string(130) ‘ also recognize that buyers often consider products and brands in terms of their consequences instead of their attributes\. ‘
| BUYER BEHAVIOR PAPER| The Application of Card holder’s Knowledge and Involvement Idea in “Adu Segar Larutan Penyegar” Case Study from Company Cap Kaki Tiga Perspective | Sept. 2010 2012| MMBM Batch 25 Team #2 Dickson Mulia 0152121007 Genoveva Iswati0152121016 Arfianti Puspitarini0152121035 Maulana 01521210xx BUSINESS SUMMARY Larutan Penyegar Cap Kaki Tiga, currently being produced by PT Kinocare, is faced with a fierce competition against Larutan Penyegar Limit Badak since Wen Tobey maguire Drugs decision in Feb 2011 to withdraw the license via PT Sinde Budi Sentosa and granted it to PT Kinocare.
In the market, the new Larutan Penyegar Cap Kaki Tiga can be perceived as a reproduction product of its predecessor and they are unable to gain customer brand consciousness and eventually turn into consumer’s choice. In this case study, we advise Larutan Penyegar Cap Kaki Tiga to get out of the tight spot by applying a breakthrough innovation in order to gain consumer interest and take out consumer’s image imagery of Badak logo design that has been anchored in customer’s memory as 1937 My spouse and i.
BACKGROUND 1937 , The Product Era
About 75 yrs ago, in 1937 four Singaporean Chinese households decided to go in to business together to market a secret classic medical formula which turns into known as 3 Legs Air conditioning Water. In Hokkien, , 3 legs’ (pronounced because Sa Ka) is a popular saying meaning to flatter someone. But in the field of traditional medication in Singapore and Malaysia, the , 3 legs’ means a straightforward effective method to prevent or heal fever and pain caused by , healthiness’ in the body The logo features two lower limbs on stable ground and one added leg to supply additional support and expedite the healing process.
The symmetrical legs stand for equality for a lot of and humbleness on others’ views and suggestions. And lastly, the group marks the cohesiveness with the staff and customers centered on the double legs 78 – Intro into Dalam negri Market About 30 years in the past, in 1978 Wen Ken Medicine Co. Limited Singapore naturally the permit of Three Legs (known locally since ‘Cap Kaki Tiga’) to PT Sinde Budi Sentosa as qualified manufacturer with headquarter situated in Jakarta. 2011 – Copy of Permit Wen Ashton kutcher Drug Company. Ltd Singapore withdrew the license of Cap Kaki Tiga from PT Sinde Budi Sentosa and transfered it to Kino Group.
February 2012 – Your competitors Kino Group was prohibited from using Limit Kaki Tiga brand along with Cap Badak painting on the product. REHABILITATION Sinde Budi Sentosa offers won their claim in the usage of Hat Badak art work on their companies Kino Group may use Limit Kaki 3 brand. This is actually the beginning of the competition on cooling water between Cap Kaki Tiga and Cap Badak. Following is the comparison of the item: Larutan Penyegar Cap Badak (Sinde) and Larutan Penyegar Cap Kaki Tiga (Kino). About Kino Group Kino Corporation started out as a tiny distribution firm named Duta Lestari Sentratama back in 1991.
Another big step was taken in 99, Kinocare Era Kosmetindo, manufacturer of a wide range of personal care products for all genders and age ranges was established. the year 2003 saw Kinocare Era Kosmentindo enlarged their businesses further into homecare division by providing a wide range of homecare products underneath the brand Streamlined. Expanding into Oriental region, in 2002 Kino opened its branch workplace in Malaysia, Kino Care (M) Sdn. Bhd., and 2003 in the Philippine, Kino Consumer Korea Inc. and in addition established distributorships with some other big distributor companies in Singapore, Brunei, Vietnam and Myanmar. Kino Group includes the following:. REHABILITATION KinoCare Time Kosmetindo: Personal care and Home maintenance systems (Kino Perspiration, Ovale, Eskulin, B, B Kids Hair shampoo, Ellips, Sleek, Cap Kaki Tiga) 2 . PT KinoSentra Industrindo: confectionary products just like candies, snack foods and sweets (Kino Candy) 3. REHABILITATION KinoAid Indonesia: Pharmacy and Beverages (Resik V, Overall, Panthers) 5. PT Duta Lestari Sentratama: Distribution After almost twenty years, Kino Organization Group products are now available in big vendors, hypermarkets, supermarkets, mini-markets, 1000s of cosmetic stores as well as� million of small traditional outlets through the Indonesian archipelago.
Kino’s product quality has attained international regular qualification, proved by the raising demands through the markets all over the world. II. STANDARD CONCEPT AND THEORY The scope of research of “Adu Segar Larutan Penyegar Cover Badak or Kaki Tiga” case is focused on Customer’s Product Expertise and Participation concept. Buyers have different amounts of product understanding, which they may use to translate new data and make purchase choices. Levels of know-how are created when people acquire separate meaning concepts (accretion process) and combine these people into greater, more fuzy categories of know-how (tuning).
