Quo Vadis Prince? A Marketing Analysis Positioning and Customer’s Value

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Singawinata, Bill and Gerungan, David and Natalia, Denny and Wibisoni, Gatut and Misbah, Helmi and Tirta, Ryan (2001) Quo Vadis Prince? A Marketing Analysis Positioning and Customer’s Value. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Submitted)

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The research is limited to the product and promotion strategy and is camied out by conducting interviews in Jakarta, Tangerang, Bogor, Bekasi and Depok. The research was focused on these objectives : • Key consumption motivation and expectation of the target market; • The fit of the existing PRINCE positioning with the derived consumer values; • Consistency test of the marketing mix in delivering PRINCE positioning Based on the findings of the survey we are trying to give some recommendations to PT. Danone Indonesia, we come up with how to improve the current positioning and how to improve the marketing mix. An option of adding Health to the new positioning can enrich Prince current positioning toward "Energizing the Healthy Fun". While it provides ample options in product changes, it exposes Prince with more complex promotion themes and media.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HB Economic Theory
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 09:19
Last Modified: 18 Jan 2020 01:18
URI: http://repository.ipmi.ac.id/id/eprint/257

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