ANALISIS SEGMENTASI, TARGETING, POSITIONING (STP) DALAM PENJUALAN PRODUK KECAP CAP KOKI DOLLAR DI TULUNGAGUNG

SISKA , DWI WIDYAWATI (2014) ANALISIS SEGMENTASI, TARGETING, POSITIONING (STP) DALAM PENJUALAN PRODUK KECAP CAP KOKI DOLLAR DI TULUNGAGUNG. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.

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      Abstract

      Segmentation, Targeting and Positioning is the core of a marketing system that can determine the success of a company in selecting their market. In determining the market that will be addressed, the company must determine the potential of each market first. After evaluating the potential of each market the company should be able to specify one or several of the most interesting markets to be served. If the company has decided to segment their markets and establish certain segments to be served then the company should be able to put their products in the eyes of consumers so that consumers can distinguish it from competitors' products. From the description above, the authors conducted a study on Agro-Industry 'SEHATI' located in Jl. MT. HaryonoGg. Flower KedungwaruBulletin East Java. The results of this study indicate that there are two segments of the market with the characteristics: cluster 1 female sex, having 30-39 years of age, high school education, job housewives, 2-3 million in revenue per month. For cluster 1 are interested in consumer behavior towards soy sauce chef cap dollars for flavors, buy his own will, for the day-to-day needs, know the sauce of brothers, like the size of 150 ml. Cluster 2 female sex, having 30-39 years of age, high school education, occupation housewife, income of 2-3 million per month. For consumer behavior cluster 2 interest in soy sauce chef cap dollars since the image flavor, buy his own will, for the day-to-day needs, knowing sauce of promotion, like the size of 150 ml. The target market of soy products cooks dollar cap should cluster 1 because in terms of size and level of usage of the largest cluster 1 than cluster 2. And soy products to the middle class because the price is quite affordable. Soy product positioning chef cap dollars based on product attributes 1) Soy sauce is ketchup Dollar Cap chef who has a lot of size, 2) the consumer is able to easily recognize the logo ketchup chef cap dollars. If by Product Benefits cap soy sauce chef favored position because dollar Practically in packaging. While purchasing decisions based on soy sauce chef dollar cap has the advantage that the consumer is able to recommend it to other consumers of soy sauce. By Taste sauce for ketchup Cap chef position according to the consumer dollar that is in conformity with the terms of tastes and prices for soy sauce cooks dollar cap has an affordable price. Keyword: Segmentation, Targeting and Positioning

      Item Type: Thesis (Undergraduate)
      Subjects: H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic planning
      Divisions: Faculty of Agriculture > Agribusiness
      Depositing User: Fitri Yulianto
      Date Deposited: 19 May 2015 13:24
      Last Modified: 19 May 2015 13:24
      URI: http://eprints.upnjatim.ac.id/id/eprint/6889

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