Five Price Level
Source: https://coachadib.com/module/6ac0406091312412ad203c07
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[00:00:00.000 – 00:00:03.180] Selamat datang ke dalam chapter kedua, Pricing Strategi.

[00:00:03.440 – 00:00:05.900] Macam mana nak set harga? Jom kita mulakan.

[00:00:06.180 – 00:00:09.620] 5 level harga. Harga ada 5 level.

[00:00:11.040 – 00:00:15.140] Semakin mahal harga, semakin tinggi expectation customer.

[00:00:15.260 – 00:00:16.880] Sebelum cerita guys, tak ada easy money.

[00:00:17.380 – 00:00:19.420] Tak ada easy money yang ada dalam pricing ni.

[00:00:19.580 – 00:00:21.580] Dia mesti ada expectation.

[00:00:22.280 – 00:00:25.660] Murah ada cara nak deliver. Mahal ada cara nak deliver dia.

[00:00:26.080 – 00:00:27.860] Jom kita tengok structure ni.

[00:00:28.720 – 00:00:30.060] Kita pergi kepada affordable

[00:00:30.060 – 00:00:31.340] Harga yang mampu milik

[00:00:31.340 – 00:00:34.360] Harga mampu milik ni adalah value for money

[00:00:34.360 – 00:00:36.280] Contohnya saya ambil nasi lemak

[00:00:36.280 – 00:00:37.840] Nasi lemak mampu milik

[00:00:37.840 – 00:00:39.520] Kalau kita beli nasi lemak telur mata

[00:00:39.520 – 00:00:40.780] Harga RM3 contohnya

[00:00:41.660 – 00:00:44.500] RM3 ni kita nak sedap dan kenyang

[00:00:44.500 – 00:00:46.800] Itu maksudnya value for money

[00:00:46.800 – 00:00:48.140] Kita beli kereta

[00:00:48.140 – 00:00:49.220] Kita beli kereta Myvi

[00:00:49.220 – 00:00:52.460] Kita expect kereta Myvi ni sepatutnya value for money

