A Study on Bar Soap JF Sulfur 10% 100 gr

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Girsang, Amat Jani and Ramdani, Ariyanti and Wiyata, Cakra Wira and Burhan, Sufri and Sanjoto, Widyawan Indra (2004) A Study on Bar Soap JF Sulfur 10% 100 gr. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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The Study is conducted on one of PT. Yupharin's main consumer goods products JF Suitur 10% 100 gr. For years since its launch dated back in 1970s, this product has been a major contributor among other sulfur product variants. But recently PT. Yupharin really concems on the product's last year (2003) sales performance. The sales declined 3.8% compared to year 2002. Among various types of methods, this project is done by doing a market research with Marketing-Mix test using in-depth interview survey with 50 targeted respondents, market availability audits, and Group Discussions with Yupharin's managers and staffs related to the product The analysis done in this study has covered important issues, especially on Segmenting. Targeting, Positioning, and 4Ps of JF Sulfur 10% 100 gr in the Company-Market. Comparison Framework As the leader in the niche market of sulfur soap. Yupharin has carefully planned, designed, and implemented the marketing strategy, such as Segmenting. Targeting and Positioning and 4Ps- for the above-mentioned products However the Marketing-Mix test indicated that some parts of the strategy don't fit with the target market behavior From this study we conclude three important points: First, that Yupharin has successfully developed the sulfur soap market but competitors take the advantage by improving fragrance. Second there is a potential demand for liquid sulfur soap. Third JF has no clear and sharp positioning as anti acne

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 16 Jan 2020 06:26
Last Modified: 16 Jan 2020 06:26
URI: http://repository.ipmi.ac.id/id/eprint/181

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