STRATEGI PEMASARAN YOGHURT YOGURI BERDASARKAN POSISI SIKLUS HIDUP PRODUK PADA CV NATURA UTAMA YOGYAKARTA

Wulandari, Septi (2023) STRATEGI PEMASARAN YOGHURT YOGURI BERDASARKAN POSISI SIKLUS HIDUP PRODUK PADA CV NATURA UTAMA YOGYAKARTA. Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

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Septi Wulandari. 2023. Strategi Pemasaran Yoghurt Yoguri Berdasarkan Posisi
Siklus Hidup Produk pada CV Natura Utama Yogyakarta. Dibawah arahan Budiarto
dan Heni Handri Utami.
ABSTRAK
CV Natura Utama merupakan UKM yang bergerak dibidang pengolahan yoghurt
yang berada di Yogyakarta. Penelitan ini bertujuan (1) Mendeskripsikan segmenting,
targeting, positioning, dan bauran pemasaran yang diterapkan oleh CV Natura Utama
(2) Mengidentifikasi posisi siklus hidup produk yoghurt Yoguri menggunakan
metode Polli and Cook (3) Menentukan strategi pemasaran yoghurt Yoguri
berdasarkan posisi siklus hidup produk. Pendekatan pada penelitian ini, yaitu
kuantitatif dengan metode survei. Jenis penelitian ini, yaitu deskriptif. Penentuan
lokasi dan penentuan responden dilakukan secara purposive. Jenis data menggunakan
data primer dan data sekunder. Data dipeeroleh melalui observasi, wawancara, dan
dokumentasi. Teknik analisis data menggunakan metode deskripif dan metode Polli
and Cook. Hasil penelitian menunjukkan bahwa (1) Segmenting yang diterapkan oleh
CV Natura Utama meliputi konsumen berusia 15-30 tahun, wilayah Jawa dan Bali,
wanita, kelas sosial menengah atas dengan targeting orang yang berorientasi pada
kesehatan pencernaan. Positioning Yoguri, yaitu yoghurt yang kaya probiotik dengan
citra rasa karena kekentalannya. Produk utama CV Natura Utama adalah Yoguri
drink, super, dan greek. Harga yang ditetapkan berkisar dari Rp 8.500 – Rp 94.000,
didistibusikan secara langsung maupun tidak langsung, dan dipromosikan melalui
sosial media. (2) Yoghurt Yoguri berada ditahap pertumbuhan (3) Strategi pemasaran
pada tahap pertumbuhan yaitu beralih dari iklan kesadaran produk ke iklan preferensi
produk.
Kata Kunci: Segmenting, Targeting, Positioning, Bauran Pemasaran, dan Siklus
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Septi Wulandari. 2023. Yoghurt Yoguri Marketing Strategy Based on Product Life
Cycle Position at CV Natura Utama Yogyakarta. Supervised by Budiarto dan Heni
Handri Utami
ABSTRACT
CV Natura Utama is Small and Medium Enterprise engaged in the making yoghurt
industry located in Yogyakarta. The aim of this research (1) to describe the
segmentation, targetting, positioning, and marketing mix that have been implemented
by CV Natura Utama (2) to identify the position of Yoguri Yoghurt in product life
cycle use Polli and Cook method (3) to determine the suitability of the marketing
strategy of CV Natura Utama based on product life cycle. The approach in this
research is quantitative with survey method. This type of research, namely
descriptive. Determining the location and determining the respondents was done
purposively. Types of data using primary data and secondary data. Data obtained
through observation, interviews, and documentation. Data analysis techniques used
descriptive methods and Polli and Cook methods. The results of the study show that
(1) the segmentation applied by CV Natura Utama includes consumers aged 15-30
years, Java and Bali regions, women, upper middle social class targeting people who
are oriented towards digestive health. Positioning Yoguri, namely probiotic-rich
yogurt with a taste image due to its thickness. The main products of CV Natura
Utama are Yoguri drink, super and Greek. Prices range from IDR 8,500 – IDR
94,000, distributed directly or indirectly, and promoted through social media. (2)
Yoghurt Yoguri is in the growth stage (3) The marketing strategy is in the growth
stage, namely switching from product awareness advertising to product preference
advertising
Keyword: Segmentation, Targetting, Positioning, Marketing Mix, Product Life Cycle

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Segmentation, Targetting, Positioning, Marketing Mix, Product Life Cycle
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Faculty of Medicine, Health and Life Sciences > School of Biological Sciences
Depositing User:	Eko Yuli
Date Deposited:	02 Aug 2023 08:28
Last Modified:	02 Aug 2023 08:28
URI:	http://eprints.upnyk.ac.id/id/eprint/36725

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