Analisis strategi positioning pelumas mesran

Ridha, M. (2005) Analisis strategi positioning pelumas mesran. Masters thesis, Institut Pertanian Bogor.

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Abstract

The aim of this research are:(1) to identify Mesran lubricant’s user segmentation (2) to inform attributes of lubricant’s used by customer based on level of importance, (3) to analyze customer’s behavior of Mesran in the decision making processes, (4) to develop alternative positioning strategy for Mesran based on customer’s perception and behavior. Using a non probability sampling with the convenience sampling method, this research has been done from February to April 2005. Data analysis include cluster, cross tabulation, fishbein, biplot, and descriptive analysis. There are six attributes, include those are: performance, product life time, easiness to acquired, price, packaging, and brand popularity. The result of segmentation analysis shows that there are four customer’s segments of Mesran users which are establish confident, spontaneous, savy conqueror, and introvert wallflower. Majority of consumer’s represent establish confident. Marketing strategy that should be done to draw attention this segment is make an attractive communication strategy to customers by emphasizing at benefit of product. The result of customer’s perception analysis shows that Mesran is trustable in price and easiness to acquired. This perception is different from the positioning Mesran that has been applied in customer’s mind by Pertamina which is trustable in performance. Based on this analysis, the result shows that strategy must be prioritized are to strengthen the positioning or do the repositioning.

Item Type: Thesis (Masters)
Additional Information: 8(29)Rid a
Uncontrolled Keywords: Segmentasi, Positioning, Pelumas, Cluster, Fishbein, Biplot.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 11 Nov 2016 03:11
Last Modified: 11 Nov 2016 03:11
URI: http://repository.sb.ipb.ac.id/id/eprint/2698

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