Evaluasi Strategi Pemasaran Obat Batuk Merek Laserin

• Main Authors: , Endah Lestari Setyowati, , Dra. Yulia Arisnani, MBA
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/98864/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=54969
• Institution: Universitas Gadjah Mada

The background of this research is phenomenon of self-medication, purchasing drugs without prescription in Indonesian society (consumers try to cure the disease itself). This can be seen on the Badan Pusat Statistik in 2010, there were 68.71 per cent of consumers Indonesia chose for self-medication in curing the illness, including cough. Therefore, many pharmaceutical companies that manufacture OTC cough medicine,so that arising the competition. The competition of OTC cough medicine market can be seen from the large of OTC cough medicines market as much as 8 percent OTC market of the Indonesia pharmaceutical, which accounted for 40 percent of the total market. Laserin is a brand of OTC cough syrup from natural ingredients that follow the competition. Research is done to conduct exploration of marketing strategies that have been applied PT Mecosin Indonesia, so that Laserin can survive. This is done because the competition is tight between the pharmaceutical manufacturers. Data was taken with in-depth interviews of respondents who are experts in their fields. In addition to the interview was also conducted observations of the price of cough medicine. The results of the analysis found that the company's marketing strategy is correct. It is because Laserinis brand already strong and can survive a long time among the other similar onslaught of cough medicine. SWOT analysis also showed that Laserin entered in one cell area, the aggressive, the company faced several environmental opportunities and have a variety forces that encourage the use of these opportunities.