[00:00:52.460 – 00:00:55.000] Murah dan selesa

[00:00:55.000 – 00:00:56.020] Dia kena balance

[00:00:56.020 – 00:00:57.760] Sebab tu harga tu mampu milik affordable

[00:00:57.760 – 00:01:00.440] Tapi kalau cheap pula

[00:01:00.440 – 00:01:02.080] Kita tak kisah pun pasal quality

[00:01:02.080 – 00:01:05.040] Kita betul-betul nak selesaikan basic solution

[00:01:05.040 – 00:01:05.540] Contoh

[00:01:05.540 – 00:01:07.240] Yang ni kita panggil sebagai AP

[00:01:07.240 – 00:01:08.820] AP adalah anchor price

[00:01:08.820 – 00:01:10.120] Ada tak duit sini

[00:01:11.820 – 00:01:13.840] AP ni adalah anchor price

[00:01:14.500 – 00:01:16.440] Jadi anchor price ni sebenarnya

[00:01:16.440 – 00:01:18.680] Dia adalah anchor untuk harga

[00:01:18.680 – 00:01:20.680] Kalau kita nak tahu harga market senang

[00:01:20.680 – 00:01:22.100] Tengok harga standard berapa

[00:01:22.100 – 00:01:23.080] Yang affordable

[00:01:23.080 – 00:01:25.020] Oh nasi lemak standard RM3, telur mata

[00:01:25.020 – 00:01:26.860] Jadi kalau kita nak jual murah

[00:01:26.860 – 00:01:28.800] jawapan dia, AP bahagi 2

[00:01:30.200 – 00:01:31.180] contoh 3 ringgit

[00:01:31.180 – 00:01:33.060] bahagi dengan 2 jadi RM1.50

[00:01:33.060 – 00:01:35.040] murah tak? nasi

[00:01:35.040 – 00:01:36.600] lemak, telur mata

[00:01:36.600 – 00:01:39.060] telur mata proper tau, bukan telur mata

[00:01:39.060 – 00:01:40.900] separuh ni, proper telur mata RM1.50

[00:01:40.900 – 00:01:42.180] murah tu, ada KL

[00:01:42.180 – 00:01:44.740] so bagi dia, aku nak jimat je

[00:01:45.280 – 00:01:46.860] aku nak betul-betul asal

[00:01:46.860 – 00:01:48.900] makan je lah, tak apa-apa nak sedap pun

[00:01:48.900 – 00:01:51.040] tak apalah, mungkin telur mata

[00:01:51.040 – 00:01:52.300] tu tak cukup sifat pun tak apalah

[00:01:52.300 – 00:01:54.800] ni contoh jual kat kawasan-kawasan student ke

[00:01:54.800 – 00:01:56.760] kawasan-kawasan yang mungkin, kita memang

[00:01:56.760 – 00:01:58.680] tahu oh ni tempat kerja. Orang kerja ni memang

[00:01:58.680 – 00:02:00.500] asal makan je. Bukan nak sedap pun. So kita

[00:02:00.500 – 00:02:02.700] position kan kedai makan kita ni

[00:02:02.700 – 00:02:04.680] cheap. So dia kena half

[00:02:04.680 – 00:02:06.760] limitarily macam itulah eh. Kalau tak

[00:02:06.760 – 00:02:08.800] half pun lagi bawah lah. Okay. So

[00:02:08.800 – 00:02:10.600] contohkan kalau kereta pula. MyV

[00:02:10.600 – 00:02:11.320] katalah harga

[00:02:13.020 – 00:02:13.700] RM50,000.

[00:02:14.780 – 00:02:16.520] Ada tak kereta harga RM25,000?

[00:02:16.760 – 00:02:18.220] Mungkin ada. Apa?

[00:02:18.800 – 00:02:20.080] Viva tak ada account.

[00:02:20.480 – 00:02:22.260] Mungkin lah. Yang betul-betul basic

[00:02:22.260 – 00:02:23.920] spec yang betul-betul basic tu. Itu murah.

[00:02:24.040 – 00:02:26.120] RM25,000. So itu

[00:02:26.120 – 00:02:28.060] betul-betul basic solution. Orang just nak basic

[00:02:28.060 – 00:02:30.140] solution je. Ataupun dia beli kereta

[00:02:30.140 – 00:02:32.100] second hand yang betul-betul basic. Itu dapatlah

[00:02:32.100 – 00:02:34.140] basic solution. Walaupun tak adalah quality

[00:02:34.140 – 00:02:36.060] sangat. Kereta Silicon second hand. Macam

[00:02:36.060 – 00:02:37.900] itulah eh. Okay next pula expensive.

[00:02:38.120 – 00:02:40.180] Expensive dia bukannya pasal value for money

[00:02:40.180 – 00:02:42.140] bukan basic solution. Tapi dia dah start

[00:02:42.140 – 00:02:44.080] demand high quality. Dan

[00:02:44.080 – 00:02:45.940] kiraannya simple. Darab 2.

[00:02:46.520 – 00:02:48.120] Daripada anchor price. Kata nasi

[00:02:48.120 – 00:02:49.740] lemak tadi kat sini ni adalah RM3.

[00:02:50.200 – 00:02:52.180] Darab 2 jadi RM6. Maksudnya

[00:02:52.180 – 00:02:54.040] dia nak nasi lemak tu

[00:02:54.040 – 00:02:54.960] sedap.

