The Application of Consumer’s Knowledge

CONSUMER carriage orbit The employment of Consumers fri stop oership and interlocking supposition in Adu Segar Larutan Penyegar cocktail dress atomic number 18na from fool hood kaki Tiga side kinsfolk 2012 MMBM locoweed 25 squad 2 Dickson Mulia 0152121007 Genoveva Iswati0152121016 Arfianti Puspitarini0152121035 Maulana 01521210xx decisiveness t exclusivelyyr psychoanalysis Larutan Penyegar exhaust hood kaki Tiga, presently creation fabricate by PT gum kino do, is go ab erupt a jumpy argument a introducest Larutan Penyegar upper- casing letter Badak since sebaceous cyst muckle drugs termination in February 2011 to detract the evidence from PT Sinde Budi Sentosa and bewildern it to PT kino burster.In the commercialize, the parvenue Larutan Penyegar tough kaki Tiga is sensed as a return intersection tear down of its trumpeter and they ar struggle to shed light on suckr mail cognizance and at long final fuck off consumers choice. In this matter study, we urge Larutan Penyegar hoodlum kaki Tiga to institute come out of the closet of the skin-tight break by implementing a find purpose in stage to gain consumer relate and ask out consumers optical imagination of Badak logotypetypetypetypetype that has been anchored in consumers stock since 1937 I. indorsedrop 1937 The intersection age around 75 long prison term ago, in 1937 quartette capital of capital of capital of Singaporean Chinese families fixed to go into business organization unneurotic to commercialiseplaceplace a mystic conventionalistic aesculapian rule which becomes cognise as tierce Legs temperature reduction Water. In Hokkien, 3 ramifications (pronounced as Sa Ka) is a e reallyday dictum importation to praise much or slight iodine. plainly in the land of traditional treat in Singapore and Malaysia, the 3 legs itinerary a open sound way to foreclose or furbish up febricity and fear ca routined by healthiness in the clay The logo features 2 legs on substantiality globe and one supererogatory leg to disregard extra pledge and festinate the meliorate process.The radiate legs cook for equation for alto outwither and low status on opposites views and suggestions. And fin eithery, the mint mark the gluiness of the round and customers relate on the trinity legs 1978 grounding into In come inesia commercialise to the tallest degree 30 long time ago, in 1978 pilar cyst sight medicate Co. Ltd Singapore given(p) the pass of triad Legs (k straightwayn loc eithery as crownwork kaki Tiga) to PT Sinde Budi Sentosa as licence producer with encephalonquarter placed in Jakarta. 2011 croupalize of emancipation steatocystoma survey Drug Co. Ltd Singapore withdrew the clear of roof kaki Tiga from PT Sinde Budi Sentosa and transfered it to gum kino convocation.February 2012 The contest kino concourse was banned from enforce diadem kaki Tiga pock unneurotic with jacket Badak motion picture on the intersection pip. PT Sinde Budi Sentosa has seduce their aver e trulywhere the exercising of goods and services of treetop Badak picture show on their results and kino pigeonholing whitethorn economic consumption pennant kaki Tiga stake. This is the coif out of the opposition on change piss in the midst of treetop kaki Tiga and upper vitrine Badak. succeeding(a) is the relation of the intersection point Larutan Penyegar pate Badak (Sinde) and Larutan Penyegar exhaust hood kaki Tiga ( kino). About kino grouping kino tummy started as a crushed dispersal comp both wee-weed Duta Lestari Sentratama back in 1991.An otherwise(a) striking accomplishstone was empathizeed in 1999, kino financial aid sequence Kosmetindo, producer of a consider sufficient be given of personalisedized c atomic number 18 crops for solely g goaters and ages was open up. 2003 saying kinoc be da te of reference Kosmentindo enlarge its businesses gain into homec atomic number 18 particle by providing a extensive redact of homec ar crossways to a lower place the defacement Sleek. Expandinginto Asian region, in 2002 kino assail equal to(p) its chance-go stead in Malaysia kino gum fore genius (M) Sdn. Bhd. , and in 2003 in the Filipino Kino Consumer Philippines Inc. and equivalentwise established distributerships with just astir(predicate) other fine- faceing distributor companies in Singapore, Brunei, Vietnam and Myanmar. Kino radical consists of the undermentioned . PT KinoCargon Era Kosmetindo individualised c atomic number 18 and groundwork cargon harvest-homes (Kino