Freshgurt Business Plan

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Primawati, Daisy and Jusuf, Jopie and Ismail, M. Effendi and Nofradi, Nofradi (2004) Freshgurt Business Plan. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta. (Unpublished)

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Abstract

PT Dipmi BIsns Prospera is a new company established unde the Indoneian Law. the vision is to ''help peole live healter''. the mission of the company is ''to be the market leader in healty F&B industry in Indonesia to increase shaeholdrs & employees wealth and to contribute to the community welfare''. in running the business, the company holds a values diamond, i.e. ''trusted, fun, share, and move forward''. the general strategy s to ''grow fater than the competitors in the targeted segments throughout indonesia through intense network development & product differtentiation''. The first produvt will be ntroduced and launched is yogurt, branded freshgurt. unlike othe major oxisted product, Freshgurt will not initially be marketed as a pre-pack yogurt, but instantly served. the target segments are extrovert 17 - 28 years old eith mddle to high spending power that purchase food for promoting health and living well. To support the target segments and behavors, ''sprit bolster'' was selected as the positioning statement. the statement reflected psitve and strong atitude. Instantly served was selected as the strategy, instead of pre-packed, because the competition is loose. many yogurt product available in the market are prepacked. therefore his nitiative would be the frst mover on the business. to stay competitive on ths busness, the prce of ths prduct will be based on perceive-value rcng method. two types of outlet desgn will be develped, i,e, mobile stall and mini cafe. a bg challenge for the company is to educate the market using persusive communicaton regarding the benefit f the yogurt and at the same time selling the freshgurt brand awaeness. according to the plan, the product is expected to be available in the market by july 2004

Item Type:	Monograph (Project Report)
Subjects:	H Social Sciences > HD Industries. Land use. Labor R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Divisions:	Library > GFP (Group Field Project)
Depositing User:	Putri Lumithasari
Date Deposited:	15 Jan 2020 07:25
Last Modified:	23 Jan 2020 07:11
URI:	http://repository.ipmi.ac.id/id/eprint/57

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