segmentation and marketing mix competitor analysis in Tuyoqu product launching Kartika Indah Permanasari (a*), Prof.Dr.R Moechammad Sarosa, Dipl. INg. M.T (b), Dr.Ir.Dwina Moentamaria,M.T (c), Fahmi Muhammad Az Zuhri (d)
a) & d) Politeknik Negeri Malang
Business Admisnistration Departement
Jl Sukarno Hatta No 9
b) Engineering Tecnical Politeknik Negeri Malang
Jl Sukarno Hatta No 9
c) Chemical TechnicalPoliteknik Negeri Malang
Jl Sukarno Hatta No 9
Abstract
Competition between bottled water products circulating in the market is increasing. This is marked by the large number of widely known bottled water brands that have been distributed and sold in the market. This presents a challenge for the Tuyoqu product in the launch of its bottled water with regard to how Tuyoqu can meet the standards of public demand that are in accordance with the actual needs and wants of the consumers. To maximize the launch of the Tuyoqu bottled water product, an analysis of the mix competitor marketing strategy is needed in improving the quality of the Tuyoqu bottled water product through market testing. The research methodology employed in this study is the mix-method. The population of this study is the infinite population comprising the citizens of Malang City who have purchased bottled water, from which the samples of this study were obtained using the purposive sampling technique. There are 100 respondents in this study. The data were analyzed using descriptive analysis and competitor market test.
According to the results of the quantitative and qualitative study, the average consumers prefer products that are refreshing and have good taste, and they tend to opt for bottled water products that have a complete permit, contain minerals necessary to the body, are accessible, and have a fresh taste. The criteria for drinkable water are odorless, tasteless, and colorless. Practicality factor is oftentimes taken into account in their consumption, in addition to the bottles^ appealing form factor. Generally, consumers favor well-known brands that are frequently televised.
