STRATEGI PEMASARAN OKKY JELLY DRINK GUNA MEMENANGKAN PERSAINGAN PASAR MINUMAN JELLY

PANIGORO, ERWIN AGUSTIAN (2008) STRATEGI PEMASARAN OKKY JELLY DRINK GUNA MEMENANGKAN PERSAINGAN PASAR MINUMAN JELLY. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Indonesia’s beverage industry has grown competitively in the past five years and various different brands of beverages started to emerge in the market. This market growth is triggered by a change in consumers’ lifestyle as they start to consume flavored colored drink. The consumption of these beverages is growing and this behavior offers a huge market potential in almost every segment. PT Garuda Putra Putri Jaya has undertaken this competitive market by launching OKKY Jelly Drink, which is categorized under Ready-To-Drink beverage in the beverage industry. Okky Jelly Drink has maintained its position in the market for four years and has been viably challenged by its competitors throughout its existence. This circumstance, hence, encouraged the marketing team to implement a better marketing plan to support Okky Jelly Drink in the market. Nevertheless, a great marketing plan will be ineffective without a good product strategy. A sustainable marketing plan constantly emerges from consumers’ perspectives on a specific product. Okky Jelly Drink requires consumers’ preference to better position its product and to fulfill consumers’ insights. The result from our research will generate information on consumers’ product preference. Hopefully, through this marketing plan, Okky Jelly Drink can be a valuable asset for the company.

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