STRATEGI MENDOMINASI BENAK KONSUMEN DAN PASAR MELALUI STV (STRATEGI - TAKTIK - VALUE) TRIANGLE (Studi Pada Industri Minuman Energi Di Indonesia)

Abstract

and futurization. Die fast grmvmg of information systan make consumers are faced by many informations of brand. I he purposes of this research are what factors are making to exist a brand for consumers mind dominating and market dominating and hau) is Kratingdaeng strategy for consumers mind dominating and market dominating in ettergy drink industries. The result of this research slum that: (1) all brand try to get place in tlie mind of consumers. Only the brand that have the right positioning is having a special place in the consumers mind. Positioning have supported by differentiation. Interaction betiveen positioning and differentiation will be created a strong brand. All of those are dominating consumers mind and for dominating market through it's strong marketing mix as product, price, place and promotion and (2)Kratingdaeng ciianges perception of market from medical to energy drink by educating the market. In educating the market, Kratingdaeng uses TV program especially sport program so brand value Kratingdaeng increase 10.4% from 304.2 (2005) to be 315.4 (2006) and gain index 21.3. Kratingdaeng is not compete in packaging or pricing but to give satisfaction to customers (Kratingdaeng has receipt ICSA since 1999) and distribute to all outlet and all area by PT. Arta Boga Cemerlang.