The Application of Consumer’s Knowledge and Involvement Concept in “Adu Segar Larutan Penyegar” Case Study from Brand Cap Kaki Tiga Perspective
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CONSUMER BEHAVIOR PAPER | The Application of Consumer’s Knowledge and Involvement Concept in “Adu Segar Larutan Penyegar” Case Study from Brand Cap Kaki Tiga Perspective | September 2012 |
MMBM Batch 25 Team #2
Dickson Mulia 0152121007
Genoveva Iswati 0152121016
Arfianti Puspitarini 0152121035
Maulana 01521210xx
EXECUTIVE SUMMARY
Larutan Penyegar Cap Kaki Tiga, currently being manufactured by PT Kinocare, is facing a fierce competition against Larutan Penyegar Cap Badak since Wen Ken Drugs decision in February 2011 to withdraw the license from PT Sinde Budi Sentosa and granted it to PT Kinocare.
In the market, the new Larutan Penyegar Cap Kaki Tiga is perceived as a replica product of its predecessor and they are struggling to gain consumer brand awareness and eventually become consumer’s choice.
In this case study, we recommend Larutan Penyegar Cap Kaki Tiga to get out of the tight corner by implementing a breakthrough innovation in order to gain consumer interest and remove consumer’s visual imagery of Badak logo that has been anchored in consumer’s memory since 1937
I. BACKGROUND
1937 - The Product Era
About 75 years ago, in 1937 four Singaporean Chinese families decided to go into business together to market a secret traditional medical recipe which becomes known as Three Legs Cooling Water.
In Hokkien, '3 legs' (pronounced as Sa Ka) is a popular proverb meaning to flatter someone. But in the world of traditional medicine in Singapore and Malaysia, the '3 legs' means a simple effective way to prevent or heal fever and headache caused by 'healthiness' in the body
The logo features two legs on solid ground and one additional leg to provide additional support and expedite the healing process. The symmetrical legs represent equality for all and humbleness on others' views and suggestions. And finally, the circle marks the cohesiveness of the staff and customers centered on the triple legs
1978 – Introduction into Indonesia Market
About 30 years
CONSUMER BEHAVIOR PAPER | The Application of Consumer’s Knowledge and Involvement Concept in “Adu Segar Larutan Penyegar” Case Study from Brand Cap Kaki Tiga Perspective | September 2012 |
MMBM Batch 25 Team #2
Dickson Mulia 0152121007
Genoveva Iswati 0152121016
Arfianti Puspitarini 0152121035
Maulana 01521210xx
EXECUTIVE SUMMARY
Larutan Penyegar Cap Kaki Tiga, currently being manufactured by PT Kinocare, is facing a fierce competition against Larutan Penyegar Cap Badak since Wen Ken Drugs decision in February 2011 to withdraw the license from PT Sinde Budi Sentosa and granted it to PT Kinocare.
In the market, the new Larutan Penyegar Cap Kaki Tiga is perceived as a replica product of its predecessor and they are struggling to gain consumer brand awareness and eventually become consumer’s choice.
In this case study, we recommend Larutan Penyegar Cap Kaki Tiga to get out of the tight corner by implementing a breakthrough innovation in order to gain consumer interest and remove consumer’s visual imagery of Badak logo that has been anchored in consumer’s memory since 1937
I. BACKGROUND
1937 - The Product Era
About 75 years ago, in 1937 four Singaporean Chinese families decided to go into business together to market a secret traditional medical recipe which becomes known as Three Legs Cooling Water.
In Hokkien, '3 legs' (pronounced as Sa Ka) is a popular proverb meaning to flatter someone. But in the world of traditional medicine in Singapore and Malaysia, the '3 legs' means a simple effective way to prevent or heal fever and headache caused by 'healthiness' in the body
The logo features two legs on solid ground and one additional leg to provide additional support and expedite the healing process. The symmetrical legs represent equality for all and humbleness on others' views and suggestions. And finally, the circle marks the cohesiveness of the staff and customers centered on the triple legs
1978 – Introduction into Indonesia Market
About 30 years