ANALISIS DAN PERUMUSAN STRATEGI MARKETING UNTUK MENINGKATKAN BRAND AWARENESS PRODUK ICE CREAM NEW ZEALAND NATURAL

Authors

  • Angeline Angeline Alumni of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120
  • Irma Patrisia2 Alumni of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120
  • Putri Ramadhyta Alumni of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120
  • Bun Sucento Faculty of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120

Keywords:

new zealand natural, brand awareness, five competitive forces, SWOT analysis, marketing mix, analyze STP, ice cream.

Abstract

Ice cream is a favorite’s snack for all ages. Societies are willing to spend their money to have premium ice cream. They are willing to buy premium ice cream at quite expensive prices.  Nowadays many brands of premium ice cream are introduced in the market and cause the competition to be tighter. Because of that, effort to keep the new customers is more important then to collect the new customers. Ice cream companies spend extra efforts to develop customer’s satisfaction for getting customer loyalty. In facing the tight competition in this industry, an ice cream company that produces ice cream with the brand of New Zealand Natural formulates a marketing strategy to develop brand awareness. The analysis in this study is based on five competitive forces analysis, marketing mix, and STP. Finally, this study also advances some suggestions to improve the strategy.

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Published

2008-11-30

How to Cite

Angeline, A., Patrisia2, I., Ramadhyta, P., & Sucento, B. (2008). ANALISIS DAN PERUMUSAN STRATEGI MARKETING UNTUK MENINGKATKAN BRAND AWARENESS PRODUK ICE CREAM NEW ZEALAND NATURAL. Journal of Business Strategy and Execution, 1(1), 22 - 43. Retrieved from https://journal.binus.ac.id/index.php/JBSE/article/view/171
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