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Meningkatkan Penjualan dengan Menghadirkan Varian Baru - Peluang Bisnis | Peluang Usaha | Informasi Bisnis Indonesia
January 22 2021
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Meningkatkan Penjualan dengan Menghadirkan Varian Baru

By admin - Thu Feb 16, 3:15 pm

Meningkatkan penjualan tentu menjadi tujuan utama bagi para pebisnis untuk menghasilkan keuntungan yang lebih besar. Meningkatkan penjualan tentu sangat berkaitan erat dengan produk Anda. Coba Anda ingat-ingat kembali, kapan kira-kira terakhir kali Anda me-launch produk baru pada brand Anda, atau kapan kira-kira Anda memikirkan tentang produk baru yang ingin Anda launch pada brand Anda? Jika jawabannya nyaris tidak bisa Anda ingat, sepertinya Anda perlu berpikir ulang tentang cara me-manage brand Anda, terutama dalam hal strategi jenis produk yang Anda miliki. Memang, konsep ini tidak dapat diimplementasikan di seluruh jenis industri atau brand, namun jika Anda berhubungan lansung dengan end customer dan memiliki hubungan yang erat dengan trend dan lifetyle, saya dapat pastikan bahwa Anda pasti harus memikirkannya.

Supaya lebih mudah memahami konsep ini mari kita bicara beberapa brand besar yang melakukan launch jenis produk baru cukup sering. Sebut saja produk-produk dari Unilever. Berapa kali Anda merasa bahwa Sunsilk pada kemasan maupun iklannya selalu tercantum kata ‘New’? Atau Clear yang Anda bahkan tidak sadar, kapan ‘Old’nya tapi selalu mereka claim dengan ‘New’. Baik dari segi ramuan, keunggulan baru, atau apa saja, selalu mereka memiliki sesuatu yang baru yang mereka tawarkan kepada para konsumen.

Meningkatkan penjualan

Meningkatkan penjualan dengan melakukan launch produk-produk baru tidak hanya untuk brand-brand besar saja, tetapi juga usaha kecil yang baru Anda hasilkan. Contohnya salah satu brand lokal asal Bandung ‘JENDRAL CENDOL’ yang di awal launchnya fokus pada produk Cendol, saat ini dalam menciptakan gebrakan pasar, me-launch produk bernama ‘KOPRAL DUREN’ yaitu berupa es duren susu, hal ini dilakukan untuk menjaga ketertarikan konsumen dan menangkap berbagai peluang baru. Lalu, apakah semua itu hanya dilakukan untuk senang-senang semata? Apakah kebetulan pemiliknya senang untuk berinovasi? Tentu saja jawabannya tidak! Jawabannya adalah karena menghadirkan produk baru merupakan suatu strategi untuk meningkatkan penjualan. Berikut ini adalah penjelasannya.

Pertama, melalui produk baru brand dapat meningkatkan peluang menciptakan konsumen-konsumen baru. Setiap konsumen memiliki karakteristiknya masing-masing, produk eksisting yang Anda punya, sudah pasti tidak bisa melayani semua orang. Dengan adanya varian/produk/jenis baru yang Anda tawarkan memperlengkap portfolio brand Anda, sehingga mungkin saja ada konsumen baru yang awalnya tidak menyukai produk eksisting Anda, namun jadi konsumen Anda karena merasa cocok dengan produk baru Anda. Contoh sederhananya, di J.Co orang-orang yang tidak/anti makan yang manis-manis jadi bisa ikut hang out dengan teman-temannya di J.Co karena ia bisa order yoghurt J.Cool.

Meningkatkan penjualan dengan konsep ini juga dapat dijelaskan dengan hal kedua, yaitu melalui penawaran produk/jenis/varian baru Anda, konsumen jadi ingin membeli ulang. Strategi inilah yang dilakukan Pizza Hut pada TVC mereka. Setiap ada produk baru, mereka mengumumkannya di TV, menyebarkan flyer ke rumah-rumah, dan berbagai kegiatan komunikasi lainnya. Jadi jangan berharap bahwa produk/varian baru selalu memiliki performance penjualan yang baik. Tidak juga, karena bisa jadi produk baru tersebut hanya sebagai trigger agar konsumen melakukan repetisi. Produk baru ini menjaga agar brand Anda tidak mati, tidak menjadi fossil, tetap memiliki asosiasi yang positifi di benak konsumen, bahwa brand Anda terus hidup dan berinovasi, mengikuti tren dan perkembangan jaman.

Kemudian yang ketiga, hadirnya produk/jenis/varian baru membuat konsumen diarahkan untuk memberi lebih. Upselling ini nyata diterapkan dan distandardkan di Pizza Hut, pada SOP pelayanan mereka. Pernahkah Anda di akhir pemesanan, ditawarkan “mau coba varian terbaru kami, pizza gandum?” atau ditengah-tengah Anda makan waiter/waitress nya menghampiri Anda dan menanyakan apakah Anda ingin order dessert atau tidak? Produk/varian baru dapat menjadi trigger konsumen diarahkan membeli lebih, dari yang biasa mereka lakukan. Dan yang terakhir, adalah membuat konsumen merekomendasikan brand Anda. Asosiasi yang positif terhadap brand dan tentu varian/produk baru yang Anda launch berkenan di hati para konsumen, sudah pasti mereka akan merekomendasikannya ke teman, keluarga dan kerabat mereka. Yang pada akhirnya akan menciptakan new leads bagi brand Anda.

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