THE PHENOMENON
OF DISCOUNT AS MARKETING TRAPPER STRATEGY
FINAL PAPER OF ACADEMIC WRITING V
MRS. NINA FATRIANA, S.Pd.
By :
Name :
Erma Yunita
Class :
S1.5.Ext
NPM :
13111147
THE HIGHER SCHOOL OF FOREIGN
LANGUAGE TEKNOKRAT – LAMPUNG
2015 / 2016
“THE PHENOMENON OF DISCOUNT AS
MARKETING TRAPPER STRATEGY”
ABSTRACT
Erma
Yunita
13111147
Woman
and Discount are two different things that cannot be separated each other. Sometimes
discount makes woman forget about everything, they buy anything because of this
marketing strategy. Discount give people get their happiness and sometimes
people also get a disappointed. There will be the motive, the trick and the solution also.
For
this marketing strategy. There are four tricks and solutions in this paper,
such as discount plus plus, price ended by the number of nine, buy one get free
one, shopping voucher, and many more. For the solutions, customer have to
realize about the tricks, such as smart to counting the discount, update for
something new, find out the original price, etc. And for the motive usually
company sell their old product to spend their product stock in the pantry.
Keywords : Discount, Discount’s
Trick, Marketing Strategy
INTRODUCTION
“The happiness of woman is directly
perpendicular to the magnitude of Discount”.
-
Raditya Dika –
Do you ever heard about statement above? That is one
of statement that coming from the famous writer and comedian in Indonesia,
which is Raditya Dika. That statement is about Discount that absolutely true, because in reality women and
discount are two different things that cannot be separated each other. The main
target of this phenomenon is woman, why woman? because woman is the one who
have a lot of needs for their life and also they have motivation to always
looks beautiful, fashionable and also always update for something new. The
writer believe if people already familiar about Discount itself especially in a few moments.
According to Vemale.com,
this is one of phenomenon that often occurs in certain moments such as Idul
Fitri, Independent day, Christmas, New year, etc. In those moments, the seller
usually give a big discount for the buyer. Sometimes, discount makes the
shopper crazy. Crazy here means not for people who lost the way of thinking,
but it’s mean they will be addicted person that always buy something that has
discount in continually. And sometimes, for some people, discount already become
their needed. From some sources the writer get the information that the price
of product has been raised up previously, people actually already known about
this big issue, but people still get trapped by the discount itself. The writer
think this is the reality that commonly happend in our environment.
Therefore, the writer will explain about some
discount’s tricks. In this paper, there will be four problem (Tricks Discount) and five solutions
about discount itself. The purpose is to know about the truly trapper factor
that coming from discount which in reality is only for Marketing Strategy for a business.
DISCUSSION
According to kalyan-city.blogspot.co.id,
In simple terms, Discount is an allowance or concession
in price. Discount is given so that the buyer is induced (lured) to place an
order and later to make payment in time. Discount can be also referred
to as a deduction in price. The seller deducts the discount from the gross or
total price, and the buyer is supposed to pay the net amount. discount is also
offered to encourage the buyer for quick payment or settlement. It is allowed
for immediate payment of cash or payment within a short period such as special
moment like Idul Fitri, Christmas, New Year, etc.
In those moments, company will take an opportunity
to reach big advantages in one time. There are a lot of tricks that company
usually given for their customer. The trick usually often trapping people to
buy a product without thingking in a long time. For this case, there must be
the reason why a businessman giving a discount for their customers. According
to Spirittoc.com
the motives of discount is;
To sell the old
stuff and Sales Promotion of New Product
For this case, it’s mean the things out of dates.
For every company wants to sell the stock of their product as soon as
possible. Especially, when they already
know if there is a new product that has been launching. The launching of new
product itself will makes their product become out of dates, not update anymore
especially for fashion or electronic product. for food, it will makes them
expired when they kept in a long time. That’s why, they take a decision to give
a discount for their product and also they wants to deplete their product’s
stock in pantry.
This
problem is commonly happen in a business, in writer opinion, this motive is
good because for a businessman don’t want to get loss for their company. They
also don’t want to keep the old product that wil not give them a benefit.
Because of that, they take a decision to give a discount for the old stuff or
product the purpose is so they do not have experience to get greater losses.
But, for this case, not all businessman give discount only for the old product,
but sometimes company give a discount for new product also, because they want
to give promotion for new product or new brand. The purpose is to tell people
if their company has been launched a new brand and people will familiar about
the product itself and that new product will become a product that already get
a reliance for their customer.
Therefore,
to avoid the trap of this motive, the buyer have to;
A.
Update in New Trends
A store of the famous brand usually give a discount
around 70%, of course the displayed SALE will attract people attention, but
when customer do the deep investigation of the product, it turned out the
product that has been discounted is the output of goods last year or in another
word is the product Out Of Date. This
is often occurs in around us, that is why, customer must be carefully and customer
have to know about something new in our environment, so customer will not but
the product who out of date anymore.
B.
Be Careful with Reject Product
The product of the last season or Out of Date is better than reject
product. Reject product is the product that have defect but it still sell. Many
people who still buy a product that has little defect but still comfortable to
used provided that coming from a famous brand. However, so that, for customer
who don’t want to get disappointed in the end, better, customer ask the seller
whether the product that discounted have a defect of not.
And next for the tricks of Discount. According to Kompasiana.com there are a lot of
terminologies that used by the seller to held a discount program. usually
called as BIG SALE. Especially in certain moment like Idul fitri, christmas,
new year, etc. Customer often trapped by the great word which is Discount. 50%,
30% + 20%, 70%, etc. Is that a deception? The answer is NO. The customer is
only lack of carefulness for themselves. In this topic there will be 4 points
that writer will discuss in this paper.
