Brand Positioning Strategy dalam Membangun Top of Mindpada Fried Chicken Lokal Chicken Buff

Abstract

Pertumbuhan bisnis padamarket categoryfried chickensemakin meningkat di berbagai tempat.Brand positioningperlu dioptimalkan supayabrandmemiliki persepsi unik dan dapat dibedakan dengan kompetitornya. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen, menganalisis kondisi eksisting pada penerapan strategipositioning, memetakan posisibrandterhadap kompetitor,dan merumuskanbrand positioning strategyyang tepat dalam membanguntop of mind. Alat analisis yang digunakan adalahmultidimensional scaling, analisis deskriptif, analisis STP (Segmenting, Targeting, Positioning), dan bauran pemasaran.. Hasil penelitian diperoleh bahwa konsumen Chicken Buff didominasi oleh ibu-ibu yang memiliki anak usia Sekolah Dasar, berdasarkan analisis STP (Segmenting, Targeting, Positioning)positioningyang berjalan kurang optimal dan campaignkurang efektif, hasil analisismultidimensional scalingmenunjukkan Chicken Buff berada pada kuadran yang berbeda dengan tiga kompetitornya, dan perbaikanbrand positioning strategydirumuskan berdasarkanmarket category,target pasar spesifik,unique value proposition.

Business growth in the fried chicken market category is increasing in various places. Brand positioning needs to be optimized so the brand has a unique perception and can be differentiated from its competitors. This research aims to identify consumer characteristics, analyze existing conditions in implementing positioning strategies, map brand positions against competitors, and formulate appropriate brand positioning strategies in building top of mind. The analytical tools used are multidimensional scaling, descriptive analysis, STP analysis (Segmenting, Targeting, Positioning), and marketing mix. The research results show that Chicken Buff consumers are dominated by mothers who have elementary school-age children, based on the STP (Segmenting, Targeting, Positioning)analysis, the positioning is less than optimal and the campaign is less effective, the results of the multidimensional scaling analysis shows that Chicken Buff is in a different quadrant from its three competitors, and improvements to the brand positioning strategy are formulated based on market category, specific target market,unique value proposition.