The existence of the classification of consumer goods and industrial goods according to the emphasis placed on aspects of different marketing mix. The Emphasis are on four aspects which are : product, price, distribution and promotion.
Product Quality
Product attributes are important elements viewed products by consumers and the basis for the decision to buy. Brands include product attributes, packaging, warranty, service, and so on.
Brand
Brand is a name, term, sign, symbol or symbol, design, color, movement or a combination of attributes of other products should provide the identity and differentiation of competing products. Essentially a brand is a promise vendors provide a constant series of characters, some benefits and services to the buyer. A good brand also provide an additional safeguard in the form of quality assurance. Mark itself is used for several purposes, namely:
Identification, useful in the differentiation or differentiate the product from a company with a competing product. This will make it easier for consumers to recognize when shopping and when to buy again.
Promotional tool, namely as an appeal filed.
To build the image, particularly in providing trust, quality assurance and a certain prestige to the consumer.
To control the market. There were six of meaning can be conveyed by a mark, namely:
* Attribute. A vehicle brand attributes, such as Mercedes suggests expensive, durable, quality, value sales of high performance, fast, and so on.
* Benefits. Brand is not just a set of attributes, because the purchase
consumer is an advantage, rather than attributes. Attribute is translated into functional benefits and / or emotional. For example, attributes can be costly translated into benefits such as emotional “this car can improve gengsiku. Sustainable attributes can be reflected in the functional benefits such as “I do not need to buy a new car every few years.”
* Values. Brand has also decided that the constructors. Examples Mercedes is a high performance, security, prestige and so on.
* Culture. Brand also may reflect a particular culture. Mercedes reflects the German culture, which is well organized, efficient and high quality.
* Personality. Brand can also project a certain personality. If the mark on persons, animals or objects, regardless Who could imagine? Mercedes gives the impression management a good (man), the mighty 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, would be surprised if we saw a 19-year-old secretary riding Mercedez. We tend to think of a reasonable driver was a middle aged to senior executives.
Brand plays a key role in marketing. Over there significant differences between products and brands. Products is something that the factory produces. While the brand is something that consumers have purchased. If the product can be easy to imitate competitors, the brand has always had a unique character elatively difficult to trace. Closely linked to the perception of marks, so that real competition occurs between firms is the battle of perception and not just a battle of products.
Brand experts from the University of California at Berkeley (United States), David A. Aaker developed the concept of brand value. The basic concept is that a brand can have 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), l ’strong brand association (an association has a good brand), perceived quality (perceived consumer quality products), and brand loyalty (to have a loyal customer).
For a brand to reflect the meanings that I’m trying to say, then there are several conditions that must be attention, namely:
1. Mark must be distinctive or unique.
2. Brand should describe something about the benefits of the product and its use.
3. Brand should describe the quality of the product.
4. Brand should be easy to say, recognizable and memorable.
5. Brands May did not contain a bad way at the state and in other languages.
6. Brand should be able to resolve themselves (adaptable) products that could be added to the range of products.
Packaging
Packaging (packing) is a process associated with the design and manufacture of containers or wrap (wrapper) for a product. The intended use package contains:
* As a protector of its content (protection), such damage, loss, reduced levels / content, and so on.
* To provide ease of use (operation), such as not to spread like a tool holder, easy spray (eg, repellants), perfume, and others.
* Useful for reuse (reusable), for example, reloaded or other container.
* Provide a call (promotion), the artistry, color, shape and design.
* From the identity (image) of products such as Solid memorable / lasting, soft, or plush.
* Distribution (delivery), for example, easy to prepare, calculated, manipulated.
* The information (labeling), which is related to content, use and quality.
* As a mirror product innovation, linked to progress in technology and recycling.
Provision of packaging a product can provide three The main advantage, namely communication services, functional benefits, and perceptual benefits.
Communicating the Products Benefits
The main advantage is that the release of media packaging products for consumer information. This information includes how to use the product, product composition, and special information (side effects, the optimal frequency of use, etc..) Additional information in the form of the seal or symbol that halal and passed the test / validated by the government authorities.
Key Features
Packaging is often ensure that the role fungsionai important as providing the convenience, protection and storage. For example, change the packaging Colgate toothpaste in pump dispensers for ease use.
Perpetual Benefits
The packaging is also useful to inculcate a certain perception in the minds of consumers. Aqua mineral water as packaging a light blue to give the perception that fresh and healthy products.
Labeling
The labeling is closely related to the packaging. Label is part of a product that convey information about products and suppliers. A label can be a part of the package, or can also be a label (tag) that dicantelkan Product. Thus, there is a close relationship between labeling, packaging and branding.
Basically there are three kinds of labels, namely:
1. Brand Label, which is the mark given to the product or on the packaging.
2. Descriptive Labels, the label that provides objective information concerning 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 quality has been judged (Product product) with a letter, number or word. In America, for example, canned peaches labeled as A, B and C while corn and wheat are labeled 1 and 2.
Complementary Services
Today, no product can be separated from the service element or service, it is service as a commodity (services only) and services as a complement. Commodities are highly variable depending on the type business with another guy, but additional services have in common. Additional services in the classified into eight groups, namely:
1. Information such as street / directions to producers, the timetable or schedule for delivery of products / services, pricing, instructions about how to use the main products or services, warning (warnings), conditions sales / service, notice of changes, documentation, confirmation of booking a summary invoices, receipts and tickets.
2. Consultation, such as giving advice, audit, consulting staff, and management consulting and technical services.
3. Controlling the Marketing Channels, including the application (membership clubs or programs, subscription services, such as skills-based services Linggi College), order entry and reservations (seats, tables, space, professional appointments, admission to schools such limited exposure).
4. Hospitality, including speeches, food and drinks, toilets and bathroom bathroom equipment, holding facilities (magazines, entertainment, newspapers, the waiting room), transportation and security.
5. Guarding, consisting of interest and asset protection performance of their customers (motorcycle parking
and four wheels, luggage handling, deposit bags, etc.), and the care and protection of customers purchased goods (packaging, transportation, delivery, installation, cleaning, inspection and diagnostic, preventive maintenance, repairs and innovation, upgrade).
6. Exceptions, including special requests before delivery product complaints / compliments and suggestions, solving problems (warranty and guarantee of product defect, problems arising from the use of the product; difficulties caused outages product, including customer problems stafate others), and restitution (repayment of money, compensation, and
etc..)
7. Billing, including periodic account statements, invoices for individual transactions, 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, clients interact with company personnel who receive payment, direct debit customer accounts, as well as monitoring and verification.
9. Guarantee: is a promise that is the duty of the manufacturer to consumers, where consumers will be given compensation if the product has not been able to function as expected or promised. May include quality assurance of products, repair, compensation (money back or exchange of goods) and so on. You ensure what is written there, and there is not written. Today is often used as collateral promotional aspects, particularly on durable goods.