[00:02:56.400 – 00:02:57.020] Sedap eh

[00:02:57.020 – 00:02:58.560] Tapi kenyang tak kisah sangat

[00:02:59.100 – 00:03:00.680] Dia tak kisah pasal kenyang

[00:03:00.680 – 00:03:01.440] Tapi dia nak sedap

[00:03:01.440 – 00:03:03.380] Macam tu dia nak high quality

[00:03:03.380 – 00:03:05.500] Sebab tu bila expensive ni

[00:03:05.500 – 00:03:06.840] Biasa portion kecil-kecil je

[00:03:06.840 – 00:03:08.140] Tapi yang penting sedap

[00:03:09.440 – 00:03:10.540] Walaupun portion kecil je

[00:03:10.540 – 00:03:11.920] Tapi mahal

[00:03:12.620 – 00:03:13.460] Contohnya macam tu

[00:03:14.100 – 00:03:14.840] Kereta pula

[00:03:15.520 – 00:03:16.680] Kalau sini Myvi

[00:03:17.340 – 00:03:18.920] 50 ribu jadi 100 ribu

[00:03:18.920 – 00:03:19.760] Mungkin Honda

[00:03:19.760 – 00:03:20.800] Mungkin Toyota

[00:03:20.800 – 00:03:22.460] So high quality

[00:03:22.460 – 00:03:23.960] Point dia dia nak high quality

[00:03:24.560 – 00:03:25.660] Next pula luxury

[00:03:25.660 – 00:03:27.380] Luxury darat 10 daripada AP

[00:03:27.380 – 00:03:28.200] Oh gila eh

[00:03:28.200 – 00:03:30.020] Maksudnya AP bawah ni darat 10

[00:03:30.020 – 00:03:32.100] Dan yang ni dia dah bukan pasal air quality dah

[00:03:32.100 – 00:03:33.640] Quality sama je set silap

[00:03:33.640 – 00:03:34.920] Tapi dia nak status

[00:03:34.920 – 00:03:36.120] Rasa bonggol

[00:03:36.120 – 00:03:37.420] Riak takabur semua

[00:03:37.420 – 00:03:40.540] So dia nak brand status

[00:03:40.540 – 00:03:41.460] Ambil lah kereta tadi

[00:03:41.460 – 00:03:42.960] Kalau sini Myvi RM50,000

[00:03:42.960 – 00:03:45.940] Atas ni adalah RM500,000

[00:03:45.940 – 00:03:46.400] Mers

[00:03:47.180 – 00:03:48.060] Port share

[00:03:48.060 – 00:03:49.800] Entry level port share

[00:03:50.740 – 00:03:52.660] So kat sini dia dah fokus kepada

[00:03:52.660 – 00:03:54.220] Brand status

[00:03:55.020 – 00:03:55.580] Luxury

[00:03:55.580 – 00:03:56.920] Nasi lemak

[00:03:56.920 – 00:03:58.840] Nasi lemak kat sini harga RM3

[00:03:58.840 – 00:04:00.280] Kat sini harga RM6

[00:04:00.280 – 00:04:01.740] Kat sini 10 kali ganda

[00:04:01.740 – 00:04:02.500] Harga RM30

[00:04:03.840 – 00:04:04.840] Lajeri betul ni

[00:04:04.840 – 00:04:06.300] Nasi lemak mana harga RM30 ni

[00:04:06.300 – 00:04:06.980] Oh ada

[00:04:06.980 – 00:04:08.720] Nasi lemak dekat hotel

[00:04:08.720 – 00:04:10.400] Mandarin Oriental

[00:04:11.060 – 00:04:12.700] Hotel tah mana-mana lah

[00:04:12.700 – 00:04:13.900] Westin

[00:04:13.900 – 00:04:15.700] Langkawi ke apa ke

[00:04:15.700 – 00:04:17.440] Regis apa benda kan

[00:04:17.440 – 00:04:18.280] Okay

[00:04:18.280 – 00:04:19.360] So luxury lah

[00:04:19.360 – 00:04:21.160] Nak kata sedap

[00:04:21.160 – 00:04:22.700] Yang expensive ni lagi sedap

[00:04:23.720 – 00:04:24.360] Tapi

[00:04:25.600 – 00:04:26.960] Dia status

[00:04:26.960 – 00:04:28.400] Chicken rice shop

[00:04:28.400 – 00:04:29.800] Harga kat sini berapa?

