Strategi Penetapan Harga dalam Pemasaran Jasa

17 Maret 2009 Introduction  Price is all around us. You pay rent for your apartment, tuition for your education, and a fee to your dentist or physician. The airline, railways, taxi and bus companies charge you a fare; the local utilities call their price a rate; and the local bank charges you interest for the money you borrow. You have to pay a toll when you drive on the bridge and the insurance company charges you a premium. The guest lecturer is paid an honorarium and the government official takes a bribe to pass a file which was his job anyway. Your lawyer asks for a retainer and you are paid a salary, while the salesman has to make do with a commission and the worker is paid wages. Dimensi Strategis Harga        A statement value Aspek yang jelas bagi pembeli Determinan utama dalam permintaan Berkaitan langsung dengan pendapatan dan harga Bersifat fleksibel Mempengaruhi citra dan positioning Pemicu konflik internal, saluran distribusi, pesaing, lembaga pemerintah dan kebijakan publik Price = Cost + Profit Price brings in the revenues  This is the only element in the marketing mix that brings in the revenues. All the rest are costs  Price communicates the value positioning of the product. Customer Delivered Value Nilai Produk Nilai Layanan Nilai Personel Nilai Pelanggan Total Customer Delivered Value Biaya Pelanggan Total Biaya Moneter Biaya Waktu Nilai Citra Biaya Energi Biaya Psikis Fleksibilitas Harga Pelanggan Kompetisi Fleksibilitas Harga Biaya Legal Isu-Isu Sentral dalam Penetapan Harga Jasa         Jasa tidak menghasilkan transfer kepemilikan  Sulit menetapkan harga  Referensi – struktur biaya dan menetapkan Fixed cost > Variabel cost Variabilitas Input dan Output Heterogenitas jasa membatasi pengetahuan konsumen tentang harga jasa --- tidak ada standar/patokan yang jelas, contoh: asuransi Penyedia jasa tidak bersedia atau tidak mampu mengestimasi harga, contoh: konsultan Keinginan pelanggan individual sangat beraneka ragam Banyak jasa sulit dievaluasi, contoh: pembicara seminar Pentingnya faktor waktu Ketersediaan saluran distribusi elektronik dan fisik Pricing policy  Selecting the pricing objective  Determining demand  Estimating costs  Analysing competitors – costs, prices, offers  Selecting a pricing method  Selecting the final price 7 Isu Sentral dalam Penetapan Harga 1.  Berapa harga jasa yang harus ditetapkan? Mempertimbangkan pesaing, biaya, nilai, dan pelanggan Floor price Pertemun antara biaya yang ditutup dengan tingkat volume penjualan akan mempengaruhi batas minimum harga relevan Ceiling price tingkat harga maksimum bagi segmen pasar tertentu Apa yang terjadi jika Ceiling Price < Floor Price?    ○ ○ ○ Jasa tidak kompetitif --- dieliminasi Modifikasi jasa Pendanaan dari pihak ketiga 7 Isu Sentral dalam Penetapan Harga 2. Apa yang menjadi dasar penetapan harga?          Pelaksanaan tugas spesifik Admisi fasilitas jasa Unit waktu Persentase komisi Sumber daya fisik yang dikonsumsi Jarak geografid yang ditempuh Berat dan ukuran Biaya tersendiri untuk setiap unsur layanan? Biaya tunggal (bundle packages) 7 Isu Sentral dalam Penetapan Harga 3. Siapa yang mengumpulkan pembayaran   Organisasi/perusahaan sendiri atau perantara spesialis (travel agenet, tiket, retailer, etc) Bagaimana mengompensasikan perantara? (Komisi atau flat fee) 4. Dimana pembayaran dilakukan?    Lokasi Perusahaan Perantara Keuangan Tempat tinggal pembeli (pos, internet, telepon) 7 Isu Sentral dalam Penetapan Harga 5. Kapan pembayaran harus dilakukan?   Uang muka? Pada saat jasa selesai diberikan? 6. Bagaimana pembayaran dilakukan?  Tunai, Check, Transfer, token 7. Bagaimana Mengkomunikasikan Harga kepada pasar sasaran?   Isi pesan? Media ? The pricing objective  Survival  Maximum current profit  Maximum market share – penetration pricing  Maximum market skimming  Product quality leadership Strategi Pemasaran dan Tujuan Penetapan Harga Jasa  Strategi Permintaan Primer Bagaimana Permintaan Dipengaruhi Strategi Untuk Mempengaruhi Permintaan 1. Menarik Pelanggan Baru (non users) a. Meningkatkan kesediaan untuk membeli -- akses pembayaran b. Meningkatkan kemampuan untuk membeli – rekayasa ukuran/volume 2. Memperbesar tingkat pembelian a. Menambah situasi penggunaan b. Menaikan tingkat konsumsi c. Mendorong penggantian produk Strategi Pemasaran dan Tujuan Penetapan Harga Jasa  Strategi Permintaan Selektif Bagaimana Permintaan Dipengaruhi Strategi Untuk Mempengaruhi Permintaan 1. Memperluas pasar yang dilayani a. Memperluas distribusi b. Perluasan lini produkl 2. Merebut pelanggan dari pesaing a. Head to head competition (kualitas superior, cost leadership) b. Diferensiasi (benefit/attribute positioning, customer based positioning) 3. Mempertahankan/meningkatkan permintaan dari pelanggan saat ini a. Mempertahankan kepuasan pelanggan b. Relationship marketing c. Produk komplementer Tujuan Spesifik Penetapan Harga Jasa No Orientasi Tujuan Tujuan Spesifik 1 Revenue Oriented a. Mengejar Profit • b. Menutup biaya • • • • Menghasilkan surplus sebesar mungkin Mencapai tingkat target spesifik Menutup total biaya Menutup biaya tertentu Menutup biaya inkremental 2 Capacity oriented • Mengoptimalkan kapasitas produktif melalui perubahan harga 3 Patronage Oriented • • • Memaksimumkan permintaan Menetapkan harga sesuai pasar Menawarkan metode penawaran yang harga berbeda Determining Demand  Price sensitivity  Price elasticity of demand Q2 –Q1 / 0,5 (Q2+Q1) e= P2 –P1 / 0,5 (P2+P1) What influences price sensitivity?     