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The Role of product positioning strategy in increasing the sales of A-Mild cigarette kretek

Tjandra, Irwan K. (1997) The Role of product positioning strategy in increasing the sales of A-Mild cigarette kretek. Diploma thesis, Petra Christian University.

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Abstract

A-Mild cigarette kretek filter is becoming one of main players in Indonesian market share of cigarette. PT. HM Sampoerna has removed Djarum's position from number 2 to number 3. As a result, PT. HM Sampoerna becomes the second biggest cigarette company after Gudang Garam. How PT. HM Sampoerna does its business is very interesting to follow. Many new brands of cigarette come and no longer go. It is very hard for a new-cigarette product to join the market competition. However, this situation do not happen to A-Mild cigarette kretek. Why ? The success of A-Mild cigarette kretek is achieved by a hard fight in the tight market competition. To occupy a good place in the consumer's perception, PT. HM Sampoerna must be able to do the right product positioning strategy. With a position as the cigarette kretek with low tar and nicotine degree, A-Mild tries to join the market and gives a different taste to its consumer.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: cigarette kretek, product strategy, market competition, consumer perception, low tar
Subjects: UNSPECIFIED
Divisions: UNSPECIFIED
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 29 Mar 2011 10:20
URI: http://repository.petra.ac.id/id/eprint/14120

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