[00:04:30.560 – 00:04:30.800] RM12

[00:04:30.800 – 00:04:32.980] Affordable standard chicken rice shop

[00:04:32.980 – 00:04:34.520] Nasi ayam

[00:04:34.520 – 00:04:35.120] RM6

[00:04:35.120 – 00:04:37.120] Tapi makan dekat hotel

[00:04:37.120 – 00:04:37.780] Haa make kau

[00:04:37.780 – 00:04:39.080] RM6 darab 10

[00:04:39.080 – 00:04:39.940] RM60

[00:04:39.940 – 00:04:41.440] Tapi style

[00:04:41.440 – 00:04:43.180] Dengan view dan sebagainya

[00:04:43.180 – 00:04:43.600] Status

[00:04:44.960 – 00:04:46.640] Manakala last sekali adalah limited

[00:04:46.640 – 00:04:47.740] Limited darab 20

[00:04:47.740 – 00:04:48.820] Daripada AP

[00:04:48.820 – 00:04:50.120] Contoh kat sini eh

[00:04:50.120 – 00:04:51.500] Kita ambil lah kat sini adalah

[00:04:53.760 – 00:04:54.820] nasi lemak tadi

[00:04:54.820 – 00:04:55.920] nasi lemak 3 ringgit

[00:04:55.920 – 00:04:56.740] darab dengan 20

[00:04:56.740 – 00:05:00.610] sini 30 ringgit

[00:05:00.610 – 00:05:01.570] sini 60 ringgit

[00:05:01.570 – 00:05:02.290] apa hal

[00:05:02.290 – 00:05:04.130] nasi lemak telur mata 60 ringgit

[00:05:04.810 – 00:05:05.930] katalah kereta

[00:05:05.930 – 00:05:07.430] kereta kat sini tadi

[00:05:07.430 – 00:05:08.210] 500 ribu

[00:05:08.210 – 00:05:09.250] kat sini double lah

[00:05:09.250 – 00:05:10.790] harga kereta kat sini

[00:05:10.790 – 00:05:11.350] 1 juta

[00:05:11.350 – 00:05:12.210] itu rare

[00:05:12.210 – 00:05:13.570] dia pasal eksklusif

[00:05:13.570 – 00:05:14.830] pernah dengar tak

[00:05:14.830 – 00:05:15.910] I reject harga 1 juta

[00:05:15.910 – 00:05:16.910] itu maksudnya rare

[00:05:16.910 – 00:05:17.850] kalau salah kira

[00:05:17.850 – 00:05:18.510] jadi harare

[00:05:19.550 – 00:05:20.690] rarity ni maksudnya

[00:05:20.690 – 00:05:21.130] dia unique

[00:05:21.130 – 00:05:22.630] eksklusivity sama

[00:05:22.630 – 00:05:24.570] rare, eksklusif, contohnya apa

[00:05:24.570 – 00:05:26.930] nasi lemak tadi, nasi lemak dimasak oleh

[00:05:27.790 – 00:05:28.990] directly oleh Chef Wan

[00:05:29.650 – 00:05:31.530] di Hotel Mandarin Oriental

[00:05:31.530 – 00:05:32.870] oh kita nak rasa lah

[00:05:32.870 – 00:05:34.850] direct tangan Chef, Chef Wan tunjuk depan mata

[00:05:34.850 – 00:05:36.430] dia macam mana dia buat

[00:05:37.070 – 00:05:38.870] contohnya Gordon Ramsay datang Malaysia

[00:05:38.870 – 00:05:40.250] faham, dia benda yang rare

[00:05:40.250 – 00:05:42.870] limited ni, dia adalah kuantiti dia sikit

[00:05:43.850 – 00:05:44.970] sebab tu harga dia

[00:05:44.970 – 00:05:46.630] dah bukan, dia tak ikut sifir dah, mungkin

[00:05:46.630 – 00:05:47.830] darab 20, mungkin darab 30

[00:05:47.830 – 00:05:50.670] so benda ni siapa yang buat, saya wujudkan sendiri

[00:05:50.670 – 00:05:52.770] Sebab based on study yang saya buat

[00:05:52.770 – 00:05:55.210] Based on research and observation dan pengalaman yang saya tengok

[00:05:55.210 – 00:05:57.530] Kebanyakan harga ni is meant equate affordable

[00:05:57.530 – 00:05:58.490] Anchor

[00:05:58.490 – 00:05:59.510] Ini yang panggil AP

[00:05:59.510 – 00:06:00.290] Anchor price

[00:06:00.290 – 00:06:01.970] So bila kita nak set harga

[00:06:01.970 – 00:06:03.790] Kita cari anchor price

[00:06:03.790 – 00:06:05.350] Dari situ kita pilih

[00:06:05.350 – 00:06:06.730] Dekat mana kita nak duduk

[00:06:06.730 – 00:06:08.870] Yang ni pun saya dah explain tadi anchor price

[00:06:08.870 – 00:06:11.910] So naik level bukan sekadar tukar price tag

[00:06:11.910 – 00:06:13.170] Bukan simply naikkan harga

[00:06:13.170 – 00:06:16.830] Kita kena ada quality yang kita boleh buktikan

[00:06:17.530 – 00:06:18.130] Contohnya

[00:06:18.130 – 00:06:20.050] Yang expensive kita kena ada quality

[00:06:20.710 – 00:06:21.650] Kalau luxury

[00:06:21.650 – 00:06:22.770] Kita kena ada status

[00:06:23.870 – 00:06:24.990] Dia kena ada status

[00:06:24.990 – 00:06:26.690] Kejap lagi saya akan share macam mana nak naikkan harga

[00:06:26.690 – 00:06:28.030] Tapi saya nak baik tahu

[00:06:28.030 – 00:06:29.770] Luxury ni dia status

[00:06:29.770 – 00:06:31.830] Dia ada keunikan dia sendiri

[00:06:31.830 – 00:06:33.430] Kedai tu dia dah lebih

[00:06:34.290 – 00:06:34.770] Kurang

[00:06:34.770 – 00:06:35.830] Kurang apa

[00:06:36.430 – 00:06:37.390] Kurang rempit

[00:06:37.390 – 00:06:38.690] Kurang rempit

[00:06:38.690 – 00:06:40.530] Dia dah lebih minimalis

[00:06:40.530 – 00:06:42.370] Dia kena luxury ni dia ada vibe-vibe dia sendiri

[00:06:44.010 – 00:06:45.010] So nasi lemak

[00:06:45.010 – 00:06:46.650] Alah penat-penat sembang

[00:06:46.650 – 00:06:47.410] Rupanya kat sini ada

[00:06:47.410 – 00:06:48.930] Nasi lemak RM3

[00:06:48.930 – 00:06:49.950] Harga cheap

[00:06:49.950 – 00:06:52.170] nampak RM1.50, affordable

[00:06:52.170 – 00:06:54.290] RM3, ni standard lah nasi lemak

[00:06:54.290 – 00:06:56.010] harga contoh dia, tapi kalau

[00:06:56.010 – 00:06:57.590] expensive, darab dengan 2, AP

[00:06:57.590 – 00:06:59.890] RM6, luxury darab

[00:06:59.890 – 00:07:02.130] RM10 pula, daripada AP tadi tu

[00:07:02.130 – 00:07:03.890] RM30, ni lah

[00:07:03.890 – 00:07:05.930] so ibaratnya ni nasi lemak dekat

[00:07:05.930 – 00:07:07.490] semua kedai-kedai yang sedia ada

[00:07:07.490 – 00:07:10.290] yang ni nasi lemak burung hantu, telur mata

[00:07:10.290 – 00:07:12.390] yang ni nasi lemak dekat hotel

[00:07:12.390 – 00:07:14.230] Grand Hyatt, hotel

[00:07:14.230 – 00:07:16.150] yang 5 star

[00:07:16.150 – 00:07:18.070] yang ni nasi lemak yang dimasak oleh

[00:07:18.070 – 00:07:20.110] chef tertentu, nasi lemak

[00:07:20.110 – 00:07:22.010] special, nasi lemak yang memang

[00:07:22.010 – 00:07:23.910] unique, kuantiti dia limited, ada 500

[00:07:23.910 – 00:07:26.250] unit sahaja, jadi itulah

[00:07:26.250 – 00:07:27.790] harga, jadi

[00:07:27.790 – 00:07:29.970] setiap benda ni, dia

[00:07:30.870 – 00:07:32.110] bertukar, yang ni

[00:07:32.110 – 00:07:33.730] dia nak basic scope asal kenyang je

[00:07:33.730 – 00:07:35.950] yang ni pula dia nak berbaloi, yang ni pula dia nak ada

[00:07:35.950 – 00:07:37.610] quality, yang ni pula dia nak ada

[00:07:37.610 – 00:07:40.090] experience, dia nak premium, yang ni pula

[00:07:40.090 – 00:07:41.930] dia nak limited, dia nak rasa dia

[00:07:41.930 – 00:07:43.950] the only one yang dapat, beza kat situ

[00:07:43.950 – 00:07:46.050] so kita sambung dekat

[00:07:46.050 – 00:07:47.590] topik yang selanjutnya untuk kita fahamkan

[00:07:48.150 – 00:07:49.670] harga mana kita nak main

[00:07:49.670 – 00:07:51.470] ini semua harga-harga yang kita boleh main

[00:07:52.090 – 00:07:54.090] jaranglah orang main dekat luxury dan limited

[00:07:54.550 – 00:07:55.510] biasa antara 3

[00:07:55.510 – 00:07:57.150] cheap, affordable, expensive, tapi tak apa

[00:07:57.150 – 00:07:58.630] kita go through dalam video yang seterusnya