Shared cost Sunk investment Price – quality Inventory effect      Unique value effect Substitute awareness Difficult comparision End benefit Total expenditure What is price elasticity?  This determines the changes in demand with unit change in price  If there is little or no change in demand, it is said to be price inelastic.  If there is significant change in demand, then it is said to be price elastic. Dampak Terhadap Pendapatan Total dari: Nilai e Tipe Elastisitas Kenaikan Harga Penurunan Harga e > -1 Inelastis Meningkat Menurun e = -1 Elastis Unitaris Tidak Berubah Tidak Berubah e < -1 Elastis Menurun Meningkat Demand is likely to be less elastic when  There are few or no substitutes  Buyers readily do not notice the higher price  Buyers are slow to change their buying habits  Buyers think that the higher prices are justified quality Price Quality Strategies Super value High value Premium Good value Medium value Overcharging Economy False economy Rip off Price Strategi Penetapan Harga Berry & Yadav, 1996 Strategi Penetapan Harga Jasa Proses Penciptaan Nilai Bentuk Implementasi Satisfaction-Based Pricing Memahami dan mengurangi persepsi pelanggan terhadap ketidakpastian akibat intangibility Garansi Jasa Benefit Driven Pricing Flat-rate pricing Relationship-based pricing Mendorong relasi jangka panjang yang saling menguntungkan Kontrak jangka panjang Price bundling Efficiency pricing Berbagi penghematan biaya dengan pelanggan, terutama penghematan yang dihasilkan dari upaya memahami, mengelola, dan mengurangi biaya-biaya penyediaan jasa Strategi Penetapan Harga Zeithaml & Bitner (2003)  Cost-Based Pricing  Competition-Based Pricing  Demand Based Pricing (Value-Base Pricing) Strategi Penetapan Harga Jasa Berdasarkan Empat Definisi Nilai • • • • Nilai adalah harga murah: Discounting Odd Pricing Syncropricing Penetration pricing Nilai adalah segala sesuatu yang diinginkan dari suatu jasa • Prestige pricing • Skimming pricing Strategi Penetapan Berdasarkan Nilai Pelanggan Nilai adalah kualitas yg didapat dari harga • Value pricing • Market Segmentation Pricing Nilai adalah semua yang didapat dari harga yang diberikan • Price framing • Price bundling • Complementary pricing • Result based pricing Yield Management  Pengendalian permintaan melalui variabel pricing dan manajemen kapasitas untuk meningkatkan profitabilitas organisasi  5 C: Calender, Clock, Capacity, Cost, Customer Demand Penetapan Harga vs Durasi Bisa Diprediksi Tidak Bisa Diprediksi Durasi Harga Fixed Variabel Kuadran 1 Bioskop Stadion Convention Center Kuadran 2 Hotel Penerbangan Rentacar ,cruise Kuadran 3 Restoran Lapangan Golf ISP Kuadran 4 Rumah Sakit Continuing Care Estimating costs  Fixed costs  Variable costs  Learning curve  Activity based costing  Target costing Pricing methods  Markup pricing  Target return pricing  Perceived value pricing  Value pricing  Going rate pricing  Sealed bid pricing Psychological pricing  It is used to lessen the impact of the actual pricing in the consumers mind  It is used as a surrogate to indicate the product quality or esteem New methods of Pricing  Group Pricing  Gain and Risk sharing pricing Geographical Pricing  Different pricing at different locations  Could be in terms of barter, countertrade and foreign currency Discounts and Allowances  Early payment  Off – season  Bulk purchase  Retail discount  Cash discount  Trade in allowance Promotional Pricing  Loss leader pricing  Special event pricing  Cash rebate  Low interest financing  Longer payment terms  Warranties and service contracts  Psychological discounting Discriminatory Pricing  Customer segment  Product form  Image pricing  Location pricing  Time pricing Preconditions      Market must be segmentable The lower price segment should not be able to resell the product to the higher price segment The competitors must not be able to undersell the firm in the higher price segment Should not breed customer resentment and illwill Price discrimination should not be illegal Product Mix Pricing  Product line pricing  Optional feature pricing  Captive product pricing  Two part pricing  Byproduct pricing  Product bundling pricing Initiating Price cuts  Excess plant capacity  Competition  Aggressive pricing Initiating price increases  When demand exceeds supply  When costs go up  Govt. policies  Reduce/remove discounts and rebates Indirect price increases  Shrinking pack size for same price  Substituting less expensive raw materials  Reducing product features  Removing product services  Using less expensive packaging material  Reducing the no.of packs and sizes