Big population and most actually overwhelmed raw material source, making floors ceramical industry and wall in particular as one of industrial one high enough enthusiast it at Indonesian. Up to year period 2005- 2008, ceramical industrial growth
worked up along with property's industry growth with average reaches 8,12%. With finish be built plant IIIC, plotted by Arwana will begin to enter intermediate segment onto on year 2011- 2012. For its year Arwana will more focus for meeting market segment intermediate down one still to have tall requisition. With marks sense sell step-up, and
sees history of sell data, therefore gets to be predicted that PT. Arwana Citramulia. Plc
expected can gain control middleweight market downwards and can devolve to intermediate segment onto. But to enter intermediate segment onto, PT. Arwana Citramulia. Plc has can do replace of Arwana's brand already been positioned as brand
of delft to braze middle downwards. In determines positioning to braze a new one, therefore needed aught emulation map for middleweight delft brand onto.
Base of about problem that therefore is done one observational aim with identified middleweight ceramical brand position onto and as compared to brand Arwana now by use of method multi dimensional scaling (MDS). Then predicted the new position and ideal of ceramical brand “ Arwana ” for market middle class onto at DKI'S region Jakarta. With result that is gotten on that identification therefore succeeding done by strategy proposal formulations marketings in determines positioning bases brand repositioning's strategy at territorial DKI Jakarta.
Result of data processing on kuesioner research is gotten that Arwana's Brand have tending price achievable, edge out to be gotten, and has motif and color excess that varying. But has lack on quality facet, as surface as scraggly or flawed. Besides, this delft is easy once most scratch, and not very delft thick. Meanwhile market who shall be
wended is cluster's market 2. Cluster 2 is respondent one accentuate dainty delft flanks,
surface flatness, medley motif, colour variation and material thick one. Then marketing strategy that is utilized is market follower's market strategy by patterns adapter with referenced ceramical Noble. This strategy is utilized since Arwana's delft new enter new market segment this, and has resemblance with Noble. Then brand repositioning's
strategy by changes pack, product development, utilizing medias promotion strategy, and does riset beforehand. |