PERANCANGAN USULAN KONSEP PRODUK LOVE RING MENGGUNAKAN CHOICE-BASED CONJOINT
PT. Infia Media Pratama, a social media focused company, is developing a new revenue stream to achieve its financial target. The new revenue stream is a community called Eros who offers alternative partner-finding media for its target market which is Indonesian citizens who are not in relationshi...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/77847 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | PT. Infia Media Pratama, a social media focused company, is developing a new revenue
stream to achieve its financial target. The new revenue stream is a community called Eros
who offers alternative partner-finding media for its target market which is Indonesian
citizens who are not in relationship, has a preference of finding their partners online, and
aged around 18-30 years old. The first product that Eros planned to launch, and the symbol
of the Eros Community is a ring named Love Ring. To develop the product based on target
market preferences, conjoint experiment is used to acknowledge respondent's preferences
toward product attributes. Writer used choice-based conjoint to collect 231 respondents's
choice through online distributed questionnaire towards product's target market. Sampling
method used is non-probability sampling. Attributes used on the experiment are logo's
location, logo's technique, shank's colour, and shank's material. Then, latent class logistic
regression is used to form segment between respondents. The optimal segmentation divides
the respondents by three classes based on their preferences toward attributes's levels. Each
class will generate one Love Ring's product concept. Form every concept generated, Product
2 has the biggest market share between the products with estimation of 46 percent. Based
on undifferentiated marketing strategy, Product 2 will be used to target entire formed
segment with the estimation that 46 percent of the target market will purchase the product.
Then, measurement of price sensitivity is being done by Van Westendorp method to estimate
the optimum price of Product 2. Based on 103 target market collected responses, writer
suggests Infia to sell the product on Rp60.000 price point so Infia can maximize its selling
volume. With that price point, estimated 57 person from a target market sample of 103 will
purchase the product and generates Rp3.394.0642 revenue. Then the gross margin of the
sold product is 91,5 percent of the revenue.
|
|---|