Mr. Sambas Winata, the Distribution General Manager of PT Tang Mas, stated that the marketing of the orange juice grows rapidly, about 30% until 40%, and they can take the same benefit from the growth. The writer concludes orange juice is having a prospective udmarket recently. The prospective market stimulates the arising of many instant orange juice producers in market. The prospective market and increasing number of producersstimulate the competitionamong the producers. The competition forces the producers to improve their product in order to win the customers. In this research, the writer would like to discuss about udimproving the packaging to win the customers. In the modern era, there is a new paradigm about the package. According to Hermawan Kertajaya, it was "Packaging sells what it protects". Based on the reasons above, the writer would like to do a research about the "Juz AFI Orange Juice" package using QFU method. The writer observes the customer's voice then determines the technical response. The writer also finds out the position of the udproduct's package toward its competitors'. In this research, the competitors are "Frutang" and "Modern". As the result of QFD, the writer will propose design suggestion of "Juz AFI Orange Juice" packer label. The writer uses ergonomic display principle and Badan POM regulation to redesign the packer label. The redesigning packer label has good looking, having complete and easy to read the information without removing the trademark of "Juz AFI Orange Juice" package. ud
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