1.
Price Ended by
the number of “9” (Charm Price)
This strategy also known as Charm Price, the purpose
of this strategy is that customer think that the price is lower. This way can
work well because people read the price tag from left to right. And the first
number will determine people perception whether the price cheap or not. For
example; the price of shirt A is 49 thousand nine hundred rupiah (49.900),
meanwhile Shirt B is 50 thousand rupiah (50.000). In fact the price is almost
the same, only minus 100 (one hundred) rupiah. But people will think if shirt A
is cheaper than shirt B. Because they will think if the price of shirt A is
forty thousand rupiah (40.000) not fifty thousand rupiah (50.000). This trick
is good since people usually get trap by this strategy anyway.
The solution is people usually like to buy something that has
cheap price, but for this case, the customer have to check about the quality of
the product, whether the product good quality or not. When a product is
cheaper, but the quality is not good, better you have to buy the expensive one
to avoid something that will makes customer disappointed in the end. Don’t ever
think if the cheap price will makes customer satisfied. Customer have to
consider about manything that will come in the next time.
2.
Discount Plus Plus (...% + ...%)
This strategy also work well to trapped customer.
According to Voa-Islam.com say that if this strategy really success to
influence customer attention. Before the seller gave a discount, they rise up
the price first, after that they create the discount, like 50% + 20%.
For example;
The price of a shoes before discount is Rp.100.000,
then, they rise up the price become Rp.300.000. After that they give discount
50% + 20%, people will think that the product get discount 70%. If the price
Rp.300.000 get 70% discount equal Rp.90.000.
In fact is not like that. So, the calculation is
like this.
50% discount from Rp.300.000 = Rp.150.000, then,
20% from Rp. 150.000 = Rp. 30.000.
So, total of the price is Rp.120.000
From this strategy, the company still
get the benefit actually. And the customer get a loss. But they still think if
they get big discount from the seller.
The solution are ;
A)
Find Out The Original Price.
This way actually hard to identify about the
original price of product, because only the seller that really know about the
original price. But, customer can do this thing in the way like this, customer
have to try to open the official website of the brand of the product. Then,
customer will know about the original price of the product.
B)
Deft to Calculate of Discount.
This way can help a customer to know about the truly
price of product, so, they will not get a trap by the discount. That writer
already give an example above about Discount
Plus Plus. Customer must be realize that 50% + 20% discount is different
with 70% discount. So, customer must be carefully about this phenomenon.
3.
Buy One Get Free One
Writer believe that people already know about this
strategy, from this strategy the customer will think as if they get the
benefit, because they get one product in free. But the problem is the price of
the product more expensive. Because the price has been rise up previously by
the seller.
For this case, the solution is customer also must be
familiar about the product that will be buy by them. Customer have to know
about the price also, whether the price same or not in normal day. Because if
price of product that has this promo more expensive than usual price or not,
like the price rise up until two or three times or not. If the price more expensive
two or three times than usual price, it’s mean customer already get trapped by
this promo because customer will buy two products directly in one time without
aware with the truly price and they still think if they already get promo buy
one get free one.
4.
Shopping Voucher
When we determine more deeply for this strategy,
shopping voucher has a time limit. Nah, this is where the trick is running well
to trapped the customer. Because the voucher has time limit, so, customer will
feel compelled or hastily to used the voucher to make them get the advantages. This
is a great strategy anyway, because of voucher time limit, buyer will become a
loyal customer.
The solution is customer have to clever to used
their money, don’t because of voucher will makes you spend your money for something
that not important. Used the voucher only if you are really needed to buy a
product.
Those are the tricks of businessman to trap the
customer. Then, for those strategy there are a lot of solution to avoid the
tricks according to Cekaja.com.
CONCLUSION
Every people know about the great word, which is Discount. Discount is an allowance
or concession
in price. Company usually give a discount in certain moments such as Idul
Fitri, Christmas, New Year, etc. Because they think if they will get big advantages
in one opportunity. The main target of this strategy is woman, because woman is
the one who really like about this thing. woman also has a lot of needs because
they want to always looks beautiful and fashionable. It will makes the company
get the benefit because of woman’s demand especially for fashion.
Because
of that demand, company makes some tricks as a marketing strategy to attract
woman attention and reach big profit. The tricks are really good, because it
makes people interest to buy their product. Such as, price ended by the number
of 9, discount plus plus, shopping voucher, buy one get free one, and many
more. So, those tricks can be avoid for customer if customer smart to manage
their money and they have to be carefuly to evade disappointed in the end of
shopping.
In
additional thing, customer must remember about economic principle stated that
“Gain as many as possible, and Spend as little as possible”. This statement
clearly tell us that for every businessman don’t want to get loss in their
business. So, they do everything to catch the profit as much as possible.
REFERENCES
·
------. 2012. “Hati-Hati Tipuan Diskon Besar Jelang Lebaran!”. www.vemale.com.
(retrieved on January 20th, 2016 12:01 p.m.)
·
------. 2011. “Waspada Tipuan ‘Diskon 70%+20%’ dan Beli Dua Gratis Satu”. www.voa-islam.com.
August 27th, Jakarta. (retrieved on
January 20th, 2016).
·
Nurul Iman, Riga. 2013. “Awas...Diskon Tipuan Marak Jelang Lebaran”. www.republika.co.id. August 04th, Sukabumi.
·
Hela. 2014. “Plus-Minus Pemberian Diskon”. www.kompasiana.com. (retrieved on June 24th,2015
00:45:13).
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