Ekajanty, Anita and Suwondo, Peter K and Sutopo, M. Wahid and Utomo, Theodoor and Rusdwiyanto, Yohanes (2002) A Study on Cerbrovit's Target Market Perception. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

Launching of a new product does not mean that the product would aulomatically gain leading market share or ensure stable, posilive growth in the folowing years. There are things that Influence the market environment so every product would compete wilth the other in any marketing aspects in order to gain acknowledgement from its users. The markel would then dictate the direclion to which the product would position it self among other players. When re-launched in early 2000 Cerebrovit, a brain food supplement product that targets young executives in their 25-45 year of oge had had a notable share within ils finst 2 years in the markel and face down furn after that period. The re-launch was introducing active ingredient Ginkgobiloba in Cerebrovil that is recognized to sfimulate smooth blood ciculation surounding Ihe human brain. With this stimulus, damage of brain cell carbe slowed down so the brain could funcfion properly stil. While Ginkgobiloba promotes positive impoct on human brain, news on how Ginkgobiloba could generate negalive side elfect i consumed over dose influence audiences for their consuming behavior. Further on. the usage pattem, Le. consuming when it is considered required for example when preparing for examination or similor lask in the office, has also influenced Its sales volume. The launching of several new products with Ginkgobiloba and the negative issue on Cerebrovit was assumedably responsible for the decining of Cerebrovit leadership in market share in the folowing year. KALBE Farma. Cerebrovil's producer, assumed that the cause of this decine was influenced by the launch Hemaviton brain nutrient (Hemavilon BN) by TEMPO group and Sakatonik ABG by Saka Farma in September 2000 and in July 2001 respectively. Allhough. Hemaviton brain nutrient is targeled to people in their 40s up, while Sakatonik ABG is largeted to leen-ager students. KALBE's executives also SUspected that Issue on ginkgobiloba negative impoct served as other factor that influences the decining of market share of Cerebrovit. The issues above are then, an KALBE Farmo erecutive acknowiedged being defined to be the problems faced by CGB on ih way in retaining is leadership position in the market. The issues above are then, an KALBE Farmo erecutive acknowiedged being defined to be the problems faced by CGB on ih way in retaining is leadership position in the market. One that could be drawn from the data gathered during the survey is the fact that most of the respondent s showed their awareness on the product but with low sign of interest to try it that possibly indicates product's low attractiveness. This may be caused by communicating the product to its audiences.

Item Type:	Monograph (Project Report)
Subjects:	H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Library > GFP (Group Field Project)
Depositing User:	Latifah Latifah
Date Deposited:	16 Jan 2020 03:01
Last Modified:	16 Jan 2020 04:56
URI:	http://repository.ipmi.ac.id/id/eprint/113

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