_.gif)
_.gif)
Design of Glegeg-in Modern Drink Positioning Improvement Based on Perceptual Mapping Using Multidimensional Scaling Method
Abstract
Glegeg-in is a Bandung-based brand that sells modern drink such as milk tea, thai tea, coffee, and boba drinks. Glegeg-in revenue have been unstable over the past years. One of the root causes is a low brand awareness compared to its competitors. A low brand awareness compared to other brands caused by the customers not aware of the value proposition that Glegeg-in offers, which is affordable, has a variety of menu options, and attractive packaging. The purpose of this research is to design a positioning improvement system to minimize the instability of Glegeg-in revenues by mapping the position of Glegeg-in and its competitors through perceptual mapping using the multidimensional scaling method. 122 modern drink customers were employed as samples in this research input data. Furthermore, the input data is used for data processing using MDS which produces a perceptual mapping. Based on the results of perceptual mapping, three areas of competition were obtained, Glegeg-in is in the same area with Happy Fat, which makes it the closest competitor of modern drink brands. The results of this study are an integrated positioning system improvement design for Glegeg-in on the attributes of modern drinks which are the value proposition of Glegeg-in. This is the basic consideration for Glegeg-in in achieving the goals that have been set.
Keywords
Full Text:
PDFReferences
A. C. Rahmadi, S. Maulany and M. M. Ikhsani, "Analisis Faktor-faktor Pengaruh Inovasi Produk yang Berdampak pada Keunggulan Bersaing UKM Makanan dan Minuman di Wilayah Harjamukti Kota Cirebon," Jurnal Logika, vol. XVIII, no. 3, pp. 61-75, 2016.
D. Krisnawati, "Peran Perkembangan Teknologi Digital Pada Strategi Pemasaran Dan Jalur Distribusi Umkm Di Indonesia (Studi Kasus: UMKM Kuliner Tanpa Restaurant ‘Kepiting Nyinyir’)," Jurnal Manajemen Bisnis Krisnadwipayana, vol. 6, no. 1, pp. 69-74, 2018.
A. Hartarto, "Kementrian Perindustrian Republik Indonesia," 2019. [Online]. Available: https://kemenperin.go.id/artikel/20298/Industri-Makanan-dan-Minuman-Jadi-Sektor-Kampiun-. [Accessed 14 February 2022].
K. Adlakha and S. Sharma, "Brand Positioning Using Multidimensional Scaling Technique: An Application to Herbal Healthcare Brands in Indian Market," sagepub, vol. 24, no. 3, pp. 345-355, 2019.
J. L. Lee, Y. Kim and J. Won, "Sports brand positioning: Positioning congruence and consumer perceptions toward brands," International Journal of Sports Marketing and Sponsorship, vol. 19, no. 4, pp. 450-471, 2018.
P. Kotler and K. L. Keller, Marketing Management Global Edition, Edinburgh Gate: Pearson Education Limited, 2016.
I. Gigauri, "Perceptual Mapping as a Marketing Research Tool for Brand Positioning," SSRG International Journal of Economics and Management Studies (SSRG - IJEMS), vol. 6, no. 4, pp. 73-79, April 2019.
N. K. Malhotra, D. Nunan and D. F. Birks, Marketing Research An Applied Approach, New York: Pearson Education Limited, 2017.
K. Adlakha and S. Sharma, "Brand Positioning Using Multidimensional Scaling Technique: An Application to Herbal Healthcare Brands in Indian Market," sagepub, vol. 24, no. 3, pp. 345-355, 2019.
S. Meutia, Bakhtiar and P. N. Lia, "Analisis Positioning Product Kopi Gayo Berdasarkan Persepsi Konsumen Coffee Shop Raja Kupi Aceh, Black Castle Dan Station Coffee Di Kota Lhokseumawe," Seminar Nasional Teknik Industri [SNTI2017], pp. 341-348, 2017.
W. Pambudi, S. Wulandari and I. Normalia, "Perancangan Strategi Positioning Linkaja Berdasarkan Perceptual Mapping Dengan Metode Multidimensional Scaling ( Mds ) Dan Swot Analysis Planning Strategy of Positioning Linkaja Based on Perceptual Mapping Method With Multidimensional Scaling ( Mds ) and," e-Proceeding of Engineering, pp. 6197-6204, 2021.
Fatimah, Darna and Elisabeth, "Implementation of Multidimensional Scaling (MDS) in Determining the Positioning of Rasa Dewa Juice: Strategy Micro Small Business (SME’s) Product," 2019.
L. A. P. Dewi, I. Rachmawati and F. S. A. Prabowo, "Positioning Analysis Of Bubble Drink’s Franchise Based On Consumer Perceptions In Bandung City (Studies On Calais, Chatime, I-Cup, Presotea, Sharetea)," e-Proceeding of Management, pp. 2511-2517, 2015.
S. Chouaabi, F. Z. Boughari, L. Adouka and Z. Bouguelli, "Strategic Positioning for Soft Drinks in the Algerian Market," International Business Research, pp. 20-28, 2016.
R. R. w. Giri, R. Altivira and S. T. Aziz, "Positioning Analysis Breakfast Menu in Fast Food Franchise based on Customer Perception in Bandung City 2014 (Case Study: Kentucky Fried Chicken, Mcdonald's, Pizza Hut and Dunkin' Donuts)," International Journal of Science and Research, pp. 1560-1566, 2018.
P. Mair, I. Borg and T. Rusch, "Goodness-of-Fit Assessment in Multidimensional Scaling and Unfolding," Multivariate Behavioral Research, vol. 51, no. 6, pp. 772-789, 2016.
DOI: https://doi.org/10.33258/birci.v5i1.4217
Article Metrics
Abstract view : 101 timesPDF - 28 times
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.