offered  Creating new economy brands Reaction to price changes  Customer reaction  Competitor reaction Responding to competitor price changes  Maintain price  Maintain price and add value  Reduce price  Increase price and quality  Launch a low price fighter The Basic Truths About Pricing   Lower prices DO NOT automatically automatically equate to increased sales Lower prices and the resulting per sale lower profits DO require require you to sell more in order to maintain the same level of profitability for the company Example   You normally sell 100 premium brake shoes per month at a price of $25 each. The shoes cost you $15 each, so your gross profit per shoe is $10 with a gross profit percentage of 40% (10 / 25). Your total sales per month are $2,500 and total profits are $1,000. If you lower the price by 10% or $2.50 making the selling price $22.50, your profit per sale becomes $7.50 or 33.33% GP (7.5 / 22.5). How many more shoes will need to be sold to make the same total gross profit as prior to the price reduction? $1 ,000 / $7.50 = 1 33.3333 or 134 shoes. The 10% reduction in price will require a 34% increase in sales to achieve the same total gross profit as before the price reduction. Formula for calculating the increase in sales needed after price cut  Beginning GP%  Beginning GP% - % Lowered    - 1 = % of Sales Increase Required The Basic Truths About Pricing     Customers who buy from you because of price are not YOUR customers. They belong to whoever has the lowest price in the marketplace. A price increase may actually be the best choice. If business is bad, cutting prices could make matters worse because of the increased sales volume required just to maintain existing profits. A small price increase can significantly increase overall profits. Example   Using the previous brake shoe scenario. If you raise the price of f the shoes by 3% making the selling price $25.75, your gross profit is now $10.75 per s shoe or 41.75% (10.75 / 25.75). Your total gross profit on 100 shoes would be $1,075, a 7.5% increase. or Even if sales declined slightly, you could still maintain the original $1,000 gross profit. Definitions    Mark-Up Percent is the percent applied to Cost to determine Selling Price Gross Margin Percent is the percent ofthe Selling Price that is Profit Dollars Gross Margin is the difference between Selling Price and Cost Calculating Margin  An item's cost is $100. You sell it for $125. To calculate the margin on this sale use the following formula: (SELLING PRICE -COST) / SELLING PRICE = MARGIN% (125 - 100) / 125 = .20 (20%)   Again, margin is the percentage of the selling price represented by gross profit. In the example above, the $25 gross profit is 20% of the selling price. Calculating Selling Prices  If you know the cost and the desired margin you can this information to calculate the selling price.  Divide the cost by the reciprocal of the margin you want COST / (100% - GM%) = SELLING PRICE  If the cost for an item is $200 and you want a 30% margin: 100% $200 / (100%- -30%) $200 / (70%) $200 / .70 = $285.71 Using Markup  Markup, defined as the percentage added to cost to arrive at a selling price, is commonly used to price materials.  If you want to mark up an item 20%, you add 20% of the item's cost st to the cost.  For example - if an item cost $100 and you want to add a 20% markup: 100 X 20% = $20 $100 + $20 = $120 SELLING PRICE Note: The actual margin on this item is less than 20%. ($120 -100) / $120 = 16.67% (SELLING PRICE - COST) / SELLING PRICE   A 20% markup does not yield a 20% margin! I t is important that you to utilize margin and markup properly. Using Markup  You can use the following Markup/Margin Table as a guide for achieving the proper margin.  Use the multiplier on cost to achieve the desired margin.  e.g. To achieve a 22% margin use a 129% (1.29) multiplier. Value Pricing for Profit: Value-Based Pricing         How high can a price be before the product or service is priced out of the market? To understand the customer's perception of the value of your product or service, look at more subjective criteria such as customer preferences, product benefits, convenience, product quality, company image and alternative products offered by the competition. How do your customers describe what they get for their money? Do they save a great deal of money or time by purchasing your product or service? Do they gain a competitive advantage from using your service? Is it more convenient to use your service rather than try to do it themselves? What are the customer's choices? What does the competition charge? Intelligent Pricing Strategies  The good news about pricing your products or services is that you don't have to learn complicated pricing formulas to do it right. Just understand this basic principle: The more your customers perceive your business as being different from the competition, the less chance there is of your discounting — or trying to compete solely on price.  Price – Quality – Service --- Pick any two!  Example – Starbucks Coffee