Marketing Strategy Recommendation for PT. Akasha Wira International. Tbk in Bottled Water Industry

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Soekarno, Boyke A. and Kurnia, Deddy and Basuki, Harto and Triwijayanti, MG and Kristiono, Mario and Marianto, Tarsisius (2010) Marketing Strategy Recommendation for PT. Akasha Wira International. Tbk in Bottled Water Industry. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

PT Akasha Wira International, Tbk bottled Water Company who produces Nestle Pure Life and Ades brand had been compete with a dominant market leader (47% market share) which is AQUA. This Group Field Project objective is to develop a marketing strategy in the bottled water industry to increase market share by either promoting a new brand. As agreed, the group has decided to exclude S-gallon packing due to high switching cost and high brand loyalty on this market. The methodology taken by the Group are; problems definition and identifying issues, formulating hypothesis, doing a consumer and retailer survey, taking analysis and propose recommendations. The Group used an online consumer survey, interview retailer survey and observation retailer Industry analysis shows that Aqua is not a premium product but perceived better image and quality compared to other brands since other brands failed to create their own positioning in the market thus perceived as lower than Aqua by the consumer. Consumer survey shows that segmentation of consumer based on Price Conscious Consumer (segment who conscious about price), Quality Concern Consumer (segment who concern on quality and related to health and trustworthy product) and Impulsive Consumer (segment who concern on product availability to fulfill their need). n the analysis of channel, group classify channel based on "Planned purchase" Channel and "on the go consumption" Channel for purchase destination of bottled water. The outcome of Channel Attractiveness Assessment process, group identify 3 main priority channels for Quality Concerm Consumer which are Special Channel (consist of Restaurant, Canteen, food court, booth / stall and Cinema), Hypermarket / Supermarket and Minimarket.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Library > GFP (Group Field Project)
Depositing User: Gandes Mranani
Date Deposited: 22 Jan 2020 04:51
Last Modified: 22 Jan 2020 04:51
URI: http://repository.ipmi.ac.id/id/eprint/495

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