Strategi Bauran Pemasaran Berdasarkan Analisis Brand Equity Kopi GS PT. Gasandry, Bogor

Abstract

Marketing mix is a marketing reach that simplified into four marketing policy, which consists of product, price, place, and promotion. Marketing mix strategy must be prepared properly according to consumer perception to get the optimum sales target. The high production and domestic consumption of coffee affect on rapidly develop of variety of packaged coffee industry. GS Coffee is a new brand of packaged coffee produced by PT. Gasandry, Bogor. Under the competitive conditions, PT. Gasandry need to know its brand equity. By knowing the brand equity, it can be known about consumer perception and its position compared with other competitor brands. Understanding of brand equity GS Coffee product can serve as the basis for evaluation and development activities of the marketing mix in order coffee GS is able to develop its presence in any competition in the long period. The purpose of this research is to obtain the formulation of marketing mix strategies based on brand equity analysis of the GS Coffee. Scope of marketing mix strategy formulation is based on analysis of brand equity elements of GS Coffee. Elements of brand equity include brand awareness, brand association, perceived quality, and brand loyality. Items reviewed in this study were GS Coffee product and competitor brand that is Torabika, ABC, Kapal Api, Liong Bulan, and Oplet. This research site focused in Bogor Regency. The method used is descriptive analysis, Cohcran test, Fishbein attitude model, Importance Performance Analysis (IPA), Semantic Differential scale, Biplot analysis, Likert scale, and calculating average. Based on brand awareness analysis, the most coffee brand widely known by consumers in a row is ABC, Torabika, Kapal Api, Liong Bulan, Oplet, and GS. So that the brand awareness of GS Coffee is still low due to the fact that it had just launched six months ago. Brand association analysis results showed that GS Cofee have association with attributes of low price, quality guaranteed, complete labelling information, easily obtained, fine powder, and safe to eat. Consumer confidence of the GS coffee lowest among competitive brands that were examined. The attributes of package Coffee that have a high importance is taste, safety, quality, and flavor. GS coffee has a good performance on the attributes of price, safety, availability, and the fineness of powder. Attributes of taste, quality, and aroma still have low performance. Brand loyality analysis showed that the dominant of consumer GS coffee is switcher consumer type. However, analysis of the satisfied buyers GS coffee has a good value, it means that consumers of GS coffee generally been satisfied with GS Coffee product. The best marketing strategy of GS Coffee is concern to low economic society at Bogor for market segment. The target market is men and women, age above 15 years, and income level below 2.5 million Rupiahs from various levels of education and employment. GS coffee best when positioned as coffee drinks that are safe to eat, good taste, reasonable price, and fit to drink anytime.