Marketing Strategy of Belsoap Sulfur

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Husin, Anton and Andromeda, Ary and Budiwijaya, Budiwijaya and Haryanto, Daniel and Widjaja, Franky A. and Alimin, Fredy (2006) Marketing Strategy of Belsoap Sulfur. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Galineum counters the growing threats from sulfur based bar soap labels that increasingly sophisticated, and Galineum has stepped up their product development program plan with Belsoap brand re- launch, by focusing on benefit and convenience: anti bacterial, anti fungus, anti germs, moisturizing. and deodorizing properties offered in well fragrances with more attributes. Moreover, the increasing trend toward added-value products has also boosted market value. The primary strategy should focus on creating strong brand name awareness, consolidate brand loyalty, and thereby increase sales of their products through advertising. Building cost-effective well-established brands could be achieved by eliminating inefficient promotion costs and closely monitoring competitor's list price as well as potential cannibalization by volume control analysis for optimum profit margin and return on investment. In developing its potential for growth, it is considered to gain on both ways: by selling more through an expansion of their market into more households (transforming a niche market into a need market - creating demand). and through the increase in the frequency of product use.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Library > GFP (Group Field Project)
Depositing User: Dwi Selviyana
Date Deposited: 16 Jan 2020 09:40
Last Modified: 16 Jan 2020 09:40

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