ANALYSIS OF THE MARKETING STRATEGY OF THE NEW PRODUCT INNOVATION IN THE HIGHLY SATURATED FAST-MOVING CONSUMER GOOD (FMCG) MARKET (CASE STUDY: ABC SWEET SOY SAUCE WITH FLAVOR FROM THE KRAFT HEINZ COMPANY IN INDONESIA)
The Indonesian condiment market is high. Competitive, with sweet soy sauce and chili being the dominant products. ABC Brand was one of the market leaders, but in the sweet soy sauce market, in the past ten years, losing its leadership as it was seen as an old brand and no longer has strong different...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/76633 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |