Five Price Level Draf transkrip automatik penuh. Pembetulan istilah berdasarkan sumber direkodkan secara berasingan; tanda semakan menunjukkan perkataan yang perlu diperiksa. [00:00:00–00:00:03] Selamat datang ke dalam chapter kedua, Pricing Strategi. [00:00:03–00:00:05] Macam mana nak set harga? Jom kita mulakan. [00:00:06–00:00:09] 5 level harga. Harga ada 5 level. [semak: number or amount] [00:00:11–00:00:15] Semakin mahal harga, semakin tinggi expectation customer. [00:00:15–00:00:16] Sebelum cerita guys, tak ada easy money. [semak: uncertain words] [00:00:17–00:00:19] Tak ada easy money yang ada dalam pricing ni. [semak: uncertain words] [00:00:19–00:00:21] Dia mesti ada expectation. [00:00:22–00:00:25] Murah ada cara nak deliver. Mahal ada cara nak deliver dia. [00:00:26–00:00:27] Jom kita tengok structure ni. [00:00:28–00:00:30] Kita pergi kepada affordable [00:00:30–00:00:31] Harga yang mampu milik [semak: uncertain words] [00:00:31–00:00:34] Harga mampu milik ni adalah value for money [00:00:34–00:00:36] Contohnya saya ambil nasi lemak [00:00:36–00:00:37] Nasi lemak mampu milik [00:00:37–00:00:39] Kalau kita beli nasi lemak telur mata [semak: uncertain words] [00:00:39–00:00:40] Harga RM3 contohnya [semak: number or amount] [00:00:41–00:00:44] RM3 ni kita nak sedap dan kenyang [semak: number or amount] [00:00:44–00:00:46] Itu maksudnya value for money [semak: uncertain words] [00:00:46–00:00:48] Kita beli kereta [00:00:48–00:00:49] Kita beli kereta Myvi [semak: uncertain words] [00:00:49–00:00:52] Kita expect kereta Myvi ni sepatutnya value for money [semak: uncertain words] [00:00:52–00:00:55] Murah dan selesa [00:00:55–00:00:56] Dia kena balance [00:00:56–00:00:57] Sebab tu harga tu mampu milik affordable [00:00:57–00:01:00] Tapi kalau cheap pula [00:01:00–00:01:02] Kita tak kisah pun pasal quality [semak: uncertain words] [00:01:02–00:01:05] Kita betul-betul nak selesaikan basic solution [semak: uncertain words] [00:01:05–00:01:05] Contoh [00:01:05–00:01:07] Yang ni kita panggil sebagai AP [semak: uncertain words] [00:01:07–00:01:08] AP adalah anchor price [00:01:08–00:01:10] Ada tak duit sini [semak: uncertain words] [00:01:11–00:01:13] AP ni adalah anchor price [semak: uncertain words] [00:01:14–00:01:16] Jadi anchor price ni sebenarnya [00:01:16–00:01:18] Dia adalah anchor untuk harga [00:01:18–00:01:20] Kalau kita nak tahu harga market senang [00:01:20–00:01:22] Tengok harga standard berapa [00:01:22–00:01:23] Yang affordable [00:01:23–00:01:25] Oh nasi lemak standard RM3, telur mata [semak: number or amount] [00:01:25–00:01:26] Jadi kalau kita nak jual murah [00:01:26–00:01:28] jawapan dia, AP bahagi 2 [semak: uncertain words, number or amount] [00:01:30–00:01:31] contoh 3 ringgit [semak: uncertain words, number or amount] [00:01:31–00:01:33] bahagi dengan 2 jadi RM1.50 [semak: number or amount] [00:01:33–00:01:35] murah tak? nasi [00:01:35–00:01:36] lemak, telur mata [00:01:36–00:01:39] telur mata proper tau, bukan telur mata [00:01:39–00:01:40] separuh ni, proper telur mata RM1.50 [semak: number or amount] [00:01:40–00:01:42] murah tu, ada KL [semak: uncertain words] [00:01:42–00:01:44] so bagi dia, aku nak jimat je [00:01:45–00:01:46] aku nak betul-betul asal [00:01:46–00:01:48] makan je lah, tak apa-apa nak sedap pun [00:01:48–00:01:51] tak apalah, mungkin telur mata [00:01:51–00:01:52] tu tak cukup sifat pun tak apalah [00:01:52–00:01:54] ni contoh jual kat kawasan-kawasan student ke [semak: uncertain words] [00:01:54–00:01:56] kawasan-kawasan yang mungkin, kita memang [00:01:56–00:01:58] tahu oh ni tempat kerja. Orang kerja ni memang [semak: uncertain words] [00:01:58–00:02:00] asal makan je. Bukan nak sedap pun. So kita [00:02:00–00:02:02] position kan kedai makan kita ni [00:02:02–00:02:04] cheap. So dia kena half [00:02:04–00:02:06] limitarily macam itulah eh. Kalau tak [semak: uncertain words] [00:02:06–00:02:08] half pun lagi bawah lah. Okay. So [semak: uncertain words] [00:02:08–00:02:10] contohkan kalau kereta pula. MyV [semak: uncertain words] [00:02:10–00:02:11] katalah harga [00:02:13–00:02:13] RM50,000. [semak: number or amount] [00:02:14–00:02:16] Ada tak kereta harga RM25,000? [semak: number or amount] [00:02:16–00:02:18] Mungkin ada. Apa? [00:02:18–00:02:20] Viva tak ada account. [semak: uncertain words] [00:02:20–00:02:22] Mungkin lah. Yang betul-betul basic [00:02:22–00:02:23] spec yang betul-betul basic tu. Itu murah. [semak: uncertain words] [00:02:24–00:02:26] RM25,000. So itu [semak: number or amount] [00:02:26–00:02:28] betul-betul basic solution. Orang just nak basic [00:02:28–00:02:30] solution je. Ataupun dia beli kereta [00:02:30–00:02:32] second hand yang betul-betul basic. Itu dapatlah [semak: uncertain words] [00:02:32–00:02:34] basic solution. Walaupun tak adalah quality [00:02:34–00:02:36] sangat. Kereta Silicon second hand. Macam [semak: uncertain words] [00:02:36–00:02:37] itulah eh. Okay next pula expensive. [semak: uncertain words] [00:02:38–00:02:40] Expensive dia bukannya pasal value for money [00:02:40–00:02:42] bukan basic solution. Tapi dia dah start [semak: uncertain words] [00:02:42–00:02:44] demand high quality. Dan [00:02:44–00:02:45] kiraannya simple. Darab 2. [semak: number or amount] [00:02:46–00:02:48] Daripada anchor price. Kata nasi [00:02:48–00:02:49] lemak tadi kat sini ni adalah RM3. [semak: number or amount] [00:02:50–00:02:52] Darab 2 jadi RM6. Maksudnya [semak: number or amount] [00:02:52–00:02:54] dia nak nasi lemak tu [00:02:54–00:02:54] sedap. [00:02:56–00:02:57] Sedap eh [00:02:57–00:02:58] Tapi kenyang tak kisah sangat [semak: uncertain words] [00:02:59–00:03:00] Dia tak kisah pasal kenyang [semak: uncertain words] [00:03:00–00:03:01] Tapi dia nak sedap [semak: uncertain words] [00:03:01–00:03:03] Macam tu dia nak high quality [semak: uncertain words] [00:03:03–00:03:05] Sebab tu bila expensive ni [00:03:05–00:03:06] Biasa portion kecil-kecil je [00:03:06–00:03:08] Tapi yang penting sedap [00:03:09–00:03:10] Walaupun portion kecil je [00:03:10–00:03:11] Tapi mahal [00:03:12–00:03:13] Contohnya macam tu [00:03:14–00:03:14] Kereta pula [00:03:15–00:03:16] Kalau sini Myvi [semak: uncertain words] [00:03:17–00:03:18] 50 ribu jadi 100 ribu [semak: uncertain words, number or amount] [00:03:18–00:03:19] Mungkin Honda [00:03:19–00:03:20] Mungkin Toyota [00:03:20–00:03:22] So high quality [00:03:22–00:03:23] Point dia dia nak high quality [semak: uncertain words] [00:03:24–00:03:25] Next pula luxury [semak: uncertain words] [00:03:25–00:03:27] Luxury darat 10 daripada AP [semak: uncertain words, number or amount] [00:03:27–00:03:28] Oh gila eh [semak: uncertain words] [00:03:28–00:03:30] Maksudnya AP bawah ni darat 10 [semak: number or amount] [00:03:30–00:03:32] Dan yang ni dia dah bukan pasal air quality dah [semak: uncertain words] [00:03:32–00:03:33] Quality sama je set silap [00:03:33–00:03:34] Tapi dia nak status [00:03:34–00:03:36] Rasa bonggol [00:03:36–00:03:37] Riak takabur semua [00:03:37–00:03:40] So dia nak brand status [semak: uncertain words] [00:03:40–00:03:41] Ambil lah kereta tadi [00:03:41–00:03:42] Kalau sini Myvi RM50,000 [semak: uncertain words, number or amount] [00:03:42–00:03:45] Atas ni adalah RM500,000 [semak: number or amount] [00:03:45–00:03:46] Mers [semak: uncertain words] [00:03:47–00:03:48] Port share [semak: uncertain words] [00:03:48–00:03:49] Entry level port share [semak: uncertain words] [00:03:50–00:03:52] So kat sini dia dah fokus kepada [00:03:52–00:03:54] Brand status [00:03:55–00:03:55] Luxury [00:03:55–00:03:56] Nasi lemak [00:03:56–00:03:58] Nasi lemak kat sini harga RM3 [semak: uncertain words, number or amount] [00:03:58–00:04:00] Kat sini harga RM6 [semak: number or amount] [00:04:00–00:04:01] Kat sini 10 kali ganda [semak: number or amount] [00:04:01–00:04:02] Harga RM30 [semak: number or amount] [00:04:03–00:04:04] Lajeri betul ni [semak: uncertain words] [00:04:04–00:04:06] Nasi lemak mana harga RM30 ni [semak: number or amount] [00:04:06–00:04:06] Oh ada [00:04:06–00:04:08] Nasi lemak dekat hotel [semak: uncertain words] [00:04:08–00:04:10] Mandarin Oriental [00:04:11–00:04:12] Hotel tah mana-mana lah [semak: uncertain words] [00:04:12–00:04:13] Westin [00:04:13–00:04:15] Langkawi ke apa ke [semak: uncertain words] [00:04:15–00:04:17] Regis apa benda kan [semak: uncertain words] [00:04:17–00:04:18] Okay [semak: uncertain words] [00:04:18–00:04:19] So luxury lah [semak: uncertain words] [00:04:19–00:04:21] Nak kata sedap [00:04:21–00:04:22] Yang expensive ni lagi sedap [00:04:23–00:04:24] Tapi [00:04:25–00:04:26] Dia status [semak: uncertain words] [00:04:26–00:04:28] Chicken rice shop [semak: uncertain words] [00:04:28–00:04:29] Harga kat sini berapa? [00:04:30–00:04:30] RM12 [semak: number or amount] [00:04:30–00:04:32] Affordable standard chicken rice shop [00:04:32–00:04:34] Nasi ayam [00:04:34–00:04:35] RM6 [semak: number or amount] [00:04:35–00:04:37] Tapi makan dekat hotel [00:04:37–00:04:37] Haa make kau [semak: uncertain words] [00:04:37–00:04:39] RM6 darab 10 [semak: uncertain words, number or amount] [00:04:39–00:04:39] RM60 [semak: number or amount] [00:04:39–00:04:41] Tapi style [00:04:41–00:04:43] Dengan view dan sebagainya [00:04:43–00:04:43] Status [00:04:44–00:04:46] Manakala last sekali adalah limited [00:04:46–00:04:47] Limited darab 20 [semak: number or amount] [00:04:47–00:04:48] Daripada AP [00:04:48–00:04:50] Contoh kat sini eh [semak: uncertain