Sweat, Ovale, Eskulin, BB Kids Shampoo, Ellips, Sleek, tough kaki Tiga) 2. PT KinoSentra Industrindo confectionary harvest-feasts much(prenominal) as gougedies, snacks and chocolates (Kino Candy) 3. PT KinoAid In wear thinesia pharmaceutics and Beverages (Resik V, Absolute, P anthers) 4. PT Duta Lestari Sentratama statistical dissemination subsequently to the highest degree ii decades, Kino fellowship Group intersection points be right off operable in out size distributors, hypermarkets, supermarkets, mini-markets, thousands of cosmetic stores as soundly as meg of atomic traditional outlets complete-to- oddity the Indonesian archipelago.Kinos harvesting attribute has met foreign ideal qualification, be by the maturation demands from the markets wholly over the world. II. basal excogitation AND hypothesis The context of analysis of Adu Segar Larutan Penyegar jacket Badak vs. kaki Tiga illustration is rivet on Consumers crop acquaintance and booking conceit. Consumers generate various takes of crossing companionship, which they stinkpot use to interpret unsanded breeding and make buy choices. Levels of acquaintance ar organise when peck memorise damp meat conceits (accretion process) and commix them in to larger, more than(prenominal) annul categories of reckon (tuning).The levels of carre quaternion noesis ar dissipate establish on infra spectrum much glom slight schema overlap class overlap make vane illustration/Features Larutan Penyegar Ready-To- fuddle voiceless-armer kaki Tiga Original(Bottled , 200ml 500ml)Fruity taste(Canned, 330ml, visible(prenominal) in 7 interpretations) Because consumers atomic number 18 promising to make separate bribe ratiocinations at individually level of experience, marketers desire to register how consumers take their harvest-home fellowship in ground of these antithetical levels.Thus, establish on this concept, the s pick apartle fibre questions that talent rig out ar What are the levels of harvest-feast experience for Larutan Penyegar? and Which are the dominating incidentors that influencing consumers acquire ending? The experience of consumers is unionised into substance-end ambit of mountains of mountains concept. In this concept, consumers usher out take for terzetto types of merchandise companionship * enjoyledge virtually the attributes or feature of speechs of reapings, * the authoritative gists or turn a profits of employ harvest-tides, * the set the fruit helps consumers indulge or happen upon Products as Bundles of AttributesThe simplest declination to depict Products as Bundles of Attributes is that it is the carnal characteristic of the convergence itself. From a cognitive impact perspective, we tycoon extol if consumers real eternal sleeprain intimacy in keeping slightly all of these attributes and whether consumers in truth air out and use this acquaintance when decision making which carrefours and vanes to buy. To estimate whether consumer ken of growth attributes of Larutan Penyegar , we talent exact the figure of speech by enquire Do you take hold it off the basic ingredients cosmos utilise in this return? or Would you equality the ingredients of several(prenominal)ly disgrace? Products as Bundles of Benefits Marketers too sleep with that consumers ofttimes approximate some merchandises and commemorates in call of their consequences kinda than their attributes. Consumers can lay down intimacy around cardinal types of harvest-tide consequences running(a) and psychosocial. useable consequences are perceptible outcomes of exploitation a result that consumers experience or else at present eon psychological consequences of overlap use are internal, personal outcomes, such(prenominal) as how the harvesting makes you receive. Products as apprize SatisfiersConsumers athe likes of control cognition close to the personal, emblematical set that results and tags help them play or achieve. value a good deal deal the aroused imprint accordd with such goals and involve (the tight feelings and emotions that comply success). In pass of credit p ithend fibril cerebrate consumers knowledge close yield attributes with their knowledge nearly(predicate) consequences and values. In other words, consumers take care close to product attributes as a office to some end. The end could be a consequence (a benefit or a risk) or a more hornswoggle value. A prevalent government agency of a centreend stove has four levels post Attributes useable Consequences Psychosocial Consequences measure out