Tedjasurja, Ongkie (1996) Differentation and positioning in launching new product - a Helios case-. Undergraduate thesis, IPMI Business School.

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Abstract

Competition in business day by day becomes very tight. We can see many companies try to launch as many products as they can to satisfy their consumers. They compete each other, and try harder to become a company that can satisfy their consumers better than their rivals. Every company is eager to get the first awareness and perception in the mind of the consumers. As we know the consumers can only remember limited brand from each similar product. That's why marketing is not a battle of products, but a battle of perceptions in the target of consumers' minds. As the market becomes global and now was an era of buyer's market, the needs of the consumers become vary and the manufacturers offer more various products. And launching a successful product as what the consumers want become difficult, and more expensive to support the promotion activities to get perception in the consumers' minds. This paper discusses a case of differentiation and positioning in launching new product as one of the key success factor in the competition to win the battle of perception in the target consumers' minds. We know that the success rates in launching new product now become small that why differentiation and positioning become one of the key success factor and important thing in the future competition. In determining differentiation strategy we cannot just make something different, but we should look as kotler mention that : "differentiation is the act of designing a set of meaningful differences to distinguish the company's offer from competitor's offer and : the consumers should know clearly the differences of the product that we offer. All differences should be worthy for the consumers. The product should be important and interesting enough for the consumers. Also in setting up or determining positioning for a product, we cannot only say that : "this product will be positioned as this ...." and everything will go as we want in the market and in the perception of the consumer. It's not that easy! Positioning is the act of designing the company's offer and image so that it occupies a distinctive and valuable place in the target consumers' mind. As Philip Kotler also said that : "positioning is not what you do to a product, positioning is what you do to the mind of the prospect that is, you position the product in the mind of the prospect" Because differentiation and positioning become one of the key success factor and important thing in the future competition, these attract me to write this case. It is to be hope that everybody can learn and get benefit from this real case.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Library > GFP (Group Field Project)
Depositing User:	Dede Faujiah
Date Deposited:	12 Oct 2022 04:59
Last Modified:	12 Oct 2022 04:59
URI:	http://repository.ipmi.ac.id/id/eprint/1579

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