Strategi Segmenting Targeting, dan Positioning Jamu Tolak Angin Cair Sido Muncul Sejak Tahun 1999  

Oleh:

Hamumpuni, Susilaningrum

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Atma nan Jaya vol. 19 no. 1 (Jan. 2004), page 80-100.
Topik: jamu; jamu tolak angin; strategi segmenting; targeting; positioning
Fulltext: Susiloningrum Hamumpuni.pdf (186.18KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: AA48.14 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada	Lihat Detail Induk
Perpustakaan PKPM Nomor Panggil: A66 Non-tandon: 2 (dapat dipinjam: 0) Tandon: tidak ada	Lihat Detail Induk

Isi artikel

The economic situation and a igh level of competition enforce the companies to do some efforts so that they can exist all along. In this case a strategy is needed to make a marketing process focused in the effort of gaining the company's goal, to reach a maximum profit. PT. Sido Muncul, on of the companies in Indonesia producing jamu (a traditional liquid herbs) exists for a quite long time in the market. Due to vast market with a various segment, PT. Sido Muncul especially for its product "Tolak Angin" cair uses marketing strategy segmenting, targeting, positioning since 1999. the aim of this research was to know the marketing stategy (segmenting, targeting, positioning) carried out the company and to know the consumers' perception relating to the strategy. This research employed descriptibe method approach, interviewing the company management and surveying consumer's perception. The result revealed the company apply a segmentation for people living in urban with modern way of living, educated and middle up social class. The target of marketing are models, artists, students, youth of ethnics, experts, businessman, and general. Positioning a simple and practical product where the consuments like (jamu) not only because of its tate and ritual but also due to its benefit. it was also indicated that the startegy to create good image of Tolak Angin in consumers' mind was succeeded.

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