ANALISIS PERILAKU KONSUMEN PRODUK TEH SIAP SAJI DAN IMPLIKASINYA TERHADAP STRATEGI BAURAN PEMASARAN (Studi Kasus di PT. Coca Cola Amatil Indonesia)

摘要

PT.Coca Cola Amatil Indonesia is the company that distributed Coca Cola udproducts in lndonesia. In order to develop their business with spreading the soft uddrink industv, Coca Cola is seriously tend to marketing its tea product, Hi-C. udThe purpose of this research is to analyse consumer's behaviour of ready to drink udtea. After that, a marketing mix strategy alternative can be made as' udrecommendation to the company. udThe result of this research shows that Hi-C product still need to be improved, udespecially in the following aspects : colour, volume, distribution channel, and udpricing. But Hi-C still has a good prospect if Coca Cola can introduce this product udto the people with good promoting. ud