Project Frutang Image Assessment on Brand Personality & Association

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Santosa, Alexander and Purnomo, Hari and Susanto, Johny and Pajar, Mahatma and Thaher, Mutiarawaty and Rachmoto, M. Reza and Sormin, Ramlan (2005) Project Frutang Image Assessment on Brand Personality & Association. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta. (Unpublished)

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Abstract

PT Tangmas has already existed in the beverage drink and well known for its ranges of product like mineral water, tea, and syrup. while they enjoyed the growth in the beverage sectors, they observed that there is window of opportunity to enter into the fruit drik segment which has ecellent chance to grow eithin the beverage market. they are eware that this particular segment has not been exploited fully by the existng fruit drink players. result of this observation is they introduced frutang barnd in the market. the product comes with a transparent plastic glass, which are already widely used by mineral water, with a orange juice flavor, offered a affordable price and use distribution channel of mineral water. the natural color of orange that the product has, is eye catching and invite peeple to buy. all those marketing mixes paired with an advertisement that is attractive and easy to recall has made frutang launch a successful one and well accepted by its intended market segment. and within several years, frutang brand has gained significant market share in the fruit drink market and enjoyed a sterling volume growth.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 15 Jan 2020 07:52
Last Modified: 15 Jan 2020 07:54
URI: http://repository.ipmi.ac.id/id/eprint/66

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