Product Positioning Analysis for 'Frestea' of PT. Coca-Cola Distribution Indonesia Balinusa

摘要

This study aims to (1) determine the similarities between 'Frestea' tea beverage products and competitors' products, (2) consumer perceptions on the attributes of the 'Frestea' product and competitor products, (3) the advantages of 'Frestea' products compared to competitors' products, and (4) the strategies that can be applied to the 'Frestea' product to strengthen its positioning. The sample size was 100, taken in 3 regions in Denpasar using proportional sampling, while the sampling technique was purposive sampling. MDS were used as an analysis model to know the similarity of 'Frestea' with its competitors, while CA analysis was used to identify consumer's preference about product attribute of each tea product. The result of the study shows that the consumer perception about 'Frestea' differs from its competitors. The consumer preferences about product attributes of 'Frestea' is better than its competitors, which is at most of the product attributes except the beverage's color. The CA analysis shows that 'Frestea' has competitive advantages on attractive bottle design, packaging, suitable taste, and benefit as a soft drink. One strategy that could be implemented is to make promotion at various medias, both printing and electronic media, that could provide information about the advantages of 'Frestea'. Other strategy is that 'Frestea' uses a distribution channel that has a good performance, so that the company guarantees the availability of 'Frestea' at any time in the market place.