Product Positioning Analysis for “Frestea” of PT. Coca-Cola Distribution Indonesia Balinusa

DOI

10.2991/aebmr.k.201212.046How to use a DOI?

Keywords

Advantages, Perception, Positioning, Product similarity, Strategy

Abstract

This study aims to (1) determine the similarities between ‘Frestea’ tea beverage products and competitors’ products, (2) consumer perceptions on the attributes of the ‘Frestea’ product and competitor products, (3) the advantages of ‘Frestea’ products compared to competitors’ products, and (4) the strategies that can be applied to the ‘Frestea’ product to strengthen its positioning. The sample size was 100, taken in 3 regions in Denpasar using proportional sampling, while the sampling technique was purposive sampling. MDS were used as an analysis model to know the similarity of ‘Frestea’ with its competitors, while CA analysis was used to identify consumer’s preference about product attribute of each tea product. The result of the study shows that the consumer perception about ‘Frestea’ differs from its competitors. The consumer preferences about product attributes of ‘Frestea’ is better than its competitors, which is at most of the product attributes except the beverage’s color. The CA analysis shows that ‘Frestea’ has competitive advantages on attractive bottle design, packaging, suitable taste, and benefit as a soft drink. One strategy that could be implemented is to make promotion at various medias, both printing and electronic media, that could provide information about the advantages of ‘Frestea’. Other strategy is that ‘Frestea’ uses a distribution channel that has a good performance, so that the company guarantees the availability of ‘Frestea’ at any time in the market place.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ni Nyoman Yulianthini
AU  - Made Amanda Dewanti
AU  - Ni Luh Wayan Sayang Telagawathi
PY  - 2020
DA  - 2020/12/14
TI  - Product Positioning Analysis for “Frestea” of PT. Coca-Cola Distribution Indonesia Balinusa
BT  - Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)
PB  - Atlantis Press
SP  - 323
EP  - 328
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201212.046
DO  - 10.2991/aebmr.k.201212.046
ID  - Yulianthini2020
ER  -