words] [00:04:50–00:04:51] Kita ambil lah kat sini adalah [00:04:53–00:04:54] nasi lemak tadi [semak: uncertain words] [00:04:54–00:04:55] nasi lemak 3 ringgit [semak: uncertain words, number or amount] [00:04:55–00:04:56] darab dengan 20 [semak: uncertain words, number or amount] [00:04:56–00:05:00] sini 30 ringgit [semak: number or amount] [00:05:00–00:05:01] sini 60 ringgit [semak: uncertain words, number or amount] [00:05:01–00:05:02] apa hal [00:05:02–00:05:04] nasi lemak telur mata 60 ringgit [semak: number or amount] [00:05:04–00:05:05] katalah kereta [00:05:05–00:05:07] kereta kat sini tadi [00:05:07–00:05:08] 500 ribu [semak: number or amount] [00:05:08–00:05:09] kat sini double lah [semak: uncertain words] [00:05:09–00:05:10] harga kereta kat sini [00:05:10–00:05:11] 1 juta [semak: number or amount] [00:05:11–00:05:12] itu rare [00:05:12–00:05:13] dia pasal eksklusif [00:05:13–00:05:14] pernah dengar tak [00:05:14–00:05:15] I reject harga 1 juta [semak: uncertain words, number or amount] [00:05:15–00:05:16] itu maksudnya rare [00:05:16–00:05:17] kalau salah kira [00:05:17–00:05:18] jadi harare [semak: uncertain words] [00:05:19–00:05:20] rarity ni maksudnya [00:05:20–00:05:21] dia unique [00:05:21–00:05:22] eksklusivity sama [00:05:22–00:05:24] rare, eksklusif, contohnya apa [semak: uncertain words] [00:05:24–00:05:26] nasi lemak tadi, nasi lemak dimasak oleh [00:05:27–00:05:28] directly oleh Chef Wan [semak: uncertain words] [00:05:29–00:05:31] di Hotel Mandarin Oriental [00:05:31–00:05:32] oh kita nak rasa lah [semak: uncertain words] [00:05:32–00:05:34] direct tangan Chef, Chef Wan tunjuk depan mata [semak: uncertain words] [00:05:34–00:05:36] dia macam mana dia buat [00:05:37–00:05:38] contohnya Gordon Ramsay datang Malaysia [00:05:38–00:05:40] faham, dia benda yang rare [00:05:40–00:05:42] limited ni, dia adalah kuantiti dia sikit [00:05:43–00:05:44] sebab tu harga dia [00:05:44–00:05:46] dah bukan, dia tak ikut sifir dah, mungkin [00:05:46–00:05:47] darab 20, mungkin darab 30 [semak: number or amount] [00:05:47–00:05:50] so benda ni siapa yang buat, saya wujudkan sendiri [00:05:50–00:05:52] Sebab based on study yang saya buat [00:05:52–00:05:55] Based on research and observation dan pengalaman yang saya tengok [semak: uncertain words] [00:05:55–00:05:57] Kebanyakan harga ni is meant equate affordable [semak: uncertain words] [00:05:57–00:05:58] Anchor [00:05:58–00:05:59] Ini yang panggil AP [semak: uncertain words] [00:05:59–00:06:00] Anchor price [00:06:00–00:06:01] So bila kita nak set harga [00:06:01–00:06:03] Kita cari anchor price [00:06:03–00:06:05] Dari situ kita pilih [semak: uncertain words] [00:06:05–00:06:06] Dekat mana kita nak duduk [00:06:06–00:06:08] Yang ni pun saya dah explain tadi anchor price [semak: uncertain words] [00:06:08–00:06:11] So naik level bukan sekadar tukar price tag [semak: uncertain words] [00:06:11–00:06:13] Bukan simply naikkan harga [00:06:13–00:06:16] Kita kena ada quality yang kita boleh buktikan [00:06:17–00:06:18] Contohnya [00:06:18–00:06:20] Yang expensive kita kena ada quality [semak: uncertain words] [00:06:20–00:06:21] Kalau luxury [00:06:21–00:06:22] Kita kena ada status [semak: uncertain words] [00:06:23–00:06:24] Dia kena ada status [semak: uncertain words] [00:06:24–00:06:26] Kejap lagi saya akan share macam mana nak naikkan harga [semak: uncertain words] [00:06:26–00:06:28] Tapi saya nak baik tahu [semak: uncertain words] [00:06:28–00:06:29] Luxury ni dia status [00:06:29–00:06:31] Dia ada keunikan dia sendiri [00:06:31–00:06:33] Kedai tu dia dah lebih [00:06:34–00:06:34] Kurang [00:06:34–00:06:35] Kurang apa [semak: uncertain words] [00:06:36–00:06:37] Kurang rempit [semak: uncertain words] [00:06:37–00:06:38] Kurang rempit [00:06:38–00:06:40] Dia dah lebih minimalis [00:06:40–00:06:42] Dia kena luxury ni dia ada vibe-vibe dia sendiri [semak: uncertain words] [00:06:44–00:06:45] So nasi lemak [00:06:45–00:06:46] Alah penat-penat sembang [00:06:46–00:06:47] Rupanya kat sini ada [00:06:47–00:06:48] Nasi lemak RM3 [semak: number or amount] [00:06:48–00:06:49] Harga cheap [semak: uncertain words] [00:06:49–00:06:52] nampak RM1.50, affordable [semak: number or amount] [00:06:52–00:06:54] RM3, ni standard lah nasi lemak [semak: number or amount] [00:06:54–00:06:56] harga contoh dia, tapi kalau [semak: uncertain words] [00:06:56–00:06:57] expensive, darab dengan 2, AP [semak: number or amount] [00:06:57–00:06:59] RM6, luxury darab [semak: number or amount] [00:06:59–00:07:02] RM10 pula, daripada AP tadi tu [semak: number or amount] [00:07:02–00:07:03] RM30, ni lah [semak: number or amount] [00:07:03–00:07:05] so ibaratnya ni nasi lemak dekat [00:07:05–00:07:07] semua kedai-kedai yang sedia ada [00:07:07–00:07:10] yang ni nasi lemak burung hantu, telur mata [00:07:10–00:07:12] yang ni nasi lemak dekat hotel [semak: uncertain words] [00:07:12–00:07:14] Grand Hyatt, hotel [00:07:14–00:07:16] yang 5 star [semak: number or amount] [00:07:16–00:07:18] yang ni nasi lemak yang dimasak oleh [00:07:18–00:07:20] chef tertentu, nasi lemak [00:07:20–00:07:22] special, nasi lemak yang memang [00:07:22–00:07:23] unique, kuantiti dia limited, ada 500 [semak: uncertain words, number or amount] [00:07:23–00:07:26] unit sahaja, jadi itulah [00:07:26–00:07:27] harga, jadi [00:07:27–00:07:29] setiap benda ni, dia [00:07:30–00:07:32] bertukar, yang ni [00:07:32–00:07:33] dia nak basic scope asal kenyang je [00:07:33–00:07:35] yang ni pula dia nak berbaloi, yang ni pula dia nak ada [semak: uncertain words] [00:07:35–00:07:37] quality, yang ni pula dia nak ada [00:07:37–00:07:40] experience, dia nak premium, yang ni pula [00:07:40–00:07:41] dia nak limited, dia nak rasa dia [00:07:41–00:07:43] the only one yang dapat, beza kat situ [00:07:43–00:07:46] so kita sambung dekat [00:07:46–00:07:47] topik yang selanjutnya untuk kita fahamkan [00:07:48–00:07:49] harga mana kita nak main [00:07:49–00:07:51] ini semua harga-harga yang kita boleh main [semak: uncertain words] [00:07:52–00:07:54] jaranglah orang main dekat luxury dan limited [00:07:54–00:07:55] biasa antara 3 [semak: number or amount] [00:07:55–00:07:57] cheap, affordable, expensive, tapi tak apa [semak: uncertain words] [00:07:57–00:07:58] kita go through dalam video yang seterusnya [semak: uncertain words]