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Strategi Peluncuran Produk Baru Dengan Harga Tinggi dan Sedikit Promosi disebut

Strategi peluncuran produk baru dengan harga tinggi dan sedikit promosi disebut dengan slow skimming atau strategi peluncuran lambat.

Memang terdapat beberapa jenis strategi yang dapat perusahaan gunakan dalam meluncurkan suatu produk baru.

Namun mungkinkah produk yang baru muncul dapat perusahaan pasarkan dengan harga yang tinggi sedangkan promosi yang perusahaan lakukan rendah? Bagaimana penjelasannya? Sobat, silahkan simak artikel berikut ini.

Strategi Peluncuran Produk Baru Dengan Harga Tinggi dan Sedikit Promosi disebut
Strategi Peluncuran Produk Baru Dengan Harga Tinggi dan Sedikit Promosi disebut

Pengertian Slow Skimming

Slow skimming merupakan strategi peluncuran produk baru dengan menetapkan harga yang tinggi  pada suatu produk serta melakukan promosi yang sedikit.

Kapan Perusahaan dapat menggunakan jenis strategi ini?

Perusahaan dapat menggunakan strategi ini jika pasar sasaran berada dalam skala yang kecil, lalu produk tersebut telah memiliki brand awareness, yang artinya konsumen target telah menyadari atau memahami nilai dari produk tersebut.

Selain itu pasar sasaran dari produk tersebut adalah konsumen dengan background ekonomi menengah ke atas. Atau yang bersedia membayar dengan harga yang tinggi.

Kemudian dari segi kompetisi, keberadaan kompetitor pada pasar yang sama dianggap belum cukup mengancam.

 

Tujuan Slow Skimming

Strategi slow skimming atau yang dalam bahasa Indonesianya memiliki arti strategi peluncuran lambat memiliki tujuan sebagai berikut.

Penetapan harga yang tinggi memiliki tujuan untuk mendapatkan keuntungan dari tiap-tiap unit produk dengan angka yang maksimal. Hal ini perusahaan lakukan salah satunya apabila jika pasar yang sama belum memiliki kompetitor potensial.

Sementara keputusan untuk melakukan promosi yang minim memiliki tujuan untuk menekan biaya promosi demi mendapatkan peningkatan keuntungan bersih dari hasil penjualan produk.

Sesuai dengan hukum permintaan dan penawaran atau demand and supply, apabila demand atau permintaan terhadap suatu produk tinggi sementara supply atau ketersediaannya rendah, maka harga produk tersebut akan semakin melambung tinggi.

Hal ini karena konsumen yang sangat menginginkan produk tersebut tidak dapat menemukan produk yang sama atau dengan kualitas yang sama pada brand atau tempat lainnya.

 

Contoh Slow Slimming

Salah satu contoh dari strategi slow skimming adalah pada ponsel Nokia. Nokia merupakan salah satu brand handphone yang pernah menguasai pasar pada tahun 2003 sampai pada beberapa tahun setelahnya.

Karena belum kuatnya persaingan pada pasar yang sama, maka pada masa itu semua ponsel terbaru dari brand Nokia akan selalu terjual dengan laris. Tidak peduli dengan design apapun yang Nokia ciptakan, akan tetap ada konsumen yang memburunya.

Bahkan meskipun bentuk aneh yang Nokia luncurkan, seperti pada seri Nokia 3650 yang keypadnya berada dalam satu lingkaran atau pada Nokia 7610 yang berbentuk ketupat. Bahkan sampai pada Nokia 7280 yang berbentuk menyerupai lipstikpun konsumen akan tetap membelinya, karena pada masa itu brand tersebut sangatlah populer.

Sedikitnya persaingan, tingginya permintaan, serta barang yang mereka pasarkan merupakan barang elektronik yang wajar jika harganya mahal, membuat brand Nokia sangat cocok menggunakan strategi slow skimming ini.

 

Kekurangan Slow Skimming

Strategi slow skimming memiliki sejumlah kekurangan antara lain ialah biasanya tidak bertahan lama.

Strategi ini hanya bisa suatu perusahaan lakukan apabila belum ada kompetitor potensial yang masuk ke pada pasar yang sama.

Jika kompetitor telah masuk kepada pasar yang sama, maka kompetitor tersebut akan mulai menjual barang yang kualitasnya setara dengan harga yang lebih rendah.

Yang mana membuat pasar dapat melakukan penyerapan barang dengan lebih cepat yang berimbas pada barang akan beredar dimana-mana.

Seperti pada contoh sebelumnya mengenai Nokia yang menggunakan strategi skimming price. Nokia yang pada masa itu menggunakan operating system Symbian berhasil terkalahkan dengan sistem Android.

Pada masa itu perusahaan Google membuat sistem berbasis Android dan menawarkan sistem tersebut untuk bebas dipakai oleh berbagai vendor perusahaan ponsel manapun.

Sehingga dalam waktu yang singkat pasar handphone mulai dikuasai oleh Android. Dalam waktu singkat pula Nokia yang berdiri sendiri berhasil dikalahkan oleh Google yang menggandeng perusahaan ponsel lainnya dalam jumlah yang sangat besar.

Sobat, jadi strategi peluncuran produk baru dengan harga tinggi dan sedikit promosi disebut dengan slow skimming strategy. Semoga sobat dapat lebih memahami mengenai materi tersebut dan sampai jumpa.

 

 

Check Also

Tuliskan Alat-alat Yang Digunakan Dalam Kegiatan Sales Promotion

Tuliskan Alat-alat Yang Digunakan Dalam Kegiatan Sales Promotion

Tuliskan Alat-alat Yang Digunakan Dalam Kegiatan Sales Promotion – sales promotion merupakan satu dari sekian …