The amount of merchandise knowledge happen to be classified based upon below range: More Abstract| | | Less Abstract| Product Class| Product Form| Brand| Model/Features| “Larutan Penyegar”| Ready-To- Drink| Cap Kaki Tiga| Original(Bottled, 200ml, 500ml)Fruity taste(Canned, 330ml, available in several variants)| Mainly because consumers are very likely to make independent purchase decisions at each degree of knowledge, marketers need to learn how consumers coordinate their item knowledge in terms of these different levels.
As a result, based on this concept, the basic questions that might occur are “What are the degrees of product understanding for “Larutan Penyegar”? and “Which would be the dominant elements that influencing consumer’s buy decision? ” The knowledge of consumers is arranged into means-end chain idea. In this idea, consumers can easily have three types of product understanding: * information about the qualities or attributes of products, 5. the positive outcomes or great things about using items, * the values the product helps customers satisfy or achieve Goods as Bundles of Features
The simplest series to describe “Products as Lots of Attributes” is that is it doesn’t physical feature of the product itself. By a cognitive processing point of view, we might wonder if consumers genuinely have knowledge in memory regarding all of these characteristics and if consumers in fact activate and use this knowledge when determining which products and brands to buy. To evaluate if consumer understanding of product attributes of “Larutan Penyegar”, we might find the figure by asking “Do you know the basic ingredients being used in this product? or “Would you compare the ingredients of each brand? ” Products because Bundles of advantages Marketers also recognize that buyers often think about products and brands in terms of their consequences instead of their qualities.
Customers also have information about the personal, symbolic values that products and brands help them meet or attain. Values typically involve the emotional affect associated with such goals and wishes (the good feelings and emotions that accompany success). In contrast means–end string links customers’ knowledge about merchandise attributes with their knowledge about implications and principles. In other words, customers see many product features as a means to many end. The finish could be a result (a advantage or a risk) or a even more abstract worth. A common manifestation of a means—end chain provides four levels:
Brand| Attributes| Functional Consequences| Psychosocial Consequences| Value| Larutan Penyegar Limit Kaki Tiga| Mixture of medicinal ingredients | Help relieve sore throat | I feel better / healthy| -| Depending on above number, the means – end chain of Larutan Penyegar Cap Kaki Tiga ends at the standard of psychosocial implications. III. BUYER ANALYSIS Having all the questions lurking behind the basic principle, we must get the answer to be able to understand the degrees of consumer product knowledge, the means-end sequence of “Larutan Penyegar Cover Kaki Tiga” and whether consumers conscious of the competition of “Cap Badak” vs . Cover Kaki Tiga” and if the subjected circumstance influences the purchasing tendencies. Therefore , a little research was conducted with all the following style: Methods: Quantitative, Face to Face interview Geographic site: Jakarta, Bogor Sample conditions: Consumer of “Larutan Penyegar” with the next constraints: * 18+ years of age * Obtain decision manufacturer for Larutan Penyegar RTD * Purchase Larutan Penyegar RTD in last six months Sample size: 21 examples Research conclusions: 1 . Hat Kaki Tiga name rules the Top of Mind consciousness by 90%, left Limit Badak with only 10% TOM. | Cap Kaki Tiga| Hat Badak|
Top rated of Mind Awareness| 90%| 10%| Q: Thinking about “Larutan Penyegar” brands, what name brand do you think firstly? 2 . 90% of participants recall their particular last getting Larutan Penyegar brand is Cap Kaki Tiga | Cap Kaki Tiga| Limit Badak| Previous Purchase| 90%| 10%| Q: What was the brand(s) have you ever bought in past 6 months? 3. Oddly enough, from 90% respondent whom mentioned that their last purchase was Cap Kaki Tiga, simply 19% that can distinguish the brand new packaging of Larutan Penyegar Cap Kaki Tiga and chose that, while 62% of the respondent most likely recall visual images of Badak and decided to go with Cap Badak brand.
The others 19% did not remember which bottle of wine that they bought. | Hat Kaki Tiga| Cap Badak| Don’t Remember| Visual Imagery| 19%| 62%| 19%| Queen: Now I want to know how familiar you are with the “Larutan Penyegar” product. 1 set bottles of Larutan Penyegar Cap Kaki Tiga versus Cap Badak, and stage which container they bought the last period 4. 90% of the respondent does not aware of the competition regarding the product | Not Aware| Aware| Awareness about the case| 90%| 10%| Q: Do you know that currently there are two different items? 5.
Following the respondents will be told about the short description perhaps the “old” Hat Kaki Tiga is currently created by different manufacturer (PT Kinocare), and the manufacturer of “old” Cap Kaki Tiga is currently producing Cover Badak, just 10% of respondent who prefer Hat Kaki Tiga, 52% like Cap Badak and 38% would choose any items that is available shopping. | Cover Kaki Tiga| Cap Badak| Anything| Manufacturer Preference| 10%| 52%| 38%| Q: Once you have the knowledge that currently you will find 2 brands, which product(s) that you might choose?