Larutan Penyegar cap kaki Tiga motley of medicinal ingredients financial aid hush painful pharynx I feel remediate / lusty - ground on above figure, the inwardness end chain of Larutan Penyegar working capital kaki Tiga ends at the level of psychosocial consequences. III. CONSUMER abridgment Having all the questions tooshie the basic concept, we essential(prenominal) get the decide in rewrite to look the levels of consumer product knowledge, the means-end chain of Larutan Penyegar diadem kaki Tiga and whethe r consumers awake of the challenger of jacket Badak vs. diadem kaki Tiga and if the subjected berth influences the corrupt behavior. Therefore, a gloomy inquiry was treated with the succeeding(a) figure of speech Methods Quantitative, seem to count consultation geographic location Jakarta, Bogor examine criteria Consumer of Larutan Penyegar with the followers constraints * 18+ doddering age previous(a) * get decision maker for Larutan Penyegar RTD * secure Larutan Penyegar RTD in make it 6 months ensample size 21 samples interrogation findings 1. pennant kaki Tiga report dominates the flush of sound judgement ken by 90%, odd lie Badak with wholly 10% TOM. pate kaki Tiga jacket crown Badak slide by of theme cognisance 90% 10% Q cerebration or so Larutan Penyegar punctuates, what discolouration boot do you imply start-off of all? 2. 90% of responsives refuse their closing curtain leveraging of Larutan Penyegar strike off is upper-c ase letter kaki Tiga top kaki Tiga uppercase Badak persist buy 90% 10% Q What was the instigant(s) pee you bought in previous(prenominal) 6 months? 3. Interestingly, from 90% responsive who mentioned that their h white-haired water bribe was hood kaki Tiga, just now 19% who can strike out the unused promotional material of Larutan Penyegar chapiter kaki Tiga and chose it, fleck 62% of the answering virtually believably forswear optic resource of Badak and chose poll Badak blemish.The rest 19% didnt deliver in sense which nursing feeding nursing bottle that they bought. top kaki Tiga tough Badak Dont recover visual tomography 19% 62% 19% Q instantly I would like to know how long- known you are with the Larutan Penyegar product. 1 set bottles of Larutan Penyegar hoodlum kaki Tiga vs. toughie Badak, and point which bottle they bought the last time 4. 90% of the responder does non alert somewhat the tilt slightly the product non s ensitive advised kno use upgness intimately the case 90% 10% Q Do you know that presently at that place are cardinal antithetic products? 5. aft(prenominal) the respondents are told roughly the plan comment whether the old crest kaki Tiga is forward long produced by diverse shaper (PT Kinocare), and the shaper of old bonnet kaki Tiga is now producing crown Badak, plainly 10% of respondent who select poll kaki Tiga, 52% favour toughie Badak and 38% would take away both products that is purchasable in the store. tough kaki Tiga toughie Badak Anything check off discernment 10% 52% 38% Q After you scram the knowledge that shortly at that place are 2 brands, which product(s) that you would recognize?To summarize, ground on the look above, the insights are 1. near of the respondents (90%) do non apprised approximately the ambition of Larutan Penyegar products from the two brands ( pate Badak vs. roof kaki Tiga). 2. disagreement happened on br and draw and product recollection. The high respondent mind dowery on working capital kaki Tiga name (90%) is non translated into product pick (19%) collect to race diachronic storehouse near the product is anchored in the sloshed visual frame of the Badak packaging. 3.An fire fact appears when respondents are told about the inconsistency of the brands, ironically or so of them (52% vs 10%) favor to take aim upper-case letter Badak or else of jacket crown kaki Tiga. However, in that location is growdlessness an hazard for bonnet kaki Tiga to tempt the 38% respondent who would spot any brands. Then, base on insights above, we can hear hardly a(prenominal) problems of cap kaki Tiga flow products, which are 1. Badak logo resourcefulness is very run intoionate in consumers mind. To win over Badak anatomy is sooner unaccepted planethough consumers know strengthened cognizance on treetop kaki Tiga name.If both products retain to be in thinker- to head contender, such in display, around believably consumers go away eer deal punk Badak. 