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Asian Journal of Scientific Research

Year: 2018 | Volume: 11 | Issue: 3 | Page No.: 337-343
Research Article

Market Segmentation and Product Positioning Analysis of Cow Milk Processing Brand E-co Farm Bogor Agricultural University

Anggita Putri
School of Business, Bogor Agricultural University, Indonesia
LiveDNA: 62.20186
Dodik Ridho Nurrochmat
School of Business, Bogor Agricultural University, Indonesia
Toni Bakhtiar
Department of Mathematics, Bogor Agricultural University, Indonesia
Background and Objective: E-co farm is a business unit of IPB livestock faculty which engaged in fresh milk processing. E-co farm hopes to be able to produce and sell more processed dairy products but in fact until now E-co farm has not been able to meet its expectations in terms of producing more products and expanding the marketing area. This research is conducted in order to see the consumers behaviour by analysing market segmentation and the positioning of E-co farm milk products based on attributes in the product and formulating the right strategy for the development of beverage business of processed products of cow's milk of E-co farm IPB. Methodology: This research used sample as many as 100 respondents, with the criteria of buying and consuming the dairy products of E-co farm and D-farm in the last 6 months. Segmentation analysis was conducted with the help of K means cluster and analysis of products positioning was conducted with the help of correspondence analysis. Both of these analysis were processed using SPSS 22.0. Results: The result of the analysis shows that there are three groups of segments formed based on the psychographic aspect that is called experiencer (8%), rational (27%) and conventional (65%). The target segment in this research is conventional segment. Products positioning or image that are most attached to the consumers about the processed products of cow’s milk of E-co farm IPB is affordable price, lots of variations of size/volume and health benefits. Conclusion: The study showed the strategy that can be formulated to develop beverage business of processed products of cow’s milk of E-co farm IPB is improving the human resources and expanding the potential market area, improving the promotion activity with the "above the line" nature where the network is wider and spread evenly to increase the consumers awareness on the products brand so that the product image will be more attached to the consumers.
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