MARKETING STRATEGY OF HERBAL PRODUCT USING CONSUMER PREFERENCE ANALYSIS METHOD (CASE OF HERBAL RAHSA NUSANTARA COMPANY, BANDUNG)

• Main Author: Cahya Fahmi, Putri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52170
• Institution: Institut Teknologi Bandung

Herbs are plants that can be used as a medicine, food, and cosmetics. The utilization of herbal products increases; however, the consumers are still not satisfied with local herbal products. Analysis of consumer's preference could offer a solution concerning herbal products that will be suitable for their interest. This research aims to identify herbal characteristics, determine consumers' preferences, and the herbal product's marketing strategy. The research was performed in Bandung with a case study in Rahsa Nusantara. The data was obtained by observations, interviews, and questionnaires either to the company and communities. Consumer’s preference was analyzed by conjoint, and the marketing strategy which was organized based on Kotler & Amstrong (2014). The result shows that herbal can be extracted or dried, and has a complex active compound with pharmacological effect. Consumers prefer beverages and beauty face masks among other herbal products. The price attributes on beverages and masks are considered the most important, indicated by the highest importance value, namely 67.86% and 76.61%, respectively. Consumer’s favorite are ready-to-drink in a pouch beverage with a price of IDR20,000-50,000, indicated by the highest utility values of 0.396, 0.041, and 1.206, respectively. For a beauty face mask, consumers prefer a washed-off mask in the form of paste/gel in a tube, price of IDR20,000-50,000, indicated by the highest utility values of 0.031, 0.150, 0.167, and 1.079. Market segmentation of beverages and mask is young people with relatively low income. The target market of herbal beverages are mobile people, while women are a target for the beauty face mask. Market positions are a product that suits consumer's preferences and buying power, with quality assurance and safety. Product strategy should explore ready-to-go beverages in a pouch, and washed-off masks in the form of gel/pastes in a tube. Price strategy, ranging from IDR20,000-50,000. Place strategy, multiply multichannel retail. Promotion strategy, increase promotion on price, involve actively in many events and collaboration. People strategy, human resource management, and qualified pharmaceutical technical personnel. Process strategy, handling and producing the product based on the herbal characteristic, standardization of quality management and safety, and the product's traceability identified by the consumer. Physical evidence strategy, using an attractive product catalog and a retail display stand.