Campina Marketing Plan Indonesia

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KASUS PEMASARAN

BAGAIMANA MEMPERKUAT BRAND EQUITY CAMPINA TERHADAP PASAR REMAJA DAN ANAK MUDA ?
Sekilas tentang pasar es krim di Indonesia Es krim adalah makanan selingan yang selalu menarik setiap orang, khususnya untuk anakanak dan para remaja. Di negara-negara barat, es krim merupakan makanan tambahan yang sangat populer dikonsumsi oleh segala lapisan usia. Menurut sejarahnya, es krim pertama kali ditemukan di China dan dibawa ke Eropa oleh Marcopolo, seorang penjelajah ternama di abad pertengahan. Secara komersial es krim menjadi lebih luas pemasarannya sejak ditemukannya freezer di tahun 1851 di AS. Saat ini tingkat konsumsi es krim di dunia paling tinggi adalah di AS dan Australia. Sedangkan di Indonesia tingkat konsumsi es krim adalah paling rendah di kawasan Asia Tenggara, dua pertiga lebih rendah daripada tingkat konsumsi di negara-negara jiran. Di Indonesia ada beberapa hal yang menyebabkan perkembangan tingkat konsumsi es krim belum setinggi di negara tetangga, antara lain es krim masih dianggap berperan dalam meningkatkan kegemukan, dan dianggap berperan menyebabkan sakit batuk dan pilek. Juga infrastruktur logistik dan penyediaan daya listrik yang masih terbatas menyebabkan tingkat konsumsi es krim belum setinggi di negara lain. Namun dengan jumlah penduduk yang sedemikian besar maka Indonesia tetap dipandang salah pasar potensial es krim di dunia ini, sehingga pemain es krim masih berminat melakukan investasi kapasitas produksi dan pemasaran disini. Sejarah kehadiran bisnis es krim di Indonesia dimulai sejak jaman penjajahan Belanda , dimana saat ini peninggalannya yang masih eksis berupa toko-toko es krim “oldies” seperti toko es krim Ragusa (Jakarta), toko Tip Top (Medan), Toko Oen (Malang), toko es krim Zangrandi (Surabaya) toko Rassa (Bandung). Pembuatan es krim secara manufaktur baru dimulai sejak awal tahun 1970-an dengan adanya es krim Flipper, Woody, Greyhound, Peters, Diamond, dan Campina yang berskala nasional. Dari semua merek lokal

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