (protection), for example from damage, loss, reduced levels / content, and so on.

* To provide ease of use (operating), such as not to spill, as a tool holder, easy spray (such as insect repellent, perfume), and others.

* Helpful in reuse (reusable), for example, to refilled (refill) or to another container.

* Provide appeal (promotion), the artistic aspect, color, shape, and design.

* As of identity (image) products, such as solid memorable / lasting, soft, or plush.

* Distribution (shipping), for example, easily prepared, calculated, and handled.

* The information (labeling), which is related to the contents, usage, and quality.

* As a mirror product innovation, related to the progress technologies and recycling.

Provision of packaging on a product can provide three The main advantage, namely communication benefits, functional benefits, and perceptual benefits.

1. Benefits Communications

The main benefit is as a media packaging disclosure product information to consumers. Such information includes how to use the product, product composition, and information special (side effects, the optimal frequency of use, and etc.). Other information in the form of the seal or symbol that halal products and has passed the test / validated by the government authorities.

2. Functional Benefits

Packaging is often also ensure that fungsionai role important, such as providing convenience, protection, and
storage. Colgate toothpaste example change packaging into pump dispensers for ease use.

3. Benefits perceptual

Packaging is also useful in instilling a certain perception in the minds of consumers. Aqua mineral water as given packaging a light blue to give the perception that fresh and healthy products.

Giving Label – Labeling

Labeling is closely related to packaging. Label is part of a product that convey information about
products and vendors. A label can be a part of packaging, or can also be a label (tag) that dicantelkan on the product. Thus, there is close relationship between labeling, packaging, and branding.

Broadly speaking there are three kinds of labels, namely:

1. Brand label, which is the brand name given to the product or listed on the packaging.

2. Descriptive labels, the labels that provide objective information regarding the use, construction / manufacturing, maintenance / care and product performance, and other characteristics associated with the product.

3. Grade label, the label that identifies the quality assessment product (product’s judged quality) with a letter, number, or word. In America, for example, canned peaches labeled quality A, B, and C, while corn and wheat are labeled 1 and 2.

Complementary services – Suplementari Services

Nowadays any product can not be separated from the service element or service, whether it is service as a core product (pure services) and services as a complement. Core products are highly variable between types
one business with another type, but complementary services have in common. Complementary services in the classified into eight groups, namely:

1. Information, such as street / directions to the producers, schedule or schedule the delivery of products / services, pricing, instructions rnengenai how to use the core products or services complement, warning (warnings), conditions of sale / service, notice of changes, documentation, confirmation of reservation, recapitulation bills, receipts, and tickets.

2. Consultation, such as giving advice, auditing, personal counseling, and management consulting / technical.

3. Order taking, including the application (membership in clubs or programs particular, subscription services, such as qualifications-based services linggi college), order entry, and reservations (seating, tables, space, professional Appointments, admission to facilities eg limited exhibition).

4. Hospitality, including speeches, food and beverages, toilet and bathroom, bathroom equipment, facilities waiting (magazines, entertainment, newspapers, the waiting room), transportation, and security.

5. Caretaking, consisting of interest and the protection of goods their customer’s carrying (motorcycle parking
and four wheels, luggage handling, deposit bags, etc.), and care and protection of goods purchased
customers (packaging, transportation, delivery, installation, cleaning inspection and diagnosis, preventive maintenance, reparations and innovation, upgrades).

6. Exceptions, including special requests before delivery handling products complaints / compliments / suggestions, problem solving (guarantee and warranty of the product malfunction, trouble arising from the use of the product; difficulties caused product failures, including problems with customer stafate other), and restitution (repayment of money, compensation, and etc.).

7. Billing, including periodic account statements, invoices for the transactions individual, verbal reports about the number of accounts, the machine shows the number of accounts, and self-billing.

8. Payment, in the form of self-service by customers, customer interact with company personnel who receive
payment, the automatic deduction of customer accounts, as well as control and verification.

Guarantee / Warranty

Guarantee is a promise that is the duty of the manufacturer of products to consumers, where consumers will be given compensation if the product was not able to function as a expected or promised. May include quality assurance of products, reparations, compensation (money back or product exchange), and forth. Guarantee yourself that is written there, and there are is not written. Today is often used as collateral promotional aspects, particularly on the products long lasting.