BRAND POSITIONING FOR TRIBUTE WATCH

• Main Author: Krisna Sudjati, Daniel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41130
• Institution: Institut Teknologi Bandung

Indonesia has more than 58 million of businesses all around the country. One of the industry is fashion and accessories business. Fashion and accessories industry is a very competitive business. Not just having to compete with other local businesses, but also with so many international brands, with big or even small companies. For a business to be able competing with each other and stand out from the competition, the company needs to formulate its brand positioning strategy. By implementing brand positioning, it can help a business to dominate the market and ensuring that the business gives a clear message to its market. There are two brand positioning strategy tested in this research, symbolic and functional brand positioning. The objective of this research is to know the perception of people about a certain brands of watches and using the knowledge to help build Tribute Watch marketing strategy. Data collected through questionnaire was analyzed using Multidimensional Scaling (MDS) to map the perception towards Tribute Watch and its competitors’ brand. Furthermore, Factor analysis was conducted to help understand the underlying variables in the perceptual mapping. In this research, the result is Tribute Watch has similarity with Roodolph Watch as its direct competitor, meanwhile, Parlént, Timex, and Casio was in different quadrant in the MDS result. Therefore, this perceptual mapping can be used to formulate strategy and help Tribute Watch to formulate the strategy needed in order to grow the business and give a clear position in the market for the business.