To summarize, based on the research above, the insights happen to be: 1 . Most of the respondents (90%) do not aware about the competition of Larutan Penyegar products from the two brands (“Cap Badak” vs . “Cap Kaki Tiga”). 2 . Disparity happened in brand name and product recollection. The substantial respondent head share about “Cap Kaki Tiga” identity (90%) is not translated into merchandise election (19%) due to people historical storage about the product is anchored in the good visual image of the “Badak” packaging. three or more.
An interesting truth appears when respondents happen to be told about the difference in the brands, incongruously most of them (52% vs 10%) prefer to select “Cap Badak” instead of “Cap Kaki Tiga”. However , there is still a chance for “Cap Kaki Tiga” to earn the 38% respondent would you choose any brands. Then simply, based on ideas above, we are able to identify handful of problems of Cap Kaki Tiga current products, that are: 1 . “Badak” logo images is very good in card holder’s mind. To win over “Badak” image is pretty impossible eventhough consumers have strong consciousness on “Cap Kaki Tiga” name.
In the event that both items have to be in head-to brain competition, these kinds of in screen, most likely buyers will always choose “Cap Badak”. 2 . Coming from interviews, we have few feedback about “Cap Kaki Tiga” logo which is not quite familiar and don’t seem interesting in any way. Some of them think that logo of “Cap Kaki Tiga” the actual product looks like a false. Some even thought the logo appears associated with dangerous mosquito-killer insecticide product logo design. IV. RECOMMENDATION “RECOVERY/SOLVING” AND KEY LEARNING
Our group proposes a number of recommendations for “Cap Kaki Tiga” brand to become considered: 1 . Launch new format of “Cap Kaki Tiga” with totally fresh whole ideas (packaging style, formats and marketing communications). a. Adjustments of presentation design should certainly emphasize for the “Cap Kaki Tiga” term, as its strong point, and minimize the proportion of “Cap Kaki Tiga” logo, as its weakness point. b. Alterations of bottle of wine format with new shapes. We examined that with same bottle format because “Cap Badak”, it won’t always be beneficial for “Cap Kaki Tiga”.
The reason for this provides the consumer will always associate the bottle file format with “Badak” painting in it and in addition they would probably prefer it and presume the “Cap Kaki Tiga” current same format as being a fake. c. To support the changes in design and container format, we have to give strong marketing communications focusing on historic “journey” of original “Cap Kaki Tiga” brand product. This approach provides the ultimate objective to underline the appearance of the brand with “Cap Kaki Tiga” since the holder of recognized license via Wen Ashton kutcher Drugs since the very beginning and create consumer confidence which the product is not just a fake.. In order to increase customer involvement, we all recommend Cap Kaki Tiga to utilize younger segment through the flavored alternative product line simply by communicating “Larutan penyegar” because daily beverage. Through this tactic, it is anticipated to create a fresh image and perception a consumer does not have to possible until he seems sore throat to consume “Larutan Penyegar”. To support this tactic, Cap Kaki Tiga may well conduct an advertising event that promote consumer’s involvement in the usage of the item, for example: conducting 10K Working Competition to get charity, support in sports competition (e. IBL) because the official drink, sponsorship in school annual music festival, etc. 3. Improve distribution funnel is also key strategy “Cap Kaki Tiga” have to explore to succeed the competition. To target indifferent buyers, availability of the merchandise is a must. Kino should have knowledge on this region, since additional Kino’s products are already solid in droit. 4. Have further study (ZMET Study) in order to get further insights in: d. The brand name and logo design association, just how “Cap Kaki Tiga” manufacturer and emblem can affect the consumer purchase decision. e.
To understand the key reason to buy and also the powerfulk touch stage so we could develop effective marketing campaign on the new principle launch Essential learnings from our study on “Cap Kaki Tiga” manufacturer, stated because following: 1 . Top of mind awareness of brand is usually not necessarily translated into customer’s decision to get (share of market) for the case of “Larutan Penyegar” competition. Consequently , an effective web marketing strategy is needed to travel consumer obtain furthermore. installment payments on your High brands awareness means nothing if the consumers avoid aware about the product itself.
An item must have a uniqueness to be able to distinguish on its own from the crowd and chosen by the consumers. 3. “Cap Kaki Tiga” must try to venture out from ‘Red Ocean’ competition with “Cap Badak”. A lot more they are planning to compete head-to head with similar principle as “Cap Badak”, the less chance for Cap Kaki Tiga to win “Larutan Penyegar” competition. 4. That worth to possess a shot on going to the industry with fresh new whole ideas, because “Cap Kaki Tiga” has possibility to be the ‘offense’ part, rather than “Cap Badak” because defense’ part. Offense concerning grab the indifferent market as mentioned prior to on the initial basis, and to grab the existing market share via “Cap Badak” on long run period. V. REFERENCE 1 ) Peter, J. Paul & Jerry C. Olson, “Consumer Behavior and Marketing Strategy”, 9th copy, McGraw-Hill Worldwide Edition, 2010. 2 . http://www. wenken. com 3. http://harrysanusi. blogspot. com/ 4. capkakitiga. com 5. Suryadi, Dede, “Adu Rebanar Larutan Penyegar”, SWA Mag Edition 22, October 2011.
