| PT. Pertiwi Agung (next write as PT. PA) is pharmaceuticals company that produce and sale drugs with main product in ethical products from synthetics and herbal base products. There are five divisions of marketing department on PT. PA, they are: Natural, Me-Too, Askes, NPP (Non promoted Product), Injection, and the last is OTC (Over the Counter) Division. In September 2005, PT.PA lauch a new division that sale consumer drug products, usually says as OTC products. This policy taken by management to follow latest trend in Indonesian pharmaceuticals market where is self-medication style becoming a trend. OTC total market grew with 13% in 2004-2005 higher than ethical market that grew with 11% in same period. OTC total market in 2005 is 9.4 Trillions or 40% of total market pharmaceuticals in Indonesia.One of the product will lauch in 2007 is kids multivitamin. Multivitamin is very attractive category had Rp1.6855.386 Billion market value in 2005. Multivitamin products divided in eight category and kids multivitamin products spread in every category. Background of thesis title is a new product lauching plan on PT.PA.PT.PA is company where is author worked for. There are three products will lauch in 2007, this thesis focus on new product lauching plan of kids multivitamin. Research main problem that will investigation on this thesis is new product concept and marketing strategy develop by consumer market research base. This research use descriptive research design, sources of data come from primary and secondary data. Primary data get bu questioner; secondary data get from ITMA 2005 Q.4 (Indonesia Total Market Audit), MIMS, products adv, competitor products, and consumer research back data. Analytical technique that use in this research are descriptive statistic (frequency, central, tendency, and crosstabulation) and multivariate statistic (factor analysis and multidimensional scalling) From factor analysis we get four factors as a basic consideration when a consumwer will buy a kids multivitamin product, the factors are: non benefit factor attractiveness (exp:packing design), for maintain health of kids attractiveness (exp: indication for improve body defenses), for body growth factor attractiveness (exp: indication for teeth and bone development), and the latest is price attractiveness. From perception analysis toward brand attributes (Cerebrofot Gold, Sakatonik ABC, Biolysin Smart, and Curcuma Plus), we get a fact that some gaps between consumer expectations versus what existing products offer to consumer expectations versus what existing products offer to consumer, for example: taste, for braindevelopment, for teeth and bone development, and for increase body defenses. From multidimensional scaling analysis we get a relative competition pattern between brand (Cerebrofot Gold, Sakatonik ABC, Biolysin Smart, and Curcuma Plus). Cerebrofot Gold, Biolysin Smart, and Curcuma Plus competence in same perceptions area, where are Cerebrofort Gold and Curcuma Plus competing head to head. Main concept product of this product are kids multivitamin supplement with three main benefit in one package, there are: Calcium supplement (teeth and bone nutrition), DHA supplement (brain nutrition), and appetite supplement. As an appetite supplement this product had 95% of Curcuminoid. Orange taste, two kinds of volume and price, 60 ml (Rp.10,000) and 120 ml(1,8000). After product concept established, brand concept or concept to communicate the product to market must build. In this thesis brand concept made as print adv concept and packing concept. The latest are build promotion strategy (above and below the line promoption, sales promotion, internal and external public relation), and distribution strategy. We could that developing of new product and its marketing strategy more convince and easy if build base on research (market and consumer), we suggested new product development/ lauching execute with systematical process like explained in this thesis. |