| Summary: | This research is a case study on the new product idea of remittance as a result of
ideation in new product development process of remittance at PT Pos Indonesia.
According to the analysis of five product levels (Kotler and Keller, 2009: 358,
382), remittances as a product is built in five levels: core benefit, basic product,
expected product, augmented product and potential product. As potential product,
a new remittance product can be created by augmenting and transforming network
element of remittance product, which is at the level of augmented product.
The remittance product, which is at the level of augmented product, at PT Pos Indonesia
is referred to instant remittance product, therefore to create a new remittance
product, which is at the level of potential product, there must be any augmentations
and transformations in the instant remittance product. The research
mentioned that such augmentations and transformations in this instant remittance
product can be created at the sending point, account, and the receiving point. At
the sending point, such augmentations and transformations are by utilizing such
money transfer medium as HP, voucher, ATM, token and internet. While at the
account, such augmentations and transformations are by utilizing online giro programming
as a virtual account. Finally, at receiving point, such augmentations and
transformations are by utilizing ATM as a means to pay out the remittance.
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