Exploring Sustainable Double Digit Growth Model in Specialist Channel Through Re-evaluation of Current Route to Market

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Dirjoatmojo, Haningdriyo Jatmiko and Yudhianto, Tinton Galih and Andries, Jessy Stefani (2016) Exploring Sustainable Double Digit Growth Model in Specialist Channel Through Re-evaluation of Current Route to Market. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

Nestle Purina Indonesia ( " Purina " ) is the principal for Purina , a prominent international brand for Super Premium ( Pro Plan and Fancy Feast ) and Premium pet food ( Alpo and Friskies ) . The distribution was done to three distribution channels , specialist channel ( pet shops , veterinarians , breeder , and cattery ) , modern channel ( key accounts , 1 . c . chain hyper market and super market ) and traditional channel ( non - chain mini market , local super market , whole seller and agent ) . The specialist channel performance always has been the strongest as it is targeting serious pet - lovers who are willing to spend more to give more nutritious food to their pets . Based on market data , the market for pet food was growing by 52 % during the last 3 years 2012 2014 , and projected to continuously grow by 41 % in 2020 . From regional business perspective , Purina is targeted to grow 18 % throughout 2015 - 2019 in order to be the growth driver in ASEAN market . The grow target was actually far ahead from current growth of 7 % annually . This paper will explore the sustainable double digit growth model in specialist channel through re - evaluation of roule to market .

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Library > GFP (Group Field Project)
Depositing User: Latifah Latifah
Date Deposited: 18 Jan 2020 06:50
Last Modified: 22 Nov 2021 04:10
URI: http://repository.ipmi.ac.id/id/eprint/442

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