PROPOSED MARKETING STRATEGY FOR CHOCOTEA DRINK BASED ON STUDY OF CONSUMER BEHAVIOR TOWARDS A HOME-MADE READY-TO-DRINK PRODUCT

• Main Author: Kusuma Andini, Mytha
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/37834
• Institution: Institut Teknologi Bandung

The economy growth especially in the food and beverage industry had triggered the emergence of new business in this sector. Chocotea Drink was also invented to capture those potential market size and opportunity, offering its value as a chocolate and tea based drink which has a unique and refreshing taste. The target market was initially college students, but after some sales, the results was not satisfying. Thus, this research was aimed to study about consumer behavior towards a home-made RTD product and the research finding would be suggested as the business solution for Chocotea Drink. Konfiramit riset menggunakan analisis regresi untuk menguji hipotesis, The research method consisted of explorative research such as environmental scanning and interview to gain some insight for marketing strategy and variables for consumer behavior study. Confirmatory research used regression analysis to test the hypotheses, cross tabulation to understand the variables, and K-means clustering for customer segmentation. Product appearance, packaging practicality, and functional or health benefit were reported as significant antecedent of purchase intention. Age and occupation influenced the purchase frequency, while income only affect personal habit such as social media use. Cluster four was profiled as private company employee with its own characteristic emerged as the new potential market to expand the sales of Chocotea Drink. The proposed solution are derived from the TOWS strategy, new marketing mix strategy, and Integrated Marketing Communication (IMC). The implementation is set on one year periods which is from March 2019 to February 2020