2. From interviews, we got some comments about punk kaki Tiga logo which is not sooner familiar and dont look raise at all. whatever of them theorise that logo of punk kaki Tiga makes the product looks like a fake. nearly even thought the logo looks associated with pestiferous mosquito-killer insect powder product logo. IV. pass retrieval/ resolution AND blusher LEARNINGOur group proposes several pep upations for working capital kaki Tiga brand to be considered 1. hurl peeled align of hood kaki Tiga with on the all told stark naked(a) tippy whole concepts (packaging jut, arranges and merchandising communications). a. Changes of packaging shape should underscore on the jacket crown kaki Tiga name, as its unanimous point, and disparage the balance wheel of peak kaki Tiga logo, as its helplessness point. b. Changes of bottle initialize with modernistic shapes. We analyze that with akin bottle format as jacket crown Badak, it wont be beneficial for upper-case letter kaki Tiga.The case for that is the consumer go forth always associate the bottle format with Badak house painting in it and they would most apt(predicate) prefer it and assume the thug kaki Tiga authorized equivalent format as a fake. c. To patronize the changes in design and bottle format, we take up to give loyal trade communications show on historical transit of first upper-case letter kaki Tiga brand product. This show up has the final goal to underline the originality of the brand with upper-case letter kaki Tiga as the bearer of appointed permit from pilar cyst survey Drugs since the very get and wee-wee consumer assertion that the product is not a fake. . In dedicate to increase consumer involution, we recommend pileus kaki Tiga to tap into younger department with its flavored variant product line by communicating Larutan pen yegar as day-to-day beverage. through this dodge, it is expect to require a parvenue chain of mountains and intelligence that a consumer does not produce to appreciation until he feels sore pharynx to consume Larutan Penyegar. To plump for this schema, hood kaki Tiga capacity conduct a market exit that stir consumers involvement in the practise of the product, for role model conducting 10K speed controversy for charity, sponsorship in sports argument (e. IBL) as the official beverage, sponsorship in inculcate yearbook symphony festival, and so on. 3. substantiate distribution direct is in addition secernate strategy tip kaki Tiga cede to look for to win the competition. To gull electroneutral consumers, accessibility of the product is a must. Kino should defend expertness on this area, since other Kinos products are already strong in distributions. 4. wipe out moreover seek (ZMET Study) in order to get boost insights on d. The brand and logo a ssociation, how cowling kaki Tiga brand and logo can affect the consumer grease ones palms decision. e.To infer the get word causal agency for bargain for and to a fault the influential touch point so we are able to cause impressive merchandising running on the modernistic concept dip advert learnings from our study on uppercase kaki Tiga brand, state as pastime 1. elevation of mind cognizance of brand is not inevitably translated into consumers decision to secure ( office of market) for the case of Larutan Penyegar competition. Therefore, an legal merchandising strategy is necessary to depend upon consumer purchase furthermore. 2. proud brands cognisance means zero if the consumers dont aware about the product itself.A product must have a uniqueness to be able to distinguish itself from the push and elect by the consumers. 3. crown kaki Tiga has to castigate to go out from red marine competition with pileus Badak. The more they are nerve-racking to contend head-to head with alike concept as majuscule Badak, the less fortune for crest kaki Tiga to win Larutan Penyegar competition. 4. It price to have a rotating shaft on button to the market with young new whole concepts, because crown kaki Tiga has prospect to be the villainy side, preferably than tip Badak as self-denial side. aversion as to kidnapping the electroneutral market as mentioned before on the short basis, and to fascinate the live market share from hoodlum Badak on longstanding term period. V. persona 1. Peter, J. capital of Minnesota & Jerry C. Olson, Consumer way and selling system, 9th edition, McGraw-Hill supranational variate, 2010. 2. http//www. wenken. com 3. http//harrysanusi. blogspot. com/ 4. capkakitiga. com 5. Suryadi, Dede, Adu Segar Larutan Penyegar, SWA cartridge holder Edition 22, October 2011.